1. 1
CRM 360
a 360° view of your customers
Follow the Sun
Customer centric
Multichannel
Tracking customer behaviour
Loyalty
Growth OpportunityData Quality
Smartphone
Social Media
Satisfaction
International
Digital
Online
Easy to use
Simple

2. 2
03
06
A- New counting 06
B- Your turn to practice 24
C- Private target 25
29
A- New campaign 29
B- Validated target 36
C- New action 45
D- Campaign association 48
E- Target association 51
F- Validated action 54
G- External Routing 57
H- CRM 360 e-mail Routing 60

3. 3

4. CRM
Marketing
1
2 3
4

5. Centralizes
customer and
prospect data
Integrates,
standardizes and
consolidates data
Targets customers
and prospects
Communicates
multiple channel
Obtains and
analyses marketing
campaign results
1
2
34
5
CONTACT ONE
DATA ONE
TARGET ONECAMPAIGN ONE
DECISION ONE
5

6. 6

7. 7
New counting
Private Target
External
Routing (Mail,
email…)
Counting Campaign OutsideContact
Contact Mgt
3 4
Published
Target
New
campaign
Validated
Target
Target
Association
e-mail Routing
Results & ROI
New action
Campaign
Association
Validated Action
Overall CRM process
2

8. CRM 360° Counts & Targets Definition
In CRM 360, you need to first perform a count before convert it into a
target.
In CRM 360, a count is the way to estimate the number of contacts
matching one or several criteria you have previously defined in a simple
dedicated interface.
In CRM360, a target is a population selected via a count and associated
to a communication channel.
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9. Access to the functionality
Access the Counting module by clicking on “Counting” in the Menu:
The counting module is divided into 3 sections:
 My Counts you will evaluate your population
 My Favorites you will create your own personalized counts you
are using regularly or intermediate counts needed for complex counts
 My Target you will find all counts you had transformed into
personal targets and publish them
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10. 10
List of counts
Access the list of all counts created by the logged user on the 1st
main screen
Available counts Your count is now available, you can see
your results, refine it or create your target.
Error on counting There is an error in your request, check it.
If you still have this message, contact
International CRM Team

11. Why using the counting module
Define your targeted population is the first step of all CRM Actions
In this module you will be able to create a population observing many criteria such as:
11
Clients
Personal
data
Phone
Email
address
Postal
address
Birthday
Transacti
ons
Purchase
data
Purchase
good
Purchase
store
Purchase
amount
Purchase
detail
amount
Campaign
Data
action
Online
action
Target

12. Criteria Overview
All criteria are organised and dispatched in 4 main
categories
 Personal Data
 Purchase Data
 Campaign Data
 Headcount -Target Data
Sub-Categories : « General data », « Channel
Distribution » and « Organisation » are available in
Contact AND in Transaction Categories
12

13. Criteria Overview
Tree list of all
available criteria
List of selected
criteria
• To display all criteria available in a category, just click on the + icon
• To select a criteria, just click on it
13

14. How to select criteria: multi-value checklists
Depending on the type of criteria, there are several ways to select the
criteria:
Multi-value check lists
Include or exclude people
matching this criterion
Proposed values: just
check the box to make
your choice
ATTENTION: Don’t forget to validate
your choice!
14

15. I want to compute on a period of time between two dates (from a start date to an
end date)
 Ex: select all transactions between Dec,1st and Dec, 31st
I want to compute on a period of time and to exclude another period inside
(from a start date to an end date but without a given week / month / day / …)
 Ex: select all transactions before January,1st and after July, 1st
How to select criteria: dates and periods
2009/12/01 2009/12/31
2010/01/01 2010/07/01
I want to calculate since a start date
 Ex: select all transactions since January,1st until today
2010/01/01
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16. How to select criteria: the usage of operators
AND: in order to select the intersection of 2 populations:
All women whose were born in December
OR: in order to select 2 categories in the population:
- All women
- All contacts, women or men, or unknown,
who were born in December
All women, except the ones who were
born in December
All contacts, except women (so men and
unknown), who were born in December
ADD/EXCLUDE: in order to select 2 categories in the population:
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17. How to select criteria: combine several criteria
Criteria and operators can be combined in order to refine the counting
Count of:
 Men
 From France or UK
 Who are not from Paris
Count of:
 Women
 From Austria, Belgium, Switzerland, Germany,
Spain or France
 Who spent at least $300 since 2011, January 1st
 But who never had a discount higher or equal to
$50.
17

18. How to launch a count
•When launching a count, you need to choose if you want to save it or not:
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19. Results of a count
 A contact can be counted in one, several or all channels
 Criteria are reminded at the bottom of the page
Results of the count are displayed by channel
19

20. Presentation of the counting criteria
Contact / Personal data:
 criteria dealing with the contact file
creation and update, the different
customer status, the age and the
address
20

21. Transaction / General Data:
 Please notice that Purchase Amount
is linked to the purchase header (on
receipt) and Purchase Detail is
linked to the purchase detail.
Presentation of the counting criteria
21

