Case Study: Demand-Generation
Brief:
Client identified a declining user base with >12% attrition year-on-year. Ardent was brought in to recommend a series of quick wins to rein in the attrition to a stable level and win back former customers.
Challenges:
The client had little insight into their customers’ decision-making criteria or buying habits; no marketing or sales staff was assigned to the group. System capabilities were limited and contact data was incomplete.
Solution:
Following a series of interviews, Ardent mapped the sales process from order to renewal. Based on these insights, recommendations were provided in two distinct areas: those most likely to influence revenue; and those most likely to improve relations.
Many of Ardent’s recommendations were implemented: a discount incentive scheme to attract back former customers; a revision of the product distribution to fit with customers’ buying cycles; a move away from paper-only communication; customer service becoming more telesales focused; and the building of an online ordering system.
Results:
Within the first month the client welcomed back 4% of their former customers and had established a more personal approach to customer service.