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Vegas Resort Group Hopes to Cash in with E.piphany Sofware
A bulletin board of CRM implementations
For the rest of the July 2001 issue of CRM magazine please click here
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Mandalay Resort Group has selected San Mateo, Calif.-based E.piphany's customer interaction software as its enterprise-wide CRM solution. The resort group will use the software to centralize information from 16 different property locations in Las Vegas to better understand and personalize interactions with customers. Mandalay will be able to create and adjust marketing campaigns based on real-time performance metrics, while empowering front line employees to provide increased levels of customer service. The E.piphany solution will provide customer service employees with an understanding of a customer's history and will craft tailored incentives for customers at the point of interaction.

• Direct and interactive marketer Harte-Hanks, based in Lincoln, Mass., has selected Unica's Affinium Model to enhance its existing analytical and modeling capabilities and its ability to help clients maximize marketing ROI. The Affinium Model, Unica's data mining software, provides statisticians, modelers, analysts and marketers with tools to understand and anticipate customer behaviors and preferences. Harte-Hanks has purchased and will utilize all Affinium Model modules: Customer Valuator, which predicts the monetary value and profitability of a particular customer; Market Segmenter/Profiler, which analyzes attributes that affect behavior; Response Modeler, which identifies individuals likely to exhibit certain behaviors based on past purchases, demographics and lifestyle data; and Cross Seller for prioritizing purchases for each customer and forecasting what he or she is likely to buy.

• Tauck World Discovery, a luxury tour operator, is implementing the "e by Epicor" suite, from Epicor, to automate its front and back office business operations. Epicor will provide Tauck with an integrated solution that allows for transfers of information throughout the company to help ensure it maintains its stated 98 percent customer satisfaction rate. Tauck will implement the integrated solution, including Epicor eFrontOffice, eBackOffice and eIntelligence components to automate its call center, streamline its accounting functionality, market more effectively to its customer base and to analyze and break down business data for better decision-making. These new systems are being implemented to help the company continue its high customer satisfaction rate.

• Alaska Airlines is now providing assistance to its Web site customers through instant messaging technology from FaceTime Communications. Users of alaskaair.com can now access immediate online communication with the airline's Web Help Center. Horizonair.com, the Web site of Alaska's sister airline, Horizon Air, is also using the technology. Links to the text-based instant messaging are found at locations on the site where customers are most likely to have questions. Customers can access the instant messaging text box by clicking on the provided link, eliminating the need to download software, and will be able to communicate with the Alaska/Horizon Web Help Center without having to interrupt their Internet connection to make a phone call. The Help Center also can assist customers by "pushing" a specific Web page to the customer by redirecting the user's browser to a particular area of the site. This helps customers because a Web page appears on their monitor without them having to search for the page.

• Northwest Airlines has deployed MindArrow Message system from MindArrow, a provider of direct digital marketing software and services that automate and enhance sales and marketing communications with multimedia e-mail. MindArrow Message will help to launch its WorldPerks Mall/Fly Free Faster campaign. Delivered via e-mail to an opt-in list of frequent flyers, the media message generated a 28 percent click-through rate and contributed to a 244 percent increase in traffic at Northwest's WorldPerks Web site within the campaign's first week. The Northwest Airlines message, containing flash animation and sound, was sent to nearly 50,000 WorldPerks members who had "opted-in" to receive promotional information via e-mail. From the e-mail message, recipients could automatically link to the WorldPerks Mall to view special offers and earn WorldPerks Bonus Miles. The "Fly Free Faster" promotion provided Northwest customers the opportunity to earn 10,000 free miles by using products and services offered by WorldPerks partners between specified dates.

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