Transcript
B! CRM : product highlights
Implementation of CRM campaigns
Quality assurance
CRM toolkit
Perfect knowledge of the customer life cycle
A few success stories
Easy-to-implement secure data management
Implementation and scheduling
B! CRM : product highlights
Implementation of CRM campaignsImplementation of CRM campaigns
Quality assuranceQuality assurance
CRM toolkit CRM toolkit
Perfect knowledge of the customer life cycle
A few success storiesA few success stories
Easy-to-implement secure data management Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
Perfect knowledge of the customer life cycle
• Buongiorno brings you a unique expertise in customer life cycle management.
Three stages in the customer’s life:• Acquisition and promotion: discovery stage• Permission and database building: subscription stage• Relationship and loyalty: long-term relationship development stage
Our goal is to help you building and maintaining a sustainable relationship with your customers throughout those three stages through specific actions.
• At each stage of the customer’s life, we know exactly which action to take to reach growth. We identified four main groups of users based on purchasing and browsing behaviour:
An exemple of lifecycle management:
Purchasing
Bro
wsi
ng
All Stars
Cash and Dash
Window Shoppers
Virgins
“The Virgins”: Low browsing and low spend levels. Many new users into the service fall into this category.
Recommendations:–Offer free content on registration–Offer downloads promotions to stimulate purchase i.e. BOGOF–Offer bundles to encourage trial of new product types
• At each stage of the customer’s life, we know exactly which action to take to reach growth. We identified four main groups of users based on purchasing and browsing behaviour:
An exemple of lifecycle management:
Purchasing
Bro
wsi
ng
All Stars
Cash and Dash
Window Shoppers
Virgins
“Window Shoppers”: high browsing levels combined with a low spend.Recommendations:
–Introduce WAP service promotions i.e. mobile magazines, location based services–Offer discounted downloads to stimulate purchase–Test the product for FREE
• At each stage of the customer’s life, we know exactly which action to take to reach growth. We identified four main groups of users based on purchasing and browsing behaviour:
An exemple of lifecycle management:
Purchasing
Bro
wsi
ng
All Stars
Cash and Dash
Window Shoppers
Virgins
“The Cash & Dash”: Low browsing levels but a high spend. Recommendations:
–Ease navigation/customer experience –Reduce number of clicks from home page to content–Direct links to content pages–Promote mobile services to encourage usage & browsing
• At each stage of the customer’s life, we know exactly which action to take to reach growth. We identified four main groups of users based on purchasing and browsing behaviour:
“All Stars”: High browsing and high spendRecommendations:
–Reward these members–Promote new services and downloads on portal–Increase number of monthly messages to this group as they are more responsive and open to pushes
An exemple of lifecycle management:
Purchasing
Bro
wsi
ng
All Stars
Cash and Dash
Window Shoppers
Virgins
Specific actions throughout the customer’s lifecycle
WELCOME “Subscribe!”
ACTIVATE continue…
ACTIVATE
“Buy One, get one FREE!”
RECOMMEND“ If you liked XXX you’ll like YYY”
REWARD“It’s your Birthday!
Get a FREE ringtone!”
3 months 6 months
INCREASE CUSTOMER VALUE
B! CRM : product highlights
Implementation of CRM campaigns
Quality assuranceQuality assurance
CRM toolkit CRM toolkit
Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle
A few success storiesA few success stories
Easy-to-implement secure data management Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
Single User ViewSingle User View
Creating a unified
profile database
Declarative dataBehavioral data Operator profiling
data
1
CRM PushCRM PushCRM PullCRM Pull
Serve campaigns cross-channel
WAP / WebIVR / Video
SMS / MMSe-Mail
3
Campaign Campaign
OptimisationOptimisation
Tracking &Tracking &
ReportingReporting
4
Expertise in mobile marketing campaigns
2
Data analysisData analysis
Identify clusters
Define campaigns
Expertise in mobile marketing campaigns
WEEK Alert 1
Alert 2
Games Newsletter
Entertainment Newsletter
Music Newsletter
1
2
3
4
Expertise in mobile marketing campaigns
Campaign
Roll-out test campaigns to sample groups
Define sample test groups
Target and message broad definition
Roll-out main campaign
Analyse results and report back
Work on new creative propositions
Optimise future campaignsusing new learning's
Analyse results and report back
Are test results
acceptable?
