As companies evolve from the traditional CRM approach to CXM (Customer Experience Management) they gain the ability to reinvent the relationship between brands and their customers by combining data intelligence, technological innovation and digital creativity.
Varibase team of CXM specialists develops innovative and interactive relationship marketing strategies for our clients. Our CXM programs reflect best practices in Europe and North America and they are deployed via either our technological platforms or those of our clients.
At both our offices in Paris and Montreal, you will find dynamic, passionate people dedicated to designing the most creative interactive campaigns, crafting just the right message to the right person at the right time via the right channels. The goal is to create a seamless experience; fluid, rich and personal enough so that the customer truly and sustainably engages with the brand.
DATA / SEGMENTATION / REPORTING
Our business intelligence manages all reporting and creates statistical models in order to increase operational efficiency. This in-depth customer knowledge generates significant added value.
Customer Experience Management
Starting with data analysis, we develop the best CXM (Customer Experience Management) strategies at point of sale, on the web, on mobile networks, or in social media; strategies that will make your brand a success and sustainably engage with your customers.
Our solutions are designed to activate customers from the very first contact with your brand … and to build that trust throughout the life cycle. This turns prospects into customers and keeps them engaged in a program that builds lasting relationships.
Audit, clean up, data compilation,
enhancement and connection to transactional and analytical tools
Targeting, data-mining, campaign management
CUSTOMER JOURNEY AND SEGMENTATION
Acquisition and qualification
Analysis of purchase behaviour
Life cycle and predictive models
STRATEGY AND ACTION PLAN
Identifying issues and business opportunities
Marketing strategy by segment
Tactical plan and engagement scenario
Campaign and message development
Defining offers and scenarios by target
Content personalization based on customer profile
Automatizing and deploying marketing campaigns
Audit of your technological needs
CXM platform recommendation
Platform parameters and management
Data Visualization and dashboard setup
Result tracking by campaign and scenario
Strategy analysis by customer
Marketing strategy optimization
In both France and Canada, our clients are from diverse business sectors: equipment, lifestyle, luxury, health, consumer services, etc. Yet for each client, the process is the same: we must understand them first, then we develop a customized relationship initiative.
MERCEDES - SERVICES + PROGRAM
Mercedes Benz Retail is a dealer network owned by the brand.
Create a loyalty club with a strategic mix of promotional and relationship-oriented offers; to bring customers back into the dealership.• Issues : Earning the loyalty of vehicle owners who don’t have a warranty, and to increase dealership sales.
KEURIG – E-CRM STRATEGY
A leader in the North American market, Keurig manufactures brewing machines and distributes coffee, tea and other beverage capsules.
Risk and growth opportunity analysis, recommendation and implementation of a customized e-CRM plan, according to customer life cycle.• Issues : Significant acquisition, loyalty and retention objectives to stimulate sales at keurig.ca.
VIDÉOTRON – 360 PLATFORM
Vidéotron is a global telecommunications operator/provider (TV, telephone, web, interactive multimedia) and a leader in Canada.
An integrated Sid Lee/Varibase team was put in place, to take a 360 approach to the overall advertising and relationship communications plan.• Issues : Align relationship marketing and brand platform campaigns..
BOTANIC – CLUB BOTANIC
Botanic is a network of garden centres focused on natural wellbeing; centres that combine market growth with social responsibility.
Concept and development of Club Botanic (fee-based subscription), founded on the brand’s values and customized content production.• Issues : Loyalty to the brand, leveraging its values
GEMO - J'AIME GÉMO PROGRAM
Gémo is a distributor of fashion merchandise for the whole family, with 500+ stores in France.
CRM strategy and promotional tactic based on a new segmentation developed by the agency.• Issues : Very limited customer knowledge.
PONANT - PONANT YACHT CLUB
Ponant is the only luxury cruise company flying the French flag.
“Premiumisation” of the customer relationship via a re-engagment program for clients seeking a high quality service.• Context : In depth customer knowledge but some difficulty in reactivating them after their first trip.
IGA – STORE ACTION PLAN
IGA is a major grocery chain in Québec, with more than 250 stores.
Optimize the marketing campaign’s profitability with flexible and contextual content based on customer reaction and profile.• Issues : Convince store owners that a highly personalized communication according to customer profile would deliver significantly better results than the traditional newsletter.
Deserres – REVITALIZE CREATIVE CLUB
With stores throughout Canada, Deserres answers the creative needs of artists, amateurs, and hobbyists
The “Quick Win” strategy, with personalized offers based on customers’ artistic interests and preferred products.• Issues : Increase the frequency of Creative Club member visits to the store.
California Bliss - France LAUNCH
California Bliss is a new Frozen Yogurt brand, which originated in California and was launched in France in 2014.
Initiation via digital device, development of French website and set up and maintenance of social networks.• Issues : Piggybacking on the launch of the brand in France, in order to reach a young target.
Fruits & passion - LOYALTY PROGRAM
Expert perfumer, Fruit & Passion develops product for the body and home, incorporting unique and natural fragrances.
Transition from an approach that was 100% promotional to a more relationship oriented strategy.• Issues : Making the move from a completely promotional approach to one more relationship oriented.
AGPM – B2B PROGRAM
AGPM is an insurance leader for the military and associated occupations.
Development and implementation of a technical platform for sales tools personalization.• Issues : Support each occupation according to the parameters of each specific target market.
MENARINI – CARDIOCERCLE PROGRAM
Menarini is an Italian laboratory that has been established in France since 1992, with revenues of CAD$200M.
Development of a content platform and an activation program for 8,000 medical specialists.• Issues : Support medical visitors and help them build a relationship with doctors.
HUSQVARNA – LAUNCH OF HUSQVARNA SERVICES
Husqvarna is a manufacturer of gardening tools and accessories.
Generate enthusiasm throughout the network via the creation of a brand, a promotional plan and a technological platform.• Issues : Strongly support network sales during periods of low activity.
SAMSE - CONSTRUCTION AND TOOLS
Samse is a distributor of tool material for BTP professionals.
Multi target, geo-localized digital program.• Issues : Expand a customer base that had been 100% pro… to include individual “pros” (consumers who are particularly handy).
SANOFI – PATIENT/DOCTOR SERVICES
A leading health provider, Sanofi supplies medication corresponding to various conditions/therapies/treatments, such as diabetes, oncology and cardiology.
Develop innovative marketing campaigns, which also comply with legal criteria of the highly regulated pharmaceutical market.• Issues : Transform Sanofi communication, which had been strictly product centric… to one more service oriented.