HMV: Loyalty measurement
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THE TEAM
Mark Brennan, Nathan Sukkar, Leigh Brady, Dave Liddle, Hima Uddaraju, Matt Button, Jason Toy, Nicole Ward, Dan Martin, Nico Friis.
WHAT IS WONDERFUL ABOUT THIS WORK?
A sophisticated triggered programme allows HMV to harvest customer feedback and deal with potential negative word of mouth. Timeliness and relevance were needed to make this stand out. Metrics: 36% Open, 23% Click, 64% Action. 23% of all customers sent the survey respond. 75% of detractors agree to a personal callback from the store manager.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
A fresh digital...