2013 Awards Finalists

CRM / Customer Care Award

Applegreen
Joe Barrett
123.ie
Padraig O’Neill
Paddy Power
Kate Curry
Bord Gáis Energy
Dermot Mulligan
Web Reservations International
Cathy Thomson

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Applegreen

Joe Barrett

Applegreen is the largest independent forecourt operator in Ireland. The company recognised the need to develop a two-way relationship with customers and also to reward customer loyalty to create long-term retention and to drive short-term revenues. Its response was the Applegreen Rewards programme, which saw a massive take-up, and the company has seen its revenues rise sharply in contrast to the downward trend in the category.
Winner
123.ie

Padraig O’Neill

Still a relatively young player in the Irish insurance market, 123.ie overhauled its processes to place it in a position to differentiate based on customer service, and to deliver on its promise through the customer experience. The company invested heavily in quality surveying and feedback systems, and as a result it raised its customer satisfaction and retention rates significantly above industry averages, and achieved a double-digit market share.
Finalist
Paddy Power

Kate Curry

Paddy Power saw a need to differentiate its online gaming offering, and it built customised data models to optimise the customer lifecycle, studying past customer behaviour to predict the future value of key segments. By delivering high levels of accuracy and enabling targeted communications, this approach has delivered a major return on investment for Paddy Power through increased retention of customers that would otherwise have been lost.
Finalist
Bord Gáis Energy

Dermot Mulligan

The Irish energy market is the busiest switching market in Europe, making retention a critical issue for BGE. The marketing team devised a strategy based on customer insight, commercial targets and culture change. The BGE Rewards Club was launched, offering customers value through a partnership with Tesco Clubcard, as well as experiential benefits through the BGE Theatre, resulting in a major increase in retention among Rewards Club members.
Finalist
Web Reservations International

Cathy Thomson

WRI's hostelworld.com website is the leading online travel agency specialising in budget accommodation in 180 countries worldwide. The sector is fiercely competitive, and the company launched a focused strategy to increase retention through a new Customer Relationship Marketing programme. This yielded a series of insights that drove marketing decision-making, and resulted in increases in customer retention as well as in overall bookings.
Finalist