This is a PPT I did for an MBA course I am taking. This presentation examines OtterBox's current strategies regarding customer relationship development and management. I have offered some of my own strategies to provide additional value.

1. Customer Relationship Development and Management

2. Overview
• Products: Ruggedized Cases for Smartphones and
Tablets
• Company Moto: Work Hard/Play Hard
• 600 Employees and Growing
• Offices: Fort Collins (HQ), Cork, Dubai, Hong Kong
• Award Winning for Innovation, Growth, and Employee
Satisfaction

3. The OtterBox Success Equation
Innovative Employees + Customer Service + Digital Marketing + Quality Products = OTTERBOX

4. OtterBox uses SugarCRM to
manage their customer
relationships and analytical
data. OtterBox has a large
presence on social media, and
they need a powerful CRM that
seamlessly ties
sales, marketing, support, and
reporting together.
CRM

5. B2B Acquisition Strategy: Gas and Oil Industry
• Large Smartphone and Tablet
Adoption Rate Due to
Advancements in Cloud
Computing, Customized
Applications, and Need for Real
Time Data
• Harsh Work Conditions Require
Ruggedized Protection for
Mobile Technology
• Global Workforce of 9.8 Million
Why Sell to Gas and Oil?

6. Strategic Action Plan to Increase Sales to Gas and Oil
• Utilize LinkedIn to Find Key Prospects Within Target Account
List
• Leverage Data.com to Obtain Contact Email and Phone
Numbers of Key Contacts
• Use Visual Demonstrations of Toughness of Cases During
Sales Presentations
• Attend Trade Oil and Gas Specific Trade Shows
• Target IT Groups and CFO’s

7. Value Added Partnership
OtterBox helps gas and oil companies save money by protecting their
investments into mobile technology by extending the life of their devices
and reducing the money that is spent on costly replacements. Keeping the
company bottom line moving up and to the right!
B2B Acquisition Continued….

8. Close the Deal!
“We have demonstrated to you how
incredibly durable our cases
are, shown you a very achievable ROI
along with the potential for
substantial savings, and discussed in
length our amazing customer service
policies. We would like to take the
next step in becoming a lifetime
partner with your company. Can we
go ahead and place the initial order
that we discussed?”

9. Social Strategies
OtterBox uses social media to engage their customers, as a customer
service tool, and to create excitement surrounding new products. Their
largest social presence is on Facebook with 450,000 followers.

10. Suggestions for Additional Social Brand Engagement
The Buffer app allows businesses to
schedule their Tweets. This gives them the
opportunity to move on to other tasks.
Twileshare is a great app for sales and
marketing that enables the sharing
PDFs, PPT, or Excel documents. Tweetchart
is a great app for analytics. This app will
chart and graph retweets, mentions, and
replies.
Encourage employees to post once a week
to maximize word of mouth marketing
efforts. Utilize advanced search feature to
find key executives within target accounts.
The Teamlink application allows employees
to leverage the network of their co-workers
for introductions. Use SlideShare to
broadcast B2B marketing materials and
presentations.

11. Marketing Metrics to Consider
• Customer Acquisition Cost: CAC is defined as the total cost of
acquisition and marketing dollars spent in a given time
period, divided by the number of new customers added.
• Bounce Rate: Determined by the number of people that go to the
site and do not go any further than the landing page.
• Social Shares: Result in when a customer shares a company’s
website via social media. Given OtterBox's large presence on
social media, they will want to pay close attention to this metric.
• Marketing Originated Customer: Illustrates the percentage of new
business that is generated as a result of the company’s marketing
campaigns.
• Traffic to the Website: Measures the effectiveness of social media
in referring customers to the company website.

12. Customer Satisfaction
As Part of this project, I created and distributed a customer satisfaction survey via
Survey Monkey. The results showed happy customers!
0
20
40
60
80
Excellent Good Average Poor
80
20
0 0
Customer Service
Satisfaction Level
Customer Service Satisfaction Level
0
10
20
30
40
50
60
70
80 73
20
7
Customer Satisfaction Level
Very Satisfied Satisfied Dissatisfied

13. Customer Relationships
“We try and foster long-term
business relationships that
are win-win for everybody.
We ask ourselves, how do we
increase value for the
customer where they can’t
live without us? Everybody
in the world can build
products, but to build that
brand that people want to
engage with—that’s what
lasts over time.” OtterBox
CEO, Brian Thomas
OtterBox has a key component of its customer service strategy calledVoice of Customer, which was
established to understand customer needs and exceed their expectations.

14. Customer Retention Strategies
Customers
recycling their old
case would get a
5% discount off
the case for their
new phone.
Quarterly Instagram
photo contest.
Customers submit
photos of
themselves using
their technology
while covered in an
OtterBox. Best
Picture wins a free
iPad and OtterBox
case.
Thank you letter
from OtterBox CEO
to be included in
package for every
purchase. Letter
will thank customer
for their
business, provide
warranty info, and
invite them to follow
OtterBox on social
media.

15. Prospects for Long Term Growth
• 238% Revenue Growth Between
2010-2012
• Increasing Adoption Rate of
Tablets Positions OtterBox for
Long Term Growth
• Ongoing International Market
Growth will Help Increase Sales
• 2012 Sales: $538 Million
• 2013 Sales: 1.1 Billion
• 2014 Sales Forecast: $1.5 Billion
Given the growth rate of smart devices, international expansion of their brand, and revenue trends over
the last few years, I expect OtterBox to continue to grow their revenue for the foreseeable future.

16. Presented By:
John White
juanblanco61@gmail.com
970-692-3270