The Hewlett-Packard Company, commonly referred to as HP, is a technology corporation headquartered in Palo Alto, California, United States. HP is the largest technology company in the world and operates in nearly every country. HP specializes in developing and manufacturing computing, storage, and networking hardware, software and services.
In terms of revenue contribution, IPG Supplies was a critical market for HP. The difficult market position made ‘customer retention' a critical business imperative. Together with HP, we identified the opportunity for a loyalty program. Customer enrollment, valuation and reward redemptions were a key component for IPG to meet its business goals on the SMB Supplies segment.
To address the ‘Customer Retention' business imperative successfully while keeping the current external channel network, we advised HP to break the ‘indirect model philosophy' and start engaging customers directly for improved retention. From this vision emerged a loyalty program framework. As a second step, we defined the retention focus areas in order to prioritize program components & functionalities. Siebel 7.5.2 Contact Center* and Analytics Modules were selected as the base CRM technology for the program. Current program enrollment confirms that value is delivered to the target customers.