Meridian Audio designs, manufactures and sells high performance audio systems through a global network of retailers, distributors and automotive partners. We implemented a new CRM system providing the foundation for more effective loyalty marketing programmes.
Meridian wanted to build customer profiles in order to personalise marketing communications and build customer loyalty. They had accumulated a wide range of consumer data, primarily generated when customers register product purchases on mymeridian.com or via its own database. However these databases were in silos with conflicting or inconsistent product information, making customer marketing a complex and arduous task.
We initially ran a health check on the data set and evaluated the quality of the contact information and product details. Much of the source data was sparse and incomplete and needed to be standardised before use could be made of it. We resolved the data conflicts by setting agreed business rules, then merging and cleansing the records.
We developed a new CRM database which is fully linked to the mymeridian.com website database and is updated automatically so that both databases are in sync.
The Meridian marketing team now has a full view of all customers with filters displaying demographic, locational or purchase data. The CRM also records email send and permission preferences, enabling opt- in and opt outs to be automatically managed.
We are able to access the CRM remotely to handle new data appends, change management, campaign extraction and logging.
Meridian now has an automated, integrated database that provides an accurate, real-time profile of customers and their engagement with the brand. As the mymeridian.com website database is synchronised with the CRM, this takes the pressure away from the marketing team of having to manually manage data. They now have a powerful tool to create effective, personalised customer retention campaigns, which are based on accurate audience segments.
Solos Holidays is a specialist tour operator providing holidays for the single traveller. We designed and built a bespoke hosted CRM database that resulted in improved marketing ROI.
In 2014 Solos approached Rhapsody to help them improve customer communication and engagement and see how they could identify and reward their most loyal and valuable customers. They sought an agency that could not only provide technical solutions, but add the vital support and consultation to further develop a CRM strategy.
Solos had collected a great deal of legacy data from numerous, disparate sources as well as fresh data on a daily basis through a new CMS. The objective was to collate all information into a single resource that would allow the extraction of meaningful and truly actionable insight on customer demographics and transactions. Solos recognised that repeat business from returning customers was vital to their continued success but were frustrated that they were unable to identify or acknowledge loyal customers in a satisfactory way.
Rhapsody’s solution was to develop and build a bespoke CRM database to provide a Single Customer View (SCV) of their business. The first stage was to import, rationalise, cleanse, de-dupe and re-format 15 years of Solos legacy booking and customer data. Once this was complete, we then channelled the fresh data gathered daily via an internal booking system and e-commerce website, through a set of custom built algorithms that would continually cleanse, verify and sense check before adding it to the main database.
Once the CRM database was active, we supplied custom-built, weekly reports that provided the client with geo-demographic, campaign response, acquisition and retention analysis. This information enabled Solos to develop segmented multi-channel marketing campaigns including targeted email communications through our managed email broadcast platform.
We also undertook a number of deep analytical projects to better understand and identify customer value, the buying process and the ROI of printed communications in the overall marketing mix.
The new database and reporting has enabled the client (in conjunction with our campaign management services) to quickly identify key segments for more targeted marketing. Results show a clear improvement in ROI where such segmentation has been applied, with some campaigns achieving as much as three times the average response rate to a ‘one message fits all’ campaign.