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home > case studies Case Study 3: Global IT Company Issue: Improving customer engagement and acquisition on-line. Background: A division of a global IT provider offering value added services on-line complementing client solutions. The division wanted to improve ROI for the digital channel by improving the quality of the engagement and acquisition process. Solution: Customer experiences were profiled to show customer interaction patterns, value and differentiation. These were used to identify typical offers and on-line advertisements that aligned customers, value propositions and brand through the on-line channel. By linking advertisements to specific 'landing pages' users were directed to products and services that were of greatest interest and relevance. Conversion marketing through 'key events' formed the basis for the solution. This provided insight into customer behaviour. It made the site more useful to customers - directing them to information and probable points of sale. As a result customer value and sales opportunity were improved. A new search engine strategy and advertising placement improved engagement opportunity and the on-line profile of the company. Business benefit: Understanding customer interaction was the key to success. It provided enough customer insight to help customers find information, products and services quickly.
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