How Integrated Marketing Solutions such as Target Marketing
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Transcript How Integrated Marketing Solutions such as Target Marketing
Integrated Marketing Solutions
“How Integrated Marketing Solutions such as Target
Marketing, Suggestive Marketing, Campaign
Marketing, Statement Marketing……….. Can Be of
Tremendous Value to Your Company and Your
Customer Service Representatives in the Marketing
of Your Services.”
Leland Smithson
Quintrex Data Systems Corp.
www.quintrex.com
2
Agenda
Integrated Marketing Solutions
Target
Marketing
Creating
Bundles
Campaign
Marketing
Suggestive
Marketing
Marketing
Comments
Customer
Relationship
Management
Customer
Self Care
Integrated Marketing
Solutions
Marketing
Follow-up
Inquiry
Churn/Reason
Code Analysis
3
Target
Marketing
EBPP
“Gold Mine”
Trouble
Report
Marketing
Service Order
Marketing
Subscriber
Inquiry
Marketing
Target Mktg
Statement
Msg/Insert/Backer
Agenda
Integrated Marketing Solutions
Target
Marketing
Creating
Bundles
Campaign
Marketing
Suggestive
Marketing
Marketing
Comments
Customer
Relationship
Management
Customer
Self Care
Integrated Marketing
Solutions
Marketing
Follow-up
Inquiry
Churn/Reason
Code Analysis
4
Target
Marketing
EBPP
“Gold Mine”
Trouble
Report
Marketing
Service Order
Marketing
Subscriber
Inquiry
Marketing
Target Mktg
Statement
Msg/Insert/Backer
Industry Trends
To Be Competitive and Successful
in the past, two requirements were needed:
“Great Products” & “Great Service”
---------------------------------------------------------------------------------------------
Today a third requirement is needed:
“Great Marketing”
5
Customer Contacts
“It is important that we
take advantage of every
customer contact?”
6
Customer Contacts
How many customer contacts do you
have each day?
How often does the CSR or I & R
technician try to inform or up sell?
It is important that you try to inform
or up sell?
7
Customer Contacts
Assume: 5 CSRs – each take 20 calls/day
---------------------------------------------------100 customer contacts/day
2,000 customer contacts/month
24,000 customer contacts/year
---------------------------------------------------------------------------Assume: 5 I&R Technicians – each handling 6 installation &
repair orders/day
-------------------------------------30 customer contacts/day
600 customer contacts/month
7,200 customer contacts/year
31,200 Customer Contacts/year
Plus statements every month
8
Customer Contacts
Keeping the customer informed or up selling can
be an impossible job without the right tools...
They need the right products, training and
immediate access to customer information.
9
Success
“The Key to Successful
Integrated Marketing Solutions”
is
----------------------------------------------------------------------------------------
“Integrated Target Marketing”
…not a separate marketing data base…
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What is Integrated Target Marketing?
…ITM provides your CSR’s with the ability to
instantly analyzing your customer’s products,
services, service location and demographics
-------------------------------------------------------through a set of predefined filters, “what if”
statements, that will allow your CSR’s to
inform or up sell the customer regarding your
service offerings.
---------------------------------------------------------------------------------------
Value?
11
Target Marketing Filters
Filters are sets of “what if” statements
designed to establish the different
sceneries your customers would have.
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Target Marketing Filter
“High Speed Internet” - filter
13
1
If subscriber is residential
2
If subscriber has dial up
3
If subscriber does not have hs internet
4
If service location is high speed
internet equipped Then…….
