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Proposed EngagementModel for CRM
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Agenda
Client Brief
Objective Target Audience
Strategic Approach
Program Structure Points Earning Methodology
Rewards Structure
Technology Integration Value Added Benefits
Creative Development & Communications
Rewards Sourcing & Fulfillment
Customer Helpdesk Support
Data Analytics
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The Brief
MTS would like to commission a loyalty come lead
generation program
The program would have two phases
Phase 1 :The Loyalty phase
Phase 2 :The lead generation phase (referral phase)
Loyalty phase : The existing customers would be exposed to a host ofbenefits to ensure their loyalty and
Lead genration Phase : Have a strong loyal customer base of we
would use them for generating leads via a string referral incentiveprogram
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Objective
MTS Build relationships
Generate Referrals
SUBSCRIBER
Engage existing
subscribers
Develop an engagement program for the existing customers tocreate positive experience
Acquire new customers by word of mouth of brand advocatescreated through this engagement program
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Target Audience
Data Card Post-Paid Data Card Pre-Paid
Smart Phone Users Voice based Post-Paid
SUBSCRIBERS
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Strategic Approach
Recognize, reward and retain the existingcustomers
Data driven marketing to engage them at one-to-one level with personalized offers
Drive referrals by creating positive experiences
1
2
3
PHASE1
Cust
omerEngagem
ent
PHASE2
DriveRef
erral
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Proposed Program Structure
Study the database and create tiers as suggested (Diamond,Gold and Silver)
Define the hard, soft benefits and value added privileges forthese members
Pre-enroll the existing customers (subscribers) into theprogram keeping their mobile number as unique identifier
Any new customer registration will be processed throughoffline verification process
Once registered, members can keep a track of pointsearned, burned, transaction history, redemptions, etc on adedicated program website
Next generation catalogue can be created for thesemembers wherein they can redeem the points for excitingreward items
Once they make a redemption on the program website, therewards will be delivered at their doorstep
Segment Tiers
Define Rewards
Enroll Members
Allocate Points
Rewards Catalog
Special Benefits
Fulfillment
ENGAGEMENT
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Points Earning Methodology
Category AmountSpent (Rs.)
PointsEarned
Point % Points Expiry
Diamond 10 5 50% 18 months
Gold 10 2 20% 12 monthsSilver 10 0.5 5% 12 months
Average monthly spend -over Rs. 500
Average monthly spendbetween Rs. 200 to Rs.500
Average monthly spend -below Rs. 200
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Rewards Structure
Rewards Structure
On Spend Value On Subscription Special Rewards
= Points = =
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Rewards on Spend Value
On Spend Value
= Points
Spend based BenefitsRewards Diamond Gold Silver
Welcome Points 2000 1000 500
Amount Spent
Points Rs 10 = 5 Points Rs 10 = 2 Points Rs 10 = 0.5 Points
Free Recharge
Anniversary BonusPoints 4% of Amount Spend 3% of Amount Spend 2% of Amount Spend
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Rewards on Subscription
=
Subscription based Benefits
Handset RewardsDiamond Gold Silver
Tenure 1-2 Years Up to 20% offonce a year Up to 15% offonce a year Up to 10% offonce a year
Tenure >2 Years Up to 20% offtwice a year Up to 15% offtwice a year Up to 10% offtwice a year
Birthday Rewards
Tenure 1-2 Years
25% off on 2 months data
recharge
25% off on 3 months data
recharge
25% off any handsets upto
Rs. 15000 and 50% off on 3
months data recharge
Tenure 2-3 Years
20% off on 2 months data
recharge
20% off on 3 months data
recharge
20% off any handsets upto
Rs. 5000 and 50% off on 3
months data recharge
Tenure >3 Years
10% off on 2 months data
recharge
10% off on 3 months data
recharge
15% off on 3 months data
recharge
On Subscription
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Special Rewards
=
Special Benefits
Diamond Gold Silver
Birthday Greetings
Anniversary Gifts Online Deals and Discounts
Movie Tickets New Product Previews
Newsletter Priority Customer Service
Customised Recharge Offers Offline Tie-ups
