Chordiant to Optimise Customer Experience Management at AOL

”We are thrilled to be working with AOL to help the company market its highly respected brand to its global customer base in the most effective way possible," said Rob Mullen, President of Worldwide Field Operations at Chordiant. "Using our enterprise campaign management tools and innovative decision management platform, AOL can tailor unique marketing strategies that generate positive results and deliver exceptional customer experiences."

Matthias Quadflieg, Vice President of Marketing & Sales at AOL Germany, explained his decision for Chordiant as follows: "With the Chordiant solution, AOL will be able to customise its advertising activities for much more narrowly defined target groups than in the past. We expect this to result in efficiency gains and higher sign-up rates for additional products. As a result, strategic marketing campaigns will not be directed just at new clients but will also target existing customers. We must address each individual customer at the right time through the most appropriate channel of communication. In doing so, our message should reflect his or her individual wishes and needs. This will increase customer satisfaction and improve sales opportunities for the company."

One key aspect for successful marketing campaigns and targeted sales activities is to approach customers in a consistent manner across all channels. To achieve such consistency, the entire customer relations history including all contacts and customer feedback is stored in the system. Once an offer is submitted, it will be available across all channels of communication. Based on this approach, the system learns more and more about the customer and uses this information to enhance the success when addressing customers in the future.

"For us, successful customer retention and a modern sales strategy also include the optimal use of so-called inbound marketing. If a customer contacts a company of his own accord, this provides an ideal opportunity to present him with new offers. The campaign management solution by Chordiant can be efficiently integrated into the existing infrastructure, so that customised offers can be presented via the inbound channels of call center and Web even for very narrowly defined target groups," said Fred Türling, director of Business Intelligence at AOL.

“Using the latest information such as the reason for calling, the customer's mood and his or her contract history, the Chordiant solution will generate a matching cross-selling or up-selling offer in real time. As a result, AOL's customer service staff can quickly and creatively address the customer's request and submit an offer that is both interesting for the customer and profitable for AOL.”