IBM-Siebel: Enterprise CRM Solutions
Agency: Ogilvy
Business Context:
Among 60 global companies surveyed, by Forrester, on ‘customer relationship strategy’, 63% of the companies did not know if they shared a customer with another division. 57% of the companies did not offer a better service to their more profitable customers.
Insight:
Growing realization that CRM solutions need to be evaluated and integrated in the context of an overall business strategy across the enterprise, and should not be seen as a modular component that can be tacked on to marketing, sales or customer service functions.
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Creative Idea:​
The customer no longer revolves around the company; the company revolves around the customer.
NOTE: due to complexity and low awareness of CRM solutions, and because we had to reach multiple audiences across the private and public sectors, we executed the campaign in three parts.
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Results:
Actual sales and other performance numbers are confidential but the campaign outperformed expectations:
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Double digit increase in awareness in pre and post test measurements
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Over ten thousand qualified leads generated between web, direct mail and events; exceeding projections
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Over 800 opportunities with average customer revenue in $XXX,000 thousand
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Close to15% close rate with potential revenue of over $XXX MM+
