Een presentatie van Laurent Coenca van Logica, over Innovative campaign management tijdens de Applied Customer Insight (ACI) netwerksessie op 13 maart 2012 in Amstelveen

1. Innovative campaign management
Laurent Coenca, head of FS Consulting Practice
Lionel Bonnet, head of the FS CRM Practice

2. Providing a great customer experience
a great customer
experience
• Customer experience => customer loyalty
• Several players have launched transformational programs
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3. Value Creation in Financial Services
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4. New Marketing approach
From product centric to customer centric strategy
3 key areas for CRM CRM iterative approach based on complementary business modules
Contacts based on product  Contacts based on customer behavior
Operational
approach Product Product / client event Client event
Eg: car package Eg: end of mortgage Eg: active life entrance
 Strengthened Relationship Real-time CRM, pull,
customer Marketing modular offer
knowledge
g RM
Operational CR
Offer recommendation,
 Global multi- Relationship program, commercial
pressure control, contact
channel optimization
p
personalized
relationship Multi-channel events management
approach Transactional and creation of multi-channel
Marketing scenario
Datamining, comme cial
Datamining commercial actions
Offer based on scores
tical CRM

recommendation
adapted to
customer needs
CUSTOMER KNOWLEDGE DEVELOPMENT
Analyt
Direct data feeding by Social network data
DWH vision 360
the client + qualitative + unstructured data
data
Analytical
Time
approach
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5. Which levers for more efficient marketing?
Transaction Customer oriented
Product oriented Relational
al to Mid/Long term
Short term objective
objective Marketing
Marketing
Event based
Event-based Marketing actions
to improve marketing personalization Real time marketing actions
to enhance interactivity with customer
Distributed Marketing g
to benefit from customer knowledge
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6. Business Case 1: Event-based Marketing
Events-based Marketing actions
to improve marketing personalization
Real time marketing actions
to enhance interactivity with customer
actions
Distributed Marketing
to benefit from customer knowledge
Personnalized events
Mr Smith • Event definition can be adapted to each
Premium Customer Phone Call from his customer: l
t less campaign volume  cost
i l t
Earns 6 500€/month personal advisor for savings
Preferred channels : savings account • High marketing relevance : response rates
phone call from his client over 30%  increasing turnover
advisor and mail Web banners for the • Increased chances of success: the customer is
same savings contacted through his preferred channel
1 Receives his annual account A reminder
bonus of 11 000€ are displayed when mail is sent
Mr Smith is logged in to Mr Smith
the website
3 5
Channels
tim
e
2 2
The amount is
40% higher than Bank Bank
Mr Smith’s Central marketing Central marketing
monthly average
thl Daily
Dail campaign Detection of non
of credit flows catching high creditor respondent for
transactions on current recontacting
accounts through other
channels
Detection of th contact
D t ti f the t t Mr Smith was not
opportunity (batch reachable by
process) phone.
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7. Business Case 2: Real time marketing
Events-based Marketing actions
to improve marketing personalization
Real time marketing actions
to enhance interactivity with customer
actions
Distributed Marketing
to benefit from customer knowledge
Marketing at the right
moment
Mr Jones Mr Jones • High reactiveness to customer’s
Young worker Young worker interests
Customer Customer • High personalization (context
Receives a donation data + customer knowledge data)
Mr Jones clicks on • High marketing relevance:
of 20 000€ web banners to  increasing turnover
Is reading info about
g know more about
life insurance and the life insurance Phone Call from
making a simulation 4 but doesn’t the personal
on the bank’s subscribe online advisor to check
website real interest
1 3 6
Channels
time
2 5
Bank Bank
•pages read Central marketing Central marketing
simulation
•simulation Detection of the Mr Jones’s interest
data contact opportunity for the offer is
taking context info A super life
insurance offer is stored. Phone call
into account (real time follow-up is
process) displayed on web
banners activated
crossed with info from
customer knowledge
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8. Events-based Marketing actions
to improve marketing personalization
Business Case 3: Distributed Marketing
Real time marketing actions
to enhance interactivity with customer
Distributed Marketing
to benefit from customer knowledge
Mr Smith
Premium Customer
Mr Smith is
contacted by mail
4
Channels
time
?
Marketing 1 to 1
2
Client advisor • High marketing relevance
Branch by interviewing the people
1 Decides to 3 who know the customers
register f the
i t for th best
campaign
Chooses clients to
include in the
campaign
Bank Bank
Central marketing Central marketing
Monthly campaign Takes into account
for contract the client advisor’s
anniversaries response
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9. Illustration of an applicative architecture
Data sources Operational CRM Distribution channels
Campaign
C i
External Targeting criteria management tool
files Reference data
Campaign history Actions Plan
Reporting data
management Web Smartphone
Campaign
Legacy Optimization
Systems
S t
Access to data Real time
Others Branch Call center
Targeting
functionalities
Database
Stored
events
Analytical CRM
Datamining tool Mail E-mail
Analytical
DWH
/ Industrialization
Access to data
Repositories
Social network
SMS
Datamining Other
Datamart functionalities
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10. Project’s phases
Scoping Design Build & Test Deployment
• Business
requirements Core marketing system • Big bang rollout
project
j t OR
• Business
cases
• Double run with old
Ecosystem enhancement project
y p j and new marketingg
• Campaign
(contact database, workstation, offer tools; new marketing
management repository, datawarehouse) tool gradual ramp up
tool selection
A blended Team formed by Logica and the customer resources to carry
out the projects
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11. Key success factors and benefits delivered
Marketing  Segmentation, scoring (appetency, behavior, …), campaign
Intelligence performance analysis based on data collection and data quality
 The organization become “customer centric”. The distribution
customer centric .
Coherence of
C h f
channels organization and processes are supporting the strategic
messages
and operational marketing
Marketing pressure  For each customer segment the right level of marketing pressure is
management identified
 Taking new customer behavior and needs into account: use of
Real-time internet, mobile device (iPAD, Iphone, Smartphone, ..) and needs to
management have the information quickly (bring the right offer through the
preferred channel at the right time)
 CRM is a Business transformation program enabled by technology.
A global project BUSINESS and IT teams have to be involved together to insure
while building the solutions it will match with the business needs
 Design the new tool by adapting the AS-IS business process. The
Design based on
change will be more effective with end-users having better
standard tool
understanding of their job through the tool
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12. Thank you!
Innovative campagne management
Laurent Coenca
Lionel Bonnet