I Like the Bra - CRM

When talking about "CRM" (Customer Relationship Management). What would you think of? Don't be misled by those IT solution vendors where purchasing a suite of CRM solution (with a huge amount of price tag) can turn a company equipped with CRM. Lots of business entity (no matter MNC, SME to even individual entrepreneurs) are actually applying CRM to their businesses everyday.

One of the common tactics of building customer loyalty is the use of "membership" where members (customers) of a company can enjoy privileged benefits like special discount, early bird big sale promotion, discount or gift coupons during the birthday. Nowadays, people usually are the members of at least one or more retail companies like fashion shops, restaurants, and etc. They should frequently receive different kinds of promotional materials throughout the year. How many of them can really bring your surprise (and so the emotion/incentive to spend your money at them)?

My wife had such a nice experience from a company recently. Being the member of Triumph (the renowned brand of lady intimate apparel), she has received a birthday card from the company as a greeting and promotion. Different from conventional retail companies, Triumph not only sent her a delicated birthday card (nice 3-dimensional design) on time, but a $50 cash coupon was attached providing a solid incentive (I need to emphasis it's a true "cash" coupon, not discount coupon, that can be used in its shops without condition).

I am not sure if this can be a good example of executing a common CRM tactic in an effective manner (quality greeting & solid incentive) or not. But I do know that my wife was glad with the card (& the cash coupon, of course).

In summary, the two success factors I found for the CRM execution are:

1. A target focus greeting card (attractive card design to young female customers)
2. A real gift (cash coupon to creat the "privilege" feeling to customers)

Personally, I like the "bra" on the birthday cake of the card replacing traditional candles. A humorous, brand related (Triumph is selling bras) but not inelegant design.