Yes No
-Define sub-targets-Define a set of messages for testing purposes
Campaign test and roll method has proven to be most efficient:
Destination
Strategy
Execution
Measurement
B! CRM : product highlights
Implementation of CRM campaignsImplementation of CRM campaigns
Quality assurance
CRM toolkit CRM toolkit
Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle
A few success storiesA few success stories
Easy-to-implement secure data management Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
Quality Assurance
• Buongiorno is committed to growth through innovation and quality. We are willing to deliver adapted, innovative and evolutive solutions to our clients.
• Focus: qualitative market research.
Goals:⇒ Go further in the customer insight ⇒ Find answers to specific issues ⇒ Highlight main successes and progression margin
Quality Assurance
1. Develop the questionnaire
2. Build the mobile logic and map customer experience
3. Send a push
4. Analyse the results findings
Process:
Quality Assurance
Drill-down into verbatim comments Raw Data results for immediate action
Result analysis:
B! CRM : product highlights
Implementation of CRM campaignsImplementation of CRM campaigns
Quality assuranceQuality assurance
CRM toolkit
Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle
A few success storiesA few success stories
Easy-to-implement secure data management Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Single User View
Gender
Age
Games Purchaser
Music genreCLUSTERING
Data analysis for cluster identification and CRM strategy definitionData analysis
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Data analysis for cluster identification and CRM strategy definition
Dynamic pricing and management of loyalty mileage programPricing Manager
Data analysis
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
A all-in-one marketing solution
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
A version of “Offers & Win” is always shown. If the customer is unengaged, a link to the engagement proposition is shown.
Time sensitive theme content can be displayed and removed on a day-by-day basis.
Unengaged Proposition
Themes are displayed on the basis of the segment priority matrix briefed monthly showing which themes each segment sees.
Elements are also driven by individual genre preference data
Data analysis for cluster identification and CRM strategy definitionData analysis
Dynamic pricing and management of loyalty mileage programPricing Manager
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
Retrouvez My World en cliquant
sur le lien ci-dessous :
http://fakeaddress...
Weekly targeted MMS/SMS newsletter, highlighting special contents and linking to MyWorld Club.
Target : MyWorld club subscribers
Data analysis for cluster identification and CRM strategy definitionData analysis
Dynamic pricing and management of loyalty mileage programPricing Manager
Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
Dynamic pricing and management of loyalty mileage programPricing Manager
Increase loyalty through an opt-in club offering exclusive offers and discounted or free content against data collection.
Opt-in Clubs
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Data analysis for cluster identification and CRM strategy definitionData analysis
Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
Dynamic pricing and management of loyalty mileage programPricing Manager
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Landing page generator
Increase loyalty through an opt-in club offering exclusive offers and discounted or free content against data collection.
Opt-in Clubs
Data analysis for cluster identification and CRM strategy definitionData analysis
Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
Dynamic pricing and management of loyalty mileage programPricing Manager
A all-in-one marketing solution
• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:
Newsletter tool
Landing page generator
Increase loyalty through an opt-in club offering exclusive offers and discounted or free content against data collection.
