EMC
Customer Loyalty Program
EMC Customer Loyalty Program attracts 33% of customers.
Key facts
Company
EMC Corporation (NYSE: EMC) is the world's leading developer and provider of information infrastructure technology and solutions.
Project
- Develop a customer loyalty program for key accounts in Australia and New Zealand
- Create a strong brand identity and loyalty card for the program
- Build an integrated communication plan to raise awareness of the program
Challenges
- Attracting customers to join the program
- Gaining sales support for the program
- Selecting the top platinum customers for the program
Results
- 33% of customers joined the program within the first two weeks
- 50% awareness of the program within the target community
Requirements
EMC Corporation in Australia and New Zealand needed a customer loyalty program that focused on rewarding customers for their commitment and support. This program would be targeted at individuals, rather than organisations and be exclusively for hand picked accounts in Australia and New Zealand.
To define, design, plan and execute this program EMC turned to Marketing Options International (MOI).
EMC have worked with MOI for over 5 years. I was confident that they would be able to deliver a program that we would be proud of and would really help us to engage our key accounts.
Challenges
This program needed to be locally driven and offer real benefits to the customer on a personal not organisational level.
The aim was to leverage the proud heritage of the parent company rather than start anew.
To be a success the program needed to appeal to key internal stakeholders within EMC, namely sales and marketing. These groups have a huge impact on the long term success of the program and needed to be kept informed and included as the program developed.
Solution
MOI set to work on developing a strong identity for the program. After a number of options were explored 'The Lounge' was chosen.
'The Lounge' was designed to reward customers for working with EMC.
The EMC Sales and Marketing team worked together to hand pick senior IT and Business contacts from 70 accounts that would be be targeted with this program.
An integrated communications plan was created that combined multiple touches with high levels of personalisation. This program consisted of five key stages. Each stage involved MOI working alongside EMC Sales and Marketing teams:
Stage 1: Personalised welcome letter with program guide and rewards flyer.
Stage 2: EMC Account Executives to call the accounts to seek feedback on the program.
Stage 3: Direct mail with gift card containing personalised Loyalty Card, EMC Account Executives Business Card and invitation to launch event.
Stage 4: EMC Account Executives to call to seek feedback and buy into the program.
Stage 5: Launch events for 'The Lounge'.
To launch the customer program a series of executive-level dinners were organised in Australia and New Zealand. This was a major part of the program as this provided the perfect opportunity for senior executives from EMC to personally develop relationships with the targeted key accounts.
Results
The Lounge customer program has been an instant success with 33% of customers signing up after just one touch. A notable secondary benefit has seen 25% uplift in attendees to the EMC User Group meetings.
An additional benefit EMC wanted from the program was reference-ability from the customers who signed up to 'The Lounge'. To date this program has resulted in 28 references with more soon to follow.
