The Campaign

We literally put the voice of the customer into the ears of influential executives, illustrating how much easier it is to take measurable action when the customer is heard loud and clear. Because Customer Experience is personal, we needed this audio experience to be personal. That meant looking at each and every company we targeted, and curating an audio experience of publicly available feedback about their company – both positive and negative – as a way of demonstrating the power of the Medallia Experience Cloud.

Creative Execution

Each pack was personalised by role and industry, and included a set of premium wireless headphones pre-loaded with verbatim feedback we collected from their real customers, recorded with a voice over in each recipient’s native language. A letter then directed them to a personalised landing page with an introduction and case studies relevant to their industry. Visiting this page triggered Medallia’s sales team into action.

Results

Please refer to 'Confidential information for the jury' – results are for judges eyes only.

Targeting a mixture of C-suite roles at large enterprises across North America, EMEA and APAC – all considered to be business leaders and visionaries – we engaged our audience by creating a highly tailored, interactive direct mail pack telling the recipient that their customers have something to say. Through a set of bespoke headphones, they heard a recording of their customers’ social feedback delivered by voice-over talent. The journey continued to a personalised landing page where they could dive deeper in Medallia’s solutions, view an industry case study, results and ROI.

We had the insight that with an abundance of channels for customers to publicly share their opinions, business leaders are constantly challenged to hear – and make sense – of all that feedback. We also discovered that experts had predicted customer experience will overtake price and product as the key brand differentiator by the year 2020 (Walker 2013), and that all signs indicated these predictions were coming true. So we gave our audience the opportunity to literally hear what their customers had to say about their organisation via a highly targeted direct mail pack. It was imperative our packs get past C-level gatekeepers and into the ears of our recipients to ensure they would be curious to learn more about Medallia Experience Cloud’s customer experience capabilities.