Innovative campaign management | Applied Customer Insight | Logica Nederland
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Innovative campaign management | Applied Customer Insight | Logica Nederland

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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

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 management | Applied Customer Insight | Logica Nederland Innovative campaign management | Applied Customer Insight | Logica Nederland Presentation Transcript

    • Innovative campaign managementLaurent Coenca, head of FS Consulting PracticeLionel Bonnet, head of the FS CRM Practice
    • Providing a great customer experience a great customer experience • 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 approach From product centric to customer centric strategy 3 key areas for CRM CRM iterative approach based on complementary business modules Contacts based on product  Contacts based on customer behavior Operational approach Product Product / client event Client event Eg: car package Eg: end of mortgage Eg: active life entrance Strengthened Relationship Real-time CRM, pull, customer Marketing modular offer knowledge g RM Operational CR Offer recommendation, Global multi- Relationship program, commercial pressure control, contact channel optimization p personalized relationship Multi-channel events management approach Transactional and creation of multi-channel Marketing scenario Datamining, comme cial Datamining commercial actions Offer based on scores tical CRM recommendation adapted to customer needs CUSTOMER KNOWLEDGE DEVELOPMENT Analyt Direct data feeding by Social network data DWH vision 360 the client + qualitative + unstructured data data Analytical Time approach© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 4
    • Which levers for more efficient marketing? Transaction Customer oriented Product oriented Relational al to Mid/Long term Short term objective objective Marketing Marketing Event based Event-based Marketing actions to improve marketing personalization Real time marketing actions to enhance interactivity with customer Distributed Marketing g to benefit from customer knowledge© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 5
    • Business Case 1: Event-based Marketing Events-based Marketing actions to improve marketing personalization Real time marketing actions to enhance interactivity with customer actions Distributed Marketing to benefit from customer knowledge Personnalized events Mr Smith • Event definition can be adapted to each Premium Customer Phone Call from his customer: l t less campaign volume  cost i l t Earns 6 500€/month personal advisor for savings Preferred channels : savings account • High marketing relevance : response rates phone call from his client over 30%  increasing turnover advisor and mail Web banners for the • Increased chances of success: the customer is same savings contacted through his preferred channel 1 Receives his annual account A reminder bonus of 11 000€ are displayed when mail is sent Mr Smith is logged in to Mr Smith the website 3 5Channels tim e 2 2 The amount is 40% higher than Bank Bank Mr Smith’s Central marketing Central marketing monthly average thl Daily Dail campaign Detection of non of credit flows catching high creditor respondent for transactions on current recontacting accounts through other channels Detection of th contact D t ti f the t t Mr Smith was not opportunity (batch reachable by process) phone. © Logica Business Consulting 2012. All rights reserved Campaign Automation Page 6
    • Business Case 2: Real time marketing Events-based Marketing actions to improve marketing personalization Real time marketing actions to enhance interactivity with customer actions Distributed Marketing to benefit from customer knowledge Marketing at the right moment Mr Jones Mr Jones • High reactiveness to customer’s Young worker Young worker interests Customer Customer • High personalization (context Receives a donation data + customer knowledge data) Mr Jones clicks on • High marketing relevance: of 20 000€ web banners to  increasing turnover Is reading info about g know more about life insurance and the life insurance Phone Call from making a simulation 4 but doesn’t the personal on the bank’s subscribe online advisor to check website real interest 1 3 6Channels time 2 5 Bank Bank •pages read Central marketing Central marketing simulation •simulation Detection of the Mr Jones’s interest data contact opportunity for the offer is taking context info A super life insurance offer is stored. Phone call into account (real time follow-up is process) displayed on web banners activated crossed with info from customer knowledge © Logica Business Consulting 2012. All rights reserved Campaign Automation Page 7
    • Events-based Marketing actions to improve marketing personalization Business Case 3: Distributed Marketing Real time marketing actions to enhance interactivity with customer Distributed Marketing to benefit from customer knowledge Mr Smith Premium Customer Mr Smith is contacted by mail 4Channels time ? Marketing 1 to 1 2 Client advisor • High marketing relevance Branch by interviewing the people 1 Decides to 3 who know the customers register f the i t for th best campaign Chooses clients to include in the campaign Bank Bank Central marketing Central marketing Monthly campaign Takes into account for contract the client advisor’s anniversaries response © Logica Business Consulting 2012. All rights reserved Campaign Automation Page 8
    • Illustration of an applicative architecture Data sources Operational CRM Distribution channels Campaign C i External Targeting criteria management tool files Reference data Campaign history Actions Plan Reporting data management Web Smartphone Campaign Legacy Optimization Systems S t Access to data Real time Others Branch Call center Targeting functionalities Database Stored events Analytical CRM Datamining tool Mail E-mail Analytical DWH / Industrialization Access to data Repositories Social network SMS Datamining Other Datamart functionalities© Logica Business Consulting 2012. All rights reserved Campaign Automation Page 9
    • Project’s phases Scoping Design Build & Test Deployment • Business requirements Core marketing system • Big bang rollout project j t OR • Business cases • Double run with old Ecosystem enhancement project y p j and new marketingg • Campaign (contact database, workstation, offer tools; new marketing management repository, datawarehouse) tool gradual ramp up tool selection 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  The organization become “customer centric”. The distribution customer centric . Coherence of C h f channels organization and processes are supporting the strategic messages and operational marketing Marketing pressure  For each customer segment the right level of marketing pressure is management identified  Taking new customer behavior and needs into account: use of Real-time internet, mobile device (iPAD, Iphone, Smartphone, ..) and needs to management have the information quickly (bring the right offer through the preferred channel at the right time)  CRM is a Business transformation program enabled by technology. A global project BUSINESS and IT teams have to be involved together to insure while building the solutions it will match with the business needs  Design the new tool by adapting the AS-IS business process. The Design based on change will be more effective with end-users having better standard tool 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