innovative campaign management | applied customer insight | logica nederland

Innovative campaign managementInnovative campaign managementLaurent Coenca, head of FS Consulting Practice Lionel Bonnet, head of the FS CRM PracticeLionel Bonnet, head of the FS CRM Practice

Providing a great customer experience

a great customerexperience

• Customer experience => customer loyalty• Several players have launched transformational programs

© Logica Business Consulting 2012. All rights reserved Campaign Automation

Value Creation in Financial Services


New Marketing approachFrom product centric to customer centric strategy

Contacts based on product Contacts based on customer behavior

3 key areas for CRM CRM iterative approach based on complementary business modulesContacts based on product Contacts based on customer behavior

Product Eg: car package

Product Eg: car package

Product / client eventEg: end of mortgageProduct / client eventEg: end of mortgage

Client eventEg: active life entrance

Client eventEg: active life entrance

Operational approach

Strengthened customer knowledge

Relationship Marketing

RM

Real-time CRM, pull, modular offer

g

Global multi-channel personalized ra

tiona

l CR

Offer recommendation, Relationship program, commercial

pressure control, contact optimizationp

relationship approach O

pe

Transactional Marketing

Datamining comme cial actions

Multi-channel events management and creation of multi-channel

scenario

Offer recommendation adapted to customer needs

tical

CRM

Datamining, commercial actions based on scores

CUSTOMER KNOWLEDGE DEVELOPMENT

Ana

lyt

Analytical

DWH vision 360

CUSTOMER KNOWLEDGE DEVELOPMENTDirect data feeding by the client + qualitative data

Social network data + unstructured data


Analytical approach Time

Which levers for more efficient marketing?

toTransaction

al Product oriented Relational Customer orientedMid/Long term toal

MarketingShort term objective MarketingMid/Long term

objective

Event-based Marketing actionsEvent based Marketing actionsto improve marketing personalization Real time marketing actions

to enhance interactivity with customer

Distributed Marketinggto benefit from customer knowledge


Events-based Marketing actionsto improve marketing personalization

Real time marketing actionsto enhance interactivity with customer

Distributed Marketingto benefit from customer knowledge

Business Case 1: Event-based Marketing actions

Mr SmithPremium Customer Phone Call from his

Personnalized events

• Event definition can be adapted to each t l i l t Premium Customer

Earns 6 500€/monthPreferred channels : phone call from his client advisor and mail

Phone Call from his personal advisor for savings account

Web banners for the same savings

• Increased chances of success: the customer is

customer: less campaign volume cost savings

• High marketing relevance : response rates over 30% increasing turnover

• Increased chances of success: the customer is

Receives his annual bonus of 11 000€

1same savings accountare displayed when Mr Smith is logged in the website

A reminder mail is sent to Mr Smith

contacted through his preferred channelcontacted through his preferred channel

time

3 5

Cha

nnel

s

2 2

BankCentral marketingDail campaign

BankCentral marketingDetection of non

The amount is 40% higher than Mr Smith’s

thl Daily campaigncatching high creditor transactions on current accounts

D t ti f th t t

Detection of non respondent for recontacting through other channelsMr Smith was not

monthly average of credit flows


Detection of the contact opportunity (batch process)

Mr Smith was not reachable by phone.



Distributed Marketingto benefit from customer knowledge

Business Case 2: Real time marketing actions

Mr JonesYoung worker

Mr JonesYoung worker

Marketing at the right moment• High reactiveness to customer’s interestsYoung worker

CustomerReceives a donation of 20 000€Is reading info about

Young worker CustomerMr Jones clicks on web banners to know more about

interests• High personalization (context data + customer knowledge data)

• High marketing relevance: increasing turnover

glife insurance and making a simulation on the bank’swebsite

know more about the life insurance but doesn’tsubscribe online

Phone Call fromthe personaladvisor to check real interest

4

6

time

1 3

Cha

nnel

s

2 5

BankCentral marketing

BankCentral marketing

Detection of the •pages readsimulation Detection of the

contact opportunity taking context info into account (real timeprocess)

A super life insurance offer is displayed on web banners

Mr Jones’s interest for the offer is stored. Phone call follow-up is activated

•simulation data


crossed with info from customer knowledge

banners activated



Distributed Marketingto benefit from customer knowledgeBusiness Case 3: Distributed Marketing

Mr SmithPremium Customer

s

Mr Smith is contacted by mail

4

Cha

nnel 4

time

2Marketing 1 to 1

?

Client advisorBranchDecides to

i t f th

• High marketing relevance by interviewing the people who know the customers best

1 3

Bank

register for the campaign

Bank

best

Chooses clients to include in the campaignBank

Monthly campaign for contract anniversaries

Central marketingBank

Takes into accountthe client advisor’s response

Central marketingcampaign


anniversaries response

Illustration of an applicative architecture

Data sources Distribution channels

C i

Operational CRM

SmartphoneWeb

Campaign management tool

Actions Plan management

Externalfiles

Targeting criteriaReference dataCampaign history

Legacy S t

Optimization

SmartphoneWebCampaign

managementReporting data

Targeting Database

SystemsAccess to data

Call centerBranchReal time

Others functionalitiesDatabaseStored

events

Analytical CRM

functionalities

DWH/

Mail E-mailDatamining tool

Analytical

/ Repositories Access to data

SMSDataminingDatamart

Industrialization

Other functionalities

Social network


Datamart functionalities

Project’s phases

Scoping Design Build & Test Deployment

• Business requirements • Big bang rolloutCore marketing system

j t• Business cases

• Campaign

OR

• Double run with old and new marketing

project

Ecosystem enhancement project • Campaign management tool selection

gtools; new marketing tool gradual ramp up

y p j(contact database, workstation, offer

repository, datawarehouse)

A blended Team formed by Logica and the customer resources to carry out the projects


Key success factors and benefits delivered

Marketing Segmentation, scoring (appetency, behavior, …), campaign Intelligence performance analysis based on data collection and data quality

C h f The organization become “customer centric”. The distribution Coherence of messages

The organization become customer centric . The distribution channels organization and processes are supporting the strategic and operational marketing

Marketing pressure management

For each customer segment the right level of marketing pressure is identified

Taking new customer behavior and needs into account: use of Real-time

management

Taking new customer behavior and needs into account: use of internet, mobile device (iPAD, Iphone, Smartphone, ..) and needs to have the information quickly (bring the right offer through the preferred channel at the right time)

A global project CRM is a Business transformation program enabled by technology.

BUSINESS and IT teams have to be involved together to insure while building the solutions it will match with the business needs

Design based on standard tool

Design the new tool by adapting the AS-IS business process. The change will be more effective with end-users having better understanding of their job through the tool


Thank you!Innovative campagne managementLaurent CoencaLionel Bonnet