Success Stories- Business-to-business: Understanding complex sales channels
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A CRM program aimed at one corporate account actually depends on managing multiple relationships with numerous stakeholders—from the C-level through procurement, right down to the end user. To effectively manage relationships with those interdependent—yet frequently siloed—stakeholders, it is essential to understand the corporate decision-making process across the target accounts. For a large B2B client, CMI deployed a “case study” approach to understand the motivations, needs, expectations, and processes of all key purchasing influencers.
The result: developed new collateral and training for the client’s sales team.
- Travel: Identifying rooms for improvement
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CMI has a long tradition of working with hospitality companies, especially hotels and travel agencies, from testing reaction to new hotel concepts and room designs; to measuring satisfaction among customers, employees and franchisees; to projecting demand based on new marketing campaigns and appeal and ROI of frequent traveler program rewards. For example, we conducted a series of in-depth phone interviews and an online survey with seasoned travelers to help a leading hotel chain understand what aspects of room condition and customer service drive guest impressions.
The result: galvanized internal stakeholders to address the most important areas for improvement, leading to higher satisfaction and “likelihood to recommend” survey scores the following year.
- Retail: Helping cosmetic stores make a good impression
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CMI helps a number of retailers understand all aspects of the shopping experience. In particular, we evaluated the shopping experience for a leading cosmetics chain, both in stores and online, to ensure a consistent experience.
The result: revised store layouts and website improvements to ensure brand consistency and increase share of wallet.
- Restaurants: Learning how quick food fits into full days
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Quick service restaurants must offer a consistent customer experience across networks of company-owned and franchised locations. One interesting project for a restaurant chain was an immersive ethnography to understand how customer segments make decisions about what and where they eat throughout the day as they transition through different day parts and needs.
The result: improved marketing messages and modifications to the menu.
Learn More
“Seeing the Forest and the Trees” by Hannah Baker Hitzhusen in Destination CRM December 11, 2010.
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