Customer segmentation strategies help Alpheus Communications manage growth

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Customer segmentation strategies help Alpheus Communications manage growth

 


 

Challenge
Alpheus Communications needed a segmentation strategy to manage exploding customer demand. Large amounts of data had been captured – but understanding what it was telling them was arduous.

Solution
First, in just a few weeks, new systems and processes were developed and implemented to capture key metrics and reporting processes. This allowed the team to build an overview of key performance indicators, demand metrics and new customer segmentation strategies. This quick-response analytics solution gave the client the critical information needed to develop new marketing and operational strategies to meet customer demand and immediate growth.

The quick-response solution was then expanded into a highly robust capture, analysis and reporting system that turns terabytes of raw data into concise and actionable knowledge in a near real-time environment. Layering of a performance assessment dashboard helped the client’s senior management quickly visualize – and act upon – develping trends that drive strategy while fully supporting marketing operations and execution.

Results
Alpheus Communications can now accurately predict, generate and sustain service requirements and customer satisfaction to maintain rapid growth.

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Ameriflex - Concepting, strategy and new customer experience fuel a whole new web experience

Summary
A new brand expression, concept and design for myAmeriflex.com.

Challenge
An outdated interface and confusing user experience dictated the need for both a new brand expression and user experience for Ameriflex's prospects and customers. 

Solution
Starting with an innovation workshop, we collaborated with key leadership at Ameriflex to hone in on the 'single most compelling idea' that needed to be communicated on their new website. This efficient, collaborative session spanned two days and covered stakeholder maps, personas, priorities, and established the beginning storyboards for their user's experience.  

The outcome of the workshop fueled the development of sitemaps, wireframes, and a complete consolidation and re-work of content.

A creative exercise landed a new brand voice that is more fun and relevant to the target audience. A new set of custom illustrations were developed for the site. 
 

Results
A new website that will serve as the foundation for all brand expression and sales. 

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Alcatel Lucent lead generation campaign returns a 21% appointment rate

Summary

An integrated B2B marketing + business development program.

Challenge
A leading provider of telecommunications network equipment needed to drive adoption of a suite of next-generation equipment within a new target group – fast! – before the competition beat them to the punch.

An added challenge was that the client marketing department did not have the resources or specific skill sets needed to turn around a complex new product launch in the tight six-week time-frame required.

Solution
Using Ascend’s innovative plug-in model, a FlexTeam engaged immediately. Strategy, creative, program management, execution and sales integration skills were assembled to conceptualize and implement a highly effective business development campaign.

The multi-touch, integrated communications strategy included a dimensional direct mail piece, additional postcard mailers, and two HTML emails– all of which directed customers to a advanced microsite built for lead conversion. All of this was accomplished within a six-week timeframe.

Using a highly engaging offer package, the campaign highlighted a 3-dimensional mail piece with a simulated Kindle® reader designed to look and feel like a real Kindle. The piece was tightly coupled with the client’s sales process and prospect databases to assure high-value appointments for the sales team.

Results
The revenue produced and market share gained far exceeded the client’s goals. A stellar 21% appointment rate was achieved in the first 90 days of the campaign. The strategy and campaign executions were so successful our client chose to extend the program to additional target groups segments on a continuing nationwide basis.

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Verizon - Agile process integrates fresh messaging and increases retention and open rates

 
 

Summary
Finding new and effective ways to engage with customers and prospects via digital marketing.

Challenge
Seeing declining results in its offline marketing programs, one of the world’s largest telecom providers began a shift to include online marketing, but recognized a serious capabilities gap.

Finding a need for more agile processes in both list management and creative processes along with a need for forward-looking message planning and poor lead closing tools were driving up cost and limiting sales potential. The old “batch and blast” philosophy was not getting hoped-for results. A change was overdue.

Solution
Following a needs assessment to better understand the situation, Ascend created a unique FlexTeam – seamlessly “plugging in” to complement and stretch the client’s current resources help them to take the digital effort to the next level.

Creating a calendar with messages focused on high customer relevancy, an email campaign was built – growing over time into an entire series based on the customer life cycle.

Results
Ascend’s creative and impactful HTML emails and messaging increased open rates up to 30%. Data revealed that business customers receiving these emails had a higher retention rate over customers not receiving any emails.  Our client has dramatically decreased marketing expenses through highly effective email campaigns and reduced their reliance on direct mail.

Reinvigorating the market and injecting an online component into the marketing mix has resulted in a sustained sales increase – enabling our client to build upon its industry leadership.

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