UK based Cellular operator |
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• Enhance customer insights and market research activities
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• Automate reporting (Customers, campaigns etc)
• Improved pricing analysis
• Pricing changes generate 20m extra contribution
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• Market research not being used
• No effective pricing analysis and strategy
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Organizational evolvement
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• Developed new brand positioning
• Established clear corporate objectives
• Aligned customer insights activities to objectives
• Lunch new pricing approach and propositions
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• Development of customer value segmentation.
• Used this and other information to map out development of the cable net-work.
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• Optimised revenue generation and improved focus on sales and marketing --
- resource as the network was established.
• Cost per acquisition down 12%
• Average customer value up 8%
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• High density housing was the primary focus for the network role out.
• Difficult to determine where to the put the network Mass market approach was
- not proving to be cost effective.
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Organizational evolvement
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• More targeted approach to sales and marketing activity.
• Better understanding of what drove customer value.
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• Developed a benefits case for campaign management and direct marketing
- activities
• Helped select vendor and implement the solution
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• Allow the company to move to more targeted communications that where used
- to cross sell new services and packages
• Cost per acquisition down 18%
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• The current above the line activities where not proving profitable for cross sell
- and up sell activities.
• Limited understanding of the customer
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Organizational evolvement
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• More targeted approach to sales and marketing activity.
• Large increase in the number of campaigns, many being fully automated trigger
- based campaigns
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Israel based ISP operator |
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• Development of customer value segmentation.
• Definition of formula upgrade road map according to best practice
• Managing the formula Implementation in IT and in the reporting environment
• Managing the implementation of organizational behavior according to customer
- value in the CC & CC systems
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• Effective allocation of organizational resources
• Increasing customer retention effectiveness
• Adjusting services level and marketing plans according to customer value
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• Quality of customer data and customer entity
• No infrastructure for profitability data
• IT limited resources for the implementation phase
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Organizational evolvement
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• Organization started to think “Customers behavior”
• Senior management needed to enforce process
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Israel based Cellular operator |
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• Implementing CM system and process
• Widely integrated CM to marketing channels
• Use of trigger based campaigns
• Enforcing cross/up sell process in call centers
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• 100% increase in number of campaigns (40/m to 80/m)
• 20% increase in closing rate in call center (1% - 20%)
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• Shortage in manpower to cope with the growing campaign numbers.
• Unstructured process for marketing department
• Lack of marketing tailor maid offers according to customer behavior
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Organizational evolvement
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• Seniors management needed to enforce process and measurement of the
- “Black box” of marketing campaigns
• Marketing mangers needed to start think “Customers behavior”
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Israel based Credit card company |
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• Implementing a data mining environment
• Build strong integration to campaigns management
• Use of test and rolls approach
• Automations of campaigns
• Open new marketing channels like SMS
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• 100% increase in response rate (3% to 6%)
• 65% increase campaigns ROI (130% -200%)
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• Short of understanding and knowledge around customer behavior
• Lack of marketing tailor maid offers by customer behavior
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Organizational evolvement
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• Seniors management needed to enforce measurement of money manners and
- not response rate
• Marketing mangers needed to start think “Customers behavior”
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Israel based Telco operator |
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• Management of churn model development
• Management & development of the company’s retention activities
• Implementation of retention policy across the organization
• Development of reporting & control mechanism on retention processes
• Development & implementation of win back processes
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• Improved retention effectiveness 20-30%
• Improved retention of high value customer 15-25%
• Churn costs reduction 45-50%
• Acceleration of customer base growth
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• Strategy Implementation in the retention CC
• Implementing lead management infrastructure in the CRM
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Organizational evolvement
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• Measuring churn rates & churn management
• Bringing customer retention to the managers top of mind
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