Customer Relationship Marketing

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The Creating Loyal Relationships chapter of our book Marketing Excellence 2 contains 3 award winning case studies by More Th>n, UPS and Walkers.

The foreword to the chapter is supplied by Mark Thomson, Media Director at Royal Mail.

“Modern marketing has created the promiscuous consumer. The rise of social media is hastening the transition from push to pull. So creating loyalty in an era of ephemera is among this industry’s hardest challenges.”
Mark Thomson,
Media Director, Royal Mail

View entry criteria for the Customer Relationship Marketing award

Case Studies for Customer Relationship Marketing

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Profiting from a more personal service. More Th>n enjoyed a resurgence in loyalty when it offered customers their own personal contact manager. Once a pilot programme proved the worth of creating customer managers, the programme was rolled out across the company and saw satisfaction, retention and cross-selling rates rise markedly. Read the full More Th>n Case Study in Marketing Excellence 2.
Helping customers with a helpful widget. By creating an appealing desktop gadget to help its time-pressurised customers UPS successfully attracted new users. The solution was UPS Widget, a desktop gadget personified by a spirited character whose sole aim was to be a hardworking helper. By December 2008 almost 180,000 had been downloaded. Read the full UPS Case Study in Marketing Excellence 2.
Asking consumers to ‘Do us a flavour’. Walkers renewed flagging interest in new flavours by ripping up its brand development rule book and getting consumers deeply involved in product development. Its new strategy of user-generated flavours was based on inviting consumers to come up with new flavour ideas and then get the nation to vote on the winner, bringing brand engagement to new levels. Read the full Walkers Case Study in Marketing Excellence 2.