Cold Stone Creamery Case Study

6,176 views

Published on

Cold Stone Creamery® is famous for its ice cream Creations™, which contain any combination of fruits, nuts, or candy. Its popular Birthday Club provides members with free ice cream on their birthday. The company wanted to open this club up to all customers—not just children—and move the program enrollment online. In doing so, the company also wanted to centralize customer information, lower costs, and streamline marketing efforts. Cold Stone Creamery teamed with Microsoft® Gold Certified Partner TopLine Strategies and implemented Microsoft Dynamics™ CRM, which provides the foundation for the online Birthday Club program. Today, Cold Stone Creamery has immediate access to customer information, increased program enrollment, and lowered costs associated with the Birthday Club. The company also has an easy-to-use, familiar solution that it plans to extend to additional areas of its business.

Published in: Business
  • Be the first to comment

Cold Stone Creamery Case Study

  1. 1. Microsoft Dynamics Customer Solution Case Study Ice Creamery Connects with Customers, Lowers Costs with Easy-to-Use Solution Overview “Microsoft Dynamics CRM provides us the ability to Country or Region: United States Industry: Retail and Hospitality—Food better serve our customers by delivering relevant Service Industry communications and the innovative products they Customer Profile desire.” Cold Stone Creamery® serves ice cream, Heather Dorr, Senior Manager of Marketing Information Systems, Cold Stone Creamery shakes, smoothies, and cakes to customers around the world. The company Cold Stone Creamery® is famous for its ice cream Creations™, which has more than 1,400 stores and approximately 30,000 employees. contain any combination of fruits, nuts, or candy. Its popular Birthday Club provides members with free ice cream on their Business Situation Cold Stone Creamery wanted to implement birthday. The company wanted to open this club up to all customers an online Birthday Club program—open to —not just children—and move the program enrollment online. In all customers—and at the same time, create a better connection to its doing so, the company also wanted to centralize customer customers. information, lower costs, and streamline marketing efforts. Cold Solution Stone Creamery teamed with Microsoft® Gold Certified Partner Cold Stone Creamery teamed with TopLine Strategies and implemented Microsoft Dynamics™ CRM, Microsoft® Gold Certified Partner TopLine Strategies and implemented Microsoft which provides the foundation for the online Birthday Club program. Dynamics™ CRM, which provides the Today, Cold Stone Creamery has immediate access to customer backbone for its online Birthday Club program. information, increased program enrollment, and lowered costs associated with the Birthday Club. The company also has an easy- Benefits  Streamlined, immediate access to to-use, familiar solution that it plans to extend to additional areas of customer data its business.  Increased enrollment, lower costs  Easy to use, minimal training  Moving forward
  2. 2. Situation managed CRM system could have benefits In 1988, Donald and Susan Sutherland beyond its new and improved Birthday Club. opened the first Cold Stone Creamery® in The right solution could also be used to Tempe, Arizona, and took the initial step manage information related to its area toward their goal of delivering the world’s developers, franchises, stores, and crew best ice cream. Two decades later, the members—and to provide company company has more than 1,400 stores and executives with deeper insight into all these 30,000 employees around the world. In relationships. addition to cakes, smoothies, and shakes, Cold Stone Creamery specializes in serving “With our previous system, customer customized ice cream Creations™ that are information was dispersed among several created by mixing ice cream with any disconnected databases that were managed combination of nuts, fruits, and candy on a by external vendors. As a result, we couldn’t frozen granite stone. get a clear picture of our customers and often had to wait as long as a week just to access “Using Marketing Cold Stone Creamery’s Birthday Club program customer data,” says Dorr. “In addition to Automation in Microsoft is one way that the company demonstrates its deep appreciation for customers. This gaining immediate access to customer information, we also wanted to reduce the Dynamics CRM, we now program rewards members with a coupon for expenses associated with each mailer, speed deliver over 5,000 free ice cream that can be redeemed on the recipient’s birthday. The program originally the enrollment time, and open the program to all of our customers.” birthday e-mails a day to catered to children under the age of 13. To participants, reminding become a member, parents filled out a card Solution and mailed it back to a third-party vendor Cold Stone Creamery started by evaluating them to celebrate their who was responsible for entering the contact several CRM systems, including NetSuite birthdays with Cold information into a database and sending out coupons to participants in the mail. While CRM+, Salesforce.com, SalesLogix, and Microsoft Dynamics™ CRM. In the end, Stone Creamery.” 