banking, insurance & capital markets Multi-channel communication management with clients Comarch CRM Campaign Management

Transcription

1 banking, insurance & capital markets Multi-channel communication management with clients Comarch CRM Campaign Management

2 Banking, Insurance and Capital Markets 2 Introduction Throughout many years of cooperation with customers from different economic sectors, mainly in banking and telecommunications, Comarch has developed complex solutions supporting customer relationships the Comarch CRM platform. The system is distinguished by a modular structure and covers a wide range of functionality ensuring the comprehensive management of both retail and corporate customer relationships.

3 Comarch CRM Campaign Management 3 These basic modules of Comarch CRM are responsible for the specific areas of Customer Relationship Management. Comarch CRM Sales Management sales support new customer acquisition, sales optimization with cross and up selling techniques, sales structure management, monitoring and reporting of sales objectives. Comarch CRM Campaign Management communication management general customer communication management, sales and informative campaigns, campaign maintenance: planning, organizing, carrying out, monitoring and reporting. Comarch CRM Loyalty Management building strong relationships with customers building loyalty schemes and managing loyalty and retention programs, maintenance of price distribution. Comarch CRM Analysis data processing and analysis customer data management, the building and modification of statistical models, compound analysis of large amounts of data, complex data visualization techniques enabling data specification and user distinction. Additionally, the functionality of Comarch CRM may be extended thanks to the integration of supporting systems: Content Management, Document Management, e-learning, etc. All modules form a single modern solution called The Comarch Business Platform. Thanks to such a construction, Comarch CRM helps precisely match functionality to specific company needs, and its integration with a workflow class system enables flexibly designing supported business processes. Scoring Card Reporting E-learning Loyalty Management Content Management Campaign Management Comarch CRM Document Management Sales Management Business Processes Management Analysis Billing EDI Comarch CRM module structure

4 Banking, Insurance and Capital Markets 4 It is worth stressing that all Comarch CRM modules are characterized by: multichannel structure servicing of traditional and electronic communication channels: branch offices, contact center, interactive websites, mailing and ing, SMS, self-service tools and instant messengers, personalization and individualization functional and visual matching for the needs and scope of responsibility of a particular user, effective data management policy ensuring a high quality of current and potential customer data and compliance with national and international personal data safety regulations. The particular characteristic of The Comarch CRM Platform that differentiates this solution from those on the market is its modern administrative tool which enables the flexible modeling functionality of the system directly by users (Business Administrators). System modifications can be realized by users who do not have specialized IT knowledge by using the special administration console. Comarch CRM Campaign Management Comarch CRM Campaign Management is a modern tool enabling successful and effective promotional actions, sales campaigns and generally understood informative actions. The rich functionality of the system enables the management of company communication with clients, contractors and employees. Due to an intuitive interface based on www technology, Comarch CRM Campaign Management can be utilized by users with no technical IT knowledge. The system enables the performance of complex operations in a user friendly way: defining target groups, creating content, preparing a campaign schedule and the opti- User desktop Target groups

5 Comarch CRM Campaign Management mal distribution channels. The optimization of distribution channels is especially important for multi-channel communication. Comarch CRM Campaign Management is a system prepared for multi-channel campaign management. It supports direct communication: post services, divisions, contact centers, ing, SMSs, websites, e-shops, and indirect communication often used in ATL campaigns: press, billboards, radio, TV, etc. The system allows using complex campaign management processes with the participation of multiple users working on different organizational levels. The designed processes activate both automatic and manual actions which ensure the full control of the marketing action process. It is important that the process modeling can be realized directly by authorized users, which further empowers efficiency and lower operating costs. The other characteristic which affects its flexibility is its modular structure. Such an approach enables effective system usage by both large companies with multiple divisions as well as small ones with centralized organizational structures. This solution allows the management of both simple and complex marketing campaigns at every stage of the process: planning, organizing, realization, monitoring and reporting. Increasing demands regarding the efficiency of marketing campaigns by modern companies from different business sectors have resulted in Comarch constantly developing its CRM Campaign Management system. During research & development, Comarch produced a unique solution, which has proven to be essential in the success of marketing actions. These are: ATL campaign support, budget management, resource optimization (mainly communication channels), automatic generation of alerts and notifications. Short term business results from the utilization of Comarch CRM Campaign Management, are primarily increases in performance indicators, thanks to: reaching a precisely defined customer group with the offer, matching the product offer with customers needs, presenting an offer to a client in time, carrying out an informative campaign using low-price communication channels, shortening the customer service cycle, increasing customer satisfaction. 5

