Customer Retention Can Be Fun
Updated · Jul 30, 2001
Chicago-based customer retention company TruePoints, Inc. has introduced turnkey marketing tools designed for customization and integration with a brand’s existing online and offline efforts. Michael Kahn, chief operating officer for TruePoints, encapsulates his company’s objectives: “The lessons of the last few years have shown us that beyond all else the Internet is a powerful, new marketing channel. In the context of building CRM, the Internet is by far the most effective way to capture and retain customers and build meaningful customer relationships.”
Using patent-pending technology, TruePoints has developed four marketing tools that encourage brand involvement and repeat purchases, while driving brand revenue and building brand loyalty. The products are delivered via the PromoBoxTM — a customized interactive interface that provides consistency for the TruePoints promotional tools.
- Real Games allows participants to predict the outcome of upcoming events (i.e. Super Bowl, Academy Awards, Elections), allowing them to win prizes, incentives, or discounted offers. A viral component stimulates peer-to-peer communication by encouraging users to tell their friends via e-mail.
- Instant Win enables e-tailers to place trackable codes on or inside product packaging for users to redeem whereby customers are quickly rewarded.
- Loyalty is a points-for-reward model that consumers can collect and redeem.
- Tell Us uses targeted online surveys to motivate consumers to share their views in exchange for product samples, discounts and other offers.
Scheduled to launch in August, TruePoints will target brands and agencies in a broad array of categories including packaged goods, retail, e-tail, media and financial services.
Pricing is structured at three levels — a customization fee that covers final concepts, rules, production and integration; a cost-per-action fee that includes valued customer behavior such as user registration, entering a game, entering a code, completing a survey and telling a friend; and a third charge for strategic and tactical support beyond core tools which includes reward/award procurement and fulfillment.