200,000 customers happily received their Microsoft Dynamics CRM—a solution that coupons for free ice cream, Cold Stone provides the tools and capabilities needed to Heather Dorr, Senior Manager of Marketing Creamery wanted to create a system that create and easily maintain a clear picture of Information Systems, Cold Stone Creamery would help build stronger connections with customers—was the winner. ice cream lovers. They arrived at an updated customer relationship management (CRM) “We chose Microsoft Dynamics CRM because solution with an online interface that would it’s a flexible tool that integrates easily with allow customers to enroll in the program other systems. It also provides a familiar through the company’s Web site and update interface and is easy for our employees to their own profiles as often as they wished. learn and use,” explains Dorr. “We wanted to build an interactive To help with the implementation, Cold Stone relationship with ice cream lovers worldwide, Creamery teamed with Microsoft® Gold in order to provide them with the ultimate ice Certified Partner TopLine Strategies—an IT cream experience,” says Heather Dorr, Senior services and consulting company based in Manager of Marketing Information Systems Scottsdale, Arizona. A team of three at Cold Stone Creamery. developers spent less than six weeks of development time implementing Microsoft Cold Stone Creamery recognized that Dynamics CRM. Work included the following: implementing a fully featured, internally
  3. 3.  Creating entities within Microsoft Dynamics Consultant for TopLine Strategies. “It ties into CRM so that Cold Stone Creamery their workflows and their public Web site and marketers can customize information for helps maintain the high standards of their ice cream lovers and their children. Every brand.” ice cream lover has a unique e-mail address in the system, and associated Benefits family members are tracked by first name Since implementing Microsoft Dynamics and birthday. CRM, Cold Stone Creamery has enjoyed many  Building custom utilities to migrate benefits. Highlights include immediate access customer data from various legacy vendor to customer data, reduced costs associated databases to Microsoft Dynamics CRM. with the Birthday Club, and quick adoption of  Using Microsoft ASP.NET and Microsoft this easy-to-use system. Visual Studio® 2005 Professional Edition to build the customer-facing application Streamlined, Immediate Access to Customer that is used to enroll in the Birthday Club. Data The data that customers enter in this With Microsoft Dynamics CRM, Cold Stone application is automatically stored in Creamery has all the information related to Microsoft Dynamics CRM. its birthday program participants in a single, accessible location. The company no longer With the new system, the Birthday Club is waits for a third party to deliver this completely automated. Ice cream lovers information, and instead has immediate enroll—or update their preferences—by access to customer data. As a result, the completing a registration form on the Cold company has better insight into its Stone Creamery Web site. This data is customers, which enables Cold Stone immediately associated with a customer Creamery to build stronger connections with record in Microsoft Dynamics CRM and those customers. available for reporting and analysis. “Our objective is to build interactive The Marketing Automation module in relationships with ice cream lovers worldwide Microsoft Dynamics CRM enables Cold Stone and to provide them with the ultimate ice Creamery to automatically generate and send cream experience,” says Dorr. “Microsoft e-mail messages to participants on their Dynamics CRM provides us the ability to birthdays, reminding customers to visit the better serve our customers by delivering Web site to retrieve their coupon for free ice relevant communications and the innovative cream. products they desire.” The company created custom reports to Increased Enrollment, Lower Costs monitor enrollment trends and to track how Before moving to Microsoft Dynamics CRM, much free ice cream is given away in a Cold Stone Creamery had approximately particular week or month. Reports can be 200,000 Birthday Club members who generated for the entire company, for a enrolled in the program by mailing in an particular region, or for a specific store. enrollment application. Today this process has been moved online and has become “Microsoft Dynamics CRM provided the significantly streamlined. The success of the flexibility Cold Stone Creamery needed to program is evident by the numbers: The build a solution that meets their exact company currently has over 1.5 million needs,” says Scott Johnson, Senior
  4. 4. “Microsoft Dynamics Birthday Club participants and enrolls “Within an hour of receiving a simple thousands of new members daily. overview of Microsoft Dynamics CRM, our CRM provided the customer service representatives were flexibility Cold Stone Moving the program online has also reduced working productively with the system,” says the associated costs. Cold Stone Creamery Dorr. Creamery needed to once spent an average of $0.80 printing and build a solution that mailing each free ice cream coupon, but Moving Forward these costs have been slashed to just Building on their success engaging with ice meets their exact pennies. According to Dorr, “Our cream lovers through the Birthday Club, Cold needs ... it helps implementation of Microsoft Dynamics CRM Stone Creamery plans to deploy a second will result in multimillion dollar savings for instance of Microsoft Dynamics CRM to maintain the high Cold Stone Creamery over the next two to manage information related to internal standards of their three years.” business operations. Dorr expects to gain operational efficiencies and improve the brand.” “Using Marketing Automation in Microsoft relationships throughout the Cold Stone Dynamics CRM, we now deliver over 5,000 Creamery community by using Microsoft Scott Johnson, Senior Consultant, TopLine birthday e-mails a day to participants, Dynamics CRM to maintain information on Strategies reminding them to celebrate their birthdays franchises and area developers, and to with Cold Stone Creamery,” says Dorr. manage internal communications with more than 1,400 stores and more than 30,000 Easy to Use, Minimal Training crew members. Cold Stone Creamery currently has five customer service representatives interacting with Microsoft Dynamics CRM and plans to eventually see this number increase to an estimated 100 users throughout their organization. Because Microsoft Dynamics CRM is designed to work with Microsoft Office Outlook®, which is a tool already in use throughout Cold Stone Creamery, user adoption and training was easy.
  5. 5. For More Information Microsoft Dynamics For more information about Microsoft Microsoft Dynamics is a line of integrated, products and services, call the Microsoft adaptable business management solutions Sales Information Center at (800) that enables you and your people to make 426-9400. In Canada, call the Microsoft business decisions with greater confidence. Canada Information Centre at (877) Microsoft Dynamics works like familiar 568-2495. Customers who are deaf or Microsoft software such as Microsoft Office, hard-of-hearing can reach Microsoft text which means less of a learning curve for your telephone (TTY/TDD) services at (800) people, so they can get up and running 892-5234 in the United States or (905) quickly and focus on what’s most important. 568-9641 in Canada. Outside the 50 And because it is from Microsoft, it easily United States and Canada, please contact works with the systems that your company your local Microsoft subsidiary. To access already has implemented. By automating and information using the World Wide Web, go streamlining financial, customer relationship, to: and supply chain processes, Microsoft www.microsoft.com Dynamics brings together people, processes, and technologies, increasing the productivity For more information about Cold Stone and effectiveness of your business, and Creamery products and services, call (480) helping you drive business success. 362-4800 or visit the Web site at: www.coldstonecreamery.com For more information about Microsoft Dynamics, go to: For more information about TopLine www.microsoft.com/dynamics Strategies products and services, call (480) 503-8584 or visit the Web site at: www.toplinestrategies.com Software and Services Partners  Microsoft Dynamics  TopLine Strategies − Microsoft Dynamics CRM  Microsoft Visual Studio − Microsoft Visual Studio 2005 Professional Edition  Technologies − Microsoft ASP.NET This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Document published June 2007

×