Drawing in new customers is more challenging than ever as companies compete to engage consumers who have a rapidly shrinking attention span and high expectations. WGBH and Total Gym Fitness, Silver and Bronze winners respectively in the Innovation in Customer Acquisition category of the 2015 Gartner and 1to1 Media Customer Experience Excellence Awards, demonstrate the power of using technology and customer engagement strategies to win new customers. Here are three takeaways for your own customer acquisition strategy.Convenience is Key
Total Gym Fitness understands that its marketing and customer service must keep up with increasingly digital-first consumers. The company teamed up with TouchCommerce to engage and convert prospective customers on the web and mobile devices. Tools like TouchGuide, a self-service automated feature for the smartphone, live chat, as well as desktop and tablet-enabled features helped Total Gym Fitness engage consumers at any time and place. As a result, the company gained $9.44 in incremental revenue for every dollar spent on engagement efforts.
You're only as Good as the Quality of your Data
WGBH, a nonprofit public broadcasting organization, provides a lot of value as the Public Broadcasting Service's (PBS) largest content provider and produces shows like Masterpiece, Antiques Roadshow, and Nova. However, without accurate donor records and an updated multichannel communication platform, the organization found it difficult to effectively engage current and prospective donors. RedPoint Global's Convergent Marketing Platform enabled WGBH to solve many of its data challenges and focus on deepening its relationship with new and existing contributors through more relevant campaigns and messaging. These efforts helped WGBH gain a 10 percent increase in its renewal response rate and annual savings of $100,000 in postal codes and revenue by eliminating duplicate donor records.
Organizational Collaboration is Essential
Executives at both companies note that none of these improvements would have been possible without employee buy-in at all levels of the organization. "Having the support of the CEO and senior level managers helps move an initiative forward, but you also need to make sure the rest of the company understands what you're trying to achieve and why it's important," says Joe Crowley, vice president of marketing at Total Gym Fitness. Cate Twohill, director of technical product development at WGBH, agrees, noting "everyone had a sense of responsibility to better serve our listeners and donors which allowed us to be successful."