One of our competitors in Noway will be earlier Balder.no, now Million Handshakes AS. This company seems quite professional. As it is a Norway based company and most of the Information is in Norwegian I let this information aside in this situational analysis.

The company is offering a lot of solution for businesses , mentioned below:
http://www.balder.no/menu_about1to1.html .

Further information about the company look at http://www.balder.no

Customer Relationship Management
Enterprise Marketing Automation
Interactive marketing on the web
One-to-one in the call center
One-to-one by mail
Sales Force Productivity

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Information about the company: http://www.mediainform.no/bg/netscape/index.html

Søkeresultat Antall firmaer funnet: 16 stk.

Dette er listen over firmaer som ble funnet ut fra de søkekriteriene du oppga.

Klikk på ønsket firma for tilgjengelige firmopplysninger.

Firmaer med blå bakgrunn, anbefales du å se nærmere på.

976570995

BALDER DIALOG AS

0621

Information,

Omsetning: Turnover: 6611000NOK
Egenkapital: Own capital 3673000 NOK
Aksjekapital: Share capital 1700000 NOK
Gjeld : Liabilities 000NOK

6.5.1.1 Customer Relationship Management (CRM)

Surveys indicate that the cost of acquiring a new customer is somewhat between five and ten times higher than the alternative cost of ensuring that a good profitable customer stays. In banking and insurance it is a fact of life that up to 15% of all customers in practical terms leave or become inactive every year. In order to maintain market share, companies must continuously replace lost customers with new customers, all at a very high cost.

In most cases it is far more profitable for an established bank or insurance company to encourage good customers to stay, than to choose the alternative of attacking a competitors customer base. Customer retention, customer satisfaction and cross-sell ratios (customer share instead of market share) are the key measures of future success, and the key indicators of one-to-one marketing.

The secret of CRM is information. The key is effective management of information systems in order to capture and consolidate millions of customer transactions, and to transform this information with a view to individual customer relations. The challenge is to both consolidate transaction information, as well as to capture and manage information about marketing activities targeted at the individual customer.

Million Handshakes™ is a leading Database Marketing tool particularly designed for the support of Customer Relationship Management business programs aimed at increasing customer retention, customer satisfaction and customer care.

Customer Relationship Management – Enterprise Marketing Automation – Interactive marketing on the web – One-to-one in the call centre – One-to-one by mail – Sales Force Productivity

6.5.1.2 Enterprise Marketing Automation

Most companies still dwell in the dark ages when it comes to automating and standardising marketing business processes. While considerable amounts are being spent on automating almost

any other business process, marketing is normally left with peanuts when information technology budgets are fought over.

This picture is however rapidly changing. For most service-oriented businesses the penny has dropped that the source of sustained revenue and profits lie in the sustained care of existing customers. While the delivery of products, services and quality are becoming increasingly standardised in a highly competitive international market, knowledge of and ability to care for the customer are becoming the most important prerequisites for competitive advantage.

While Business-to-Business sales and marketing facilitate personal sales and account management, only the very best customers in consumer markets generate a level of profits to justify

such luxuries. The sheer number of potential customers on consumer markets and modest customer profit margins call for tools for the automation of one-to-one marketing processes. Enterprise

Marketing Automation tools like Million Handshakes™ provide these automation facilities.

Enterprise Marketing Automation comprises:

The continuous consolidation of customer information from legacy transaction systems, building up to date consolidated individual customer portfolio views. A shared Customer Contact database, where all customer interactions (not captured in transaction systems) are logged. Campaign Management functions, with a view to the generation of, ordering and management of one-to-one marketing events through Mail, Web and Telephone. Structured Response Management, capturing structured responses from named customers in applicable channels of communication (Telephone, Mail, and Web).

Automation of the generation of appropriately timed proposals and automatic capture of orders and accepts. The triggering of marketing functions, allowing actions to be automatically launched when defined conditions in the database are detected, or a defined value contained in a response is detected.

6.5.1.3 Interactive Marketing on the Web

The Web is a world-wide common infrastructure that can support a truly automated interactive communication between an individual and a corporation. This can be achieved at a fraction of the

cost compared to other interactive channels. The Web has the potential of becoming the channel for one-to-one marketing, allowing for mass customisation and one-to-one communications at a

justifiable cost.

The telephone has been out there for quite a while, but it is a fact that the options available for telephone communication are somewhat limited.

Firstly; automated interactivity options are limited, due to an unsophisticated user interface. Secondly; the telephone is limited to voice communication only, with no capability to display

and manipulate text and graphics.