Interest based offers Special invites for events and
parties
Special Rewards
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Registration Process
Assumptions:
Mobile number is amandatory field whilecapturing customerdata
Requirements:We need to know the
format in which MTScaptures the customerdata
We need map multiplerelationship ofcustomer with MTS
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Points Accurals Flow
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Redemption Process
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Value Added Services Online Deals
Online shopping platform to run tactical promotions and online rewards
catalogue campaigns
Ease of transactions
Customised rewards
Branded merchandising
Customized and Personalized communications
Campaign specific micro-sites
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Edenred has an affiliate network of more
than 19000 food and gift outlets whichincludes national branded chainrestaurants and retail stores
Tie-ups can be done with national brandedchain restaurants and retails stores to passon great deals and discounts
These tie-ups will include both Tier 1 andTier 2 brands to suit the local and regionalrequirements
Value Added Services Offline Discounts
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Creative Communications
Online
Program Website Launch e-mailer Reminder e-mailer
Points update e-mailer Membership upgradee-mailer
Special exclusiveoffers e-mailer
New Product precursore-mailer
Special Invites andevents e-mailer
Birthday and accassionbased greetings
Offline
Welcome DM letter Points update (along
with the monthly
billing) Membership upgradeletter
In-shop promotionmaterial like posters,danglers, leaflets andtent-cards
Special invites andgreetings
SMS
Launch SMS Points update Offers
Invites Upgrades
Program Communication Elements and Medium
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Rewards Sourcing &
FulfillmentShips over 5,000,000personalizedrewards every year
to loyalty membersacross India alone
Delivery to over 15000 locations inIndia
Gift sourcing & Catalogue Management
Customized Catalogue
Sourcing & stock model at our ownwarehouse
Tracking Management & gift trackingwith multiple services providersincluding Indian Postal Service
Quick TAT
Offering wide choice amongst 4000SKUs
Rewards Sourcing & Fulfillment
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In-house handling of all program customer queries,
Online and offline support and Quick Turn Around Time
Online
Applications
Offline
tools
Call Center,
SMS, IVR
E-mail,
Onlineregistration,
In house, dedicated &highly trained customercare team with multiplelingual
Online and offlinesupport
(TAT) Turn Around Timeof 1 Business Day
Ensured CustomerSatisfaction
Customer Helpdesk
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Data driven marketing to engage them at one-to-one level with personalized offers
2
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Data Analytics Data driven marketing approach willbe followed throughout the program
Subscribers will be filtered onpredefined criteria to send out finelytuned communications and preciselytargeted offers
These communications and offerswill be further assessed by usingAccentiv Analytic tool and will beput under different baskets
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Why Analytics
Van Huesen and Louis Philippe are using Accentiv Analyticsto drive loyalty programs
To know the following:
Where do these customers come from?
Do they belong to a specific customer segment?
What are the products bought by these customers?
How many times do these customers visit your showrooms?
Who are my most valuable customers?Which of your outlets have a higher concentration of loyal customers?
What is the churn among your best customers?
Which are the top 10 highest selling products?
What is the product interactivity among these?
How is the loyal customer behaviour changing over a period?
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What would Analytics deliver
Score Card
StoreAnalysis
ChurnAnalysis
CampaignAnalysis
Loyalty
Analysis
CustomerServiceAnalysis
ProductAnalysis
CustomerAnalysis
1. Modules are presented in the form ofa dashboard with multiple windows.
2. Each window comes with a palette ofvariables and reports that meets yourexact requirements, which means
more flexibility for you.3. Reports can be further diced using
the filters on the side and top panelsto provide different views of thesame report.
