EMM
Folksam increased sales conversion rates from 2 to 10%. To
reap maximum benefits from its advanced customer analysis,
including studies of customer demographics, buying habits
and the impact of different life events on buyer behaviour,
Folksam planned to accelerate its marketing activities. "we
wanted a more streamlined system, which would simplify the
process for defining and selecting data segments for marketing
campaigns, improve cycle times for planning and execution
and provide an all-round view of customers as they
came into contact with different marketing channels. More
automation was essential to increase speed and efficiency,"
explained the executive vice president, director of marketing for
Folksam.
Folksam is a leader in the Swedish financial services market with a long and successful heritage dating back to 1908. In its home country the company insures every second person, every second family home and every fourth car.
E.ON is one of the largest energy suppliers in the UK, with roughly six million residential and small business customers. An additional 13,000 industrial and commercial customers are also supplied under the E.ON brand.
Operating in what is a highly competitive marketplace, E.ON recognizes the importance of success in its relationship marketing strategies and campaigns. E.ON’s Customer Relationship Manager explains; “Small companies are generally good at relationship marketing – although they usually just call it looking after their customers. Many large companies have lost sight of this and have become pre-occupied with introducing technology. While companies can’t buy a relationship marketing solution, they can choose tools that help build better customer relations.”
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