These limitations place the telephone in a poor second place to the Web for interactive one-to-one marketing, provided that the Web channel is tightly integrated with an ongoing 1:1 marketing

program, and directly interfaced with the Marketing Database.

The Million Handshakes E-Marketing manager is an innovative solution that enables the marketer to create interactive dialogues with myriad customers, without software programming or costly custom Web design.

The E-Marketing manager simply builds the appropriate screens, forms, questionnaires and content «on the fly» as customers are interacting with personalised Web pages. The interactive dialogues are prepared by building templates and pre-setting criteria in the database, thus determining the content and the flow of the dialogue with each individual customer.

6.5.1.4 1:1 marketing in the Call Centre

The Call Centre business unit can contribute greatly to meeting one-to-one marketing business objectives. This is however only likely to happen if the Call Centre is regarded as an integral part of

the corporate marketing operation. This calls for structured business processes both on outbound and inbound customer interactions, which should be both co-ordinated and synchronised with the corporate one-to-one marketing programme.

If the customer by way of example has received a proposal from another unit, the Call Centre should know the content of the proposal when the customer calls. The Call Centre needs to be linked up to the corporate Marketing Database and be supported by a «Customer Look-up» application that supports inbound marketing actions.

Million Handshakes™ contains a Customer File application intended for this use in a Call Centre. The user interface gives the Call Centre agent a view into the customer’s portfolio, a consolidated log of relevant actions and events in the customer relationship, and a link to Document Management Systems.

The Call Centre can also be used in structured outbound one-to-one marketing activities. The marketer should be able to select a targeted audience by analysing customer records and to also be

able to prepare messages and response forms to be used in outbound communication. The Million Handshakes Tele Marketing Manager allows the Call Centre to be fully integrated with one-to-one marketing initiatives by Web or mail.

The solution allows the marketer to prepare target audience, script texts and hints, and response forms. The Call Centre agents connect to the database through a common Web-browser interface,

and incorporate responses directly into the corporate Marketing Database.

6.5.1.5 1:1 marketing by mail

One-to-one marketing by mail is creation of letters with individualised content. When planning a mail campaign one has to take into consideration that such a campaign may comprise several disparate messages aimed at individuals with widely divergent characteristics and needs, targeted directly to the individual.

This calls for a method of condition-programming messages, wherein the conditions determine the individual message.

For example: a hypothetical condition might state that persons under the age of 20 should be addressed with the greeting «Hi», whilst persons aged more than 20 would prefer a «Hello» even a

«Dear Sir/Madam». The conditions might also appear linked with multiple sets of advanced conditions: Say «Hello» only if income is less than $40.000, age is above 20 and no activity of type

«Complaint» has been posted during the last 2 years. If these conditions do not hold, and the person is aged 20 or over, address the recipient «Dear Sir/madam».

In addition to the composition of letters, a one to one marketing process normally includes the option of the retrieval of structured responses.

One to one Marketing by Mail consists of these steps:

Design of letters
Individualisation of content in letters (conditional text)
Design of response forms and questionnaires
Merging
Printing
Packaging
Scanning of received responses

6.5.1.6 Sales Force Productivity

The latest industry surveys show that there are more than 600 Sales Force Productivity software and database tools on the global market. Without a doubt, there is a great need to improve the productivity of the sales force. No wonder – the salesman is probably the most expensive marketing tool at a corporation’s disposal, and the need for increased productivity will always be present.

However, there is a significant difference between an Enterprise Marketing Automation (EMA) solution and the Sales Force Productivity (SFP) software. The EMA solution, like Million Handshakes™ sees the marketing process from the viewpoint of the entire corporation. A valid question in conjunction with the implementation of the EMA solution is «How do we best utilise our sales, distribution, and communication channels, in order to serve our customers, grow profitable long term relationships, and increase sales or customer share».

The Sales Force Productivity solution views the marketing process from quite another angle. The question asked when implementing an SFP solution is «how do we increase sales volume and sales efficiency through sales representatives?» The SFP software is focused mainly on Contact Management, Business-to-Business sales person-to-person, while the EMA solution is primarily focused at consumer market marketing, sales and customer care efficiency, and cost by contact.

The SFP software is built for supporting sales people. The EMA solution is designed to build one to one sales, marketing and customer care processes into the distribution and communication

channels that offer the best value by communicated message. This makes a great difference – you don’t do personal selling on the Internet or send a sales representative home to each of your 600.000 customers.

