HMV: hmvip – putting the customer centre stage


The team

Sheryl Gannaway – Account Director
Mark Brennan – MD
Nicole Ward – Customer Experience Manager
Neil Taylor – Retail Operations Director
Dan Martin – Technical Manager
Tom Sheahan – Lead Designer
Peter Hall – Project Manager
Jason Toy – Head of Retail Central Operations

How did the campaign make a difference?

This was a massive strategic change for hmv: creating an automated, dynamic, interactive, cutting-edge 1-2-1 retail eCRM and business management control initiative. It delivered £120,000 in efficiency each year, and a 79% average revenue increase per engaged customer.

What details of the strategy make this a winning entry?

The unique hmvip eCRM programme harnesses 2.2 million pure hmv loyalty cards. The initiative captures, measures and responds to live feedback from in-store experiences and opinions. It includes dynamically-triggered emails, surveys, an integrated web platform for instantaneous access, personalised live customer call-back and email follow-ups, while dynamically published social media integration spreads the positive attentive service. 234 hmv stores are alerted to live customer feedback and can manage call-back requests. This empowers staff to take ownership of their store's customer experience and provides hmv HQ with invaluable local, regional and national satisfaction KPIs and store rankings. It sharpens the in-store experience in a live and innovative way, never done before in the UK. It facilitates dialogue between hmv HQ, hmv stores and valuable loyal customers, and strengthens loyalty by acting on customer opinions.

How did creativity bring the strategy to life?