2009 Awards Winners

CRM / Customer Care Award


National Concert Hall
Rosita Wolfe

Ireland’s National Concert Hall is rated by performing artists as one of the finest concert halls in Europe. Key to its success is the major project it has undertaken through 2008 to overhaul the customer experience. NCH commissioned an in-depth external audit to gain a comprehensive and objective picture of its offering, which identified the priority areas for attention. The marketing team then implemented a far-reaching customer care project involving the physical environment, technology, people skills, roles and responsibilities, benchmarking and branding. This has resulted not only in much improved customer satisfaction, but NCH attracted record audiences in 2008, having staged 580 events.

Cow & Gate
Aoife Dowling

The Cow & Gate brand has been a household name in Ireland for decades, dedicated to providing tailored nutrition for babies. Recognising that the marketing landscape was changing fast, with consumers becoming more technically savvy, the company undertook a fundamental review of their CRM programme from a static registration and mailings format into a more comprehensive dialogue, featuring interaction, personalisation and creativity. This dynamic web-based initiative involved significant value-add, including the dedicated website feedingforlife.ie. This development has strengthened customer loyalty and so helps in withstanding pressure in the current economic climate.

Sinead Ní Ghaora

Dialogue is a media-neutral boutique agency offering digital, database, full creative and production services all under the one roof. The firm was founded in 1994 by experienced individuals who were trained abroad in some of the world’s leading marketing organisations. Dialogue is a member of the InterDirect Network, a worldwide group of independently owned agencies in 40 different countries. The firm worked with Tourism Ireland to develop business from mainland Europe and build the organisation’s database with relevant and accurate data to facilitate ongoing communications. The multi-media project resulted in high levels of customer engagement and the acquisition of valuable information.

Elaine Kearney

dunnhumby is a global company with 850 staff and sales of over €165 million. It launched in Ireland in 2006. The firm’s work always starts with data and it seeks to embed customer insight into its client organisations. The goal is to build sustainable loyalty and improve decision-making for more sales, profit and brand value. In its work for Tesco, dunnhumby undertook a project to leverage the information available on the Tesco Clubcard database to strengthen the customer relationship in tandem with driving sales of the Finest range at Christmas. This involved profiling customers using a variety of data and developing highly targeted offers, and it resulted in a major upswing in business.

Kay Price

Since its launch in Dundalk in 1960, Superquinn has become an iconic Irish brand, with a reputation for high standards in quality, fresh food and customer service in an ever-changing and competitive landscape. Superquinn was the first retailer to introduce a loyalty scheme for customers in 1993. In the tough competitive environment in 2008, the firm identified the Superquinn Reward Card programme as a key tool in the strategy to develop customer loyalty, and it was overhauled. The scheme provides a real insight into individual consumer behaviour and is a key business driver. Results against key performance metrics were very positive, with the scheme leading to incremental spend.

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