Summercall Case Studies

Database Marketing

      Prudential - Summercall developed a direct marketing centre of excellence within Prudential. This involves close liaison with the direct-to-consumer channel to ensure best practice direct marketing through all customer communication (mail, phone and web). They worked closely with creative and media agencies to ensure efficient planning of activity across all product areas and have developed the first Direct Channel MI reporting tool. This reporting template has now been adopted across the organisation. They also initiated an ongoing programme of testing and refining which ensures that the company is maximising cost effectiveness and response.

      Scottish Widows - As CRM Manager, Grant was responsible for utilising a data warehouse, containing in excess of 1 million policyholders, for customer contact both by mail and telephone. Significant savings in cost per sale were achieved through developing highly segmented and targeted contact lists which yielded much higher response rates than previous large scale mailings.

      Standard Life - Summercall were part of a project team that delivered campaign management and reporting functionality for the direct arm of the business. Summercall delivered a detailed data audit and data model based on the campaign management functionality.

      Stakis Hotels/Hilton Hotels - Grant developed the customer database and managed the successful transition of this into a full SAS data warehouse. This was recognised as the largest and most sophisticated in its sector at the time. Targeted mailings from this database returned an average return on investment of 15:1 and response rates to mailings of between 10% and 20% were not uncommon.

      Sky Television - Grant used the customer database to manage the company's telephony upsell and cross sell programmes. For up selling, customers were targeted to increase from a basic to a more expensive package, whereas the cross sell programme targeted customers with a propensity to purchase other channels that were not included in a general Sky package. These regularly outperformed sales targets and increased subscriber revenue by around 20%.

If you would like to discuss how Summercall can help you with your Database Marketing, please contact us.

Data Mining and Analysis

      Gleneagles Hotel - Summercall developed a practical and cost-effective customer segmentation solution for this market leading hotel brand. This has allowed the Gleneagles marketing department to utilise differentiated marketing strategies, depending on the customers value to the organisation - therefore saving budget by only targeting those customers most relevant to a particular treatment.

      Stakis Hotels/Hilton Hotels - Grant introduced data mining using various SAS tools and used this to provide MI, develop customer profiles and improve targeting for marketing campaigns. This was the first time that organisation had detailed insight of customer behaviour and was able to utilise it to drive increased business.

      Scottish Widows - Grant managed a team of five business analysts who used extensive data mining techniques and built various propensity models which were used to improve the targeting for customer contact. His team also developed the customer segmentation which was used to underpin the CRM strategy of contacting the right customer at the right time with the right message.

If you would like to discuss how Summercall can help you with your Data Mining and Analysis, please contact us.

Retention

      Prudential - Summercall were contracted to head up the retention project team for Customer Communications. This involved project management plus developing profiles and propensity models for at-risk products (ie those with a high churn rate) and the development of differentiated customer treatment strategies depending on risk levels. There were significant successes across a number of key products resulting in increased customer lifetime with Prudential and subsequently increased profitability.

      Sky Television - Grant managed the internal call centre (280 heads) and outsource relationships (50 heads) responsible for delivering what was regarded as the best retention figures in the world for Pay TV. During his time at Sky, the churn figure was just 9.3% and a large part of this success was due to the inbound and outbound retention programmes.

If you would like to discuss how Summercall can help you with your Customer Retention, please contact us.

CRM

      Prudential - In January 2005, Summercall were contracted to represent Prudential's marketing communications in a major multi-million pound project to develop a customer data warehouse and CRM functionality. This was successfully implemented in 2006 and included Chordiant Marketing Director, SPSS Clementine and Business Objects. All marketing contact across the organisation  is now done through this CRM solution.

    Ramada Jarvis -Summercall built and manage the consumer marketing database for Ramada Jarvis. Data from various source systems was matched, cleaned and enhanced to produce a customer-centric database. Summercall provide analysis of the data, including customer maps and segmentation, as well as building mailing files for all customer contact.

      VisitScotland - In 2004, Summercall were invited to develop a CRM solution for VisitScotland. They successfully project managed this implementation through introducing a third party data and analysis bureau. The solution featured a web enabled Quadstone portal, giving all marketing users access for the first time to customer purchasing and response behaviours. This has been rolled out across VisitScotland and is the cornerstone to al customer communications.

In addition, Summercall wrote the e-crm strategy for VisitScotland and advised the marketing department on how to develop the wider e-business function. They were also closely involved in developing the e-business strategy which helped to define the role and functionality of visitscotland.com - a separately funded organisation which is the customer contact arm of VisitScotland.

      Scottish Widows - Grant was appointed to develop the company's CRM strategy and implement the subsequent programme. This involved working closely with a major consultancy to define the strategy, producing a single customer view from over 10 different legacy systems, choosing and implementing appropriate tools, close relationships with other departments and also selling the concept of CRM in at a very senior level.

If you would like to discuss how Summercall can help you with your CRM Strategy, please contact us.

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