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    Current industry standards and practices neglect to do so at a critical moment in the customer lifecycle: transaction mail. Campaigns were included on the exterior envelopes of mailings to current members. Twenty three (23) percent of panelists responded with "extreme interest" in future campaigns.

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    Current industry standards and practices neglect to do so at a critical moment in the customer lifecycle: transaction mail. Campaigns were included on the exterior envelopes of mailings to current members. Twenty three (23) percent of panelists responded with "extreme interest" in future campaigns.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    18 views5 pages

    Cu Campaign Summary

    Uploaded by

    tphilpot
    Current industry standards and practices neglect to do so at a critical moment in the customer lifecycle: transaction mail. Campaigns were included on the exterior envelopes of mailings to current members. Twenty three (23) percent of panelists responded with "extreme interest" in future campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

     

     
    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.

    Below is a summary of three (3) monthly campaigns conducted in partnership with a


    Credit Union of comparable size to Texans Federal Credit Union. Campaigns were
    included on the exterior envelopes of mailings to current members that consisted of 90%
    statements and 10% Visa bills.

    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 

    Online impressions: 66,607


    Online visits: 1,207
    Total conversion rate to date: 1.81%
    Repeat visitors %: 78%
    Support Contacts: 0

    © 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 

    Online impressions: 66,607


    Online visits: 1,207
    Total conversion rate to date: 1.81%
    Repeat visitors %: 78%
    Support Contacts: 0

    © 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 

    Online impressions: 66,607


    Online visits: 1,207
    Total conversion rate to date: 1.81%
    Repeat visitors %: 78%
    Support Contacts: 0

    © 2009 Cross Commerce Media 
     
    Customer Survey

    © 2009 Cross Commerce Media 

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