To meet the needs of an increasingly tech-savvy audience, AARP (nonprofit organization) realized the need to shift from 25 years of a direct mail strategy to a more personalized and digitalized customer experience. Using Gartner research and expert advisors, our client was able to achieve substantial CX improvement and contributed to $1.8M in cost savings across the organization.
The SVP of Customer Experience needed to dramatically improve AARP customers’ digital experience, while also achieving $100,000 in cost savings.
Gartner provided comprehensive support via multiple inquiry calls, tools, and research that helped our client create a framework to organize its thinking, establish a 360-degree view of its customer and align its efforts to support a single customer journey. Additionally, with support from Gartner, the client was able to streamline processes, accelerate into a digital-first business faster and contribute to significant cost savings across the organization.
With support from Gartner for Marketers, AARP successfully:
Developed a 360-degree view of its customers to enable personalized experiences
Implemented “journey manager” roles to create a single customer journey
Achieved cost savings worth $1.8 million; exceeding the initial cost savings goal by 18x
Industry:
Nonprofit Organization Management
Revenue:
$1.6 billion
Employees:
1,800
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