Target Marketing Filter
“Premium Bundle” – bundle filter
1
If subscriber is residential
2
If subscriber has high speed internet
3
If subscriber has cable TV
4
If subscriber does not have VoIP
Then…
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Target Marketing Filters
HS Internet
15
Voice Mail
CABLE TV
Bundle
1
~~~~~
1
~~~~~
1
~~~~~
1
~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
EBPP
EBPP
EBPP
EBPP
(Internet Billing)
(Internet Billing)
(Internet Billing)
(Internet Billing)
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Message
Statement
Message
Statement
Message
Statement
Message
Statement
Insert
Statement
Insert
Statement
Insert
Statement
Insert
Possible “What If” Search Parameters
Business or Resident
Services customers have (in and out of
bundles)
Services customers do not have (in and out of
bundles)
Service location – equipped
Demographic fields
Average toll per month
CPNI
16
Possible Targets
17
Bundles
Internet
High Speed Internet
VoIP
Cable TV
VOD
IPTV
Long distance
Voice mail
Renewal of terminating contracts
Possible Targets
Customer appreciation day
Basic computer classes
Internet classes
Keep close to the customer.
Keep the customer informed.
18
Suggestive Marketing
Suggestive Marketing utilizes ITM and provides
you with the capability to instantly analyze any
customers account, at strategic points, and be
able to suggest to the customer multiple ways in
which to up sell or inform the customer.
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The Power of Integrated Target Marketing
Examples of keeping customer informed and up selling:
---------------------------------------------------------------------------------------------
•
Has dial-up, but does not have HS Internet… document
•
•
Does not access account over internet… document
•
•
Mr/Mrs___ I see that you have internet service did you know
that you can access your account at any time and view your
statement over the internet?
Does not have caller ID…
•
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Mr/Mrs___I see you have dial-up, how is that service working
for you?
document
Mr/Mrs___ How do you answer calls when you are watching
your favorite TV program? …. Did you know that you can...
The Power of Integrated Target Marketing
Examples of keeping customer informed and up selling:
---------------------------------------------------------------------------------------------
•
Has dial-up, but does not have HS Internet… document
•
•
•
•
21
Mr/Mrs___I see you have dial-up, how is that service
working for you?
Are you able to send and receive pictures of your
family? I don’t know if you new it but DSL is now
available in your area and can be up to 50 times faster
than your current speed.
We do have a special promotion going on. You can
receive free installation and 3 months of service at ½
price.
Etc…….
Target Marketing Filters
HS Internet
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Voice Mail
CABLE TV
Bundle
1
~~~~~
1
~~~~~
1
~~~~~
1
~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
EBPP
EBPP
EBPP
EBPP
(Internet Billing)
(Internet Billing)
(Internet Billing)
(Internet Billing)
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Message
Statement
Message
Statement
Message
Statement
Message
Statement
Insert
Statement
Insert
Statement
Insert
Statement
Insert
Campaign Marketing
Campaign Marketing utilizes ITM and provides
you with the capability of instantly creating a
data base of all customers that satisfy the
criteria specified in one or more target
marketing filters.
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Target Marketing Filters
HS Internet
24
Voice Mail
CABLE TV
Bundle
1
~~~~~
1
~~~~~
1
~~~~~
1
~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
4
~~~~~~~
4
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4
~~~~~~~
4
~~~~~~~
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
EBPP
EBPP
EBPP
EBPP
(Internet Billing)
(Internet Billing)
(Internet Billing)
(Internet Billing)
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Message
Statement
Message
Statement
Message
Statement
Message
Statement
Insert
Statement
Insert
Statement
Insert
Statement
Insert
Process of Creating a Bundle
Customer Care/Billing System
Subscriber Information
Subscriber Equipment & Services
Service Location – Equipped/NonEquipped
Campaign Marketing – Using a Bundle Filter
Create Bundle Database (Possible Campaign)
Yes
Analyze Bundle Database Results
Change Bundle Parameters
No
Test Market Bundle Acceptance
Accepted
Bundle Campaign Configuration and Database Ready
25
Not
Accepted
26
Campaign Data Base
27
Complete list of all subscribers in the campaign
Information in detail form
Information in summary form
Information in graphical form
Drill down capability
Total number of subscribers
Total potential revenue
Total number & % of subscribers sold
Campaign Data Base
28
Total number and % of subscribers rejecting offer
Total recurring revenue prior to service order
Total recurring revenue after service order
Total additional recurring revenue
CSR that sold or created the service order
Reason code why subscriber added service
CSR that created the service order
Total revenue by CSR
Create a campaign from previously created campaign
Adhoc reporting tool
Updating of Campaign Data Base
Service Order
Campaign A
Campaign B
Campaign C
When ever a service order is written the system needs to
automatically update the active campaigns.
