Fortune 100 CPG Firm


Challenge:
A global CPG firm needed to better understand the role its brand websites play in the company's overall marketing strategy. The existing systems for log file and click-stream analysis provided the firm's managers with behavioral data relating to site traffic and site usage patterns, but the firm needed metrics relating to the websites' impact on brand equity, customer loyalty and retention to determine their ROI. 

Solution:
Because of its focus on customer attitudes and insights relating to their website experience, CRM Metrix's SiteCRM™ product offered the company an ideal way to generate a 360-degree understanding of who their customers are, their expectations of the website and how their website experience impacts their brand affinity, purchase intent and loyalty. The web-based reporting system analyzed the customer feedback in real-time, enabling the firm to immediately identify and act upon opportunities that would strengthen their customers' relationship to the brand, and offered robust cross-tabulation capabilities for granular, longitudinal data analysis. 

Results:
The company identified that 93% of its website visitors were high or medium value customers, underlining the websites' importance as a customer relationship channel. SiteCRM™ further demonstrated that brand affinity and purchase intent increased as a result of a customer's website visit, and that brand equity continued to increase with each repeat visit. The results demonstrated that, in addition to positively impacting sales and brand equity, the websites were a powerful and cost-effective tool for reaching their best customers and increasing Customer Lifetime Value (CLV). The firm's marketing strategy now includes running a continuous SiteCRM™ study for the sites, enabling managers to leverage ongoing customer feedback to enhance customer acquisition, satisfaction and retention.
 

Online Direct Marketer


Challenge:
A leading online direct marketer had three primary goals: to understand which media channel was driving the most purchasers to the website, to maximize the website's ability to convert visitors into purchasers, and to leverage the attitudes and insights of repeat purchasers to increase customer retention.

Solution:
The SiteCRM™ system captures a rich cross-section of consumer information based on visitor feedback, from demographic and psychographic profiles to media mix analysis and satisfaction metrics, to loyalty and retention drivers. The web-based reporting tool takes experiential analysis to a deeper level by enabling cross-tabulation, trend analytics and group comparisons that provided the client with an ideal way to understand their prospects and customers to increase acquisition and retention. A CRM Metrix desktop streamer "pushed" satisfaction and usability feedback in real-time to the client, giving them total control over monitoring and maximizing the purchase process.

Results:
The company identified that the highest number of purchasers were driven by email advertising and word-of-mouth, leading them to develop a rewards program and allocate more advertising budget to email campaigns. Television and print drove a high number of medium-value visitors to the site, which underscored the website's tremendous potential to convert these "on-the-fence" visitors into customers. Because they could filter website satisfaction and usability feedback according specifically to these medium-value visitors, they made immediate improvements that would result in higher conversion rates. By looking at the profiles and preferences of repeat purchasers, they implemented an automatic purchase renewal "subscription" program that would increase repeat purchases and enhance customer retention. Using SiteCRM™ continuously has enabled them to benchmark pre and post-program customer satisfaction metrics, monitor changes in the profiles and preferences of their customers, measure improvements in conversion of low and medium value customers to purchasers, and develop new strategies for customer acquisition.