GRAND AWARD WINNER: MPX
Most Innovative Solution to a Client Problem
IDEXX, a manufacturer and distributor of animal health testing and analyzer equipment, became aware of an issue with one of its products that wasn’t serious enough to warrant a recall, but needed to be addressed. IDEXX needed to physically label all their equipment,
proactively communicate to owners and potential buyers about the issue, and find a way to reach 27,000 existing customers with outdated contact information. And because the health
and welfare of many animals could be at risk due to the equipment issue, IDEXX needed to get the word out fast.
With such a widespread customer base and more than 27,000 of those customers without known locations, IDEXX knew that a single communication blast would not do the trick. MPX got to work developing a plan to tackle this problem. Here’s what they did.
First, all unit owners were mailed a letter explaining the equipment issue, along with a washable, UV-resistant, long-term label to place on the equipment and a response card to confirm the placement of the label. To offer a faster online option, unit owners were also provided with a personalized URL to confirm receipt and placement of the label. Seventy-five days into the program, MPX and IDEXX could tell that the initial mailing wasn’t enough.
This approach caused only 40 percent of the customer base to confirm receipt of the warning and placement of the important label. MPX and IDEXX had to think outside the box. MPX developed a comprehensive, multichannel communication plan that included direct mail, telephone calls, inbound mail and response tracking, on-demand follow-up mailings and
follow-up phone calls. To support this multifaceted approach, MPX built an online application that tracked the status of labeling materials fulfillment to all unit owners, as well as provided a call center workflow with automated scripts and actions based on responses. The scripts
were written in six different languages to account for IDEXX’s widespread and international customer base.
After a lot of phone calls, MPX and IDEXX whittled the outstanding customer list to 10 percent of the original count. Those outstanding customers were then sent the label and informational letter via FedEx with a signature requirement, thus ensuring every one of IDEXX’s unit owners was aware of the equipment issue and prepared to handle it. MPX’s multifaceted approach allowed IDEXX to close all 27,000 cases. By staging the outreach from the most economical option first and then only increasing contact costs for nonresponders, IDEXX saved money and time — which, in this case, made success even sweeter.