Beyond the Mass Mailing

Transcription

1 by Olaf Acker Floria Gröe Klaus Hölblig Beyod the Mass Mailig Next-Geeratio Campaig Maagemet i a Era of Saturated Markets

2 1 Beyod the Mass Mailig Next-Geeratio Campaig Maagemet i a Era of Saturated Markets I a average city o a average day, the average citize rus ito some 5,000 marketig messages. The volume is astoishig ad dautig. With each ad every cosumer takig i five messages per miute from traditioal marketig chaels as well as from the Iteret, ipods, ad mobile phoes it has ever bee more difficult for direct marketers to keep i touch with their existig loyal customers. Simply put, today s customers are harder to get, retai, ad wi back. Ad the task is ot gettig ay easier: Markets are regularly becomig more competitive, growth curves are flatteig, ad it has ever bee more importat for busiesses to fid ew ways to make the best use of their existig customer portfolio for further growth. But i the middle of this critical challege, the skills ad sciece of direct marketig seem to be trapped i the 20th cetury. Cosumer-cetric processes ad practices, such as more sophisticated behavior aalysis ad tighter customer segmetatio, preset a opportuity to redefie direct marketig ad make sure it becomes a itegral part of a ew data-drive marketig experiece. Realizig that goal will madate chages that exted far beyod databases ad techology. Ideed, it will call for a full-fledged trasformatio exercise that will touch maagemet practice, operatioal skills, ad busiess processes, ad will reach ito the core of corporate IT system ladscapes. Therefore, it is othig less tha the ext geeratio of campaig maagemet (see Exhibit 1). Kowledge the ability to uderstad cosumers ad address their particular eeds ad iterests really is power. Ad, at log last, practices that capitalize o such kowledge, icludig loyalty maagemet, customer retetio, chur maagemet, cross-sellig, ad up-sellig, are gettig as much attetio as traditioal customer-acquisitio programs. Curret-geeratio campaigs (CGC) cosist of massmarketig iitiatives to distict audiece segmets. This push marketig is basic i compariso with the pull dyamics of ext-geeratio campaigs (NGC), i which marketig messages ad offers are costatly refied, depedig o the cosumer touch poit, to create the most effective dialogue with the target audiece. Ultimately a prospect for direct marketers who master NGC mass-customized campaigs (MCC) will spotaeously icorporate iformatio supplied by cosumers durig commuicatio ot oly for message or offer matchig, but also for product ad service cofiguratio through o-the-spot packagig accordig to idividual customer eeds. MCC ca be regarded as a visio that marks the ed poit of a log jourey. As most real-world busiesses are still workig hard to come to terms with CGC, NGC should be cosidered the first leg of a jourey that will lead to higher relevace, true customer iteractio, greater effectiveess, ad improved efficiecy.

3 2 Exhibit 1 Campaigig Capability Levels Curret-Geeratio Campaigig Next-Geeratio Campaigig Mass-Customized Campaigig segmetatio Batch allocatio of (potetially) relevat offers, messages Chael-specific outboud campaigs to target groups Direct mail Outboud calls campaigs behavior aalysis ad micro-segmetatio Dyamic, rule-based matchig of relevat offers, messages Chael-agostic, persoalized campaigs Classic outboud Triggered outboud Iboud Idividual customer behavior detectio ( segmet of 1 ) Dyamic, rule-based cofiguratio of custom offers, messages fit to idividual eed Source: Booz Alle Hamilto Curret-Geeratio Campaigs: The Way We Were With the advet of ewly empowered cosumers who expect tailored messages that address their particular cocers, classic advertisig ad directmarketig istrumets are becomig overly expesive ad imprecise i their targetig capabilities. These cosumers perceive mass-market advertisig as beig irrelevat, itrusive, ad, i may cases, aoyig. CGC relies o targetig customer segmets with outboud broadcast campaigs, mostly through a sigle chael such as direct mail or outboud calls. Such broad-stroke approaches may build awareess ad geerate ew busiess from a miuscule portio of the target segmet, but they do ot offer relevace to a customer who has leared to expect much more from marketers. It does ot matter how may people receive a advertisig message. What couts is whether they are payig attetio ad respodig. As marketers see the impact of traditioal media declie, they must begi movig toward two-way solutios that do ot just address but actually egage the cosumer. Next-Geeratio Campaigs: A Dialogue with the Cosumer NGC maagemet offers a uprecedeted opportuity: the chace to build a direct-marketig capability that drives superior customer lifetime value by respodig to idividual customer eeds i a dyamic way. There is o questio that NGC is a major shift i ot just methods but also mid-set. It moves direct marketig from a push approach, i which compaies speak to their audiece, to a pull approach, which ecourages compaies to speak with cosumers. NGC steps beyod CGC s broadstroke audiece targetig, allowig it to match offers ad messages to idividuals with capabilities such as rule-boud iteractios, i which customer service agets resposes are based o evets triggered by customer iteractios. This oe-to-oe capability all but shuts dow the spam egie that too ofte compromised the itegrity of CGC. Offers ad messages are o loger simply forced oto customers; message recipiets either choose to participate or opt out if the program does ot speak to their specific eeds. That meas that the campaigs o loger have start ad ed dates. I the most efficiet platforms, the cosumer actually becomes the driver; the campaig essetially sits patietly i the backgroud util the customer sigals iterest ad provides a opeig that allows the marketer to iitiate dialogue. It is a opportuity o busiess ca afford to igore: NGC is applicable i ay busiess-to-cosumer service-marketig cotext. From our experiece workig with leadig orgaizatios, NGC ca improve campaig effectiveess as measured by reveue cotributio by up to 20 percet. Furthermore, NGC moves the marketig mix away from expesive

4 3 chaels such as direct mail or outboud calls. Electroic chaels, such as ad short message service (SMS) or text messagig, ca yield additioal cost efficiecies of 15 to 20 percet o a average per-cotact cost basis. Exhibit 2 Capability Requiremets for NGC Next-Geeratio Campaigig The immediate beefits of buildig NGC capabilities iclude: Relevace: Segmetatio meas that offers ad messages are more targeted ad, through rulebased matchig ad evet triggers, more relevat. Timig ad Opportuities: Because the customer is egaged through iteractio (i cotrast to aoymous broadcastig), offers ad messages arrive oly whe a customer proactively has chose to commuicate with a busiess a ideal foudatio for positive, costructive dialogue or whe a customer ukowigly sigals a eed for istace, by icreasig his use of a compay s products or services. I the latter istace, a message or offer ca be a pleasat surprise that reiforces the perceptio of strog customer service, takig advatage of additioal opportuities to egage with customers. I both istaces, the customer is empowered to react immediately to specify other eeds or eve to move ahead to purchase. Efficiecy: Fewer messages are commuicated to more suitable recipiets. The better targeted traffic traslates directly ito a more productive, reveueehacig iteractio istead of just complait maagemet. The NGC Busiess Opportuity Every busiess has a uique startig poit o its jourey to NGC (see Exhibit 2). Ad because the challeges of differet idustries demad differet solutios, there is o cookie-cutter stadard for NGC. The potetial retur o a NGC ivestmet ca be substatial, both i terms of reveue upside ad cost efficiecies. I the telecommuicatios idustry, idustry leaders have bee able to achieve the followig: Reduce chur by up to 20 percet as a result of early detectio of chur probability. