Neo push pull service

Buongiorno.Activating entertainment

Push and Pull CRM – Opt-In Loyalty Programme

B! CRM : product highlights

Implementation of CRM campaigns

Quality assurance

CRM toolkit

Perfect knowledge of the customer life cycle

A few success stories

Easy-to-implement secure data management

Implementation and scheduling


Implementation of CRM campaignsImplementation of CRM campaigns

Quality assuranceQuality assurance

CRM toolkit CRM toolkit


A few success storiesA few success stories

Easy-to-implement secure data management Easy-to-implement secure data management

Implementation and schedulingImplementation and scheduling


• Buongiorno brings you a unique expertise in customer life cycle management.

Three stages in the customer’s life:• Acquisition and promotion: discovery stage• Permission and database building: subscription stage• Relationship and loyalty: long-term relationship development stage

Our goal is to help you building and maintaining a sustainable relationship with your customers throughout those three stages through specific actions.

• At each stage of the customer’s life, we know exactly which action to take to reach growth. We identified four main groups of users based on purchasing and browsing behaviour:

An exemple of lifecycle management:

Purchasing

Bro

wsi

ng

All Stars

Cash and Dash

Window Shoppers

Virgins

“The Virgins”: Low browsing and low spend levels. Many new users into the service fall into this category.

Recommendations:–Offer free content on registration–Offer downloads promotions to stimulate purchase i.e. BOGOF–Offer bundles to encourage trial of new product types



Purchasing

Bro

wsi

ng

All Stars

Cash and Dash

Window Shoppers

Virgins

“Window Shoppers”: high browsing levels combined with a low spend.Recommendations:

–Introduce WAP service promotions i.e. mobile magazines, location based services–Offer discounted downloads to stimulate purchase–Test the product for FREE



Purchasing

Bro

wsi

ng

All Stars

Cash and Dash

Window Shoppers

Virgins

“The Cash & Dash”: Low browsing levels but a high spend. Recommendations:

–Ease navigation/customer experience –Reduce number of clicks from home page to content–Direct links to content pages–Promote mobile services to encourage usage & browsing


“All Stars”: High browsing and high spendRecommendations:

–Reward these members–Promote new services and downloads on portal–Increase number of monthly messages to this group as they are more responsive and open to pushes


Purchasing

Bro

wsi

ng

All Stars

Cash and Dash

Window Shoppers

Virgins

Specific actions throughout the customer’s lifecycle

WELCOME “Subscribe!”

ACTIVATE continue…

ACTIVATE

“Buy One, get one FREE!”

RECOMMEND“ If you liked XXX you’ll like YYY”

REWARD“It’s your Birthday!

Get a FREE ringtone!”

3 months 6 months

INCREASE CUSTOMER VALUE


Implementation of CRM campaigns



Perfect knowledge of the customer life cyclePerfect knowledge of the customer life cycle




Single User ViewSingle User View

Creating a unified

profile database

Declarative dataBehavioral data Operator profiling

data

1

CRM PushCRM PushCRM PullCRM Pull

Serve campaigns cross-channel

WAP / WebIVR / Video

SMS / MMSe-Mail

3

Campaign Campaign

OptimisationOptimisation

Tracking &Tracking &

ReportingReporting

4

Expertise in mobile marketing campaigns

2

Data analysisData analysis

Identify clusters

Define campaigns


WEEK Alert 1

Alert 2

Games Newsletter

Entertainment Newsletter

Music Newsletter

1

2

3

4


Campaign

Roll-out test campaigns to sample groups

Define sample test groups

Target and message broad definition

Roll-out main campaign

Analyse results and report back

Work on new creative propositions

Optimise future campaignsusing new learning's

Analyse results and report back

Are test results

acceptable?

Yes No

-Define sub-targets-Define a set of messages for testing purposes

Campaign test and roll method has proven to be most efficient:

Destination

Strategy

Execution

Measurement



Quality assurance






Quality Assurance

• Buongiorno is committed to growth through innovation and quality. We are willing to deliver adapted, innovative and evolutive solutions to our clients.

• Focus: qualitative market research.

Goals:⇒ Go further in the customer insight ⇒ Find answers to specific issues ⇒ Highlight main successes and progression margin

Quality Assurance

1. Develop the questionnaire

2. Build the mobile logic and map customer experience

3. Send a push

4. Analyse the results findings

Process:

Quality Assurance

Drill-down into verbatim comments Raw Data results for immediate action

Result analysis:




CRM toolkit





A all-in-one marketing solution

• Our set of tools offers endless possibilities. Get the best of multi channel targeted communication:

Single User View

Gender

Age

Games Purchaser

Music genreCLUSTERING

Data analysis for cluster identification and CRM strategy definitionData analysis



Data analysis for cluster identification and CRM strategy definition

Dynamic pricing and management of loyalty mileage programPricing Manager

Data analysis



Dynamic personalization of the Wap & Web pages based on customer profile, purchase history and behavior

CRM Pull

A version of “Offers & Win” is always shown. If the customer is unengaged, a link to the engagement proposition is shown.