6 Banking, Insurance and Capital Markets Functionality 6 Comarch CRM Campaign Management includes the entire marketing campaign management cycle within its functionality: Planning (developing marketing campaign initiatives, collecting, verification and acceptance of initiatives). Testing (preparation of representative test groups, carrying out a test campaign, outcome analysis, report creation). Preparation (campaign scheme preparation, designing static and dynamic target group profiles, use of assumptions, templates and data from previous campaigns, campaign budget management, workflow enabling the cooperation of multiple company units simultaneously). Realization (starting a campaign in different channels, realization of one time, sequential and permanent campaigns; initiation of event-triggered actions and the possibility of stopping and/or modifying campaigns). Monitoring and reporting (direct control of the campaign flow and comparing its results with non-campaign customer service results; creating efficiency reports using standard indices: response rate, conversion rate, net present value, marketing return on investment, the possibility of collecting specific information regarding campaigns and using this information in order to improve the efficiency of further campaigns; new mechanisms for report processing and visualization). Each worker taking part in the preparation and realization of the campaign has a precise and personalized interface at their disposal. Marketing Campaign Planning Within marketing campaign planning is marketing initiative management which is the proposal of marketing campaigns within a defined period of time in the future. Marketing initiatives are reported on directly by business users responsible for specific business tasks, who do not have scientific knowledge regarding marketing campaign management. Usually these are product man- Reporting Planning Business Process Management Monitoring Preparations Realization The marketing campaign cycle

7 Comarch CRM Campaign Management agers, sales managers or sales point managers. For the preparation of initiatives, transparent and user friendly application forms are used, which compile basic information regarding campaign goals, a description of the target group, estimated results, realization time etc. Thanks to such a solution, all applications contain a consistent, standard form and enable data preparation for the next step of campaign management: campaign preparation. For large enterprises with many employees, the marketing campaign process management module plays an important role in campaign management. The marketing campaign process involves: Initiative preparation and automatic system verification, Dispatching an initiative to a person verifying primary assumptions, Initiative verification by an authorized user, Initiative acceptance (or rejection and resending for corrections), Forwarding an initiative to the next level: campaign preparation. Accepted initiatives are marked in a planned campaign timetable In the initiative description process, the preliminary budget and sales estimations are added. Data placed in the initiative form are used in the next stage: Marketing Campaign preparation 7 gain loss ,8 0,6 0,4 0,2 0 Optimization of the target group

8 Banking, Insurance and Capital Markets 8 Marketing campaign preparation Marketing initiatives which were positively verified go to the next stage where the following actions are taken: establishing goals and criteria for campaign success, determining the targeted population of the campaign, choosing the distribution channels used in the campaign, developing and selecting marketing communicates, determining actions to be taken within the campaign, establishing a campaign timetable. The establishment of campaign goals in Comarch CRM Campaign Management is connected with the results of initiative verification in the planning and budgeting stage. Parameters of campaign success may be by both company and external entities. For defining a target group, Comarch CRM Campaign Management uses an especially dedicated console, which enables quick and easy query creation. The system also enables integration with external analytical tools and use of queries originating outside the system. Another way for defining a target group is through the ability to import a customer list from external resources. For the target group definition stage and the subsequent generation of data, the system uses mechanisms for controlling choice characteristics. eliminating duplication within the target group, hierarchical choices, population filtering, assessment of the targeted population size. Analytical models are available for use thanks to integration with the analytical module enabling numerous actions which are important from the business perspective. segmentation and client profiling, selection of profitable customer groups as well as those resulting in loss, identification of customers with whom cooperation may be possible, predicting customer migration between segments, selection of customers who may be interested in the offer, with a calculated probability of purchase, selection of the most accurate communication channel from the: client s perspective, product perspective, type of campaign. Validation rules Report generation

9 Comarch CRM Campaign Management One of the key functionalities of the Comarch CRM Campaign Management application is the integrated communication channel management multichannel management. The system, utilizing the analytical module, enables the selection of the most accurate communication channel from the perspective of effectiveness and budget optimization. Analytical models suggest communication with selected customer groups through specified channels maintaining the most effective sequence. Communication channel management in Comarch CRM Campaign Management involves: predefinition in the primary channel system, defining channels used for inbound and outbound communication, parameterization of communication channels added to the system, defining communication channels specific to a business sector (ATM machines, internet banking within the banking sector). Currently, one of the most important communication channels is the Internet. In the Comarch CRM Campaign Management system there are numerous easy to use tools essential for carrying out effective campaigns on www sites. Campaigns may be conducted through internal websites as well as external portals belonging to business partners presales pages. Comarch CRM Campaign Management provides an opportunity to: develop media channels (pop-ups, banners, multimedia objects, hyperlinks, etc), localization on a website banner rotation frequency (for multiple objects in the same area of a website), website positioning in web browsers and promoting a website in other channels (as a link sent in s, leaflet footers, sent letters, etc). Increasing the relevance of communication makes this communication channel one of the most important for marketing campaigns. In the Comarch CRM Campaign Management system it is easy to prepare the following: content of an ed message, e-newsletters, automatic replies with the use of auto responder, methods for obtaining client data according to permission marketing (rules Opt-in, Double Opt-in). Dynamic internet development has influenced the functionality of other communication channels, primarily the Contact Center. Today s call centers, apart from inbound and outbound calls, deal with communication generated by: internet (chat, call-back, www claim forms), , SMS, instant messengers. The Multimedia characteristic of Contact Centers opens new ways to communicate with customers in the campaign management system. In the Comarch CRM Campaign Management system, the above mentioned capabilities are presented in the following new functionality. creating marketing actions (inbound, outbound), building a tree structure of scripts dedicated for call centers agents, knowledge management of FAQs. Apart from communication channel management, the Comarch CRM Campaign Management system enables saving financial parameters crucial for the management of a marketing budget. The range and methodology of budget management can be modified so it matches the company specification based on: List of activities covered by the budget (list of campaigns budgeted for over a given term). Parameters describing the details of a created budget (time, regional specifications, divisions, distribution channels, projects, marketing programs, campaign types and expense types). 9

10 Banking, Insurance and Capital Markets 10 The creation, optimization and budget acceptance process is matched to the company s procedures. Each budget version created through significant calculation is presented in the system and then archived. The final version is accepted and forwarded for realization. In the next step, the system automatically monitors budget realization and forwards information on to specified users. The precision and range of monitored positions is agreed upon directly by business users. The most frequently monitored positions are: expenses realized by particular business departments based on accounting records, expenses realized in particular communication channels, expenses related with promotional and price discounts, expenses for defined segments and customer profiles. Comarch CRM Campaign Management enables effectively managing the tasks of specified users participating in the campaign preparation. The employee responsible for the creation of a campaign receives notifications and system alerts reminding him about important tasks. Additionally, the system automatically generates system alerts regarding: mistakes in the realization of a campaign, campaign results, mistakes in the prepared definitions, incidents in the campaign realization process, discrepancies of the marketing action terms in a timetable. Realization terms for all marketing actions are stored in a timetable and presented on a collective Gantt chart. It s worth stressing that the integration of Comarch CRM Campaign Management with the analytical module enables the use of statistical models indicating optimal actions and optimal timetables. During the campaign preparation stage, the system provides an opportunity to program activities that are automatically executed. These are activated when a defined action takes place. For example, right after receiving mail with a question from a client, the system generates and sends a text with confirmation and information for the client about further service steps. Campaign initiative reporting Initiative search

11 Comarch CRM Campaign Management Realization and monitoring of a marketing campaign The rich functionality of the Comarch CRM Campaign Management system enables the operation of practically every type of marketing campaign: test, one time, continuous, event-triggered, multi-stage and multi-channel, external (prepared alongside the Comarch CRM Campaign Management system). Each type of campaign realized in the system may be launched manually or automatically according to a timetable. During the realization of the campaign the system monitors progress and in the event of any malfunctions, takes actions to resolve the problem or generates alerts and notifications for particular users. Thanks to such a solution, the workers responsible for campaign realization maintain full control. Moreover, the system addresses the high quality of service for a realized campaign. A good example is in the optimal distribution of contacts for specific communication channels. In the even of insufficient capacity of a communication channel and the appearance of bottlenecks, the system automatically moves contacts according to the optimization rules of a different channel. Automatic activation of sequential actions in the system is controlled under multiple conditions primarily timetable dates, particular scenario steps and priorities. Taking further steps and campaign scenarios require the synchronization and realization of complex tasks. generating additional target groups (often related to the result of a previous campaign step), authorization of actions taken by system users. Thanks to the centralization of action, Comarch CRM Campaign Management enables the immediate withdrawal of a campaign in progress in either its entirety or in part (in the event it doesn t bring about the desired results or the assumed goals were already accomplished). Moreover, stopping a campaign, applying improvements and re-launching it, is also possible within the system.. During the stage of campaign preparation as well as during the realization process, conflicts may appear in the defined conditions of campaign realization. This is a result of the fact that ongoing campaigns compete over a marketing budget as well as other resourc- 11 Campaign list Campaign timetable

