CRM case studies
CRM case studies focus on the approach companies take to manage interaction with current and potential customers. The goal of CRM (Customer Relationship Management) is to improve relationships with customers, focusing on customer retention and driving sales growth.
Data analysis of customers’ history with a company plays a critical role. As a result, a system to compile the data and manage the interactions is a critical component. But the system can’t be effective unless the approach has been clearly defined.
To show why here are 12 of the most convincing CRM case studies.
12 of the most convincing
AMAZON: Is probably the biggest and best CRM marketer in the world. Their database, data warehouse, and data analytics have opened up more communications with current and potential customers than any other company. Yet, the enabling of their massive capabilities relies on a simple approach. If you want to buy something at Amazon, you have to set up a personal account. Their incredible data capabilities can’s begin unless the customer initiates it. Very soon, 85% of the world’s products will be available on Amazon. Already, for every $1 that Americans spend online in 2015, Amazon captures 51 cents.
ARXAN TECHNOLOGIES: Provides a suite of high-end application security products for businesses. To effectively target customers with the right value and message, they segment their audience into 3 groups. Those who don’t know they have a security problem. Those who don’t think they have a security problem. And those who don’t know how big their security problem is. Then, Arxan sends physical kits, which include personalized content and customized direct mail, via FedEx. Segmentation results in closure rate of leads growing from 2%t to 25%, and leads in its pipeline from 25% to 40%, with deal sizes increasing.
A&S ADRIA (AUTOMATION & SECURITY: This is a professional publication in the field of safety and security. Their contact list grows exponentially with employees of a company that have an event. a&s uses Outlook for email communications. It limits sending to 60 emails per hour drastically delaying their marketing efforts. When they change to a bulk email platform, their communications go out at lightning speed. And they improve reporting. This is essential to summarize information to get a clear picture of their marketing strategies. A 20X faster email delivery increase lead management by 5X and revenue by 10%.
BIG SHOT: Offers training programs and professional instruction on how to become a profitable stock trader. Big Shot has a fairly simple sales process. It begins with initiating contact with a prospect and ends with closing the deal. Big Shot offers the first 28 days of their program for free to customers. With marketing automation, a time-based workflow is set off at the end of the trial period to update the contact status to the customer. And, an invoice for the selected course is generated. With this time-based approach, the sales cycle is 2X faster and employee productivity increases by 10X
BLUECROSS BLUESHIELD: Has a huge problem with call handling times, which has spiraled out of control. They are averaging nearly 17 minutes. BlueCross implements a system to identify providers who are not submitting their medical records correctly. The company also gives clearer training to agents on the classification of call types. They reduce call-handling time by 30%. This results in a projected yearly saving of $900,000. Call volume problems related to locating medical records fall by 12%. This results in an additional $130,000 in projected yearly savings.
DELL: Has a division where 70% of B2B contacts on their email list are inactive. And 43% never engage with marketing emails. They create the “Unfrozen” program, a data-driven multichannel content and contact strategy that leverages direct mail, email, and retargeting. They segment targets into Nappers and Dormants. In this one of our CRM case studies, they create appropriate messaging and offers for each. Email open rates climb to 45% above the business-as-usual benchmark. There is a 33% conversion rate on high-value direct mailers. This result is 6% higher revenue, 8% higher margin and 5% higher units per buyer.
DIANE VON FUSTENBERG: The luxury lifestyle and fashion provider, launches a new website. Mobile accounts for more than 50% of all traffic. But mobile has been generating significantly less than half of all web revenue. They employ AI technology to curate one-to-one experiences for visitors to the mobile website. This allows viewers to see more of the product catalog with just a few swipes. The in-the-moment experiences for customers lead to 1) 11% of revenue attributed directly to personalization; 2) 20% conversion rate among website visitors targeted with personalized offers, and 3) a 4X increase in conversions on mobile devices.
OFFSET SOLAR: Distributes and installs solar panels in homes. Offset Solar goes from sun analysis and consultation to permitting and activation of solar panels for homeowners. They employ a lead nurturing system such that once they meet certain criteria such as qualifying for one of the loan products, they become hot leads. Within the first 10 minutes, a dedicated team reaches out to them to gather further information about their needs. They schedule an appointment for the property Then, they move to the deal. With this system, they see a 66% reduction in the sales cycle and a 400% increase in revenue.
RAKUTEN MARKETING: Launches a line of Disney-themed backpacks partnering with JanSport. They do a series of cross-channel marketing campaigns. These rely on artificial intelligence and machine learning to identify and target new customers. A teaser ad drives consumers to an email sign-up page and to branded content. There, they can get a preview and learn more about the new items. Results are 711% increase in total affiliate sales; a 33% increase in month-over-month affiliate sales; and a 73% lower cost-per-acquisition.
SAIL INTERNET: Services thousands of customers offering clearer, more reliable service and better support than the big internet providers. But, to grow, they have to scale their lead management process. Sail Internet is having trouble processing just 10 new leads per day. Once they fix this problem and find a system that can process more leads, they have days where over 200 leads come in. 10X the lead processing and 3X the revenue results within a year.
SOUTHWEST: In airline travel, keeping customers happy can go a long way toward earning loyalty and building repeat business. Southwest enables callers to literally hang up on hold time while the software keeps their place in line and calls them back when it’s their turn. With more callers taking advantage of the callback option, the average speed of answer improves by 47%. In addition, Southwest saves 25 million toll minutes or the equivalent of over 47 years of hold time taken out of the call center.
WILD EARTH: Is a protein pet food company dog food company with a mission of formulating “the highest-quality clean protein the world has ever seen.” They begin by selling their products directly to consumers but soon realize this is not a sustainable solution. Pet food is still largely sold in brick and mortar stores. But managing follow-ups is.. Basically, Once we’ve gotten permission to send them samples, then we create our lead in Copper and convert it. We send the samples and set our first follow-up for within a week, CRM gives them a new channel and a business that grows exponentially from there.
Do these CRM case studies convince you the solution has to lead the system? Does your business need to find the right CRM solution?