High Tech:
Problem: B2B sales were not growing as expected.
Solution: Analyzed current purchasing cycles, close rates, and lifetime value of customers. Developed new lead scoring system and campaigns to engage customers who were not sales ready. Identified repeat purchase cycles by client and industry to focus sales efforts on the right clients and the right times.
Result: Client exceeded their sales goals in a down economy. Gains were 15%.
Telecom:
Problem: Competitive churn and high defection rates.
Solution: Revised marketing strategy to send different communications to different market segments based on customer segment, customer value and lifecycle. Developed new segmentation system, changed the customer on-boarding process, developed new governance plan and implemented process re-design.
Result: Reduced churn by 20%, and reduced marketing expenses by 12% in 18 months.
Retail:
Problem: Stagnant sales.
Solution: Ethnographic research to understand how customers used the products and what the preferred customer experiences would be. Developed brand repositioning. Wrote RFPs, negotiated contracts and managed vendors. Installed new customer database and data mining to be able to measure progress against new goals. Provided input on store redesign based on new customer types.
Result: Overall media effectiveness grew by 8.3% and net income grew by 13% in 2 years. Large scale technology implementation completed within timeframes and $400K under budget.
Financial:
Problem: Decline in new customer growth.
Solution: Analyzed the current customer base to understand customer acquisition and profitability.85% of customers were unprofitable under the current business model. After conducting more research it was decided to change the business model by diversifying the product line and creating a variety of payment plans to meet the growing diversity of the customer base.
Result: Company went from a loss to a profit and increased customer growth by 15-50% in 6 months.
Nonprofit:
Problem: How to generate higher paid attendance at on site events.
Solution: Use on line social media to invite guests at the last minute, share customer experiences, generate interest in the attendance at on site events and to attract younger members.
Result: Created an additional low cost channel to attract more paid attendance on an as needed basis and reduce reliance on the monthly newsletter mailings.
Nonprofit:
Problem: How to generate more revenue to help defray the costs of the new outdoor facility.
Solution: Create a series of events to appeal to businesses.
Result: Created a new series of events for the development of team building and leadership skills. These events were held during off hours and days to expand the use of the facility from 20% to 50% utilization. Results: Clients loved the courses and even though there was a money back guarantee no one asked for a refund. Additional revenue of $60,000 in first 4 months.
Advertising/Marketing Services:
Problem: Coordinate multiple CRM vendors for a client to enable more innovation and drive bottom line CRM results.
Solution: Established an integrated cross functional CRM team of client and vendors with defined deliverables and work plans. Reinforce team though increased interactions, shared metrics, and virtual team environments. Used 3rd party wiki like software to store work plans and deliverables and enable more collaboration.
Result: New CRM initiatives with shared metrics.
Advertising/Marketing Services:
Problem: Lack of integration between analytics, media planning, and market research.
Solution: Ingrate the findings of each team and share with each other to understand the client’s business in more detail. Discuss business recommendations that were culturally sensitive and determine which ideas would have the biggest impact on bottom line results.
Result: Client was willing to invest more money in analytics and media mix modeling to help drive their business.
Advertising/Marketing Services:
Problem: New product development function was not successful.
Solution: Assessed current new product development process to understand current capabilities and develop a process for identifying new ideas based on internal and external needs. Gaps included no external validation of ideas, no market sizing, or competitive assessment, no methodology for product design or build, and no launch methodology. Did some voice of the customer with key clients and non clients to develop 10 new high value business opportunities.
Result: Next new product produced $1.2 million in sales in first 10 months.
Media:
Problem: Declining revenue
Solution: Focused on advertising. Analyzed key advertisers across all brands and identified key accounts that were not significant in any one market but accounted for large dollars across the enterprise. Used the data to develop a national sales program which included on line and off line advertising and direct mail. Also proposed new special ad inserts (gardening, electronics, automotive, etc) where the copy and ads could be produced nationally and supplemented by local writers and advertisers.
Result: Increase in overall advertising revenue by 6% in 16 months.
Automotive:
Problem: Declining customer loyalty.
Solution: Reviewed current marketing plans to understand how new car launches were affecting the brand. Conducted competitive analysis, voice of the customer research, customer experience design and changed the customer on-boarding/communications. Longer term focus will be on the dealership experience.
Result: Customer satisfaction and the intent to repurchase have increased significantly within 12 months due to more targeted communications.
Pharmaceutical:
Problem: Client wanted to be able to utilize their marketing dollars more effectively across marketing channels ( sales force, call center, web, email, direct mail, events, etc).
Solution: Combine the customer data and the channel data from across the organizational silos and from the marketing partners to get more of a 360 view of the customers. Begin collecting and analyzing customer preferences based on behavior and self-reported interests. Develop new modeling tool to enable brands to optimize response, optimize Total RX behavior, or optimize dollars across channels within time periods.
Result: Client is currently testing the new modeling tool with 2 major bands and is beginning to expand the concept internationally.