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Using Online Marketing to Push Up Sales
For the rest of the April 2002 issue of CRM magazine please click here
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Intimate apparel retailer Victoria's Secret has implemented Digital Impact Inc.'s hosted online direct marketing application, Impact. Victoria's Secret has been using Impact since October 2001 as a beta customer to send highly targeted e-mail messages to more than 4.5 million opt-in customers. With the recent release of Impact for general availability, Victoria's Secret will continue to use the product to drive sales online and offline, as well as to increase brand awareness. "Impact enables us to build personalized relationships by delivering the right content to the right customer at the right time," says Ken Weil, vice president of new media at Victoria's Secret. "Since using Impact we've experienced a continued increase in customer response rate due to improved customer segmentation and targeting."

In a move to provide new collaborative options, J.D. Edwards & Co. has rolled out OneWorld Customer Self-Service and Supplier Self-Service solutions. The two Web-based applications allow businesses to permit customers and suppliers to fetch information. Also, the company has released a new version of the OneWorld Portal, which enables users to access J.D. Edwards applications, including the new Self-Service products from any device, via a Web browser. The new Customer Self-Service application has been implemented at Inland Paperboard and Packaging Inc. to allow its key business partners access to critical information. Inland is offering basic transaction processing, inventories, orders, and credit-status checks through the application.

The Sutherland Group, a CRM services firm, has integrated voice over IP (VoIP) and Web collaboration technology from Acapel, the U.S. technology arm of Japan-based Softfront, to boost the efficiency of its call centers. The Web-based solution will allow users with technical problems to interact with IT support via a real-time VoIP and data connection from their computers. The Sutherland Group has 13 international call centers and will use Acapel's technology across that backbone to support its business processes outsourcing division, including the technical services help desk.

OleoMed America Inc., a maker of pharmaceutical-grade olive oil capsules used in dietary supplements, has implemented an integrated solution to enhance its communications and allow it to build stronger customer relationships. The technology comes from stayinFront, which provided Panorama, a data analysis and decision-support tool designed for nontechnical users, and from Redi-Mail, which provided the product and information fulfillment. It allows OleoMed's marketing groups to use Panorama to query the consumer database to develop response reports. "Together they provide us with a turnkey solution of one-contact accountability for direct marketing and data analysis," says Alex Lazaro, OleoMed's executive vice president.

Pan-American Life, a financial services and insurance firm, has rolled out to its internal sales organization a Salesnet ASP-based SFA subscription service that allows Pan-American's sales force the ability to access sales data from anywhere. "By using Salesnet we now have a calculated way of obtaining accurate and real-time sales forecasts," says Charles Jorge, second vice president at Pan-American Life. Salenet's process capabilities allows senior executives to coach the sales reps in a more effective manner, he says.

Duff & Phelps, a financial services firm, has implemented InterAction, a CRM solution for financial and other professional services organizations, developed by Interface Software. The firm will use InterAction to pull together all the customer intelligence residing in its four offices. Duff & Phelps turned to Interface and dropped another CRM package because of the heavy customization that was needed and because it could not integrate with Microsoft Outlook and Palm devices. The company says it needs a system that is easy to use and does not need much IT maintenance.

Kamoon Inc., a vendor of enterprise expertise management software, and Tacit Knowledge Systems Inc., a maker of automated expertise applications, have partnered to integrate Tacit ESP into Kamoon Connect for an implementation at Unisys Corp. The application gives 35,000 Unisys workers the ability to access key information, share expertise, and collaborate across job functions, business units, and geographies, says Yali Harari, president and chief executive of Kamoon.

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