To provide flexibility in
loyalty data analysis, theAccentiv analytics suite
organizes the reports intoseveral modules
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Sample Reports: Loyalty Analysis
Customer Value Category analysis
Top 20 / 30 / 50 customer vs their contribution
Yearly comparision on customers, revenue & average revenue
Alerts on above yearly comparison analysis
Top/Bottom Customer performance report
Supporting data report for Communication / Transactional Summary
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Sample Reports: Loyalty Analysis
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Sample Reports: Churn Analysis
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Time frame based customer churn analysis
Qtrly, Monthly, Day based churn analysis
Further drill down on various brackets (i.e. Freq, Store Visit, Customer Value)
Enrollment vs Repeat churn analysis
Repeat vs Enrollment churn analysis
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Sample Reports: Store Analysis
Demographic based store performance analysis
Top/Bottom store performance report
Yearly comparison of store analysis along with alerts
Store vs Product performance analysis combined with segmentations
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Sample Reports: Campaign Analysis
Campaign based store performance analysis
Campaign based customer contribution analysis
Campaign based product contribution analysis
Campaign based demographic wise store/product/customer contribution analysis
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Sample Reports: Composite Ranking
Fresh Soup Composite Ranking
w/e May13 2011
Total Category : Fresh Soup 13.08 100.0 118.70Rs
Product
% of Metro
shoppersbuying Rank
Loyalty : %of Category
spend onthe SKU Rank
AWP Rs of
JMetroShoppers Rank
Total ofRankings
CompositeRanking
Changein
RankingYr on Yr
SIMPLY ORGANIC CHNKY VEGETABLE 0.26 39 29.3 2 5.31Rs 1 42 4 -1SIMPLY ORGANIC LENTIL&PARSLEY 0.18 45 23.6 5 4.93Rs 2 52 7 1DUCHY ORIG TOMATO&ROSEMARY SOU 0.08 60 25.0 3 4.26Rs 6 69 16 -4"DUCHY ORIGINALS CELERIAC LEE 0.07 67 24.1 4 4.43Rs 5 76 21 11DUCHY ROASTED ROOT VEG SOUP 60 0.08 62 21.7 16 3.83Rs 11 89 27 NewSO TOMATO & BASIL SOUP 0.32 37 20.8 22 2.90Rs 32 91 31 8
SO CARROT & CORINADER SOUP 0.25 41 21.1 19 2.54Rs 39 99 33 5SO LEEK & POTATO SOUP 0.10 56 16.2 46 2.13Rs 51 153 56 5
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URLwww.accentivanalytics.com, below is the login page
Accentiv Analytics How to access?
L lt E i LISA K St th
http://www.accentivanalytics.com/http://www.accentivanalytics.com/8/4/2019 MTS Engagement Referral Campaign
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Loyalty Engine: LISA - Key Strengths
Highly proven and robust platform
track record of 98% uptime
Manageability of campaigns
500 to 5mn or more members
with the flexibility to run multiple
reward programs simultaneously
Modular engine & Quick Deployment
Performance tracking
Comprehensive reporting module
allows measurement of program
performance
LOYALTY ENGINE
AnalyzeData for new
initiatives
Track
Customer
Behaviour
Manage
Points &
Redemptions
EvaluateROI &
Performance
Capture
Customer Info
& profiles
Communicate
1-to-1 at
all touch points
Web based technology platform that provides the business logic and technology essential for implementingand managing a loyalty program
LISA M d l
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LISA Modules
MemberManagement
TransactionManagement
PointsManagement
Capture & Management Member Information
Bulk creation / update of member profile
Member tiers, approvals
View / Modify member transaction
Bulk upload of member transaction
Invoice processing System
Campaign / Bonus points
Batch process of points
Expiry points
LISA M d l
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CatalogueManagement
RedemptionManagement
CommunicationManagement
Create regular or time based catalogue
Create tier based catalogue
Schedule changes of points or price
View / Modify member redemptions
Track redemption status
Offline redemption process
Create / modify email templates
Send communication to individual or group
Send communication based on rule
LISA Modules
LISA Modules
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ProductManagement
Survey / PollManagement
Create regular or time based catalogue
Create tier based catalogue
Schedule changes of points or price
Create / Modify survey
Create / Modify Polls
Generate reports for Survey / Polls
LISA Modules
Ph 2
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Phase 2
Drive referrals by creating positive experiences
3
P
HASE2
D
riveReferral
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Referral Program The Multiplier EffectEngagement program facilitatedpositive experiences amongst the
existing subscriber base
In phase 2, we need to leverage thesepositive experiences and ask forreferrals to bring in incremental
business
Dig deeper using Data Analytics toknow which segment has given themaximum references and how manygot converted
Launch the referral program andcreate more points and rewardsearning opportunities for themembers
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Referral Program Approach
Engagement program for50000 existing subscribers
1500 Enrolled Members (3%of total existing base) in the
engagement program
Identify the best customersusing data analytics andlaunch a referral program
for them
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Referral Program Communication
Communication Entire Database(50,000)
EnrolledMembers
Best Customers
Emailer
SMS
Telecalling
Direct Mailer
MLM M d l
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MLM Model
Assumptions:
Mobile number / emailidprovided by Referrer willremain same
Business process remainssame (600 on level one, 120
on level two and 24 on levelthree.)
