L&T and WOLFF DMM

Outside of marketing and CRM, customer and campaign information had little visibility. Today, customer data is part of decision-making processes in almost all relevant areas at L&T. An important step towards becoming a customer-centric company!

Since its introduction to L&T in 2015, their Apteco FastStats system has become the core tool for analysis and selection in the marketing team. Until the Covid-19 pandemic, email newsletters and over 60 print mailings were created annually and adhoc analysis was used to evaluate campaign success and customer behaviour. At the end of 2019, the decision was made that the L&T Club needed to be strategically rethought after ten years. The CRM 2.0 project was launched and the cornerstones developed with customer benefits at the centre of it. Personal benefits - based on purchasing behaviour - needed to become tangible for the customer and a status level should be introduced for particularly good customers. The measures were to enable very targeted and selective up-selling and cross-selling. More personalised goodwill coupons and discounts were introduced. By summer 2020, the strategy was developed and the launch of the new L&T Club 2.0 was scheduled for January 2021. A large number of existing analyses in marketing / CRM were replaced by Apteco Orbit interactive dashboards, so that information can be accessed on a daily basis and by the management team at any time for quick decision making.

Alle stappen werden binnen

6 maanden

doorlopen. Omdat nu

alle handmatige processen zijn geautomatiseerd

zorgde dat ook voor

minder druk

bij de verschillende teams binnen L&T. Waar kennis over de klant eerst vooral bij het management lag, beschikt nu iedere afdeling over een

gepersonaliseerd dashboard met de voor hen relevante data

, afgestemd op de behoefte van de desbetreffende afdeling. Dit zorgt ervoor dat er veel

meer klantgericht gewerkt

kan worden en

cross- en upselling een stuk makkelijker

is geworden.