Hello!The Global Awards: 2016 entryCompany: EyefinityCampaign name: Hello!

Results to date:

• Customer returns attributed to the implementation experience dropped from 60% to 10%.

• Average time a customer spends from purchase to using the product dropped from 300+ days to 130 days.

• 2,083 voluntary surveys were completed.

• “Detractors” or customers at risk for leaving the product declined 11%.

• Customers asked to identify their dedicated implementation specialist changed from

“Umm…?,” to “Cady is amazing, we love talking baseball.”

Situation: Eyefinity, the leader in practice management and EHR systems in the optical industry, was losing a higher-than-average number of new customers during the onboarding period.

Insight: Change is easier with help. Help is more comfortable to accept from someone you know.

Game plan: Make the experience of moving to an Eyefinity product feel like a conversation rather than a business transaction.

Target: Independent Eye Care Providers (Ophthalmologists, Optometrists, Office managers) who recently purchased an Eyefinity product.

Strategy: Stop thinking of sales, implementation, training, data conversion, documentation, product development, and customer support as modular. Craft the customer’s experience as a multi-touch 360 campaign. Deliver touch points in a regulated cadence leaving the customer feeling engaged. Add prompts to encourage customer feedback and monitoring to identify proactive outreach opportunities.

A hand written thank you Client: EyefinityDirector: Kelly Balaam Creative Strategist: Chris Rankin Art Director: Greg Ries Designer: Jane MarambaCopywriter: Lind Park

Direct Mail

• Hand written expression of appreciation

• Introduces customer’s dedicated implementation specialist

• Provides direct contact information

The digital experience Client: EyefinityDirector: Kelly Balaam Agency: Three29 MediaBrand Strategist: Koi RiversArt Director: Greg RiesCopywriter: Lind Park

Microsite

• Pages with specific trainer and support personnel bios

• Interactive eLearning system that tracks individual and practice level quiz scores

• Online peer networking through a support community, self-help documentation, and closed Facebook groups

"What I hear, I forget. What I

see, I remember.

What I do, I understand."

-Confucius

An email series for cadenceClient: EyefinityDirector: Kelly Balaam Creative Strategist: Chris Rankin Art Director: Greg Ries Designer: Jane MarambaCopywriter: Lind Park

Email Drip

• Two week cadence ensures a steady communication cadence between data conversion and personal training sessions

• Conversational tone and quotes

• Content topics written to coincide with specific stages of change management

"What I hear, I forget. What I see, I remember. What I do, I understand."-Confucius

"Every generation needs a new revolution."-Thomas Jefferson

"What I hear, I forget. What I see, I remember. What I do, I understand."-Confucius

"Alone we can do so little; together we can do so much."-Helen Keller

"The way to get started is to quit talking and begin doing."-Walt Disney

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Customer feedback loopsClient: EyefinityDirector: Kelly Balaam Creative Strategist: Chris Rankin Art Director: Greg Ries Designer: Wayne KunertCopywriter: Lind Park

Surveys

• Rewards customers for keeping with the process

• Prompts feedback from all customer types

• Invites engagement

Tracking progress to successClient: EyefinityDirector: Kelly Balaam Creative Strategist: Chris Rankin Art Director: Greg Ries Designer: Jane MarambaCopywriter: Lind Park

Calendar

• Sets milestone expectations for the customer

Dashboard

• Monitors customer training

• Monitors customer activity within the sandbox

• Prompts support outreach for customers inactive in an area