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Recommendations
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The Multiplier EffectMore earning opportunities
without spending a single rupee
Multiply Points
Multiply Rewards
Points Multiplier Rewards Multiplier Milestone Multiplier
Members can choose to participate in either one of these or 2
of these or all of these multipliers to give referrals
All the referrals must be unique across the multipliers
A member can refer 15 of his/her friends if he/she participates
in all 3 referral schemes
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Points Multiplier
More earning opportunities
without spending a single rupee
Multiply Points
Multiply Rewards
These referrals will be value based referrals Each member will be allowed to give maximum of 5 referrals
Depending on the value MTS gets out of these referrals onconversion, members will be given 10% of total valuegenerated in the form of points
The payout will be multiplied with number of conversions e.g.if out of 5 only one gets converted then only 10% will be
given out, if 2 gets converted then 20%, if 3 gets convertedthen 30% and so on
The payout will also be according to the tier a memberbelongs to
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Points Multiplier FrameworkDiamond
Converted Value {1599*10%} Points (50%)
Existing Customer Referred Customer 1 160 80
Referred Customer 2 160 80
Referred Customer 3 X X X
Referred Customer 4 X X X
Referred Customer 5 160 80
Total Points 480 240
Gold
Converted Value {1599*10%} Points (20%)
Existing Customer Referred Customer 1 160 32
Referred Customer 2 160 32
Referred Customer 3 160 32
Referred Customer 4 160 32
Referred Customer 5 160 32
Total Points 800 160
Silver
Converted Value {1599*10%} Points (5%)
Existing Customer Referred Customer 1 160 8
Referred Customer 2 X X X
Referred Customer 3 X X X
Referred Customer 4 X X X
Referred Customer 5 160 8
Total Points 320 16
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Rewards Multiplier
More earning opportunities
without spending a single rupee
Multiply Points
Multiply Rewards
These referrals will be volume based referrals Each member will be allowed to give maximum of 5 referrals
Depending on number of conversions, members will be givenexciting reward items
The reward value will get multiplied with number ofconversions e.g. if out of 5 only one gets converted then onlya cross pen will be given out, if 2 gets converted then a
higher value reward, if 3 gets converted then even highervalue reward and so on
The reward value will be equal across all tiers
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Milestone Multiplier
More earning opportunities
without spending a single rupee
Multiply Points
Multiply Rewards
These referrals will be milestone based referrals e.g. if amember has 500 points and he aspires to get to 700 points to
redeem his favorite watch then all he needs to do is givereferrals and on conversion he gets fixed points
Each member will be allowed to give maximum of 5 referrals Depending on number of conversions, members will be given
fixed points
The point payout will get multiplied with number ofconversions e.g. if out of 5 only one gets converted then only50 points will be given out, if 2 gets converted then 100points, if 3 gets converted then 150 points and so on
The milestone value will be fixed across all tiers
Process
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Process
Process
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Process
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Thank You!For more information, you can get in touch with:
at