The Challenge

The customer care team of an e-commerce major received different types of email-based feedback or support requests. The support management system was not integrated into the CRM system. As the email ids from the support system were to be used for targeting future product releases, it was considered an important asset.

However, many current and future customers could be sourced from the system’s contacts. Inability to directly market to the contacts who are already referring to the products was a lost opportunity.

BeetleRim Solution

BeetleRim provided users the ability to farm the contacts that reach out to customer care. These contacts could be in the form of email, online support or social forums. All the contacts identified were moved to the CRM system.

• Marketing the products to new contacts yielded high sales throughput. 80% of new contacts were willing to be new customers, as per a survey.
• The initiative helped reduce losing customers to competitors. Dedicated marketing to farmed customers helped reduce churn rates.
• Improved brand value was created through relationship building.