Customer Relationship Management: A Utility Company Successfully Implements Campaign Management
Business Challenge
The news of deregulation within the electric utility market in Texas created an excited, but nervous fervor. After 120 years of successful operations, the largest electric utility in North Texas seized the opportunity to become the dominant market player by focusing on customer needs. World-class marketing and sales professionals initiated a customer-oriented effort and quickly realized the need for outbound acquisition and retention campaigns. Implementing a campaign management system was the easy step. The trick, however, was getting the most out of the system’s capability while effectively tracking results. What type of customer and prospect data should be accessible to empower the new sales staff? How should they track and manage campaign, account manager and sales effectiveness?Solution: Campaign Management Optimization
Armeta was brought in to support the initial setup of Siebel CRM campaign management and Sales Force Automation (SFA) systems and to train the sales team on the efficient use of these new tools. The team created the data structure to be used with Siebel via family coding, or linking the corporate decision makers from the legacy billing system to disparate multi-meter physical locations. This family coding structure allowed the organization to group individual accounts together to show a true picture of customers and their potential revenue. During the first year of deregulation, Armeta fully supported the operations of campaign management – from planning and data load through results reporting and analysis. Customized weekly and monthly reports were created and distributed to communicate sales team effectiveness by individual and supervisor. Ad hoc analysis provided marketing management with comparable metrics between test and control campaigns to ensure marketing efforts were achieving an optimal return on investment.Result
With Armeta´s help, over 100 account managers and support staff were mobilized with detailed account information and campaign execution processes. The account managers exceeded expectations of retention goals by attaining a 96% retention rate consisting of over 175,000 customers and more than 320,000 individual accounts. Outbound sales efforts significantly increased market share and revenue in new territories. The Armeta-generated reports enabled marketing management to execute precision campaigns based on customer response to campaign messages and assessed risk levels. The company performed detailed financial analysis and has calculated that they will realize a $150 million return on investment over three years due to these efforts.
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