Boondoggle on Berlitz communication @ Relationship Marketing congres (Stichting Marketing) http://www.boondoggle.eu/ http://www.berlitz.com http://www.relationshipmarketing.be http://www.stichtingmarketing.be

1. Berlitz communication
-- from ‘gut feeling’ to CRM --
Eric Werbrouck, Area Manager Berlitz
Belgium/Netherlands/Nordic/Eastern Europe
Johan De Backer, Account Manager Boondoggle

2. Agenda for today
1. Berlitz – helping the world communicate
2. Berlitz in Belgium and The Netherlands
3. From gut feeling to CRM
4. Main take-aways
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3. 1.
Berlitz – helping the world communicate
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4. The Berlitz brand
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5. The Berlitz Method®
Presenting practical vocabulary and grammar in the context of real-
life situations, the Berlitz Method® focuses all speaking and learning
on a target language. Instructors use a communicative approach
based on listening and speaking, supplementing study with relevant
reading and writing exercises, so students take on a new language
the same way they did their first — with natural ease.
As opposed to the traditional grammar translation method, this
method advocates teaching through the target language only.
When a student wants to learn a language with Berlitz, he or she is
first assessed to determine the student's current level of knowledge.
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6. The Berlitz organisation
With 130 years of experience, more than 500 centers in over 70
countries, and millions of satisfied graduates, Berlitz is the only
source you need for effective language instruction and cross cultural
training, whether for business or personal enrichment.
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7. 2.
Berlitz in Belgium/The Netherlands
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8. Key figures for Be/Nl region
Strongest cluster in Europe : 17 language center locations in
Belgium and 3 center locations in Holland
Turnover = 13.540.000 Euro/year in Belgium and 1.730.000
Euro/year in Holland.
# lessons = over 256.000 lessons in Belgium and 25.000 lessons in
Holland per year.
Organisation = 75 fixed staff + 300 language trainers + translation
office in Brussels.
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9. Communication in Be/Nl region
Berlitz News is sent out 4 times a year
to decission makers and learners
profiles in both clients and prospect
companies.
The mailing is sent out to more than
40.000 contacts
Open rates are 30%, CTR vary
between 25% and 40%
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10. In September 08, we ran two striking ads in
De Standaard.
In the first, a Japanese company which
had just set up in Belgium advertised for a
quot;Pee manager with root potential (m/f)quot;.
In the second, the Dakawi tourist agency
promoted the country as, quot;The prefect
distinction for young brushes.quot;
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11. Boondoggle used this Berlitz ‘Out Of
Focus’ mail as an out-of-office during
the summer of 2008.
In just two months, 4,284 Berlitz 'Out Of
Focus' mails were sent, thus reaching a
lot of communication professionals in a
very cost-effective and surprising
manner.
Some communication and marketing
bloggers wrote flattering posts about
the 'Out Of Focus' mail.
A lot of our contacts asked us if they
could use the funny mail as their own
out of office reply.
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12. 3.
From ‘gut feeling’ to CRM and analysis
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13. Partners
Communication agency
Strategic CRM partner
Customer Contact Center
Responsible for operational
database
Operational CRM partner
Responsible for data-
warehouse & RFM analysis
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14. outbound: selection>response
CRM architecture inbound: selection>response
Berlitz
contracts dB
contract number sync
Enriching of NACE, FTE, RFM value
Cleansing
contact changes + contract number
contact changes + contract number
Updates, adress changes,
ARCH
contact changes
contact changes
Updates, adress changes,
data warehouse
sync selection response sync
Messagent
emailmarketing
BPM
operationele db
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inbound

15. Definition of different flows
Mapping the flows
- a lot of time was invested in mapping out the flows within the organisation
• Inbound
• Outbound
Creating business rules
- trigger based approach
• every action results in a new action
- depending on type of response different actions
- selections based on rules
• e.g. If x happens for y records, then y records are selected and action A will happen
Specific tasks for operational databases and marketing database
- calls, mails and visits are dealt with through operational databases
- analysis is done on marketing database level
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16. RFM analysis brings insights...
RFM analysis 4 times a year
- Photo of the database: distribution of A-B-C-D customers
- Migrations of customers: impression of movements of customers in
different categories
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17. ... and smarter lead generation
Outbound
- Calls based on selections from data warehouse
- Calls based on RFM analysis
• anti-churn calls to top clients who don’t order
• re-activation calls to clients who start sliding down in value
Inbound
-Information or call me back from website
• Static forms
• “Behavioral targeting”-forms
up to 20% of all enquiries through Netmining form
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18. Behavioral targeting increased lead
generation
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19. 13/05/2009
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20. Information or call me back from website
- before: only static forms
- today: “Behavioral targeting” pushes extra forms to people who don’t fill out the normal form
up to 20% of all enquiries through “hits into leads” of Netmining
Total Webinquiries BE
900
800
700
600 2007
500
400 2008
300 2009
200
100
0
jan feb mrt apr mai jun jul aug sep oct nov dec
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21. 4.
main take-aways
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22. Main take aways of these 3 years
Different partners need to cooperate well together
The infastructure and flows need permanent attention
Analysis is usefull but should be used to create real ROI
New technologies can help to increase performance
CRM is a continuous process
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