Case study

Social CRM enhances consumer brand loyalty.

We helped Estee Lauder to have a new CRM system which is built over WeChat. The new social CRM system can greatly improve customer experiences and enhance consumer brand loyalty. 

Challenge

Estee Lauder has been using their existed CRM system since its entry in China market in 2012, however this CRM system did not make customers feel appreciated therefore contributed lower return comparing to industry average.

Idea

Instead of using traditional CRM system which mostly replied on beauty advisors, we built a social CRM system for Estee Lauder. Estee Lauder member's reward day was launched on April 30th, 2015. On this day customers can receive double points for any purchase. For the very first time consumers can redeem pints on Estee Lauder WeChat platform. Thanks to the upgraded WeChat CRM platform, we were able to provide real-time and efficient customer support and enhanced consumers' brand loyalty.

Result

This led to over 10 million RMB sales within just 3 days, which broke the record of highest sales among all campaigns.