22. Marketing campaign & action:
 Displays data captured from the last
campaigns and actions performed in
CRM 360
 Also includes:
 Data about DM tracking
 E-mail routing via CRM 360
Presentation of the counting criteria
22

23. Several actions can be performed on a count:
Displays the results
and the criteria of
the count
Triggers the deletion
of the count
Refresh / re-launch
the count with real-
time data
Transforms the
count into a target
Actions to perform with a count
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25. 25

26. 26
New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
3 4
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated Action
1 2
In the CRM 360 overall CRM process

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How and why publish a target
Why publish a target?
 To be able to share it with the other CRM 360 users of the zone
 To be able to go on in the campaign management process
 The name of the target
needs to be confirmed

28. Publication of a target – results
As soon as a target is published, it is available in the Campaign
module, Targets section, under the status “Validation – Target”:
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29. 29

30. CRM 360
Campaign
New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
2 31
In the CRM 360 overall CRM process
30

31. CAMPAIGN
A Campaign is a group of Actions
An Action is linked to a Target
Campaign and Actions structure
Target
Date
Budget
Type
Target Channel
Date
Budget
Type
Target Channel
Date
Budget
Type
Products ProductsProducts
Action 1: Action 2: Action 3:
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32. Action 2: Mailing
Ex: Beauty classes
Action 3: Mailing
Ex: Facial session
Start date: 2010/09/15
End date: 2010/09/30
Target: 1
Promoted Products: Prestige
Allocated Budget: xx€
Start date: 2010/09/15
End date: 2010/10/15
Target: 2
Promoted Products: Prestige
Allocated Budget: 1500€
Start date: 2010/10/01
End date: 2010/11/15
Target: 3
Promoted Products: Prestige
Allocated Budget: xx€
Campaign
Example: Prestige Events
Example
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Action 1: Mailing
Ex: Premium Event

33. List of campaigns
Access the List of Campaigns on the 1st main screen
33

34. See the actions
attached to the
campaign
List of campaigns
Look for campaigns with the filters proposed:
34

35. How to create a new campaign?
Each campaign is defined by its Name:
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36. 36

37. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1
In the CRM 360 overall CRM process
2 3
37

38. List of public
targets
Why validate a Target?
Access the List of all targets published in your country on the 1st
main screen
Validation -
Target
When you are in the 1st TAB of the
Target creation
 The target is ready to be linked to a
campaign
Final Validation When you are in the 4th Tab of Target
Creation
 You can add test addresses
Validated The target is validated
 You can use it in an Action
 As soon as a target is published in
the Counting Module, the target
should be validated by:
 The link to an existing
campaign
 The definition of a Control
Group
 The inclusion of spy
Addresses
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39. Link the Target to a Campaign
Select a Campaign to link the Target:
the selection list includes all
campaigns of the market of the user
Select the format you
will need for your extract
How to validate a Target? link Target - Campaign
39

40. How to validate a Target? Control Group
What is the use of a control group:
A control group is a way to analyse the impact of a marketing action on a
targeted population:
 A control group is a part of the targeted population which will not received the
marketing action
 We will then be able to compare:
 The behaviour of the part of the targeted population who will receive the action
 The behaviour of the part of the targeted population who won’t receive the action
40

41. How to validate a Target? Control Group
Define the control group:
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Number of
contacts who will
receive your
communication
action
Total number of
targeted contacts
Number of
contacts who
won’t receive your
communication
action
Select the share of control group you want to have amongst
your target population
Proposed List of Values:
5%, 10%, 15%, 20%, 25%

42. Assigning a control group
Target population 300 - 1000 1000 - 10000 10000 - 20000 > 20000
Email
Return rate 8 to 18%
15% 12% 10% 7%
Mailer
Return rate 10% to 20%
12% 10% 8% 5%
Guidelines on control group in CRM 360
Good practice for each operation
1. Choose your channel and refine your target
2. Evaluate your return rate
 on emails: depending on your country
 on mailers: depending on your country
3. Assign an adapted control group depending on the expected return rate & target size
(*) with call to action
Guidelines to be discussed all together
42

43. Manually add test addresses as “spy customers” in the target
 Spy customers are used to check the whole process of the action. In
fact, a spy customer is one or a few people of the Local team: if those
people receive the mailing (or e-mailing), the action can be considered
as properly executed
How to validate a Target?
43
Click on this button to
open a popup window and
add a new address test

44. Final step to validate the target
 A sum up of all precedent steps dealing with the validation of the target
Number of
contacts who
will receive the
action as a part
of the Target
How to validate a Target?
44
Number of
contacts who were
forced out of the
Target and won’t
receive the action
Number of
contacts who
will receive the
action as Spy
Customer
Number of
contacts who
won’t receive the
action as a part of
the Control Group

45. 45

46. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1
In the CRM 360 overall CRM process
2 3
46

