From gut feeling to CRM


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Boondoggle on Berlitz communication @ Relationship Marketing congres (Stichting Marketing)

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From gut feeling to CRM

  1. 1. Berlitz communication -- from ‘gut feeling’ to CRM -- Eric Werbrouck, Area Manager Berlitz Belgium/Netherlands/Nordic/Eastern Europe Johan De Backer, Account Manager Boondoggle
  2. 2. Agenda for today 1. Berlitz – helping the world communicate 2. Berlitz in Belgium and The Netherlands 3. From gut feeling to CRM 4. Main take-aways 13/05/2009 Slide 2
  3. 3. 1. Berlitz – helping the world communicate 13/05/2009 Slide 3
  4. 4. The Berlitz brand 13/05/2009 Slide 4
  5. 5. The Berlitz Method® Presenting practical vocabulary and grammar in the context of real- life situations, the Berlitz Method® focuses all speaking and learning on a target language. Instructors use a communicative approach based on listening and speaking, supplementing study with relevant reading and writing exercises, so students take on a new language the same way they did their first — with natural ease. As opposed to the traditional grammar translation method, this method advocates teaching through the target language only. When a student wants to learn a language with Berlitz, he or she is first assessed to determine the student's current level of knowledge. 13/05/2009 Slide 5
  6. 6. The Berlitz organisation With 130 years of experience, more than 500 centers in over 70 countries, and millions of satisfied graduates, Berlitz is the only source you need for effective language instruction and cross cultural training, whether for business or personal enrichment. 13/05/2009 Slide 6
  7. 7. 2. Berlitz in Belgium/The Netherlands 13/05/2009 Slide 7
  8. 8. Key figures for Be/Nl region Strongest cluster in Europe : 17 language center locations in Belgium and 3 center locations in Holland Turnover = 13.540.000 Euro/year in Belgium and 1.730.000 Euro/year in Holland. # lessons = over 256.000 lessons in Belgium and 25.000 lessons in Holland per year. Organisation = 75 fixed staff + 300 language trainers + translation office in Brussels. 13/05/2009 Slide 8
  9. 9. Communication in Be/Nl region Berlitz News is sent out 4 times a year to decission makers and learners profiles in both clients and prospect companies. The mailing is sent out to more than 40.000 contacts Open rates are 30%, CTR vary between 25% and 40% 13/05/2009 Slide 9
  10. 10. In September 08, we ran two striking ads in De Standaard. In the first, a Japanese company which had just set up in Belgium advertised for a quot;Pee manager with root potential (m/f)quot;. In the second, the Dakawi tourist agency promoted the country as, quot;The prefect distinction for young brushes.quot; 13/05/2009 Slide 10
  11. 11. Boondoggle used this Berlitz ‘Out Of Focus’ mail as an out-of-office during the summer of 2008. In just two months, 4,284 Berlitz 'Out Of Focus' mails were sent, thus reaching a lot of communication professionals in a very cost-effective and surprising manner. Some communication and marketing bloggers wrote flattering posts about the 'Out Of Focus' mail. A lot of our contacts asked us if they could use the funny mail as their own out of office reply. 13/05/2009 Slide 11
  12. 12. 3. From ‘gut feeling’ to CRM and analysis 13/05/2009 Slide 12
  13. 13. Partners Communication agency Strategic CRM partner Customer Contact Center Responsible for operational database Operational CRM partner Responsible for data- warehouse & RFM analysis 13/05/2009 Slide 13
  14. 14. outbound: selection>response CRM architecture inbound: selection>response Berlitz contracts dB contract number sync Enriching of NACE, FTE, RFM value Cleansing contact changes + contract number contact changes + contract number Updates, adress changes, ARCH contact changes contact changes Updates, adress changes, data warehouse sync selection response sync Messagent emailmarketing BPM operationele db 13/05/2009 Slide 14 inbound
  15. 15. Definition of different flows Mapping the flows - a lot of time was invested in mapping out the flows within the organisation • Inbound • Outbound Creating business rules - trigger based approach • every action results in a new action - depending on type of response different actions - selections based on rules • e.g. If x happens for y records, then y records are selected and action A will happen Specific tasks for operational databases and marketing database - calls, mails and visits are dealt with through operational databases - analysis is done on marketing database level 13/05/2009 Slide 15
  16. 16. RFM analysis brings insights... RFM analysis 4 times a year - Photo of the database: distribution of A-B-C-D customers - Migrations of customers: impression of movements of customers in different categories 13/05/2009 Slide 16
  17. 17. ... and smarter lead generation Outbound - Calls based on selections from data warehouse - Calls based on RFM analysis • anti-churn calls to top clients who don’t order • re-activation calls to clients who start sliding down in value Inbound -Information or call me back from website • Static forms • “Behavioral targeting”-forms up to 20% of all enquiries through Netmining form 13/05/2009 Slide 17
  18. 18. Behavioral targeting increased lead generation 13/05/2009 Slide 18
  19. 19. 13/05/2009 Slide 19
  20. 20. Information or call me back from website - before: only static forms - today: “Behavioral targeting” pushes extra forms to people who don’t fill out the normal form up to 20% of all enquiries through “hits into leads” of Netmining Total Webinquiries BE 900 800 700 600 2007 500 400 2008 300 2009 200 100 0 jan feb mrt apr mai jun jul aug sep oct nov dec 13/05/2009 Slide 20
  21. 21. 4. main take-aways 13/05/2009 Slide 21
  22. 22. Main take aways of these 3 years Different partners need to cooperate well together The infastructure and flows need permanent attention Analysis is usefull but should be used to create real ROI New technologies can help to increase performance CRM is a continuous process 13/05/2009 Slide 22