Case Study – Compendium Blogware

Compendium Blogware increases customer satisfaction by automating a new customer on-boarding campaign using 5Buckets from Right On Interactive.

Compendium Blogware – An Overview

Compendium Blogware is a leading business blogging platform provider. Their customers are companies that are looking to amplify their online messaging, improve organic search engine results, and increase lead conversions through social media marketing.

Companies gain the greatest value from Compendium when corporate bloggers post content on a regular basis. One of the key challenges facing new customer accounts is user-adoption inertia. “We know that the first three months of a corporate blogging program are critical to its long-term success,” says Chantelle Flannery, client success marketing manager with Compendium Blogware. “Getting started and building momentum is half the battle.”

Key performance indicators of this program include: the volume of posted content; the volume of search engine referral traffic; and the number of lead conversions. “The volume of relevant content drives referral traffic, which in turn drives lead conversions,” says Flannery. “It behooves us to help clients ramp up the number of quality blog posts as quickly as possible.”

Customer On-boarding Campaign with 5Buckets

The client success team developed an “on-boarding” campaign called Content Quest. This eight-week email and telephone campaign nurtures new account administrators and individual bloggers through the start-up phase. Automated by 5Buckets marketing automation software from Right On Interactive, Content Quest is helping Compendium clients achieve successful marketing outcomes.

In this client success campaign, four emails are sent weekly – three to individual bloggers and one to account administrators. These emails provide bloggers with “how-to” articles for taking advantage of all product functionality, tips for writing a successful blog, and customer success stories.

At any given time, thousands of individual bloggers and administrators are somewhere within this 8-week program. 5Buckets segments bloggers and administrators into buckets and automates the daily email delivery schedules that ensure the right people are receiving the right message on the right day.

Personal contact from the client success team is also essential to the on-boarding process. Compendium Blogware integrated phone contact into the process by automating call-task assignments using 5Buckets and their CRM system. These call-tasks are sent to client success team members at the initial set-up of the account; four weeks into the Content Quest campaign; and at the end of the campaign. Additionally, the Compendium Blogware system monitors the number of blog posts at each account. If an account begins to fall behind their Content Quest content goal, a call-task is automatically sent to a team member instructing them to touch base with the client by telephone.

At the end of the campaign, a client success manager engages the customer again via email. This automated communication asks the customer to provide feedback via a survey form. The feedback has been positive, with many saying they would suggest Compendium to others.

Increase Customer Satisfaction and Success

Since implementing the Content Quest client success program, Compendium customers are reaching a critical mass of blog posts in record time with a 41.5 percent average weekly improvement in posts per week compared to all customers. This has a significant impact on increasing search engine referral traffic and lead flow. “Content Quest is a sophisticated customer communications program that would be impossible to execute without the automation that 5Buckets is providing,” says Flannery.

The Adopt Stage of the customer lifecycle is critical for establishing early success and customer satisfaction. It is in this stage that the customer establishes a perception of value. A systematic program of communications will increase user adoption and ensure customers realize the full potential of the products or services in which they invest.

About Right On Interactive

Right On Interactive is an interactive marketing software company dedicated to helping companies build better relationships with their constituents. Right On Interactive's "5Buckets" software, an on-demand subscription service, enables marketers the ability to automate the sophisticated and time consuming tasks associated with customer lifecycle marketing. In addition, Right On Interactive offers a range of professional services that complement its online services including CRM implementation and optimization, email marketing production services, customer data analysis, data integration, and automation alignment. Some of Right On Interactive's customers include Marsh Supermarkets, Conseco, Wild Birds Unlimited, Colliers Turley Martin Tucker, National Pork Board, and ExactTarget. For more information please visit www.rightoninteractive.com.

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“We know that the first three months of a corporate blogging program are critical to its long-term success,” says Chantelle Flannery, client success marketing manager with Compendium Blogware. “Getting started and building momentum is half the battle.”