47.  As soon as the target is validated, the action can be set up with :
 The link to an existing campaign
 The link to the validated target
 The eventual CRM 360 e-mail routing (incl. e-mail picture and text elaboration)
What is a Marketing Action in CRM 360?
A marketing action is the final step to perform in CRM 360 to send
a communication to the targeted customers…
 Should be linked to an existing campaign and a validated target (affected to
the same campaign)
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48. 48

49. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1
In the CRM 360 overall CRM process
2 3
49

50. 50
Action main information:
How to create an Action?
Select the Campaign which
the Action takes part to

51. 51

52. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1
In the CRM 360 overall CRM process
2 3
52

53. Associate the Actions to the right validated Target
 Select the public target on which the action will be performed
How to make the link between an Action and a Target?
53
You can select a target amongst
validated targets already linked
to the same campaign

54. 54

55. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1 2 3
In the CRM 360 overall CRM process
55

56. Associate the Actions to the right validated Target
 Select the public target on which the action will be performed
How to validate an Action?
56
Select the External Partner in order
to prepare the extraction: for all
communication channels, a flat file
will be extracted on the ftp server
Save the set up and go to the next step:
- Either the creation of the e-mail and
associated text for e-mail routing into CRM
360
- Or flat file extraction to proceed to postal
mailing, dialing or external e-mail routing

57. 57

58. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
Results & ROI
New action
Campaign
Association
Validated
Action
1 2 3
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
In the CRM 360 overall CRM process
58

59. When choosing the External Partner, CRM 360 automatically
extracts the validated Target Contact file:
 The validated Target Contact file is sent by email.
External routing / Communication Process
59
You can now launch
and proceed to your
action!

60. 60

61. New counting
Private Target
External
Routing (Mail,
email…)
CRM 360
Counting
CRM 360
Campaign
Outside
CRM 360
CRM 360
Contact
Contact Mgt
4
CRM 360
Reports
5
Published
Target
New
campaign
Validated
Target
Target
Association
CRM 360 e-mail
Routing (only for
campaigns with CRM
360 targets)
Results & ROI
New action
Campaign
Association
Validated
Action
1
In the CRM 360 overall CRM process
2 3
61

62. 163.com hotmail.com hanmail.net sina.com yahoo.co.kr
Customers
CRM 360 User 1 CRM 360 Admin CRM 360 User 2
CRM 360 Platform
Routing Platform
After the mailing is sent, data are sent to
CRM 360 by the platform about
reception, link tracking, unsubscribing,
…
Email format and list of contacts are sent to
the Routing Platform
1
2
CRM 360 E-mail routing general process
62

63. E-mail routing process in CRM 360
CRM 360
e-mail routing
scope
CRM 360 User 1 CRM 360 Admin CRM 360 User 2
CRM 360 Platform
Email format and list of contacts are sent to
the Routing Platform
Routing Platform
After the mailing is sent, data are sent to
CRM 360 by the platform about reception,
link tracking, unsubscribing, …
 E-mail creation
 E-mail message and options customization
 Addition of test addresses
 Validation of the layout
 Planning definition
 E-mail routing launch
63
2
1

64. Need to contact the Administration Team
Select the html creation
Need to personalize the « email » message and
options
Validate the “BAE” - Browse to the Action to
approve the email options
Define the planning
Add test addresses
Central / Regional
CRM Team
(CRM 360 Admin)
Launch the action (routing)
Upload in CRM 360 the
agreed creation in html format
Local CRM Teams: needs to
launch an e-mailing action
Pdf creation elaboration: communications
between Central CRM Team and Local CRM
Teams
E-mail routing Approval Workflow in CRM 360
64

65. After associating the Action to an e-mail Target, select the CRM
360 radio button to go on with CRM 360 e-mail routing
Split between CRM 360 E-mail routing and external routing
65

66. Select an e-mail creation:
Selection or proposition of the e-mail creation
66
You can choose an existing
corporate template provided by the
International / Regional CRM Team

67. The subject and the sender should be populated in the Conception
Email header
E-mail message and options
67

68. Each hyperlink should be properly set up in order to be tracked
(ROI reports)
E-mail message and options
68
Systematically refresh
and populate meaningful
names for each link

69. After approval by the test recipients, validate the Test step
 The Good To Send step needs now to be confirmed
Test validation and Good To Send step
69
User must fill with his
own password

70. The planning option enables to separate the e-mail launch into
several lots
Planning definition (facultative option)
70

71. CRM 360 is ready to dispatch the information to the “routing
platform”:
 An extract is done and automatically sent to a router which builds up the e-
mail and sends it to the Internet providers
 We can’t suppress the outbound emailing orders at this stage
E-mail routing launch
71

72. 72

73. PARIS
36, rue Laffitte / 75009 PARIS
T. +33 (0)1 42 46 73 73
F. +33 (0)1 47 70 55 50
ROUBAIX
62, avenue Jean Lebas / 59100 ROUBAIX
T. +33 (0)3 20 684 684
F. +33 (0)3 20 691 718
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