ACTIVE CAPITAL Marketing de la Relation Client (Prospection et Fidélisation Clients)

When an international corporation was looking to turn customers into a network of advocates, we were able to step in. With an interactive ongoing communication campaign, coordinated event promotion efforts and a network of service representatives, this company worked alongside us to develop the foundation of their new communications structure.

This international client develops and implements health and wellness products through a customer distribution channel located across the nation. Our solutions are instrumental in developing state-of-the art industry innovations to increase the client's access to its broad base of customers.

Challenge
As a large international corporation, this client had the need for powerful communications to multiple audiences through a variety of messages and media. Because this client’s customer base is very diverse, we were faced with the task of achieving customer retention and creating a relationship network with very different target audiences. Providing detailed information at the customers’ convenience was another challenge the client faced. With such high-value customers, the client placed a heavy emphasis upon professionalism and elegance in all communication materials.

The Big Idea
We developed a series of solutions for the client, resulting in a network of committed customers and advocates. A multi-media approach to communication was deemed a important to reaching customers, and also providing them access to information at their convenience. This was accomplished through the establishment of personal contact, interactive communication tools, a series of print communications and variable content targeted to each individual customer. At the same time, the company’s professional image needed to be consistent and memorable to its customers.

Strategic Solution

Fully-staffed customer support center available during work week business hours
- Satisfaction surveying of key client constituents - Tracking, reporting and analysis of customer participation and feedback

Comprehensive online solution
- Customized user profiles - Web content development - Online reporting of sales representatives procedure updates - Recurring site promotion - Web-based event management

Four-color variable, high-impact print materials
- Event materials - Web site promotions - Segmented invitations and event participation generators Value-added, consistent visual representation of company in all materials

Measures of Success
Client customers have overwhelmingly expressed their gratitude for the streamlined approach which we have brought to the company’s communications. In event management alone, more than 80% of the client’s customers have rated the communication materials for the event as “excellent”. Customers are equally satisfied with the creation of the online communications hub. It allows them to spend more time on their desired activities, and less time working to find information or complete administrative tasks. The service center is also responsible for drastic time-saving on behalf of customers. The center handles thousands of calls per month, with a 98% first call response rate. In addition, service representatives are responsible for managing thousands of projects requested by the customers.