Time sensitive theme content can be displayed and removed on a day-by-day basis.

Unengaged Proposition

Themes are displayed on the basis of the segment priority matrix briefed monthly showing which themes each segment sees.

Elements are also driven by individual genre preference data





Targetted alerts and newsletters across relevant bearers (SMS, MMS, WAP Push, Email ...)CRM Push


CRM Pull

Retrouvez My World en cliquant

sur le lien ci-dessous :

http://fakeaddress...

Weekly targeted MMS/SMS newsletter, highlighting special contents and linking to MyWorld Club.

Target : MyWorld club subscribers





CRM Pull


http://fakeaddress/

Increase loyalty through an opt-in club offering exclusive offers and discounted or free content against data collection.

Opt-in Clubs






CRM Pull




Landing page generator


Opt-in Clubs




CRM Pull




Newsletter tool

Landing page generator


Opt-in Clubs




CRM Pull











Loyalty Programs on Full portal Subscription on

premium content (music)

CRM on specific Channel (Adult)

A few success stories…02 Extra UK

• INCREASE LOYALTY• EDUCATE & EXCITE• INCREASE ARPU OF ACTIVE & CONVERT

INACTIVE• SINGLE VIEW OF THE CUSTOMER

• OPT-IN CLUB;• BROADCAST CAMPAIGNS;• DYNAMIC CROSS SELL ON

MULTIPLE TOUCH POINTS.

• DOWNLOADS• INFO• LOCATION BASED

SERVICES• ADVERTISING

“It’s like a frie nd who ’s a lwa y s s ho wing m e g re a t s tuff I c a n d o o n m y pho ne . I wo uld ne ve r kno w a bo ut the m o the rwis e . It is re a lly wo rth be ing p a rt o f the Club . O 2 g iv e s m e g re a t o ffe rs , d is c o unts a nd the cha nc e to try ne w p ro duc ts ” .

ObjectivesObjectives MethodologyMethodology ScopeScope

1m+ Subscribers1m+ Subscribers

Hello Simon, welcome back to O2 Extras.

A few success stories…02 Extra UK

VALUE PROPOSITION

Showcase products

Refreshed content

Product awareness

Targeted upsell and cross sell

ACHIEVEMENTS

1M subscribers in 1,5 years

£5.5M yearly extra revenue generated through the program

ARPU from subscribers is £3.02, higher than non-subscribers

Portal segmentation

On-Portal Premium Content ARPU 10X control group

Un-subscription rate decreasing and below 2%

Up to 30% response rate to targeted WAP messages

Over 100% ROI for O2 on a monthly basis

70% less network churn than the O2 average

Implementation time : 8 weeks!

A few success stories…T-Mobile UK

Revive your mobile right here. clubzone gives you exclusive rewards and awesome offers.

Membership is free, and gets you privileged access to offers, previews and special features every month.

Receive your first reward right away - brand new ringtone - FREE.

Click here for your FREE tone

Thank you for subscribing and your freebies are just moments away, but can you please provide us with a few details first?

Nickname

Gender

Date of BirthDay (2 numbers):

Month (2 numbers):

Year (4 numbers):

House Number and street:

Postcode:

Continue (2 of 3)

VALUE PROPOSITION

Free club

Tips & tricks

Discovery channel

Special prices on downloads

ACHIEVEMENTS

300K subscribers in one year vs. 250K

planned

Extra £1.52 ARPU per subscribers

15% monthly growth vs. 3% churn rate

Weekly content pushes

Implementation time : 6 weeks!

A few success stories…TIM Italy

VALUE PROPOSITION

Subscription club 4€/week = 2 contents + 2 MMS

Exclusive content/animations

Makes unitary content cheaper

Weekly targeted Music newsletter, customized wap pages

ACHIEVEMENTS

64 000 subscribers in 9 months

4% regular monthly growth

2M€ extra revenue in 9 months

Utilizing CRM to maximize subscription value










Declarative data

- Subscription to newsletters

- Participation to Quizzes / Contests

- Polling on preferences – Music / Sport

Declarative data

- Subscription to newsletters

- Participation to Quizzes / Contests

- Polling on preferences – Music / Sport

Behavioral data

- Historical purchases – Music/games ...

- Response to push stimulation campaign

- Spending, Time spent, Visits

Behavioral data

- Historical purchases – Music/games ...

- Response to push stimulation campaign

- Spending, Time spent, Visits

Single Single User ViewUser View

NEO related data

- Age / Gender / Location

- Network Plan

- Network access behaviour

NEO related data

- Age / Gender / Location

- Network Plan

- Network access behaviour

Date post:	17-Jul-2015
Category:	Services
Upload:	jebacilon
View:	78 times
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Neo push pull service

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