However, if a well designed EMA database is implemented, it can offer support for direct selling both on consumer markets and Business-to-Business markets. The opposite, building EMA capabilities into an existing SFP solution is not an obvious solution. The SFP database will by design suffer from the lack of a corporate view to the marketing process, and will not scale up to a EMA solution without a great deal of trouble.

The philosophy in Million Handshakes is to support both consumer market and Business-to-Business marketing within one data model. By design the database can offer many of the capabilities of a SFP system, while maintaining the flexibility to swap to the most efficient marketing channel by need or strategy.

The Enterprise Marketing Automation solution contains a series of Sales Force Productivity tools, both for Business-to-Business marketing and for Consumer markets marketing.

Tel.: +47 2262 7300, Fax: +47 2262 7403, E-mail: mail@millionhandshakes.com

Million Handshakes AS

6.5.2 StroedeRalton

StroedeRalton is the leading company in the Nordic region within CRM, Customer Relationship Management. http://www.stroderaltopn.com http://www.stroederalton.com/no/summary.htm Downloads.
As it is a Swedish based company and most of the Information is in Swedish I let this information aside in this situational analysis.

6.5.2.1 Background

Two companies with similar backgrounds that merged in 1999
Long experience of direct communication
From DM production with a technical/computer profile, to the leading CRM company in the Nordic region.
260 employees
SEK 250 million turnover
Strong financial backbone – owned by Orkla

6.4.2.2 The StroedeRalton business concept

StroedeRalton will grow by helping its customers achieve increased profitability. This will be accomplished by continuously offering qualified competence and IT support in the areas of customer information, customer communication and customer development.

6.5.2.3 Operations

StroedeRalton injects insight into your company for customer development strategies, and adds specialist competence in the areas of customer information, customer communication and customer development.
StroedeRalton helps out with advice and guidance at a strategic level for planning and execution of a long-term CRM strategy.

6.5.2.4 Market

Organisations with a large number of customers
Organisations prepared to invest in an overall CRM strategy
Customers can be found in both the private and public sectors, as well as interest organisations

6.5.2.5 StroedeRalton’s role

To work from a long-term perspective and in an active way to build profitable, loyal customer relations by

Identifying and categorising customers
Identifying and defining the need for critical customer information
Gauging the effectiveness of the customer relation
Developing individual customer dialogue programmes
Developing infrastructure for customer development
Developing IT support for customer development

6.5.2.6 StroedeRalton’s vision

To be Europe’s leading player in CRM – Customer Relationship Management.

6.5.2.7 CustomerPilot^™Case

Background – the insurance industry

The insurance industry was deregulated
Focus on market shares, bad information on target groups
Bad information resulted in bad marketing results
High marketing costs, financed by raised premiums for existing customers
Local branches were closed down, and central CallCentres initiated in order to gather competence into one place and reduce operating costs
These were not accessible to the customer, nor did they take advantage of the unique knowledge the local offices had of each customer
Altered customer behaviour – high customer turnover in the companies which did not satisfy customer requirements

The customer’s situation

Costs for selling via sales staff too high
Concentration on customer service via telephone and mail
Halved the customer base
1/3 of the customer base disappeared
2/3 had only one insurance policy
Potential was enormous – the number of policies could be doubled
The potential within the existing customer base was around SEK 600 million

Results – Experienced

Halved customer loss
Business volume following DM activities increased by 600% on average
10% increase in customer share
Over 50% submit information
Increased focus on accesssibility – and critical customer information increased sales by 25%
Better data quality
Increased customer familiarity

Results – In real terms

Significantly shortened pay-back time and increased effect in marketing work
Higher lifetime value = higher profitability
Individual direct dialogue possible with half of the customers
Increased sales along with more effective use of resources led to increased profitability. Improved service increased customer satisfaction
Lower operating costs
Increased level of customer service, clarification of requirements for change, and business development input

Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor:

VIG CONSULTING
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Jan Vig
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e-mail: ja-vig@online.no
Web: www.slowdown.no ,www.intelligence.no , www.risikoledelse.com

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Kunnskapskilden – Internet Marketing Intelligence

Kunnskapskilden – Internet Marketing Intelligence Internet Situational Analysis of 1to1 Marketing/CRM

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

Content

Chapter 6

Competitors Analysis

6.5

Providers of Customer Solution in Scandinavia

Research Project: Internet Situational Analysis of 1to1 Marketing/CRM from Jan Vig at Griffith University , Australia 1999/2000

6.5.1 Million Handshakes AS