$450 PER CUSTOMER LEAK FIXED

When a successful family HVAC business approached us for a look under the hood, they didn’t know they had a leak as damaging as the ones the fix for their customers.

Like many businesses, their CRM was just a collection of transactions and contact data. Yet, when enhanced with demographic and behavioral data available through Victory Solutions, the CRM data suddenly became dynamic and actionable.

Their CRM was hiding an expensive secret. One segment of customers was generating 36% less revenue per job, despite costing the same amount to bring on board.

That 36% wasn’t merely transactional - it represented an entirely different life stage and series of attitudes that impacted the relationship with our client from day one.

Three segments with different lifestyles living in different life stages.

The Victory Solutions IQEngine not only showed the problem, it answered how to fix it.

• What’s the right media channel to reach their best leads (Trust over Paid Media in this case)?

• What’s the most effective message to generate sales from their best lead segment (Quality over Discounts in this case)?

• Where can we find more of our best leads (we found 100,000 homes and mapped the impact of geography on good vs. bad leads)?

• What should a good lead cost and how do we improve ROI?

We identified the leak, provided the client the right tools to fix it, and inspect the corrective actions for better R.O.I. on their marketing spend.