Opt-in Clubs
Data analysis for cluster identification and CRM strategy definitionData analysis
Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push
Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior
CRM Pull
Dynamic pricing and management of loyalty mileage programPricing Manager
B! CRM : product highlights
Implementation of CRM campaignsImplementation of CRM campaigns
Quality assuranceQuality assurance
CRM toolkit CRM toolkit
Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle
A few success stories
Easy-to-implement secure data management Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
A few success stories
Loyalty Programs on Full portal Subscription on
premium content (music)
CRM on specific Channel (Adult)
A few success stories…02 Extra UK
• INCREASE LOYALTY• EDUCATE & EXCITE• INCREASE ARPU OF ACTIVE & CONVERT
INACTIVE• SINGLE VIEW OF THE CUSTOMER
• OPT-IN CLUB;• BROADCAST CAMPAIGNS;• DYNAMIC CROSS SELL ON
MULTIPLE TOUCH POINTS.
• DOWNLOADS• INFO• LOCATION BASED
SERVICES• ADVERTISING
“It’s like a frie nd who ’s a lwa y s s ho wing m e g re a t s tuff I c a n d o o n m y pho ne . I wo uld ne ve r kno w a bo ut the m o the rwis e . It is re a lly wo rth be ing p a rt o f the Club . O 2 g iv e s m e g re a t o ffe rs , d is c o unts a nd the cha nc e to try ne w p ro duc ts ” .
ObjectivesObjectives MethodologyMethodology ScopeScope
1m+ Subscribers1m+ Subscribers
Hello Simon, welcome back to O2 Extras.
A few success stories…02 Extra UK
VALUE PROPOSITION
Showcase products
Refreshed content
Product awareness
Targeted upsell and cross sell
ACHIEVEMENTS
1M subscribers in 1,5 years
£5.5M yearly extra revenue generated through the program
ARPU from subscribers is £3.02, higher than non-subscribers
Portal segmentation
On-Portal Premium Content ARPU 10X control group
Un-subscription rate decreasing and below 2%
Up to 30% response rate to targeted WAP messages
Over 100% ROI for O2 on a monthly basis
70% less network churn than the O2 average
Implementation time : 8 weeks!
A few success stories…T-Mobile UK
Revive your mobile right here. clubzone gives you exclusive rewards and awesome offers.
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Nickname
Gender
Date of BirthDay (2 numbers):
Month (2 numbers):
Year (4 numbers):
House Number and street:
Postcode:
Continue (2 of 3)
VALUE PROPOSITION
Free club
Tips & tricks
Discovery channel
Special prices on downloads
ACHIEVEMENTS
300K subscribers in one year vs. 250K
planned
Extra £1.52 ARPU per subscribers
15% monthly growth vs. 3% churn rate
Weekly content pushes
Implementation time : 6 weeks!
A few success stories…TIM Italy
VALUE PROPOSITION
Subscription club 4€/week = 2 contents + 2 MMS
Exclusive content/animations
Makes unitary content cheaper
Weekly targeted Music newsletter, customized wap pages
ACHIEVEMENTS
64 000 subscribers in 9 months
4% regular monthly growth
2M€ extra revenue in 9 months
Utilizing CRM to maximize subscription value
B! CRM : product highlights
Implementation of CRM campaignsImplementation of CRM campaigns
Quality assuranceQuality assurance
CRM toolkit CRM toolkit
Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle
A few success storiesA few success stories
Easy-to-implement secure data management
Implementation and schedulingImplementation and scheduling
Easy-to-implement secure data management
Declarative data
- Subscription to newsletters
- Participation to Quizzes / Contests
- Polling on preferences – Music / Sport
Declarative data
- Subscription to newsletters
- Participation to Quizzes / Contests
- Polling on preferences – Music / Sport
Behavioral data
- Historical purchases – Music/games ...
- Response to push stimulation campaign
- Spending, Time spent, Visits
Behavioral data
- Historical purchases – Music/games ...
- Response to push stimulation campaign
- Spending, Time spent, Visits
Single Single User ViewUser View
NEO related data
- Age / Gender / Location
- Network Plan
- Network access behaviour
NEO related data
- Age / Gender / Location
- Network Plan
- Network access behaviour
top related