12 Banking, Insurance and Capital Markets Marketing campaign management systems play a bigger role in achieving a long term, highly competitive position on a market. The strength of these systems depend on efficient contact management, communication with a high volume of customers as well as the utilization of multiple communications channels while maintaining the personal feel of customer service. 12 Comarch CRM Campaign Management is a next generation solution allowing complex customer communication management. It begins with high quality data assurance, through comprehensive operational process management including; preparation, planning, realization and monitoring, up to reporting and campaign efficiency analysis, quantified by numerous marketing and financial indicators.

13 Comarch CRM Campaign Management es and often have the same clients and use the same communication channels. Campaign conflicts naturally appear because: During campaign planning realization terms may not be known (conditional & event-triggered campaigns). During campaign planning the target group may not be known (dynamic population selection). Resource requirements may not be known during the planning of a campaign. During campaign planning it is necessary to comply with variable business rules. To achieve the effective realization of a prepared campaign while eliminating conflicts, Comarch CRM Campaign Management uses complex mechanisms for resolving various types of potential conflicts. conflicts involving belonging to different target groups, conflicts of material usage (communication channels), conflicts caused by specific business rules of communication and priorities (for example a client can t receive two messages on the same day regarding the same campaign. Efficiently monitoring a realized campaign in real-time requires constant communication with system users. Comarch CRM Campaign Management uses a wide range of communicates for users logged into the system: notifications such as system messages, displayed as a text message in specified sections and pop-ups. For users not logged in, the system generates alerts and notifications delivered via SMS or . Reporting marketing campaign results A key factor in the success of the marketing campaign management process is the ability to collect information about the results of marketing actions as well as its analysis and storage. Results showing the effectiveness of an organized campaign are an invaluable source of knowledge in organizing subsequent campaigns and for optimizing their parameters. All the above mentioned functionalities in the Comarch CRM Campaign Management system are realized in the reporting module. In this module, it is possible to define and generate reports for management and analytical purposes. Reports can be modified to various users needs according to: aggregation level, result visualization methods, frequency of its generation and accessibility. The system s reporting module orders an additional complex mechanism for collecting the results of clients reactions to a campaign (response management). Results are presented as indicators matched to distribution channels such as: Internet indicators: CTR Click Through Ratio, CPA Cost Per Action, CPC Cost Per Click, PPS Pay Per Sale, COA Cost Of Acquisition. Contact Center indicators: CPC Cost Per Call, SLA Service Level Agreement, AHT Average Handling Time, ACV, etc. Apart from specialized indicators characterizing campaign results in particular communication channels, Comarch CRM Campaign Management produces the following general indicators: 13

14 Banking, Insurance and Capital Markets Direct result measurements (response rate, conversion rate, MROI Marketing Return On Investment). Indirect results measurement (CSR Cross Sales Ratio products & services related to a campaign sales increase). Result measurement takes place in terms of both the entire campaign but also its separate stages. Accomplished results can be forwarded and compared against collected financial data within the application for planning & budgeting marketing actions. Archiving a completed campaign involves storing all the information about the campaign (parameterization, processes, target groups, answers, conflicts and so on). The system enables the use of historical data directly in new campaign preparation. A distinctive characteristic of this solution is the ability for reporting campaign results based on the historical results of previous campaigns (marketing programs, campaigns, campaign manager level). Analysis of campaign results (in cooperation with the statistical application) identifies factors influencing the effectiveness of these campaigns. 14 Benefits Due to importance of customer communication management, Comarch CRM Campaign Management has become an increasingly important tool in maintaining a solid position on the market. By enabling precise definition of a target group, communication channel optimization, detailed preparation of marketing messages, campaign realization time, frequency of contact with specific customer profiles; the system increases the effectiveness of sales campaigns and service quality. The system allows the avoidance of annoying actions and the resulting customer dissatisfaction by eliminating negative campaign effects such as: spam, junk mail or cold calls. Comarch CRM Campaign Management addresses the most important problems related to marketing campaign management, thereby allowing the achievement of tangible financial and marketing benefits in the short term. Financial benefits primarily include significant cost decreases and noticeable increases in sales effectiveness for a marketing campaign. The marketing benefits provided by Comarch CRM Campaign Management mainly involve improvements in customer relationship management and the effective use of current resources. Essential financial benefits: Operational costs decrease in campaign preparation as a result of the automation and standardization of actions taken. Significant decrease in the time related to the costly preparation and management of the campaign. Moving client communication towards cheaper communication channels. Monitoring the effectiveness of fund use for marketing campaigns calculated by way of NVP and MROI indexes. Multiple use of structured and archived marketing campaign templates. Aggregation of correspondence for a specified term in one dispatch, saving multiple sending costs. Identifying and eliminating inefficient marketing actions.

