Challenge

The task was to improve the relationship with business customers. That meant: understanding customers, offering customers added value and reducing churn.

To do this, it was necessary to strategically develop and operationally implement personalized communication routes via owned channels.

As always, different teams, departments, corporate units and partners had to pull together in a targeted and coordinated manner.

Solution

Development of a 4-step approach and a lot of additional in-house power for the ramp-up of personalized business customer communication:

1. Development of target images and cross-channel use cases along a multi-stage customer lifecycle model

2. Derivation of requirements for the marketing technology and support of the technical set-up

3. Conception and operational control of the relevant CRM channels

4. Development of reporting and measurement mechanisms

Results



- Clear structures and objectives for cross-departmental cooperation

- Successful start of personalized business customer communication via various channels