Incept Capabilities Membership
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Transcript of Incept Capabilities Membership
Incept
Capabilities
InceptResults.com
We ignite
meaningful
member
relationships
through
conversations
that drive
results.
Who is Incept and what do we do?....................................3
How do we work with you?................................................6
Our capabilities……………………………………...…….…8
Our clients: past and present…………………………..…13
Case study…………………………………………………..14
What we will do and when……………………………….…15
How we will do it…………………………………………….15
Closing……………………………………………………….16
2
Contents
Who is
Incept,
and
what do
we do?
Incept is a conversational
marketing firm that delivers the
most effective membership
acquisition and retention
campaigns possible by
combining passionate people
with sophisticated analytics and
a shared risk business model
that drives the most value per
transaction.
3
LISTENING LEADS TO PRODUCTIVE
CONVERSATIONS… AND BOTTOM
LINE RESULTSEven the best organizations will fall short of their
potential if not supported by exceptional
membership engagement people and processes.
Even a perfect message delivered by the best tools
still will not maximize loyalty from your members, if
not delivered by the right person. For the best
results, you need to listen intently, respond
authentically and create fulfilling relationships with
your members at all times.
4
OUR DIFFERENCE
Incept exists to help organizations strengthen
their relationships with their current and potential
members with every interaction. Our distinction is
a listen before you lead approach that puts
members at the center of everything we do.
By understanding the client’s objectives, we are
able to customize a strategy that brings members
to you. By knowing what motivates members, we
can ensure the right message is delivered every
time.
WHAT IS CONVERSATIONAL MARKETING?
Conversational Marketing is a member
experience strategy designed to take the robotics
out of member engagement. Today’s members
expect a custom, two-way conversation at every
point of contact with your organization, whether it
be on the phone, social media, SMS messaging,
chat, etc. Incept delivers on this expectation in a
way that others simply cannot.
5
6
How do
we work
with
you?
The first step in this relationship is to conduct a roundtable
discussion, which we call Incept Listen. To effectively customize
your solutions we need to gain a deeper understanding of your
strategies, goals and objectives.
Working through an in depth needs assessment allows us to
identify the conversations we will have with your customers on
your behalf. This collective team approach is the foundation of
a relationship built on knowledge and trust.
By making roundtable discussions an ongoing element of our
partnership, we ensure consistent progress toward your goals.
7
5 Conversation
Types:
The total relationship with our members is a summary of every
individual conversation during their lifecycle. By categorizing
each step of the relationship lifecycle, the effectiveness of each
conversation can be determined and the value of each member
relationship can be improved.
As the value of every member relationship increases, the value
of our entire member base grows.
There are five conversation types that impact your financial Key
Performance Indicators (KPIs).
Acquire Appreciate Retain Convert Reactivate
Our Capabilities:
Acquire
When our analysis uncovers a need for new members to meet your
stated goals, we develop conversations that resonate with those
that are most likely to respond to your message.
An Ohio Charter School management company had a database of recent
inquiries. They were unable to dedicate the time and expertise to
reaching out to these inquiries in order to convert them into students, and
a new school year was approaching. They turned to Incept to conduct an
outreach campaign to identify why prospective students had not
previously enrolled, and determine if there was a renewed interest. All
interested students were warm-transferred to the company’s internal
contact center to complete the enrollment process.
Results: In a small test over 3 weeks, Incept was able to survey 185
students and transfer 44 students to White Hat Management for
admissions discussions, resulting in 21 students re-enrolling in White Hat
Schools.
Incept has successfully implemented a customer acquisition campaign
for the past 6 years for the largest provider of internet-based mailing and
shipping solutions.
Incept executes an initial call to identify the appropriate decision maker,
generate interest, email information to the decision maker and then
follow up 2-3 days later to convert the customer to a free trial.
Results: Incept has generated more than 300 customers per quarter for
the last 6 years, at a cost per acquisition significantly less than that
customers’ one-year revenue. Incept has recently integrated an online
chat component to increase sales and decrease cost per acquisition.
8
Our Capabilities:
Appreciate
Everyone likes to be informed and appreciated. These
conversations are very simple. A short message of
thank you, happy birthday or anniversary, and status
updates keeps them engaged and thinking about you.
Incept has made over 1 million thank you calls to blood
donors and has identified that the process of delivering a
personalized ‘Thank You’ contact within 96 hours of a
donations increases the donor’s likeliness to donate in the
future.
Results: Calls of appreciation increase a donor’s likeliness
to return in the future by 11% over donors who are not
thanked.
9
10
Our Capabilities:
Retain
We understand that your member base is an essential part of your success. By knowing what motivates both, we deliver compelling conversations that inspire meaningful relationships.
Well-designed customer retention programs can significantly reduce customer churn as well as identify critical service issues that may be creating customer dissatisfaction.
