Case Study Customer-Centricity

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Display retargeting tags were embedded into the campaign to enable Thomas Cook to deliver personalised display banners to respondents.

Once the nurture campaign had ended, the customer data, including all click affinity, response and survey data, was immediately fed into the Thomas Cook newsletter programme to become part of the overall new CRM strategy.

In the offline world, tasks are on average connected to a volunteer in less than two hours.

The initial target was a turnaround time of under three days.

One of the main challenges would be recruiting early adopters to test early iterations.

Another would be differentiating Team Up from other local Macmillan services.In 2012 Macmillan research found that people affected by cancer were in need of additional support with everyday practical tasks such as shopping, ironing or cleaning.It also discovered that one in four people newly diagnosed with cancer in the UK lack support from family and friends, which equates to 70,000 people every year.Macmillan’s local development team worked in fortnightly agile sprints, raising and prioritising tickets before deploying changes.A unique brand identity was developed to ensure Team Up had a distinct visual appearance, differentiating it from other Macmillan services in Brighton and Hove.A dedicated Community Manager spent time working with local groups to sign people up pre-launch.Macmillan ran bi-weekly user testing sessions, to ensure members of the community fed into the project, to help build trust and loyalty in the service.Team Up complemented the existing support offering in Brighton and Hove by sharing resources while offering something new.Results: Team Up has seen steady growth and by June 2014 had exceeded its registration KPIs (key performance indicators) by 40%.It was vital that the service was safe, easy to use, accessible and available across all devices.Additionally, Macmillan needed to recruit more volunteers and appeal to a younger demographic.


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