0 Case Study: IBM Software Premier Club. 1 Target audience: Large Accounts – World Wide 1000+ Employees.

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Presentation transcript:

0 Case Study: IBM Software Premier Club

1 Target audience: Large Accounts – World Wide Employees

2 Issues Defection of top accounts to competition Irritation caused by untargeted, irrelevant communications Lack of Loyalty to IBM Software Brand.

3 Mainframe announcements MVS announcements VM announcements VSE announcements ESO III mailing 2nd ESO III mailing Compression update DASD update RAID announcement 3rd ESO III mailing IBM Direct RAID mailing ICC used equipment IBM Support Family of Svcs AS/400 “Rightsizing” Printer announcements Classes/seminars/conferences RS/6000 Graphics announcements Client/Server Roadshows Rightsizing Roadshow RS/6000 Application Development Aid RS/6000 Communications SMP Announcement AS/400 Announcements Administrative Survey LSCD Survey Area 4 transaction survey Services Survey Double-blind survey Multimedia training announcements Multimedia sales and merchandising Office/Workplace Software Network Management Wide Area Networks Local Area Networks Database Management Actual IBM Touches Director of Engineering - RS/ Graphics - Application Development SMP Announcements RS/6000 Application Development Graphics Announcements Desired IBM TouchesCustomer Profile Source: IBM

4 IBM Used VOC to Understand: How customers define a Consensual / Opt-In relationship with IBM What self-profiling information would be provided in exchange for value-added information.

5 IBM Used VOC to Understand: Who should be invited to participate in a members-only Club What benefits, information and offers would be most relevant Appropriate frequency of messages Media preferences / aversions.

6 VOC Based Strategies Move from mass marketing to establishing opt-in driven dialogue Involve customers in self-selecting their: Interests in IBM software and solutions Regional, industry and language preferences.

7 Customer Profile Data IBM Software Premier Club Profile: Collects demographics and reach information: – IT areas of interest – Industry – Job level – Job area – Region / country Manages language preference.

8 Results $310,000,000 in incremental revenue 90% member satisfaction Highest overall level of satisfaction (compared to 60% for competitors) 35% of members made purchases they would not have otherwise considered.

9 Results Opt-out less than 1% Double-digit average annual click through rate: 19.7% (versus B2B averages of 2% ) 21% increase in leads that Field Sales converted to sales.