Who's doing CRM well? This presentation explores three examples: Zappos, LOVEFiLM, and Victoria's Secret.

1. Who’s doing CRM well?
Sept. 2012

3. My online purchases usually start with a search for
a promo code. But searching for a Zappos promo
code, I landed here:

4. “ a level of service
that supersedes
the value of a
coupon
”

5. Zappos’ mission of
superior service is not
just about this guy…

6. It’s about putting the customer at the center of
their business and CRM is a part of that.
Customer
Service
CRM Customer UI
Social

7. The Zappos email journey starts here:
Note the tone of what
could be a boring
transactional email.

8. Zappos invites you into their community:
They don’t ask you to
write a review for their
benefit, they ask you to
write it to help others
“ if you’ve ever read
a customer review,
you know how
”
helpful they can be

9. And they ask you to join their email database
in a way that is in keeping with their tone
Their newsletter is billed as a “fun and
informative” communication – not
access to “inside deals and offers”.

10. Zappos’ communications
inspire you to make a
purchase, rather than
relying on promos and
discounts

11. Zappos uses transactional data to send
triggered emails

12. They surprise and
delight their best
customers

13. The Zappos customer email journey:
Purchase Review Email Product
VIP
Confirmation Product Newsletter Anniversary

14. What can you learn from Zappos?
The power of FUN
Engender a community feeling
Provide inspiration
Triggered emails
Surprise and delight

15. (The largest DVD rental and streaming video company in the UK.)

16. LOVEFiLM’s early customer acquisition efforts
focused on member-get-a-member
Note the offer
testing and
online tracking

17. LOVEFiLM uses email in smart ways

18. LOVEFiLM uses email in smart ways
We employed a regression model, that scanned
transactional behavior, to select those ex-
customers who were the most frequent users of
the service before they lapsed. We then looked at
longevity of membership – the insight being that
people who ‘scored’ highly on both metrics would
be most likely to come back.
Source: Quant Marketing

19. LOVEFiLM uses film-related creative to make
their emails fun – even bad news

20. What can you learn from LOVEFiLM?
Member-get-a-Member
Test and Learn Approach
Winback Email
Customer Recognition
Leverage Fan Interests in the Creative
Transference of Emotion

22. Remember when all Victoria’s Secret did
was send a pile of these to your doorstep?

23. Victoria’s Secret sends targeted retention and
triggered emails:
Victoria’s Secret monitors the time between customer store visits; they email
customers whose time between trips is increasing to help prevent attrition.
They also send triggered emails such as gift reminders.

24. CRM isn’t just about email. Victoria’s Secret
has focused on mobile acquisition:
Victoria’s Secret’s mobile acquisition
channels have included online, in store, and
email.

25. Victoria’s Secret PINK customers opt in to
email and mobile by default:

26. Victoria’s Secret uses mobile to engage with
customers:
Victoria’s Secret uses
mobile for customer
engagement
They also used mobile to support
store launches. As consumers
walked past the select Victoria’s
Secret stores, their phone vibrated
and they were invited to
download exclusive content
directly to their mobile phones.

27. What can you learn from Victoria’s Secret?
Customer Acquisition for Mobile
Communications
Default opt-in to mobile messages
Engage users via SMS instead of (just)
pushing out offers
Proactive retention emails

28. Prepared by Devon Dudgeon
www.devoninspiration.com
September 2012