In order to engage both online and offline audiences,
Ultralase, one of the UK’s foremost and longest-established
specialist in laser vision correction, has implemented an
integrated, email and SMS communication system gain a single
customer view of customers over multi-channel sources.
Working with Ultralase’s existing
CRM system, the new solution from
Communicator Corp will
automate the company’s customer communications, delivering a single
customer view of multi-channel communication routes and tracking
contact data throughout the customer lifecycle. It will also allow
for offline customers to be brought online, through the use of
“text2mail” as seen in
Ultralase’s TV advertising
and YouTube campaigns.
Respondents seeking further information enter an automated
campaign which reacts to the nature of their enquiry by ensuring
that the correct message is sent in reply by the most appropriate
channel. The system then allows Ultralase to personalise ongoing
communication and marketing campaigns according to segmentation,
dynamic content, customer service or behavioural targeting
criteria.
Ultralase see particular advantage in location personalisation
where prospects and customers are referred to local clinics and
advised of practical information such as weekday or weekend opening
hours at their nearest clinic.
Explained Harriet Johnson-Laird, Ultralase’s communications
manager, “Managing our multi-channel communication strategy even
more effectively will lead to an increase in consultations.
However, the real winners here are our customers. With the new
system in place we can be more personal, timelier and even more
responsive to their individual needs. So it really is a win-win
situation.”