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Customer Relationship Management

Notes Rally Notes (an innovative process developed by Synergy’s Operations team and used in
many other campaigns) were circulated daily by the front line supervisors. Typically,
Rally Notes information about top agents for the day, overall “save rate,” retention tips,
Synergy updates and partner updates. This method was extremely effective in maintaining
a superior level of CSR quality and engagement. Finally, CSR Monthly “re-education”
courses were required to provide CSRs with the most up-to-date program information
and to share best practices.
People

Synergy’s strong emphasis on the front end CSR was demonstrated through a variety of
coaching and incentive programs aimed at optimizing performance and engagement
while fostering a continual focus on customer delight.
Synergy worked in concert with the partners to recognize several top performers each
month. Incentive categories were developed using input from the leadership team and
Voice of the Customer feedback. All certified CSRs were eligible for the monthly
“Celebrating Success” Awards. Specific awards changed every month based on business
drivers and performance. Incentives were built around performance attributes such as:
highest save rate, best attendance, team spirit, customer delight and most improved quality.
These categories continually reinforced the “right” behaviour and drove a high level of
CSR satisfaction. Because many of the incentives hinged on key performance requirements
which included 60-day stick rate, attrition levels were lower for this group, because CSRs
were aware that there was always incentive “in the pipeline” for them.

Questions:
1. What are your significant observations about the case?
2. How synergy did gained success over the case?
3. Explain your key learning’s of the case.
Source: http://www.synergysolutionsinc.com/customer-retention/

4.4 Summary

 Relationship marketing is emerging as the core marketing activity for businesses operating
in fiercely competitive environments.
 On an average, businesses spend six times more to acquire new customers than to keep
them. Therefore, many firms are now paying more attention to their relationships with
existing customers to retain them and increase their share of customer’s purchases.

 Most acquisition marketing campaigns begin with the prospect list. A prospect list is
simply a list of customers that have been selected because they are likely to be interested
in your products or services.
 As the focus of your program shifts from acquisition to retention, the goals become those
of establishing loyalty, advancing the relationship and building a sense of community,
participation and affinity. As with prospecting, however, the data strategy should also
help determine whether customers do or don’t meet the company’s criteria for retention.

 Berry and Parasuraman, two early advocates of relationship marketing have developed a
framework for understanding the type of relationship strategies.

 The framework suggests that retention marketing can occur at different levels and that
each successive level of strategy results in ties that bind the customer a little closer to the
firm.

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