Best Customer Lifecycle Program

This award honors companies with great marketing campaigns targeting customers at different stages in their lifecycle, focused on renewal, upsell, cross-sell, loyalty, reference, and much more.

Chamberlain College of Nursing Best Customer Lifecycle Program (2013)

At Chamberlain College of Nursing, we strive to enhance our level of customer service. Our Applicant and Pre-Enrollment Lifecycle Program does that by focusing on keeping our applicants engaged and informed during the application process while providing them with direct lines of communication to our admissions team. In six weeks, we implemented a solution consisting of two email programs, a customized PURL page driven by dynamic content and eight concurrent milestone evaluation programs that facilitate weekly, relevant email updates throughout a 60-day lifecycle.

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Intrawest Best Customer Lifecycle Program (2013)

The Tremblant customer lifecycle program is designed to leverage marketing automation and personalization in order to provide each customer with a unique and customized experience. The program follows each individual through their Customer Journey from discovery to decision-to-use to nostalgia once their vacation is over. Tremblant delivers the right message at the right stage of the journey using a rich, relevant and focused media set that combines physical, digital and traditional media. And the results show just how powerful this program is, with year-over-year sales growth of over 30%.

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OpenText Best Customer Lifecycle Program (2013)

Onboarding customers, managing them through the customer lifecycle, and finding opportunities for cross-sell and upsell are not new concepts. But automating this process and applying it to a previously ignored customer segment has made a huge impact for OpenText. To date, the campaign has resulted in a 263% growth in identified contacts from this customer base, and 60+ new opportunities, amounting to multiple millions of dollars of pipeline. The campaign has been enthusiastically embraced by marketing, sales and customers alike, and has garnered kudos internally and externally. But the very best results come when we call our previously unknown customers and hear them say “we’ve been wanting to talk to you”, “we love your solutions”, or “what’s taken you so long?”

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Seagate Technology LLC Best Customer Lifecycle Program (2013)

We identified 3 different business initiatives and supported them using Eloqua, specifically an automated customer lifecycle campaign. To give users an excellent experience, we created product specific tracks to support our Customer Service Organization (CSO) on call volume and prioritization, drive reviews on reseller sites (Amazon, Newegg, BestBuy etc.) and increase profiling opportunities via a survey for increased personalization moving forward.

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McGraw-Hill Construction Best Customer Lifecycle Program (2012)

With small team of dedicated retention reps, our inside sales team was fighting an upward battle to retain and save their small and mid-size contractor customers.  Not only were external factors, such as tough economy and  but a tricky internal invoicing process that large customer base that works mostly out of the office and on a job site.  We created an Automated Renewal Series to help improve customer retention.

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SurePayroll Inc. Best Customer Lifecycle Program (2012)

SurePayroll had three separate problems affecting customers that were all solved using Eloqua. The first problem was that customers were calling into Customer Service at an increasing rate to get help on their first payroll.  We solved this problem by leveraging Eloqua to automatically send new customers a how-to video the week before they ran their first payroll, which significantly decreased support calls. The second problem was that awareness of our ancillary products was declining, so we used Eloqua to develop a 4-part Welcome Nurture program.  All new customers were automatically put into this program, which introduced them to our ancillary products and has markedly increased the sales of these products. Finally, referral leads were at an all-time low and we needed an automated way to get feedback on our Customer Service team members.  To address these problems, we utilized Salesforce and Eloqua to drive people to a survey that is now sent out automatically when a CSR closes a case in Salesforce.  This survey asked satisfied customers for referrals, and this has significantly improved the number of leads that we generated from our customers.

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Trend Micro Best Customer Lifecycle Program (2012)

In January 2012, Trend Micro started a 6 month renewal reminder enhancement project, and new product purchase thank you email project.  This project spanned across many internal departments within Trend Micro and included the consolidation of data from multiple customer databases into one data mart that processes and feeds renewal reminder, and thank you email contact data into the Eloqua engine for execution.  These programs include SFTP integrations using auto synchs, contacts, data cards, data card services, and automated programs.  With the enhancement of the renewal reminder program moving to Eloqua, and the addition of the thank you email program, Trend Micro is in better position to run more efficient customer life cycle programs with better agility to make ongoing enhancements and improvements for up-sell/cross-sell opportunities.

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XpertHR – a part of Reed Business Information – Best Customer Lifecycle Program (2012)

D&B Best Customer Lifecycle Program (2011)

As a proven Sales and Marketing mantra, it is far more productive (and lucrative) to retain an existing customer than to find a replacement for a lost customer.  To lead this approach, the Dun and Bradstreet marketing operations team was tasked with optimizing an existing customer retention program to free-up the time of Sales Relationship Managers, who manually executed the program in the past, and provide a solid foundation for the program to scale it to other parts of the organization in an effective way in the future.  The D&B team was able to standardize the program over the course of a single quarter and deliver an automated system powered by Eloqua that produced personalized customer emails and smart notifications to the Sales team that kept them abreast of their customer renewals at strategic points in time.  The result was observed improvements in year-over-year retention results that ranged from $2MM- $4MM from April-May (12MM when extrapolated to a full year), and a 15% increase in the number of new business opportunities and a 79% increase in the value of these same Opportunities that equates to an approximate $1.4MM YTD revenue lift since the program automation.

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Forrester Research Best Customer Lifecycle Program (2011)

Forrester’s Onboarding Program has provided a consistent automated welcome program to our newest valuable customers, allowing them to easily navigate the website and use the services they have access to. The program incorporates RSS, dynamic content, blind form submits, video, client engagement scoring and more and has a global impact resulting in increased usage, client engagement as well as attribution to enrichment and renewal business.

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LexisNexis Risk Solutions Best Customer Lifecycle Program (2011)

LexisNexis Risk Solutions implemented a welcome email program that drove new users to access an online product sooner and more often, thereby increasing revenue for the company.  Leveraging the automation capabilities of Eloqua, new users are added to a program via an Autosynch.  Contacts are sent a personalized welcome email from their account manager notifying them of access to the product, along with training and support links.  Over a three week period, the program monitors behavior and sends out up to two reminder emails if no action is taken by the contact.  On average, customers have first used the product five days sooner with a 9% increase in product usage.

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mindSHIFT Technologies, Inc. Best Customer Lifecycle Program (2011)

Our customer lifecycle program helps customers stay engaged during the online trial and leverage its full potential. The program significantly contributed to the number of customer trial activations and helped customers stay engaged with the company throughout the course of the trial. Automation provided by the Eloqua Program Builder helped recognize tremendous time benefits and form processing automation helped enhance future communications with customers.

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