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This is a PPT I did for an MBA course I am taking. This presentation examines OtterBox's current strategies regarding customer relationship development and management. I have offered some of my own strategies to provide additional value.
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Customer Relationship Development and Management
Company Overview
• Products: Ruggedized Cases for Smartphones and Tablets
• Business Strategies: Innovation, Customer Service, Digital Marketing, Quality Products
• 500 Employees
• Offices: Fort Collins (HQ), Cork, Dubai, Hong Kong
• Award Winning
The OtterBox Equation
Innovative Employees + Customer Service + Digital Marketing + Quality Products = OTTERBOX
OtterBox uses SugarCRM to manage their customer
relationships and analytical data. OtterBox has a large presence on
social media, and they need a powerful CRM that seamlessly ties
sales, marketing, support, and reporting together.
CRM
B2B Acquisition Strategy: Gas and Oil Industry
• Large Smartphone and Tablet Adoption Rate Due to Advancements in Cloud Computing, Customized Applications, and Need for Real Time Data
• Harsh Work Conditions Require Ruggedized Protection for Mobile Technology
• Global Workforce of 9.8 Million
Why Sell to Gas and Oil?
Strategic Action Plan to Increase Sales to Gas and Oil
• Utilize LinkedIn to Find Key Prospects Within Target Account List
• Leverage Data.com to Obtain Contact Email and Phone Numbers
• Use Visual Demonstrations of Toughness of Cases During Sales Presentations
• Target IT Groups and CFO’s
Value Added PartnershipOtterBox helps gas and oil companies save money by
protecting their investments into mobile technology by extending the life of their devices and reducing the
money that is spent on costly replacements. Keeping the company bottom line moving up and to the right!
B2B Acquisition Continued….
Close the Deal!
“We have demonstrated to you how incredibly durable our cases are, shown you a very achievable ROI along with the potential for substantial savings, and discussed in length our amazing customer service policies. We would like to take the next step in becoming a lifetime partner with your company. Can we go ahead and place the initial order that we discussed?”
Social Strategies
OtterBox uses social media to engage their customers, as a customer service tool, and to create excitement surrounding new products. Their largest social presence is on Facebook with 450,000 followers.
Suggestions for Additional Social Brand Engagement
The Buffer app allows businesses to schedule their Tweets. This gives them the opportunity to move on to other tasks. Twileshare is a great app for sales and marketing that enables the sharing PDFs, PPT, or Excel documents. Tweetchart is a great app for analytics. This app will chart and graph retweets, mentions, and replies.
Encourage employees to post once a week to maximize word of mount marketing efforts. Utilize advanced search feature to find key executives within target accounts. The Teamlink application allows employees to leverage the network of their co-workers for introductions. Use SlideShare to broadcast B2B marketing materials and presentations.
Marketing Metrics to Consider
• Customer Acquisition Cost: CAC is defined as the total cost of acquisition and marketing dollars spent in a given time period, divided by the number of new customers added.
• Bounce Rate: Determined by the number of people that go to the site and do not go any further than the landing page.
• Social Shares: Result in when a customer shares a company’s website via social media. Given OtterBox's large presence on social media, they will want to pay close attention to this metric.
• Marketing Originated Customer: Illustrates the percentage of new business that is generated as a result of the company’s marketing campaigns.
• Traffic to the Website: Measures the effectiveness of social media in referring customers to the company website.
Customer Satisfaction
As Part of this project, I created and distributed a customer satisfaction survey via Survey Monkey. The results showed happy customers!
Customer Satisfaction Level
Excellent Good Average Poor0
20
40
60
80
80
200 0
Customer Service Sat-isfaction Level
Customer Service Satisfaction Level
0
10
20
30
40
50
60
70
80 73
20
7
Customer Satisfaction Level
Case Durability Satisfaction
Customer Relationships
“We try and foster long-term business relationships that are win-win for everybody. We ask ourselves, how do we increase value for the customer where they can’t live without us? Everybody in the world can build products, but to build that brand that people want to engage with—that’s what lasts over time.” OtterBox CEO, Brian Thomas
OtterBox has a key component of its customer service strategy called Voice of Customer, which was established to understand customer needs and exceed their expectations.
Customer Retention Strategies
Customers recycling their old case would get a
5% discount off the case for their new
phone.
Quarterly Instagram photo contest.
Customers submit photos of themselves using their technology
while covered in an OtterBox. Best Picture
wins a free iPad and OtterBox case.
Thank you letter from OtterBox CEO to be included in package for every purchase.
Letter will thank customer for their business, provide warranty info, and
invite them to follow OtterBox on social
media.
Prospects for Long Term Growth
• 238% Revenue Growth Between 2010-2012
• Increasing Adoption Rate of Tablets Positions OtterBox for Long Term Growth
• Ongoing International Market Growth will Help Increase Sales
• 2012 Sales: $538 Million
• 2013 Sales: 1.1 Billion
• 2014 Sales Forecast: $1.5 Billion
Given the growth rate of smart devices, international expansion of their brand, and revenue trends over the last few years, I expect OtterBox to continue to grow their revenue for the foreseeable future.
