CASE STUDIES____>> Back

ORC/Macro International:
Customer Relationship Management
ORC/Macro International is the third largest market research company in the world. The ORC/Macro, Customer Loyalty Practice assists organizations, both government and private sector, with research, analysis, and customized programs to ensure customer loyalty and revenue growth within their customer organizations. Their primary business development model was response to RFPs. In creating a more dynamic consulting practice, ORC/Macro, Customer Loyalty Practice wanted to engage in a more strategic marketing program.

Select Marketing Services was engaged to design, develop, and implement a customer relationship management program for the utility industry. For this targeted customer segment, Select Marketing Services increased awareness of ORC/Macro through an integrated approach using direct mail and telemarketing to develop one-on-one interactions between ORC/Macro consultants and prospects. Targeted campaigns were directed at the needs of the specific prospective audiences. ORC/Macro's core competencies of customer loyalty, branding, and market research were integrated into a comprehensive program that targeted Marketing, Market Research, Sales and Customer Service Directors and Managers. Campaigns included: Customer Loyalty Plus®, Key Account Management, and Transaction Based Customer Loyalty. In addition to the marketing campaigns, Select Marketing Services integrated their trade show and seminar programs into the market awareness strategy. A customized marketing database was developed to track all customer and prospect information gathered in order to assure the most effective customer interaction.