Strategy

Mercury works closely with client marketing teams to improve profitability by enhancing the customer experience across all channels. This is accomplished primarily through making customer interactions more personalized and relevant by first understanding customer behaviors and preferences and then modifying message content based on them.

Mercury’s experts will work with you to identify changes to existing programs and processes that will yield the biggest increase in marketing ROI. Then we will work with you to design and execute those new programs and processes. These new approaches can take many forms, but two services that our clients find especially valuable are our Customer Experience Assessment and Loyalty Program Optimization.

To find out more about Mercury’s strategic services, click on the links below:

Customer Experience Assessment | Loyalty Program Optimization

Customer Experience Assessment
Changing the customer experience to be more customer-focused requires changes across multiple channels and disciplines. In order to identify what improvements will have the biggest impact, we begin each new client relationship by conducting our Customer Experience Assessment (CEA).

The CEA starts with our experts reviewing current practices across the four dimensions of data, analysis, strategy and execution. Then we compile and analyze our findings into a report that identifies and prioritizes opportunities to improve results. This is a fast and inexpensive process that focuses your team and our team on both quick wins and longer-term enhancements.

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Loyalty Program Optimization
Companies with loyalty programs sometimes let their programs drift off track. For example, marketers oftentimes focus more on maximizing the number of members in the program than keeping members active and maximizing revenue per member. Our unique approach helps clients reduce the amount of discounting they do, which delivers significant improvement to the bottom line (click here to read our point of view on over-discounting).

Mercury offers a number of novel approaches that can help clients optimize the effectiveness of their marketing programs. Here are just two of the strategic offerings we bring to our client engagements:

• 1-to-1 Marketing Strategies – We recommend and execute marketing programs that enhance the customer experience through improved personalization and relevance.
  
  
• Cross-Channel, Multi-Wave Programs – We design programs that send customers and prospects a sequence of messages that are integrated across channels and reflect where the customer is in his/her life cycle.

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