On Track with OnDemand
                                                                                                   ...
Agenda

    Context
    Who we are – Atos Origin
    Who we are – National Express
    CRM Rationale
    Why Siebel CRM On...
Introduction




3
Context
    - On Track with OnDemand



    ”Discover our implementation of Siebel CRM OnDemand for National Express
     ...
Who we are – Atos Origin




5
Our Company
    - Design, Build and Operate



                                  Atos Origin is a leading IT services
    ...
Global presence
    - All over the world, wherever you are




                                                     UK
   ...
The Olympic Games
                                      - An example of our scale and ability


                          ...
Atos Origin
    - Trusted in Transport

         An international organisation that is strong in UK transport


         O...
Who we are – National Express




10
National Express East Coast
 - About us




      The East Coast franchise operated by National Express
      will run fro...
National Express East Coast
 - Our Vision



     With significant financial investment National Express aims to be the No...
CRM Rationale




13
High Level CRM Requirements
- for National Express East Coast




     Single customer view

     Customer Service Capabil...
Atos Origin CRM Vision
- Rail Sector
                                      Transport Customers

         Sales:         Cu...
The Oracle Advantage Delivered
 - Siebel CRM OnDemand

 Software as a Service (SaaS) model
 Comprehensive CRM Solution:
  ...
Why Siebel CRM OnDemand?




17
Why Siebel CRM OnDemand?
- for National Express East Coast


     We needed a solution to meet our e-commerce strategy.

 ...
The CRM Solution




19
WebTIS-CRM Solution

                                          Customer Care




Customers          WebTIS                ...
Customer Care




21
Siebel CRM OnDemand
 - Customer Care Tool

 •   360° customer view
 •   Case and Response
     Management
 •   Email Campa...
Types of Issues
 - Using Customer Care


      Refunds
      Change of Journey
      Lost Tickets
      Correspondence
   ...
Marketing




24
Siebel CRM OnDemand
 - Powerful Marketing Tool                                   Segment Customers
                       ...
Types of E-Comms
 - Using E-Marketing Module

Newsletters
     Lead with a head fare combined with news features and compe...
Customer requested ticket release




27
Analytics




28
Siebel CRM OnDemand
 - Powerful Analytics Tool


•Gain real-time insight to campaign
performance
•Analyse campaign effecti...
Types of Reports
 - Siebel Analytics for Customer Care and Marketing



     Email Response Times
     Pattern of sales by...
Benefits Realisation




31
National Express Benefits Realisation
Increased personalisation on the website, aligned to email
campaigns:
     •   Bespo...
Improved Open and Click Through Rates



The regional segmentation work is delivering increased response rates:


        ...
Conclusion




34
In summary…



     Siebel CRM OnDemand, a hosted software as a service solution for
        Customer care
        Marketi...
Questions & Answers




36
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On Track With On Demand Speaker Presentation Oug Conference

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Atos Origin invites you to discover our implementation of Siebel CRM OnDemand for National Express East Coast (NXEC). At Atos Origin we have worked collaboratively with NXEC, and turned the conventional use of a CRM system on its head. National Express’ goal, like a lot of today’s businesses, was to gain greater control of business intelligence to enhance customer care, marketing and analytics, to ultimately result in a 360º view of each customer. Visit our presentation to see how we have delivered this.

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On Track With On Demand Speaker Presentation Oug Conference

