Targeted CRM and Direct Mail Get High Marks from SBC: A USPS Case Study

Telecom provider SBC uses CRM-related direct mail to acquire, retain, and win back customers. Laura Hernandez, director of advertising, speaks about the medium's targeting, segmentation, and personalization benefits:

"With our DSL product, we use data to learn how our customers are using the Internet, and then create a message to match their needs," she says. "While all users are interested in greater speed, some might want it for accessing online games; still others do shopping or research. Whatever the use, we tailor the message to speak to a specific audience and a specific need."

Because it's made up of former Bell companies operating in 13 different states, one promotional piece can have 45 versions to ensure that the company incorporates various price points, regulations, and municipal fees. Call centers need to be brought up to speed on each of these offers, and customer service reps are trained on the details well in advance of a direct mail launch.

Hernandez says her company often uses direct mail in combination with email and telemarketing. "The email is usually a heads up, advising them about a direct mail piece they will be receiving. When we use either email or telemarketing as a follow-up to direct mail, we usually get a lift in response."

Ultimately, SBC's greatest success comes "when we have the right offer targeted to the right customer. We'll continue to watch what our competitors are doing, refine our own models, and keep an eye on the trends." In so doing, SBC can expect to see increased returns on both its direct mail efforts and its CRM program as a whole.