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Integrated Marketing Solutions
Leland Smithson
Quintrex Data Systems Corp.
www.quintrex.com
“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.”
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Agenda
Integrated Marketing Solutions
Integrated MarketingSolutions
CustomerRelationship Management
CustomerSelf Care
Target Mktg Statement
Msg/Insert/Backer
Subscriber Inquiry
Marketing
Service Order Marketing
Trouble Report
Marketing
Churn/Reason Code Analysis
MarketingFollow-up
Inquiry
Marketing Comments
Target Marketing
CreatingBundles
CampaignMarketing
SuggestiveMarketing
Target Marketing
EBPP“Gold Mine”“Gold Mine”
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Agenda
Integrated Marketing Solutions
Integrated MarketingSolutions
CustomerRelationship Management
CustomerSelf Care
Target Mktg Statement
Msg/Insert/Backer
Subscriber Inquiry
Marketing
Service Order Marketing
Trouble Report
Marketing
Churn/Reason Code Analysis
MarketingFollow-up
Inquiry
Marketing Comments
Target Marketing
CreatingBundles
CampaignMarketing
SuggestiveMarketing
Target Marketing
EBPP“Gold Mine”“Gold Mine”
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To Be Competitive and Successful
in the past, two requirements were needed:
“Great Products” & “Great Service”---------------------------------------------------------------------------------------------
Today a third requirement is needed:
“Great Marketing”
Industry Trends
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“It is important that we take advantage of every customer
contact?”
Customer Contacts
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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?
Customer Contacts
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Assume: 5 CSRs – each take 20 calls/day----------------------------------------------------
100 customer contacts/day2,000 customer contacts/month24,000 customer contacts/year
----------------------------------------------------------------------------Assume: 5 I&R Technicians – each handling 6 installation & repair orders/day
--------------------------------------30 customer contacts/day
600 customer contacts/month7,200 customer contacts/year
31,200 Customer Contacts/yearPlus statements every month
Customer Contacts
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Keeping the customer informed or up selling can be an impossible job without the right
tools...
They need the right products, training andimmediate access to customer information.
Customer Contacts
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“The Key to Successful
Integrated Marketing Solutions”is
----------------------------------------------------------------------------------------
“Integrated Target Marketing”
…not a separate marketing data base…
Success
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…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?
What is Integrated Target Marketing?
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Filters are sets of “what if” statements designed to establish the different
sceneries your customers would have.
Target Marketing Filters
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“High Speed Internet” - filter
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If subscriber is residential
If subscriber has dial up
If subscriber does not have hs internet
If service location is high speed internet equipped Then…….
Target Marketing Filter
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“Premium Bundle” – bundle filter
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If subscriber is residential
If subscriber has high speed internet
If subscriber has cable TV
If subscriber does not have VoIP
Then…
Target Marketing Filter
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HS Internet
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
Voice Mail
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
CABLE TV
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3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Bundle
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Target Marketing Filters
StatementMessage
StatementInsert
StatementMessage
StatementMessage
StatementMessage
StatementInsert
StatementInsert
StatementInsert
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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
Possible “What If” Search Parameters
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Bundles Internet High Speed Internet VoIP Cable TV VOD IPTV Long distance Voice mail Renewal of terminating contracts
Possible Targets
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Customer appreciation day Basic computer classes Internet classes
Keep close to the customer.
Keep the customer informed.
Possible Targets
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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.
Suggestive Marketing
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Examples of keeping customer informed and up selling:---------------------------------------------------------------------------------------------
• Has dial-up, but does not have HS Internet… document
• Mr/Mrs___I see you have dial-up, how is that service working for you?
• 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… 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
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Examples of keeping customer informed and up selling:---------------------------------------------------------------------------------------------
• Has dial-up, but does not have HS Internet… document
• 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…….
The Power of Integrated Target Marketing
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HS Internet
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2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
Voice Mail
1
2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
CABLE TV
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2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Bundle
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2
3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Target Marketing Filters
StatementMessage
StatementInsert
StatementMessage
StatementMessage
StatementMessage
StatementInsert
StatementInsert
StatementInsert
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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.
Campaign Marketing
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HS Internet
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2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
Voice Mail
1
2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
CABLE TV
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2
3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Bundle
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3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Target Marketing Filters
StatementMessage
StatementInsert
StatementMessage
StatementMessage
StatementMessage
StatementInsert
StatementInsert
StatementInsert
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Accepted
No
Campaign Marketing – Using a Bundle Filter
Analyze Bundle Database Results
Create Bundle Database (Possible Campaign)
Bundle Campaign Configuration and Database Ready
Test Market Bundle Acceptance
Change Bundle Parameters
Customer Care/Billing SystemSubscriber Information
Subscriber Equipment & ServicesService Location – Equipped/NonEquipped
Process of Creating a Bundle
Yes Not Accepted
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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
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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
Campaign Data Base
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Updating of Campaign Data Base
When ever a service order is written the system needs toautomatically update the active campaigns.
“Measurement”
Service Order
Campaign A Campaign B Campaign C
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Service Order--------------------------------
Item Amount Reason Code
Premium DSL $75.95 dm
When entering any service order enter the reason code (require that CSR enter a reason code)
Measuring Success
Churn/Reason Code Analysis
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On demand reporting By reason code By date range Any specific set or all item codes Installs or removals or both Highest activity
Churn/Reason Code Analysis
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Integrated Marketing Solutions
TargetMarketingSuggestive
MarketingCampaignMarketing
StatementMarketing
SubscriberInquiry
ServiceOrders
TroubleReporting
EBPPStatements
PaperStatements
StatementMessages
StatementInserts
StatementBacker
BannerAds
Messages
Customer Database w/ Integrated CRM
Links
ChurnAnalysis Excel
ServiceOrders
LettersLabels
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HS Internet
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3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
Voice Mail
1
2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
CABLE TV
1
2
3
4
~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Bundle
1
2
3
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~~~~~
~~~~~~~
~~~~~~~~
~~~~~~~
SuggestiveMarketing
EBPP(Internet Billing)
StatementBacker
Target Marketing Filters
StatementMessage
StatementInsert
StatementMessage
StatementMessage
StatementMessage
StatementInsert
StatementInsert
StatementInsert
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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
Bundles
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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
Bundles
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“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?
Customer Relationship Management
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Integrated Marketing Solutions
Integrated MarketingSolutions
CustomerRelationship Management
CustomerSelf Care
Target Mktg Statement
Msg/Insert/Backer
Subscriber Inquiry
Marketing
Service Order Marketing
Trouble Report
Marketing
Churn/Reason Code Analysis
MarketingFollow-up
Inquiry
Marketing Comments
Target Marketing
CreatingBundles
CampaignMarketing
SuggestiveMarketing
Target Marketing
EBPP“Gold Mine”“Gold Mine”
39
Integrated Marketing Solutions
Integrated MarketingSolutions
CustomerRelationship Management
CustomerSelf Care
Target Mktg Statement
Msg/Insert/Backer
Subscriber Inquiry
Marketing
Service Order Marketing
Trouble Report
Marketing
Churn/Reason Code Analysis
MarketingFollow-up
Inquiry
Marketing Comments
Target Marketing
CreatingBundles
CampaignMarketing
SuggestiveMarketing
Target Marketing
EBPP
“Integrated Marketing Solutions are Extremely Powerful and Essential to Your
Company’s Success in Competing and Marketing of Your Services.”
Integrated Marketing Solutions
Leland Smithson
Quintrex Data Systems Corp.
[email protected]/363-5508