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Monthly statements and bills represent a frequent and prominent communication with
customers. While previous research has established the negative customer perception
provoked by these communications, standard practices underestimate the
consequences of this interaction on the customer relationship. Strengthening the
customer relationship across multiple touch points, including the bill/statement and web
is an essential component of any successful CRM strategy. Current industry standards
and practices neglect to do so at a critical moment in the customer lifecycle: transaction
mail. Strengthening this customer engagement will increase brand loyalty, reduce churn,
and enhance opportunities to cross-sell and upsell.
Over the duration of the campaigns, CCM carefully monitored member feedback. In
addition to surveying those members who responded to campaigns and visited the
campaign’s website, CCM also measured the number of member calls/emails to the
Credit Union regarding campaigns. That feedback is included on the last page of this
document. Member interest was overwhelmingly positive with interest trending toward
campaigns that focused on the Entertainment sector (Film, Television, and Music).
Furthermore, twenty three (23) percent of panelists responded with “extreme interest” in
future campaigns while twenty nine (29) percent responded with “interest.” In aggregate,
the credit union received 10 queries regarding campaigns. These inquiries represent
less the one tenth of one percent of the aggregate audience.
December 2008 Campaign Highlights
Offline Impressions: Number of envelopes imprinted with the ad 66,607
Online Visits: Number of visits to CCM consumer website as a result of mailing 1,207
Total Conversion: Number of online visits divided by offline impressions 1.81%
Repeat Visitor: % of Visitors who came back to see the offer again 77.89%
Customer support calls/emails re: the offer 5
Average time spent on site 2.53 minutes
© 2009 Cross Commerce Media
January 2009 Yinzo Campaign Highlights
Offline Impressions: Number of envelopes imprinted with the ad 92,447
Online Visits: Number of visits to CCM consumer website as a result of mailing 2,089
Total Conversion: Number of online visits divided by offline impressions 2.26%
Average visits/ Unique Visitor 5.1
Customer support calls/emails re: the offer 2
Average time spent on site 1.34 minutes
© 2009 Cross Commerce Media
February 2009 Campaign Highlights
Offline Impressions: Number of envelopes imprinted with the ad 67,403
Online Visits: Number of visits to CCM consumer website as a result of mailing 1,661
Total Conversion: Number of online visits divided by offline impressions 2.46%
Repeat Visitor: % of Visitors who came back to see the offer again 66%
Customer support calls/emails re: the offer 3
Average time spent on site 1.29 minutes
© 2009 Cross Commerce Media
Customer Survey
© 2009 Cross Commerce Media