“Measurement”
29
30
Measuring Success
Churn/Reason Code Analysis
Service Order
--------------------------------
Item
Premium DSL
Amount
Reason Code
$75.95
dm
When entering any service order enter the reason
code (require that CSR enter a reason code)
31
Churn/Reason Code Analysis
32
On demand reporting
By reason code
By date range
Any specific set or all item codes
Installs or removals or both
Highest activity
Integrated Marketing Solutions
Customer Database
w/ Integrated CRM
Service
Orders
Target
Marketing
Suggestive
Marketing
Campaign
Marketing
Statement
Marketing
Trouble
Reporting
Service
Orders
Subscriber
Inquiry
Paper
Statements
Churn
Analysis
Statement
Backer
33
Statement
Inserts
Statement
Messages
Email
Labels
EBPP
Statements
Messages
Letters
Excel
Banner
Ads
Links
Target Marketing Filters
HS Internet
34
Voice Mail
CABLE TV
Bundle
1
~~~~~
1
~~~~~
1
~~~~~
1
~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
2
~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
3
~~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
4
~~~~~~~
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
Suggestive
Marketing
EBPP
EBPP
EBPP
EBPP
(Internet Billing)
(Internet Billing)
(Internet Billing)
(Internet Billing)
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Backer
Statement
Message
Statement
Message
Statement
Message
Statement
Message
Statement
Insert
Statement
Insert
Statement
Insert
Statement
Insert
Bundles
Be able to enter a bundle by entering one
item code
Be able to discount or not discount the
individual items within a bundle
Be able to credit the individual revenue
accounts within the bundle
Be able to charge the individual discount
accounts within the bundle
35
Bundles
Be able to change the optional items
within a bundle without removing the
entire bundle and entering a new bundle
Be able to summarize the bundle on the
statement (federal excise tax)
Be able to keep track of a contract date
Be able to keep track of a penalty amount
due to early termination
36
Customer Relationship Management
“A Customer Relationship Management
system houses all the critical business
information an organization needs to develop
effective sales, marketing and customer
service strategies.”
-----------------------------3rd Party CRM?
37
Integrated Marketing Solutions
Target
Marketing
Creating
Bundles
Campaign
Marketing
Suggestive
Marketing
Marketing
Comments
Customer
Relationship
Management
Customer
Self Care
Integrated Marketing
Solutions
Marketing
Follow-up
Inquiry
Churn/Reason
Code Analysis
38
Target
Marketing
EBPP
“Gold Mine”
Trouble
Report
Marketing
Service Order
Marketing
Subscriber
Inquiry
Marketing
Target Mktg
Statement
Msg/Insert/Backer
Integrated Marketing Solutions
Target
Marketing
Creating
Bundles
Campaign
Marketing
Suggestive
Marketing
Customer
Relationship
Management
“Integrated Marketing Solutions are
Integrated
Marketing
Extremely Powerful
and
Essential to Your
Solutions
Company’s Success in Competing and
Marketing of Your Services.”
Marketing
Comments
Customer
Self Care
Marketing
Follow-up
Inquiry
Target
Marketing
EBPP
Churn/Reason
Code Analysis
39
Trouble
Report
Marketing
Service Order
Marketing
Subscriber
Inquiry
Marketing
Target Mktg
Statement
Msg/Insert/Backer
Integrated Marketing Solutions
Leland Smithson
Quintrex Data Systems Corp.
[email protected]
319/363-5508