ustomer Loyalty Case Studies

Below you will find some example case studies:

Hotel Loyalty
Case Study 24

OVERVIEW
A worldwide hotel chain wanted to encourage their members to register for an upcoming “frequent guest” promotion. This was their first trial of voice messaging, which they were using as a comparison alongside their usual direct mail campaign. The goals of the MarkeTouch Media voice messaging campaign were to stimulate promotion registration and lower the client’s cost to acquire.

STRATEGY
The strategy for this client was a MarkeTouch Media Drive-to-the-Web/Drive-to-the-Call Center voice messaging campaign focused on persuading members to register for the upcoming season’s promotion. With registration, the member would be eligible for bonus points toward hotel stays or bonus airline miles.

ACTION PLAN
MarkeTouch Media created two different messages that were sent to the hotel chain’s loyal members. Both scripts used a “Specific Offering” strategy in conjunction with the client’s existing direct mail campaign; however the first message was a Post-Mail ‘Reminder’, while the other was a more excited-sounding ‘Kicker’ offer message. The ‘Kicker’ message extended the timeframe of the offer for customers who had not yet registered in order to personalize the message even further and appeal directly to that cus-tomer. It was also used as a way to convey a greater sense of urgency.

BENEFITS/RESULTS
This campaign was successful in meeting the client’s goals. The results of the test showed that voice messaging, as executed by MarkeTouch Media, obtained a comparable response rate to the direct mailer, but at a significantly lower cost per communication. The cost to register a member using direct mail was approximately $5.00, while the cost to register a member using voice messaging was much lower; less than $2.00. Furthermore, this client benefited from lessened development lead times, faster communication delivery (i.e., no wasted days in the middle of the promotional period waiting for mail to be delivered), and NO negative impact on their Service Center. Consequently, they have decided to continue to communicate with their members via voice messaging, and have signed a multi-year commitment with MarkeTouch Media.

Hotel Loyalty Case Study 24

Airline Loyalty
Case Study 7

“Airline customers look for price and service, and in turn the airlines depend on
their customer’s loyalty. The MarkeTouch Media system is a powerful tool in
sustaining frequent flyer loyalty and increasing member traffic and reten-tion.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A large US Based commercial airline needed a way to enhance response to their direct mail efforts for an ongoing loyalty program targeting their frequent flyer database. Their campaign goals included:
• Increase customer retention
• Broaden existing frequent flyer program
• Build and sustain brand loyalty
• Generate high yield traffic
• Increase overall sales

STRATEGY
Enhance response to airline’s direct mail effort through voice messaging campaign utilizing “high touch” messages to build loyalty, increase retention, and build sales. Messages targeted based on two distinct “tiers” in the client database.

ACTION PLAN
Based on target information, pre and post-mail messages were sent to the two different membership segments outlining benefits and incentives. The first group received three messages in total - A pre-mail message encouraging them to look for a special, limited time offer in the mail; and then 2 post mail messages reminding them that “time is running out” on the offer, and an invitation to call to discuss their recent flight activity. The second targeted group received 2 messages, one pre-mail, and one post-mail. The first message was used to inform them of their current status and next level they would be achieving, with a request for a call to discuss their account. The second message was a reminder message, with the encouragement to have the member call for more details.

BENEFITS/RESULTS
The first group receiving three calls produced a 21% increase in response rate, while the second group produced a 67% increase for two calls. This airlines ROI benchmark for success was a 3 to 1 return for every dollar spent. The MarkeTouch Media system deliv-ered an ROI that averaged 25 to 1. Projections program wide were in excess of 100 to 1 ROI.

Airline Loyalty Case Study 7

Airline Loyalty
Case Study 22

OVERVIEW
One of the largest airline carriers needed to convince their Elite Frequent Flyers to update their personal contact information/profile on-line in order to maintain a consis-tently accurate database for the airline’s marketing efforts. Additionally, this client wanted to entice their on-line customers to “opt in” to receive information on offers and specials via email. The success of this voice messaging campaign was particularly important to the client’s bottom line because email was a cost effective means to communicate with their customers. If this campaign met the agreed-upon goals, it would also give the client an impactful way to connect with their customers, cross-sell and tailor newsletters, offers and specials to fit that particular customer’s needs, providing more targeted and effective marketing.

STRATEGY
The strategy for this client was a MarkeTouch Media Drive-to-the-Web voice messaging campaign focused on persuading customers to log on to the airline’s website to update their current account profile and subscribe to one or more of the three email product offerings. The main goal was to dramatically increase response and subscribers, and build customer loyalty.

ACTION PLAN
MarkeTouch Media developed two sets of creative voice messages that were sent to the airline’s on-line customers. Both sets of scripts used a “Specific Offering” strategy; however the first message had a ‘Don’t Miss Out’ feel, while the other was more Cus-tomer Service-focused. Each of the scripts was customized to a particular “Elite Status” level in order to personalize the message even further and appeal directly to that cus-tomer.

BENEFITS/RESULTS
This MarkeTouch Media campaign was a distinct success! Over 13% of the customers who received voice messages responded by updating their account profile and “opted in” for one of the airline’s email products. Now the airline can market to these customers via e-mail with targeted offers that their customers have told them they are interested in via their account profiles. The results were so promising for the airline they have
decided to continue their use of voice messaging when communicating with their Elite customers.

Airline Email Acquisition Case Study 22.1

Airline Email Acquisition Case Study 22.2

NBA Team Loyalty
Case Study 27

OVERVIEW
An NBA team wanted to thank their 17,000 season ticket holders and multi-game pass holders for being loyal fans during the past disappointing season and encourage them to come back and re-purchase tickets for the upcoming season. They also wanted to reassure their fans that the next season would be better and more
exciting with more wins – a season not to be missed.

STRATEGY
Create a Drive-to-the-Call Center voice messaging campaign focused on persuading ticket holders to “hang in there” and buy tickets for the upcoming basketball season.

ACTION PLAN
In order to generate excitement around the voicemail message, one of the NBA team’s well known players recorded the message. The celebrity player empathized with fans about the disappointments of the past season and promised that next season would be more exciting with more wins. A message was developed that conveyed the team’s appreciation for their loyal fan support and appealed to their emotions.

BENEFITS
The campaign was deemed a successful test in customer service and retention by the client. Calling loyal fans of this NBA team, empathizing with them, and thanking them for their support was an effective and cost efficient “high touch” way of communicating with their season ticket holders.

MLB Team Loyalty
Case Study 28

OVERVIEW
A Major League Baseball team wanted to encourage their 75,000 season ticket holders to re-purchase season tickets/special ticket packages for the upcoming season.

STRATEGY
Through the use of a “Don’t Miss Out” strategy and by using a recognizable celebrity voice, the campaign drove current season ticket holders to buy tickets for the upcoming baseball season.

ACTION PLAN
A “Don’t Miss Out” message was developed and recorded by one of the Major League Baseball team’s well known players. The message had an upbeat and informal tone with a sense of urgency because “tickets were going fast”. Current ticket holders were urged to call the toll-free number in the message where well trained customer service representatives were eagerly waiting to help them choose their tickets.

BENEFITS/RESULTS
The Major League Baseball team experienced an 18% response rate from this campaign alone. The use of a celebrity voice and “Don’t Miss Out” strategy proved to be a very successful combination.