Consulting

The Client
Capgemini, one of the world's foremost providers of Consulting, Technology and Outsourcing services, has a unique way of working with its clients, which it calls the Collaborative Business Experience. Through commitment to mutual success and the achievement of tangible value, the company helps businesses implement growth strategies, leverage technology, and thrive through the power of collaboration. Capgemini employs approximately 61,000 people worldwide and reported 2005 global revenues of 6.95 billion euros.

The Pain
A specific division of Capgemini used to communicate with its target audience through direct mail flyers and hard copy questionnaires. This provided a low response rate and collating feedback was timely. How could the division increase responses, not only to gather important feedback, but to also use the information for sales efforts and to cleanse the database? With limited internal marketing resource available at the time, an appropriate cost efficient outsourced solution was required.

The Solution
Following consultation with Concep, a functionality rich email template was designed within the Capgemini corporate branding guidelines. A campaign plan was then generated and the target audience selected, comprising of C-level individuals (CEO, CTO, COO). The initial newsletter was designed to contain a link to an online questionnaire which linked the recipients to a dedicated webpage giving them the opportunity to complete it in their own time. All interactions with this questionnaire would be recorded by the Concep campaigner system. A four stage process was adopted with an initial email campaign sent, a reminder campaign, a follow up campaign and then a final campaign, with the recipients who had already responded excluded from each one on a rolling basis. The approach used by Concep focused on appropriate segmentation and data management. Concep managed the whole campaign process end-to-end.

The Results
This outsourced campaign achieved an excellent response with more than 30% of recipients completing the survey. The reporting capabilities of Concep campaigner allowed Capgemini to further dissect the target audience taking into account those who had responded and hence completed the questionnaire. This allowed for follow up opportunities and for the questionnaire to be sent at specific intervals over period before the deadline, meaning that all possible opportunities to gather questionnaire feedback were maximized. Other results included only a very small number of opt-outs from over 800 recipients and just over 600 click-throughs to the actual survey, many downloads of the briefing document were also achieved.