Client loyalty takes on a whole new reality with Quicken Loans’ Qtopia. Developed using synergies with ePrize (another Dan Gilbert investment)
Stepping outside the mundane paradigm of email blasts, online newsletters, and birthday cards Qtopia creates, quite literally, a new world of possibilities for client loyalty and retention:
Qtopia is designed as an entertaining way for users to access sensible financial planning tools and maintain ties between Quicken and its customers during periods between loans, said Todd Lunsford, client chief marketing officer.
“It’s a site we can create some stickiness to,” he said. “In the past, our client loyalty campaign was like any other company’s, like signing up for newsletters.”
Lunsford noted that it costs five times more to acquire a customer than retain one. Quicken spent close to $25 million in online advertising in the first 11 months of 2007, according to TNS Media Intelligence.
I think there are two important themes here:
- Focusing on clients you have helped in the past and should be helping again
- Shifting from mathematical advertising to conversational loyalty
Would you Qtopia?
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