  1. 1. On Track with OnDemand with National Express East Coast Naresh Patel & Emma Passey OUG Conference 2nd December 2008 Atos, Atos and fish symbol, Atos Origin and fish symbol, Atos Consulting, and the fish symbol itself are registered trademarks of Atos Origin SA. 10/12/2008 © 2006 Atos Origin. Private for the client. This report or any part of it, may not be copied, circulated, quoted without prior written approval from Atos Origin or the client.
  2. 2. Agenda Context Who we are – Atos Origin Who we are – National Express CRM Rationale Why Siebel CRM OnDemand? The CRM Solution Customer Care Marketing Analytics Benefits Realisation Conclusion Questions & Answers 2
  3. 3. Introduction 3
  4. 4. Context - On Track with OnDemand ”Discover our implementation of Siebel CRM OnDemand for National Express East Coast (NXEC)” & 4
  5. 5. Who we are – Atos Origin 5
  6. 6. Our Company - Design, Build and Operate Atos Origin is a leading IT services company providing: Consulting Systems integration Outsourcing solutions 6
  7. 7. Global presence - All over the world, wherever you are UK UK Benelux Benelux 6.200 6.200 10.200 10.200 Central Europe Central Europe North America North America 4.000 4.000 700 700 France France Asia Pacific Asia Pacific Spain Spain 15.800 15.800 4.000 4.000 6.000 6.000 Africa Africa South America South America 200 200 1.900 1.900 In 40 countries worldwide Over 50.000 employees Annual revenues of € 5.8 billion 7
  8. 8. The Olympic Games - An example of our scale and ability Atos Origin is the official “Worldwide Information Technology Partner” of the International Olympic Committee (IOC): Salt Lake City 2002* Athens 2004 Torino 2006 Beijing 2008 Vancouver 2010 London 2012 The Olympic Games project is a showcase of a giant design- build-run project (> 4.000 collaborators), demonstrating Atos Origin’s ability to deliver on time and under any circumstances. “Atos Origin continues to demonstrate its ability to seamlessly coordinate the efforts of a complex (*) trading as SchlumbergerSema Client array of best-of-breed technology partners and suppliers. This unique systems integration capability enables consistent performance across multiple Olympic Games, while simultaneously facilitating the Statement management of costs and complexity.” Jean-Benoît Gauthier, Technology Director, IOC 8
  9. 9. Atos Origin - Trusted in Transport An international organisation that is strong in UK transport Over 35 years Transport Experience Leading retail solutions provider AVANTIX Mobile, Tribute, Web TIS Web TIS Reduced cost of web retailing Response quickly to market requirements Controlled retailing to customers Integrating cost effective CRM 9
  10. 10. Who we are – National Express 10
  11. 11. National Express East Coast - About us The East Coast franchise operated by National Express will run from 9 December 2007 – 31 March 2015 Service covers 920 miles We have approximately 2M passengers that generate around 18 Million Journeys a year. Employs 3,100 staff The East Coast route will benefit from £44m investment from National Express 11
  12. 12. National Express East Coast - Our Vision With significant financial investment National Express aims to be the No.1 operator of train services in the UK. This investment will: Increase the number of trains and seats available Improve the reliability and punctuality of trains (leaving and arriving on time) Enhance the catering offered on-board trains Provide free WiFi in all coaches Improve station and car parking facilities Introduce new methods for purchasing tickets Adopt a pro-active approach to safeguarding the environment 12
  13. 13. CRM Rationale 13
  14. 14. High Level CRM Requirements - for National Express East Coast Single customer view Customer Service Capability Marketing Capability Analytics Scalable solution Cost effective solution to fully integrate with WebTIS 14
  15. 15. Atos Origin CRM Vision - Rail Sector Transport Customers Sales: Customer Service: Marketing: Loyalty: Lennon Data Campaign Rules Engine Case Management Web TIS Management Gift / Rewards Mgnt Journeys Segmentation Tribute Earn Management Comms History Single Customer View M-Ticketing Burn Management Loyalty Points Email Offers AVANTIX Card Management Complaints / Refunds Targeted Web Offers Smartcards PoS Terminals Transport Direct Mobile Offers Transport Direct Web Portal All Systems Integrated Analyse Sales, Customer Service, Marketing Customer Relationship Management 15
