GMC CASE STUDY BAG set the benchmark in marketing campaigns with GMC Inspire “With GMC Inspire, BAG is the only company in Mexico that can offer personalized campaigns in less than half the time it would usually take” Cesar Huerta, Creative Director at BAG 2 The Business Advantage Group (BAG) is an integrated communication services provider in Mexico. With over 12 years of experience in the field the company has served 500 of the largest companies in the country. Their services range from market research to advertising and mobile marketing but a key focus for BAG has been relationship marketing. “Initially we used GMC Inspire for both print and e-mail campaigns but…we are now exploring SMS and mobile channels too.” Personalized credit renewal campaign for VW Group automobile owners BAG is now able to deliver completely personalized campaigns for VW Bank, which provides flexible banking solutions to Volkswagen Group and Porsche clients. The campaign objective is to encourage clients to renew their credit agreement. GMC Inspire is used to target VW Bank clients that have a good credit history, are classified as “not risky”, and will be finishing their credit within 3 months. Each communication is then personalized according to the vehicle that the client has purchased and even the pre-authorized credit limit which is calculated on an individual basis. Individual responses can then be tracked allowing for ROI measurement and follow-up communications. A challenging goal Through relevant, timely, print and electronic communications, BAG was keen to help companies build and strengthen relationships with customers. “We knew it would be a challenging task,” said Cesar Huerta, Creative Director at BAG. “We needed a solution that could help us build customer insight and leverage this for relevant, effective communications”. Too many tools, not enough time Before GMC Inspire, BAG had to use many different tools such as Excel, MS Access and MS SQL for marketing campaigns and this was both complicated and time-consuming. There was also a lot of dependence on external 3 suppliers for image manipulation and campaign execution. Testing campaign variations meant even more time, effort and re-work. “The complexity and time required to build out campaigns left us little opportunity to be creative and brainstorm new ideas to drive business”, explained Huerta. Inspiring a radical change GMC Inspire radically changed the way BAG approached their marketing campaigns and allowed them to experiment with new ideas in relationship marketing. “With GMC Inspire, BAG is the only company in Mexico that can offer personalized campaigns in less than half the time it would usually take” said Huerta. Increasing value with multichannel GMC Inspire is used for almost all campaign stages including database management, data segmentation, art management and production. With a single solution BAG can now streamline campaign processes, creatively apply variable data, and also integrate multichannel campaigns to drive response rates. “Initially we used GMC Inspire for both print and e-mail campaigns but with its ability to drive multiple channels, we are now exploring SMS and mobile channels too”. From 15 days to one: Turnaround reduced by 90% With GMC Inspire, BAG’s delivery of relationship marketing services has been transformed allowing more creative campaigns in less time while also enabling better response management. “Our turnaround time for campaigns has dramatically reduced by about 90 percent. One campaign that used to take 15 labor days to complete, takes one day with GMC Inspire”. Greater accuracy in response tracking BAG needed to ensure that customer responses could be accurately tracked and processed in a timely manner to promote a two-way dialogue. “With GMC Inspire we can track exactly how customers respond to our marketing messages with personalized URL’s, bar codes, QR codes and even SMS short codes,” continued Huerta. Customer responses are processed within GMC Inspire to automatically trigger new campaigns and relevant communications. “One campaign that used to take 15 labor days to complete, takes one day with GMC Inspire.” Cesar Huerta: With GMC Inspire we expect to see 40% in cost savings 45% growth of business 50% increased retention 60% boost in response rates GMC Inspire allows BAG to: 4 Automate the end-end campaign process 4 Use trigger marketing for two-way dialogue 4 Personalize campaigns without reliance on external suppliers 4 Use data more effectively for closer targeting 4 Deploy campaigns through multiple channels 4 Effectively track and manage customer responses 4 View detailed reports of campaign success 90% improvement in efficiency 4 Setting the benchmark BAG can now deliver a unique service that allows clients to see faster results, accurately measure success, and increase the lifetime value of every customer. “GMC Inspire is the tool relationship marketers have always wanted,” declares Huerta. ”It gives us the opportunity to set the benchmark for marketing campaigns in Mexico”. Key facts Company BAG is an integrated communication services provider in Mexico with services ranging from market research to advertising, mobile marketing and relationship marketing. “With GMC Inspire we can track exactly how customers respond… with personalized URL’s, bar codes, QR codes and even SMS short codes.” Challenges • Many software tools used for campaigns • Too much reliance on external suppliers • Manual handling of multiple data files • Projects taking 3 weeks to turnaround • No easy way to track responses and measure success Resolution GMC Inspire is used for almost all campaign stages eliminating the need for additional tools and external suppliers. BAG can now automate the end-to-end campaign process while also using trigger marketing, personalized campaigns, multiple channels and reposnse tracking for detailed reports of campaign success. Results BAG has reported a 90% improvement in turnaround time with GMC Inspire and expects to see: • Cost savings of 40% • Increased retention by 50% • New business growth by 45% • Response rates boosted by 60% GMC Software Technology delivers the most effective solutions in the field of Customer Communications Management (CCM). With unrivalled experience in the industry, GMC has consistently demonstrated the ability to help businesses increase customer engagement across all touchpoints. The company’s CCM platform, GMC Inspire, enables enterprises to deliver relevant communications, at the right time, through the preferred channel for every customer – driving customer loyalty, acquisition and operational efficiency. GMC Software Technology serves thousands of clients worldwide across the banking, insurance, retail, business services, telco/utilities and healthcare industry. Having received numerous awards in the field of Customer Communications Management, the company is recognized as an industry leader for innovation. GMC Software Technology AG | The smartest way to engage customers | www.gmc.net Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Mexico, Poland, Singapore, Spain, Switzerland, Taiwan, United Kingdom, USA