Leading Alcoholic Beverages Producer

Sector

Beverage

Services Type

Loyalty Program Management

Service Description

Our client is a Marketing Agency for one of the world leading premium drinks company with an outstanding collection of alcohol beverage brands across spirit, wine and beer categories who employ over 20,000 people worldwide with offices in around 80 countries, and conduct trading in over 180 markets around the world.

SilkRoad operates the Contact Center that manages the customers Loyalty Program in Vietnam anf the activities included are:

• Club Member Recruitment: One of the main activities of the CRM Program was to recruit club members who were identified as high-grade potential users of a premium whisky. Within 1 year of operation we made over 700,000 calls in both Ho Chi Minh City and Hanoi and recruited more than 100,000 members which reached 14% successful rate.
• Event Invitation: Parallel with the member recruitment program, we also made invitation calls to the recruited members and invited them to attend Mentor Events organized by Clients. 20,000 members have gone through the Events to discover the taste of Client’s products.
• Follow-up Calls (N+30/90/180): In order to improve Event’s activities to the best satisfaction of Mentors (members who went through Mentor Events) as well as to measure Mentors’ behavior & consumption level before and after Events, we called them 30/90/180 days from the Event Date to collect their feedbacks and conducted the survey to get required information.
• Hotline Support: Besides making outbound calls, we also handled all queries from members who called the hotline to get more information about Client’s products, Member Club or Mentor Events, etc. Hundreds of calls were handled daily from 8:00 am to 9:00 pm in both the cities. All feedback on Client’ products or events were also recorded and reported to Client for improvements.
• SMS & Mailing Campaigns: Once being recruited, Club members will regularly be kept in touch by our SMS/mailing campaigns, such as welcome/thank you letters, promotion notices, birthday cards, National Holidays congratulations, Event reminders, etc. By this, members felt intimate with the products which caused good impact on the brand selection.
• Data analysis & On-line Report: Data collected during the recruitment, invitation and N+ phases as well as at the Events were analyzed and made available on-line through a web report (designed by our Software Development Division) so as Client can access and evaluate the effectiveness of the whole program at any point of time.

Result

With a yearly target of 70,000 members and 20,000 mentors, we recruited 100,000 members (43% higher than the target) and reached the target of 20,000 mentors.