The Director of Marketing of an entertainment company was under tremendous pressure from her CFO. After inheriting an outdated customer loyalty program, she revamped the program's image and overhauled its points-redemption structure to allow customers to build more credit toward future purchases. Both the company's stores and customers were happy with the changes.

Except for one problem: In order to participate in the program, customers had to use personalized, magnetic-strip membership cards, and the company's fulfillment partner was unable to mail these out more than once a week. The loss of revenue was substantial.

Under the inherited fulfillment system, new member data was fed from the stores to a central data processing center and then downloaded to the fulfillment company. The fulfillment company then laser-printed personalized welcome letters and assembled the corresponding kits. But because the fulfillment company did not have the in-house ability to personalize the membership cards or encode the magnetic strips on the back, the data was also batched weekly and sent to yet another company for membership card personalization. The personalized cards were then returned to the fulfillment company and mailed out with the new member welcome kits.

If this process sounds over complicated, it was. Over three weeks would sometimes pass between a customer enrolling in the program and receiving a membership card.

VIA solved the problem. With its database management and in-house card personalization capabilities, VIA was able once hired to mail out all new member kits within 24 hours of receiving the data. And at no increase in price.

The bottom line for the Director of Marketing and the CFO improved delivery time and increased revenue.

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