Investment based contact strategy

The highest value segment segment would be put through a complete lead-generation program and receive the richest stream of communications. This included a specialized dimensional direct mail piece, tailored e-mails, and personalized sales calls from their NRAEF Sales Representative. Both traditional and electronic sales tools were provided to the sales force.

The middle value segment would receive a more modest communications stream, including centralized telequalification and a multi step direct mail campaign. E-mail with a strong drive to web and landing pages helped support the inside sales function. A grade was assigned from A through D, indicating the quality of the lead and the urgency with which the contact should be re-contacted.

The lowest value segment was the largest in terms of total numbers. However, revenue per customer could not warrant the same investment in marketing, lead generation and sales support. This group would receive a simple, cost-efficient direct mail piece with a drive to web and/or alternate distribution channel. The goal for this segment was to make the experience as “self-serve” as possible in effort to align the targeted revenue to expense ratio.

Next, the customer acquisition cycle was developed. The chart below reveals the four-phased approach that was established to migrate prospects through the customer acquisition cycle.