EMS: Case Studies

Programmed Touches

Marketing services company creates an annual calendar detailing a touch plan for established customers: advocates monthly; steady customers every other month; less active Customers quarterly. Content is pre-planned, so program can roll-out smoothly. System blends cards, email and physical gifts.

Signage company "welcomes" every new member to their Chamber of Commerce with a Messages card then follows up with another card and by phone if fit likelihood is high.
Family medical practice secures mailing list of new move-ins to their zip code. Forwards Messages card with introductory offer.
Quality control consulting company prospects by reviewing business magazine listings, selects ideal-sounding target companies, and touches regularly with Cards detailing capabilities and philosophy of doing business.

Bank provides Messages access to all client or prospect facing branch personnel. Used for Prospect follow-up, New Customer welcome, and Loyal Customer touches.
National copier company provides Messages access to field sales team for targeted prospect follow-up based on current copier status, including whether currently own a system and brand name of currently owned equipment.

Insurance agent networks actively; categorizes "Mets" [Acquaintances] as Strong, Medium, Low potential and logs into DataManager accordingly. Follow-up plan uses cards and email, and is varied depending on the assessment at time of initial meeting.

Financial planner thanks a new Prospect for agreeing to an appointment, then follows-up three days before the appointment to verify. Also follows up after the appointment, with type of touch based on results from meeting.
Landscaping company follows-up immediately after formal presentation with a three-card time phased campaign; halted, if Prospect buys before end of campaign period.
Local Chamber of Commerce follows up with visitors that haven't yet joined, series of communications that reinforce benefits and activities.

Furniture store follows-up by card, using art that depicts general type of furniture being shopped for (contemporary, etc.); offering a gift for simply revisiting and seeing the original sales person.
Promotional company includes lapsed prospects in special offer mailings, feeling that any kind of Prospect is higher potential than a Stranger.

Promotional distributor sends welcoming email that includes a satisfaction feedback request. Follows up with a promotional gift, mailed or delivered by sales person.

Signage company follows up by card, phone, and gift with a second-time customer, believing that this second purchase is a key moment in the march toward loyalty.

Credit Union follows up with new customers by sending a series of six cards that present other credit union products and programs.

Display company maintains monthly contact via card with approximately 15 accounts declared under-performing. Focus is capability and reliability; goal is to pick up increased business when competitors err.

Bank sends birthday cards to key clients.
Print broker sends good-will touches six times per year and "information updates" in the off month to key clients.
Consulting company sends small gifts quarterly and a larger gift during holiday season to key clients and to advocates.
Food wholesaler sends cards quarterly and a food basket at holiday time to key clients and advocates.
Wedding DJ sends six month and one year anniversary cards to bride/groom.

Printing company sends quarterly cards to lapsed customers, asking for another chance.

Distribution company sends birthday cards to all employees.
Manufacturer recognizes extra effort on the part of employees by cards sent to homes.
Non-Profit recognizes outstanding volunteers with cards and small gifts.