2011 Awards Finalists

CRM / Customer Care Award

AXA Insurance
William Sparkes
Cow & Gate
Aoife Dowling
Microsoft Ireland
Yvonne McGarry
O2 Ireland
Elaine Knowles
Taxback.com
Grainne Clancy

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AXA Insurance

William Sparkes

AXA Ireland faced falling average premium levels and the business set out to achieve greater customer engagement, aimed at generating more business and increased loyalty. The company needed to move away from purely price competition and build relationships with its customer base. The AXA Loyalty Plus Programme was developed to add additional value to the firm's relationship with its 600,000 customers, the first of its kind by an insurance company in Ireland. Last year AXA regained its number one position as Ireland's largest car insurer north and south. Customer satisfaction and retention levels have greatly increased, as a result of this large-scale initiative.
Winner
Cow & Gate

Aoife Dowling

Cow & Gate's Feeding for Life eCRM programme addresses a niche market, first-time mothers to be, and a targeted recruitment plan was implemented to increase the number of recruits to the programme. The market size is static, thereby increasing the challenge. A promotional campaign offering the target customers an ongoing partnership was executed. A freephone careline and live chat facility was offered along with compelling voucher offers in conjunction with key partners. 2010 saw the company achieve very strong results for the programme, clearly making inroads into competitors customer bases, and validating the strategy of relationship building in addition to providing direct value.
Finalist
Microsoft Ireland

Yvonne McGarry

Microsoft launched a new CRM solution to the market to address the lack of awareness of Microsoft as a contender in the CRM space, and also the poor level of understanding among SMEs in particular as to the benefits of implementing a CRM strategy and the usefulness of CRM tools and technology as a means of better understanding a market and supporting marketing decision making. The awareness campaign included radio, PR, online and social media. Each respondent was carefully tracked through a process of qualification and validation, and brought to trial stage, to facilitate the gaining of first-hand experience of the solution, with the results significantly exceeding target.
Finalist
O2 Ireland

Elaine Knowles

O2 faced the challenge of reducing customer defection or churn, by increasing customer satisfaction and providing stronger links with O2. The key was a relationship marketing programme, The Ideas Station, providing access to certain information valued by customers, and leveraging sponsorship assets. The communications mix was chosen to maximise customer engagement, digital, direct mail, e-mail, SMS, customer care and account management. The content delivered went way beyond telecommunications, and into all kinds of business ideas. The programme engaged almost 50,000 key decision makers within businesses, and satisfaction rates saw a major uplift, resulting in stronger customer bonding and retention.
Finalist
Taxback.com

Grainne Clancy

Taxback.com provides specialist tax return, finance and travel consultancy services for individual and corporate clients, across a network of 25 offices across the world. Increased competition meant that the company had to find ways to differentiate, and it did this through customer care strategies. The service is based on making things easy and accessible for customers, and it sought to strengthen its bond with customers through a care programme involving online facilities including live chat and online tools to simplify tax returns. Repeat business has strengthened as a result of the implementation of the customer care programme.
Finalist