Friday, November 16, 2012
I’m a firm believer that the fine line between B2B and B2C is blurry. Similar to consumers, it’s important to engage businesses in conversations on the channels they use most, building meaningful relationships to drive business.
Flagstar Bank, the fourth largest wholesale mortgage originator in the U.S., uses ExactTarget’s integration with salesforce.com to leverage data housed in salesforce.com to automatically populate and send a series of automated, personalized ExactTarget-powered emails.
Since January, Flagstar has tripled wholesale customer service survey responses, sent at the end of their welcome and training campaigns. Flagstar’s welcome campaign runs over a 35 day period and features various topics including training, technology, regulatory licenses and the customer service survey.
Flagstar gets it. They recently told me, “Our emails are much more than just open and click rates - it’s about managing, communicating, and engaging with our customers. With ExactTarget and Salesforce, we are able to provide timely, relevant information allowing us to build relationships and gain new insight into other aspects of our customer’s business in order to serve them better.”
To read more on Flagstar, click here.