Galaxy & Co.
“Member Get Member” CampaignBrief: Global Vision was briefed to create and increase Galaxy’s subscriber database. The existing database was extremely small and based on information gathered at previously held competitions. Galaxy also had an account list that they wished to migrate to receive electronic statements.
Execution: Global Vision Managed Services designed and developed a separate micro-site for the competition. An e-mail was sent out to all subscribers with the aim of driving them back to the Galaxy micro-site. Subscribers were incentivised to fill in their personal details by offering them a chance to win a diamond ring worth over ZAR 5000.
Once personal details had been gathered, the subscriber was then prompted to invite additional friends to join the competition. In doing so, they would be increasing their chances of winning.
The micro-site was also used to gather account holder details and migrate them to receive electronic statements. An e-mail was compiled by Mr Price Group who owned the account holder database. The e-mail contained a link to the micro-site and offered the account holder a chance to win a prize for updating their details.
Results: The e-mail competition generated an increase of 60% in the subscriber database. The reach of the Christmas campaign was extended by the use of the e-mail competition.
Design, development and execution of the campaign took four weeks from conception and was run for the period of two months.
Partners: Jupiter Drawing Room provided the above the line strategy, Total Media was the PR agency, and the micro-site was hosted on Global Vision’s server farm at Verizon.
EDGE CAPITAL
Industry: Financial Services
Products: Microsoft Dynamics CRM 4.0, Microsoft SharePoint
Spokesperson: Pieter Viljoen, CIO for Edge Capital
Website: www.edge.co.za
Edge Investments and its asset management subsidiary Edge Capital were founded in 1999 in Cape Town as a private investment firm for high-net-worth individuals and family offices. Today, Edge Capital ("Edge") has become South Africa's leading provider of alternative strategy investment products.
The company manages fund of hedge funds, and invests in funds managed by 3rd party fund managers and asset management companies. The company currently manages 7 funds and invests with approximately 40 fund managers across 40 clients.
Requirement
As an alternative investment strategy company, Edge Capital needed to manage relationships with 3rd party fund managers, track their performance, and ensure due diligence and compliance with FSB regulations throughout the entire process.
To meet these requirements, it became imperative for Edge Capital to securely store all records of communication with clients and fund managers (telephonic and face-to-face), and electronic versions of all associated documents, in a manner that was central and easily accessible by all users.
Documents included legal information, due diligence questionnaires, fact sheets and reports, marketing presentations, press clippings, fund structure spreadsheets, quantitative and qualitative research.
How we work now
Global Vision implemented Microsoft Dynamics CRM 4.0 and integrated it with Microsoft SharePoint. All client and fund documentation is now stored centrally in SharePoint and accessible via the client or fund profile in CRM.
“Global Vision’s experience in the financial services space assisted them in both understanding our business and providing relevant solutions to our particular requirements,” says Pieter Viljoen, CIO at Edge Capital.
“The integration with SharePoint was a bonus for us that Global Vision brought to our attention and added further value to our investment in Microsoft CRM.”
The combination of Microsoft SharePoint and Microsoft Dynamics CRM ensures that Edge Capital complies with FSB regulations in respect to adequate storage and filing systems for the safe keeping of records, business communications and correspondence. All notes from conversations or meetings are now entered directly into Microsoft Dynamics CRM. And the automated user, time and date stamps ensure that the source of all saved data can be accurately tracked.
“The system is efficient as we all have access to the latest version of any specific document and a log of all emails and telephonic manager discussions at our fingertips,” says Pieter. “Members of the investment team are now able to update or access client details, documents and notes remotely via the Internet while on site with the client or working from home, further improving our productivity.”
In Summary
“The investment team’s transition into the day to day use of the Microsoft Dynamics CRM’s system was quite easy due to its familiar and user friendly interface. CRM’s integration with Microsoft Outlook meant that emails could be automatically linked to the relevant client or fund,” says Pieter.
“The end result for us is a central and up-to-date view of all communication regarding a client or fund across the team.”
“The implementation was very successful and Global Vision has been very responsive to further customisations and requirements post the initial roll-out. We will be calling them back for Phase 2, which will include accessibility via Blackberry and iPhone,” concludes Pieter.
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Levi Strauss & Co, SA
Intimate insight into consumer behaviour and the ability to proactively drive customer retention is the dream of every marketer.
Buying into a well-developed, tailor-made and marketing-biased application that forms the backbone of an award-winning CRM programme is like finding the Holy Grail.
This was the case when Levi’s Strauss SA (LSSA) chose Eureka (now known as "Adora" to provide them with a holistic and comprehensive view of their consumers’ behaviour, their preferred communication channels and their response to brand campaigns.
Eureka serves as the back-end structure of Levi Strauss South Africa’s Relationship Marketing programme, the Levi’s® Loop.
This marriage of a superior application and a well-conceptualised CRM programme proved to be so successful that Levi's® CRM agency - Oscar Tango won a Gold Loerie Award in the category, Experiential: Strategic CRM Programmes for the Levi’s® Loop in 2006.
“The Loerie endorses Eureka as a highly successful Relationship Marketing system. Among other things Eureka* enables LSSA to code automated communication messages to ensure that the consumer receives a seamless consumer experience; all based on their own personal journey with the Levi’s® Loop programme. These functionalities allow Levi Strauss SA to communicate with their members through a variety of channels, including mobile, in a timeous and relevant fashion,” says Jon Jacobson, CEO of Global Vision.
Candace Gilowey, Marketing Manager of Levi Strauss SA says that since inception, Eureka’s* performance in support of the Levi’s® Loop programme has surpassed expectations.
Through Eureka*, a company can proactively influence consumer behaviour through targeted and proactive marketing campaigns, rather than merely monitoring behaviour and waiting to see the results of these campaigns.
The application offers marketers a single vehicle with which to plan and execute targeted once-off or ongoing campaigns using e-mail, SMS, direct mail, telephone and the Web.
And with the support of Eureka’s* sophisticated database, the application also offers marketers a rare level of targeted interactivity that allows synergy between campaign distribution and the capturing of campaign-related consumer responses back into the database. This, coupled with the ability to store consumer history brings the best of the IT and the marketing world together.
For example, a marketer can interrogate the database to identify all customers who have spent within a certain purchase basket at a specific store and within a date range, and send them a targeted promotion with the aim to influence their purchase behaviour. This type of data has endless possibilities for marketers and their strategic partners alike.
Closing the CRM loop with Levi's® Loop
This is supported by the belief among the marketing fraternity that long-term customer retention is more important and profitable than customer acquisition, and that it is important to establish and maintain relationships to improve these customers’ profitability and value to a company.
Marketers therefore combine their CRM programmes with additional marketing campaigns to refine customer data and improve customers’ interest in the company and its products.
In the case of Levi Strauss SA, Gilowey says, “Eureka* and its integration into our point-of-sale system has allowed us to develop a strategically robust CRM Programme that has longevity, sustainability and flexibility at its core.
“Eureka’s* campaign management system allows us to assess, in real-time, the success of campaigns that we are running within particular segments at a particular time. These response rates, over time, are captured into Eureka* and, coupled with the sales history from the point-of-sale system, provide us with rich, valid and credible research to inform our marketing strategy going forward.
“This campaign management system coupled with the analytics tools that Global Vision developed for Levi Strauss SA ensure that we are able to speak to our consumers in a way that is relevant and meaningful to them at any given point of their relationship with our brand,” she concludes.
(*Eureka is now known as Adora)
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