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IBM Commerce | IBM Marketing Cloud 1-800-Got-Junk? Increases Customer Loyalty with Automated, Multichannel Programs 1-800-GOT-JUNK? is a full-service junk removal company whose friendly, uniformed drivers have set the standard for professional junk hauling and great customer service. The company hauls away items that city garbage collectors do not typically accept, such as old furniture, renovation debris and backyard mess. 1-800-GOT-JUNK? provides junk removal service for residences, businesses, commercial sites and government offices. Marketing entirely to its existing database, 1-800-GOT-JUNK? aims to keep customers loyal and coming back for repeat services. The company uses the IBM Marketing Cloud platform to convert first-time buyers into loyal customers and drive significant revenue via its automated programs. How does 1-800-GOT-JUNK? Use IBM Marketing Cloud? Prior to implementing IBM Marketing Cloud, the 1-800-GOT-JUNK? team’s email program consisted of batch and blast messages with no strategy, segmentation or customer experience in mind. Today, the company has transformed its email program to include multiple automated programs with future plans to incorporate even more behavior-based campaigns. To achieve its two main goals–increased revenue and customer loyalty and retention– the 1-800-GOT-JUNK? marketing team has implemented several automated campaigns, including a customer loyalty program and a call center program, in addition to its regular marketing messages. • Customer Loyalty Program: Customers who reach a certain Net Promoter Score are placed in a four-email, automated program that runs for 90 days. The purpose of the program is to increase customer loyalty and retention while also generating new leads. The messages contain organizational and recycling tips that link to the ibm.com PAGE 1 IBM Commerce | IBM Marketing Cloud company blog, in addition to soft promotions. The emails also use Dynamic Content based on the recipient’s location – either U.S. or Canada – and a social share option. When a customer shares to social from the email, he or she receives a gift card via direct mail, making the campaign multi-touch and multichannel. • Call Center Program: Furthering its multichannel marketing efforts, the marketing team at 1-800-GOT-JUNK? tested a two-month program with the company’s call center. If a potential customer called in and did not convert, the call center agent placed the prospect into an automated program based on the caller’s needs, including looking at competitors or searching for a lower price. The prospect received an automated email with a relevant customer testimonial within five minutes of hanging up. IBM Marketing Cloud, part of the IBM Marketing Solutions portfolio, powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data and behaviors, providing analytical insights and automating relevant cross-channel interactions. The cloud-based digital marketing platform provides email marketing, lead management and mobile engagement functionality to inform and drive personalized interactions in real time. To find out more, please contact us at 1-866-745-8767 or +44 20 7202 5930 and visit ibmmarketingcloud.com/contact. ibm.com PAGE 2