We’re about to kick off a new customer relationship management (CRM) and loyalty initiative with the garden and outdoor specialist Notcutts. The company is family-owned and it’s been ‘helping gardeners since 1897’. Now, with 19 garden centres across the country, the personal and expert service that Notcutts has always prided itself on is about to get a 21st century makeover.
We’ll be helping Notcutts build on the success of its Sage Privilege Club, an industry-leading loyalty programme with over 125,000 members. But the new loyalty, CRM and clienteling solution will bring the management of all of this in-house.
The two main planks of the new programme are: the CRM loyalty solution, a multichannel customer database and campaign manager; and a clienteling application that will put customer information at the fingertips of the customer service team.
When it comes to gardening, Notcutts believes that “there’s nothing we love more than rolling up our sleeves and getting stuck in” and that hands-on approach is just as important when it comes to tending to customers! The thinking behind the move to in-house management is that Notcutts will be able to drive more responsive and proactive services to its customers, through improved customer insight.
And as well as a more personalised experience for customers, it’ll mean a much more joined up experience too – both for customers and behind the scenes. That’s because Notcutts are also planning to roll out our clienteling tool – which generates a complete view of customer behaviour – to help Customer Services manage queries and follow-ups more efficiently. As a result, the service team will have instant, real-time access to customer activity and interaction across all touchpoints so they’ll be much better equipped to deal with customer queries.
Posted by Tanya Bowen, Director, CRM Loyalty and Clienteling, BT Expedite & Fresca