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Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen
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Innovative campaign managementInnovative campaign managementLaurent Coenca, head of FS Consulting Practice Lionel Bonnet, head of the FS CRM PracticeLionel Bonnet, head of the FS CRM Practice
Providing a great customer experience
a great customerexperience
• Customer experience => customer loyalty• Several players have launched transformational programs
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 2
Value Creation in Financial Services
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 3
New Marketing approachFrom product centric to customer centric strategy
Contacts based on product Contacts based on customer behavior
3 key areas for CRM CRM iterative approach based on complementary business modulesContacts based on product Contacts based on customer behavior
Product Eg: car package
Product Eg: car package
Product / client eventEg: end of mortgageProduct / client eventEg: end of mortgage
Client eventEg: active life entrance
Client eventEg: active life entrance
Operational approach
Strengthened customer knowledge
Relationship Marketing
RM
Real-time CRM, pull, modular offer
g
Global multi-channel personalized ra
tiona
l CR
Offer recommendation, Relationship program, commercial
pressure control, contact optimizationp
relationship approach O
pe
Transactional Marketing
Datamining comme cial actions
Multi-channel events management and creation of multi-channel
scenario
Offer recommendation adapted to customer needs
tical
CRM
Datamining, commercial actions based on scores
CUSTOMER KNOWLEDGE DEVELOPMENT
Ana
lyt
Analytical
DWH vision 360
CUSTOMER KNOWLEDGE DEVELOPMENTDirect data feeding by the client + qualitative data
Social network data + unstructured data
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 4
Analytical approach Time
Which levers for more efficient marketing?
toTransaction
al Product oriented Relational Customer orientedMid/Long term toal
MarketingShort term objective MarketingMid/Long term
objective
Event-based Marketing actionsEvent based Marketing actionsto improve marketing personalization Real time marketing actions
to enhance interactivity with customer
Distributed Marketinggto benefit from customer knowledge
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 5
Events-based Marketing actionsto improve marketing personalization
Real time marketing actionsto enhance interactivity with customer
Distributed Marketingto benefit from customer knowledge
Business Case 1: Event-based Marketing actions
Mr SmithPremium Customer Phone Call from his
Personnalized events
• Event definition can be adapted to each t l i l t Premium Customer
Earns 6 500€/monthPreferred channels : phone call from his client advisor and mail
Phone Call from his personal advisor for savings account
Web banners for the same savings
• Increased chances of success: the customer is
customer: less campaign volume cost savings
• High marketing relevance : response rates over 30% increasing turnover
• Increased chances of success: the customer is
Receives his annual bonus of 11 000€
1same savings accountare displayed when Mr Smith is logged in the website
A reminder mail is sent to Mr Smith
contacted through his preferred channelcontacted through his preferred channel
time
3 5
Cha
nnel
s
2 2
BankCentral marketingDail campaign
BankCentral marketingDetection of non
The amount is 40% higher than Mr Smith’s
thl Daily campaigncatching high creditor transactions on current accounts
D t ti f th t t
Detection of non respondent for recontacting through other channelsMr Smith was not
monthly average of credit flows
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 6
Detection of the contact opportunity (batch process)
Mr Smith was not reachable by phone.
Events-based Marketing actionsto improve marketing personalization
Real time marketing actionsto enhance interactivity with customer
Distributed Marketingto benefit from customer knowledge
Business Case 2: Real time marketing actions
Mr JonesYoung worker
Mr JonesYoung worker
Marketing at the right moment• High reactiveness to customer’s interestsYoung worker
CustomerReceives a donation of 20 000€Is reading info about
Young worker CustomerMr Jones clicks on web banners to know more about
interests• High personalization (context data + customer knowledge data)
• High marketing relevance: increasing turnover
glife insurance and making a simulation on the bank’swebsite
know more about the life insurance but doesn’tsubscribe online
Phone Call fromthe personaladvisor to check real interest
4
6
time
1 3
Cha
nnel
s
2 5
BankCentral marketing
BankCentral marketing
Detection of the •pages readsimulation Detection of the
contact opportunity taking context info into account (real timeprocess)
A super life insurance offer is displayed on web banners
Mr Jones’s interest for the offer is stored. Phone call follow-up is activated
•simulation data
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 7
crossed with info from customer knowledge
banners activated
Events-based Marketing actionsto improve marketing personalization
Real time marketing actionsto enhance interactivity with customer
Distributed Marketingto benefit from customer knowledgeBusiness Case 3: Distributed Marketing
Mr SmithPremium Customer
s
Mr Smith is contacted by mail
4
Cha
nnel 4
time
2Marketing 1 to 1
?
Client advisorBranchDecides to
i t f th
• High marketing relevance by interviewing the people who know the customers best
1 3
Bank
register for the campaign
Bank
best
Chooses clients to include in the campaignBank
Monthly campaign for contract anniversaries
Central marketingBank
Takes into accountthe client advisor’s response
Central marketingcampaign
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 8
anniversaries response
Illustration of an applicative architecture
Data sources Distribution channels
C i
Operational CRM
SmartphoneWeb
Campaign management tool
Actions Plan management
Externalfiles
Targeting criteriaReference dataCampaign history
Legacy S t
Optimization
SmartphoneWebCampaign
managementReporting data
Targeting Database
SystemsAccess to data
Call centerBranchReal time
Others functionalitiesDatabaseStored
events
Analytical CRM
functionalities
DWH/
Mail E-mailDatamining tool
Analytical
/ Repositories Access to data
SMSDataminingDatamart
Industrialization
Other functionalities
Social network
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 9
Datamart functionalities
Project’s phases
Scoping Design Build & Test Deployment
• Business requirements • Big bang rolloutCore marketing system
j t• Business cases
• Campaign
OR
• Double run with old and new marketing
project
Ecosystem enhancement project • Campaign management tool selection
gtools; new marketing tool gradual ramp up
y p j(contact database, workstation, offer
repository, datawarehouse)
A blended Team formed by Logica and the customer resources to carry out the projects
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 10
Key success factors and benefits delivered
Marketing Segmentation, scoring (appetency, behavior, …), campaign Intelligence performance analysis based on data collection and data quality
C h f The organization become “customer centric”. The distribution Coherence of messages
The organization become customer centric . The distribution channels organization and processes are supporting the strategic and operational marketing
Marketing pressure management
For each customer segment the right level of marketing pressure is identified
Taking new customer behavior and needs into account: use of Real-time
management
Taking new customer behavior and needs into account: use of internet, mobile device (iPAD, Iphone, Smartphone, ..) and needs to have the information quickly (bring the right offer through the preferred channel at the right time)
A global project CRM is a Business transformation program enabled by technology.
BUSINESS and IT teams have to be involved together to insure while building the solutions it will match with the business needs
Design based on standard tool
Design the new tool by adapting the AS-IS business process. The change will be more effective with end-users having better understanding of their job through the tool
© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 11
Thank you!Innovative campagne managementLaurent CoencaLionel Bonnet