The Case Studies detailed in this section are provided to demonstrate the diverse capability Database Communications has delivered for its customers.
Large Retail Chain
The Marketing Database Solution was established for an aggressive initiative to drive all product features and price out of the media and into customer specific messages based on their relationship.
An enormous database of customers and transactions has been created, that populates and refreshes overnight, with processes that assign value bands to drive a fully automated customer specific marketing program delivering messages to customers via unmanned kiosks.
The program is based around a customer card that tracks all transactions and then the matching of customers via repeated use of the card or method of payment to build a single view of the customer irrespective of outlet used.
The success of the project can be measured by the absolute trust our client has placed in the systems processes to maintain the data integrity and deliver communications that drive changes in customer behaviour. The system has been rolled out into 8 of the 50 stores in the group.
Central Government
A customer management system was developed to manage online surveying including the automated capture from feedback forms and the reporting of this information to support the ongoing supply of funding to institutions.
The information was captured via the despatch of personalised emails to a number of contacts at institutions depending on their role. The system has subsequently been extended to manage the despatch of email invitations to attend events and the registration and management of responses.
The success of the system is that the Department is putting in place a contract to retain the system where by it was initially for a one-off exercise.
Membership / Events
The system was established to manage the promotion and management of customers as Members of an Event Management organization via email, mail and phone.
The initial requirement was to manage the new member acquisition program. It is now used to manage Membership Renewals and designs being developed to manage the promotion and attendance of the regular event program. The specific need is to collect contact information from sales calls and campaign contacts as well as key profile attributes. As part of the next release event attendances will be captured to manage usage and cross-sell opportunities.
The success of the system is that it has enabled the company to double its revenue without the addition of any further staff.
Agriculture
An online system was developed for Account Managers in the field to capture projected Dealer sales, calculate commission structures and then track the actual performance for the payment of rebates.
The company is based in Melbourne with channels throughout Australia and the system is hosted at the Database Communications offices in Wellington. The company is currently developing its specifications to incorporate the campaign management capability.
The success again has been measured by the trust placed in such a critical business process and has been rewarded with an ongoing relationship and a continued growth in the usage of the system.
Travel
A marketing database was established to manage the creation of marketing campaigns to promote products and services to the customers of the 200+ retail outlets. As well as the central franchise operator developing lead generation campaigns each outlet, with online access, then managed the leads generated through to conversion.
Success is measured by the ability to have a single view of customers by a dispersed network and the visibility of communications and conversions.
Banking
A marketing database was established as the primary prospecting system for an aggressive acquisition program. Its strong Contact Management and Sales Funnel capability used to grow sales of new customers and manage account reviews.
It has been so successful in the initial business unit that it has been rolled out a secondary unit with plans to take it wider into the total business group and discussions commenced with the Australian Head Office.
Financial Institution
A marketing database was installed as the primary driver of marketing campaigns into the call centre. The powerful segmentation and querying capability identified the new business opportunities, managed via the Campaign Management processes into the call centre and then tracked the opportunities success rate of leads via the automatic allocation to product experts.
The information is refreshed regularly via VPN transfer from the clients core systems and then data collected, transferred back to populate the Quotation System with marketing data held for further analysis to drive the next round of opportunities.
Small Retail Chain
A marketing database was populated with the transaction details from the 5 stores of this small traditional group as well as customer surveys and census data from thedatabase. The marketing objectives were to profile the database to identify segments of customers that could be used for campaigns targeted at raising the level of foot traffic and identify key relationships between products for cross-sell purposes.
Additionally the system generated other useful information subsequently utilised by the company such as customer densities surrounding outlets for new store positioning, sales analysis by credit worthiness and general store and customer performance measures.
