CONSUMER DIRECT-ORDER MARKETING - CASE STUDY Problem Situation Unable to reach consumers directly with their full product line through traditional channels, an entertainment industry giant asked Alta Resources to create a fully integrated movie club. Alta Resources Solution Alta Resources developed a sophisticated solution that provides a turn-key direct-to-consumer model, linking marketing, selling, order and consumer care modules. People – Alta Resources implemented a fully integrated customer interaction and fulfillment center dedicating a team of “cast members” to manage the web, phone, fax, email and regular mail interactions. We handle all transactions dealing with membership, technical support and billing, as well as pick, pack and ship the movie orders. Process – Marketing: Alta Resources designed processes to allow for execution of integrated marketing campaigns, tracking interactions with consumers across a variety of media including direct mail, e-mail and phone. The ability to closely monitor response rates to a large number of campaigns allows for the on-going improvement in marketing effectiveness. Selling: Processes were developed to accept and process payments through web, phone or mail, as well as provide returns and credits processing. To maximize efficiency, IVR systems were interfaced with Alta CRM to allow for the automation of processes such as membership status, account information and Title-of-the-Month selections. Order: Order shipments are triggered directly from Alta CRM to be executed at Alta Resources’ fully automated fulfillment center. This integration allows for automated Inventory tracking within Alta CRM. Care: Award-winning call center representatives handle customer inquiries through multiple communication channels including web, phone and e-mail. Technology – Our highly customized solution included database design, process flow design, web site data interface, data integration, IVR and Alta CRM design, customization and implementation, selection, and installation and configuration. Results Alta Resources launched this membership program for the client in less than 60 days. In its first year, the team handled over 2,000,000 transactions vs. the 445,000+ originally projected (+349% increase). The team now manages a 360° view of over 10 million consumer interactions per year in the club. Using only direct marketing and database management, a 350% increase in membership was driven over the last 3 years. Growth combined with technology and process improvement has resulted in a cost reduction from 36% of net revenue to less than 10%. Alta Resources has been certified as a Center of Excellence by Benchmark Portal based on exceptional call satisfaction levels.