Results: Incept handles more than 20,000 customer retention calls per month, retaining more than 30% of the customers who call with the intent to cancel. In addition, the overwhelming majority of these customers are retained using Features and Benefits of the service as opposed to waiving service fees or providing free months of service
Student truancy can greatly impact student retention and reimbursement rates. Using principles developed with commercial customers, Incept has designed a marketing campaign to contact students at specific truancy intervals to identify their reason for missing class, address any concerns they have or direct them to the appropriate department to help facilitate their re-entry to school well before a decision about expulsion is made.
Results: Testing in Fall 2015
11
Our Capabilities:
Convert
By creating models based on an individual's transaction history, strategies are developed to help customers realize the additional value within your organization.
There are so many potential member conversion opportunities for associations. Whether it be a current member, lapsed member, previous conference attendee, webinar attendee, customer of an association’s online store, etc., there are many ways to convert these previous transactions to a more value-added relationship with your organization.
Incept worked with the Professional Association of Customer Engagement (PACE) to call a list of contacts in order to convert them into conference attendees. With pertinent legislative announcements coming, PACE wanted to ensure that every possible contact was extended an invitation to their conference. Incept placed calls throughout the 90 days leading up to the conference, not only increasing conference registrations, but delivering a hefty return on investment.
Results: Ten to one ROI.
Blood centers have very strict requirements as to the type of blood that is in inventory at any given time. By understanding a blood center’s inventory need and evaluating previous donor behavior, we are able to predict and then contact the donors most likely to contribute a different blood product, ensuring our clients’ financial and blood inventory security.
Over the past 6 years, Incept has developed a sophisticated tele-recruitment strategy with some of our largest clients. We use a calling strategy that identifies the best time and best donors to achieve the highest impact which we constantly analyze and adjust. In our most recent test, we saw significant results.
Results: Over 90% of donors who made appointments were converted to an apheresis appointment.
12
Our Capabilities:
Re-activate
The number-one reason a customer does not come back is because they are not asked. For those that would but don't, we complement your customer retention approach by offering multiple opportunities for lapsed customers to re-activate.
To achieve membership growth, associations must not only use an aggressive member acquisition program, but also place a continuous focus on lapsed member reactivation. Using an conversational marketing approach, Incept partnered with IEEE to reach out to their lapsed members with a membership renewal offer.
Results: 952 lapsed members re-activated within the 8 week program.
O negative blood is the only type of blood that is compatible with every blood type, making these donors “universal donors.” Because of this, it is more efficient and cost effective to recruit O negative blood donors for blood centers. In order to widen the pool of prospects, Incept developed a special campaign for lapsed donors (people who have not donated for at least 24 months).
Results: Incept reactivated 16,400 O negative blood donors in 2014.
13
Our Clients:
Past & Present
Healt
hcare
vert
ical
Ed
uc
ati
on
vert
ical
Tech
no
log
y
vert
ical
Asso
cia
tio
n
vert
ical
Case Study.
Institute of Electrical
and Electronics
Engineers
IEEE is the world's largest professional
association dedicated to advancing
technological innovation and excellence
for the benefit of humanity. In order to
grow their membership base more, IEEE
partnered with Incept in order to re-
activate lapsed members as well as
renew memberships of those close to
lapsing.
Using Incept’s customized conversational
marketing strategy, we were able to re-
activate 952 members in less than 8
weeks of the program.
This relationship has already grown into
the identification of new campaigns for
the fall 2015.
14
What we will
do and when.
How we will
do it.
15
In our initial meeting, we will sit down with you to listen to your
needs. Since we customize each and every proposal, the needs
assessment is our first objective.
LISTEN
We always base our evaluations on listening to our client’s needs.
ANALYZE-
Once we understand your needs and current performance, we meet
internally to evaluate all available options to achieve your objectives.
Analyze Current Performance Versus Goal
Compare Historical Offering Mix vs. Optimal Offering Mix
Evaluate Last Transaction Date Segmentation
Explore Response History
Investigate Conversation Flexibility
RECOMMEND
We deliver a series of recommendations based on previous
experience that are the most likely to achieve your goals with the
least investment in the shortest period of time.
Propose Contact Frequency
Advocate Optimal Offering Mix
Advise Customer Segmentation Movement
Implement Response History Logic
Establish Conversation Framework
16
Thank you for your time and consideration.
T: 773.433.8363
http://conversationalmarketing.inceptresults.com/
4150 Belden Village Street NW
Suite 205
Canton, Ohio 44718
Our goal, regardless of the
project, is to create a positive
interaction with each current
or prospective customer we
engage with on your behalf.
We believe a crystal clear
focus on the quality of the
interaction delivers the best
possible combination of
financial improvement and
brand security when
outsourcing.