  16. 16. The Oracle Advantage Delivered - Siebel CRM OnDemand Software as a Service (SaaS) model Comprehensive CRM Solution: Sales, Marketing, Service and Analytics Pre-built integration and extension: Oracle E-Business Suite Siebel CRM Enterprise 8.0 MS Word, Outlook & Excel Industry leading Oracle technology World class hosting operations Comprehensive security Single vendor commitment Free 24/7 support Free Online training 16
  17. 17. Why Siebel CRM OnDemand? 17
  18. 18. Why Siebel CRM OnDemand? - for National Express East Coast We needed a solution to meet our e-commerce strategy. Cost effective CRM solution to fully integrate with WebTIS Single view of online customer view Support all web customer care requirements In house promotion set up and reporting Sending ticket alert and customer services emails Integration to third part email bureau for mass email broadcasting Targeted email campaign generation 18
  19. 19. The CRM Solution 19
  20. 20. WebTIS-CRM Solution Customer Care Customers WebTIS Analytics 1. Customer Registrations & Updates 2. Bookings 3. Web Cases Marketing 20
  21. 21. Customer Care 21
  22. 22. Siebel CRM OnDemand - Customer Care Tool • 360° customer view • Case and Response Management • Email Campaign History • Centralised knowledgebase • Real-time service optimisation with analytics Benefit • Single customer view • More personalised, consistent service • First call resolution • Reduced training costs 22
  23. 23. Types of Issues - Using Customer Care Refunds Change of Journey Lost Tickets Correspondence Online issues Customer updates Services questions 23
  24. 24. Marketing 24
  25. 25. Siebel CRM OnDemand - Powerful Marketing Tool Segment Customers Import Prospect List •Multi-dimensional segmentation •Personalisation of mass communications Analyze Campaigns Create Targeted •Automatic email response capture Campaign •Possible to integrate with 3rd Party Bulk Email provider •Advanced marketing optimisation with analytics Benefit •Closed-loop marketing Assign Leads Execute for Follow-up Campaign •Targeted marketing and broadcasting •Improves marketing campaign effectiveness •Powerful analytics enables focus on highest impact campaigns 25
  26. 26. Types of E-Comms - Using E-Marketing Module Newsletters Lead with a head fare combined with news features and competitions. Seat Sales Fare based offer with short booking window Behavioural Segmented Offers Bespoke offers to segments where offer creates no risk of abstraction Regional Segmented Offers Fares based on location Customer requested ticket release Promoted on and off line E mails responding to customers requests for early warning when tickets for their required travel dates come on sale. During 2006, 200–300 e-mails per week being delivered. This has now grown to over 1,500 e mails being sent per week. 26
  27. 27. Customer requested ticket release 27
  28. 28. Analytics 28
  29. 29. Siebel CRM OnDemand - Powerful Analytics Tool •Gain real-time insight to campaign performance •Analyse campaign effectiveness and response •View real-time and historical campaign reports •Perform drillable navigation Benefit •Know who your most important customers are •Proactively address vital customer issues •Strengthen loyalty through better responsiveness 29
  30. 30. Types of Reports - Siebel Analytics for Customer Care and Marketing Email Response Times Pattern of sales by time of day and day of week Total Cases by Case Type Mix of Products Purchased Average Transaction Value Ticket Types Purchased Email Campaign – Average Transaction Value Email Campaign – Average Spend per customer Email Campaign – Number of Tickets Purchased Email Campaigns – Number of non-rail purchases 30
  31. 31. Benefits Realisation 31
  32. 32. National Express Benefits Realisation Increased personalisation on the website, aligned to email campaigns: • Bespoke content for customer segments e.g. loyalty scheme members Commercial Benefits • Increased revenue – ahead of budget • Improved booking conversion rate by 4% • Grown channel share – web biggest channel Customer Care Benefits • Resource optimisation via dedicated contact centre in Newcastle Email Marketing Metrics 3m+ people are signed up to National Express East Coast.com Half opted in to email communications Improved open & click through rates – see next slide 32
  33. 33. Improved Open and Click Through Rates The regional segmentation work is delivering increased response rates: Opens Clicks Feb 12% 3.61% Mar 12% 3.38% Apr (1) 14% 4.74% Apr (2) 18% 5.13% May 11% 2.45% Jun (1) 15% 3.14% Jun (2) 18% 4.64% 33
  34. 34. Conclusion 34
  35. 35. In summary… Siebel CRM OnDemand, a hosted software as a service solution for Customer care Marketing Analytics Achieving a single customer view Integrated with WebTIS Scalable solution 35
  36. 36. Questions & Answers 36

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