15 Comarch CRM Campaign Management Essential marketing benefits: The increase of potential and current customer data. Customer relationship management support throughout the entire life cycle, from the moment of activation through the campaign process and including the maintenance of a high retention level. Use of all communication channels for customer relationship management, as well as non-standard channels: self service points, multimedia kiosks. Increase of campaign effectiveness calculated through basic indicators - response rate, conversion rate and other indices characteristic for specified communication channels. Identifying and resolving errors (for example sending duplicated messages within one campaign). Intensive use of communication channels thanks to multichannel campaigns and matching a customer profile and communication type to a specific type of communication channel. Ensuring the highest standards of customer data protection complying with both national (Personal Data Protection Bill) and European standards (Directive of the European Parliament and the Convention of European Council). Automation of cooperation with external companies providing customer data and organization of ATL campaigns. Apart from the above mentioned financial and marketing advantages, it s worth mentioning that Comarch CRM Campaign Management affects other functions of the company and provides benefits related to: higher standards of the marketing actions taken as well as the improved organization of the entire marketing campaign management process. monitoring the results of marketing campaigns in real time, wider reporting possibilities of campaign results and the distribution of reports for specified users, use of a simple, intuitive interface matched to a user profile enabling efficient system use, management of marketing campaign operation to achieve action standardization and facilitate workgroup support is especially important in large companies. Further benefits achieved thanks to the Comarch CRM Campaign Management system come as a result of its unique functionality, which makes the solution stand out on the market and significantly influences the service effectiveness of the entire marketing campaign management process, including: company wide marketing campaign budget management, marketing initiative management, a complex mechanism for the definition of restrictions and conflict resolution, an administrative module that is rich in functionality and enables a wide range of modifications and the development of the entire CCM system, directly by the employees of a company (business administrators). 15

16 Comarch Headquarters Al. Jana Pawla II 39 a Krakow Poland phone: fax: info@comarch.pl Comarch Inc. 2 South University Drive Suite 200 Plantation, FL phone: fax: info@comarch.com Comarch Software AG Chemnitzer Str Dresden Germany phone: fax: info@comarch.de Comarch OOO Prechistenskiy Pereulok 14/ Moscow Russia phone: Poland Gdansk, Katowice, Krakow, Lublin, Lodz, Poznan, Szczecin, Warsaw, Wroclaw Belgium Brussels France Lille Germany Dresden, Frankfurt/Main Lithuania Vilnius Panama Panama City Russia Moscow Slovakia Bratislava UAE Dubai Ukraine Kiev, Lviv USA Chicago, Miami Comarch is a leading Central European IT business solutions provider specializing in forging business relationships that maximize customer profitability while optimizing business and operational processes. Comarch s primary advantage lies in the vast domain of knowledge accumulated in and applied to our software products. These products incorporate highly sophisticated IT solutions for businesses in all vertical sectors. Comarch has a multinational network of offices employing over 2800 highly-experienced IT specialists in Europe, the Middle East and the Americas. ComArch Spółka Akcyjna with its registered seat in Kraków at Aleja Jana Pawła II 39A, entered in the National Court Register kept by the District Court for Kraków-Śródmieście in Kraków, the 11th Commercial Division of the National Court Register under no. KRS The share capital amounts to 7,960, zł. The share capital was fully paid, NIP Copyright Comarch All Rights Reserved. No part of this document may be reproduced in any form without the prior written consent of Comarch. Comarch reserves the right to revise this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their respective owners. EN