Challenge
Taking into account multiple businesses, the Customer found it challenging to maintain an equally high level of communication across various channels. With their businesses existing separately, the Customer looked for one central and feature-rich marketing solution to conduct efficient email campaigns, grow social media presence, and orchestrate on-site events.
The key requirements for this marketing solution encompassed:
- Centralized planning and execution of marketing activities.
- Integration with the consolidated client base of the Customer.
- A capability to segment clients for targeted marketing campaigns.
- A tool for tracking outcomes of marketing initiatives in real time.
Solution
Earlier, Visione’s had implemented and customized FullBook for the Customer. Taking that project as a starting point in the quest for an optimal marketing solution, Visione’s offered to complement the CRM with its two native apps to centralize marketing activities – FullBook for Marketing and Social Engagement. The customer data needed for marketing activities arrived from the data warehouse designed for the FullBook.
Visione’s team focused on the three communication channels the Customer strived to develop and ensured that the marketing solution covered them all.
With implemented FullBook for Marketing, the Customer got the required functionality to launch end-to-end email campaigns. Namely, they used it to:
- Develop email templates in line with a corporate style.
- Create emails for specific campaigns.
- Segment clients using various criteria.
- Include email campaigns in customer journeys.
- Come up with landing pages for email campaigns.
- Track the efficiency of campaigns (e.g., open and click-through rates).
Results
With the CRM, the Customer brings their companies under one umbrella. Having their client data centralized and daily processes automated, the Customer upgrades client service within their whole business to a new quality level – team members serve repeat clients and cross-sell more effectively while the risk of human negligence regarding client service is minimized. The Customer builds trust with clients and contributes to their loyalty with bonuses. Business managers get real-time analytics concerning customer management activities and are always up-to-date with current cases, goals, and scheduled activities of their team.
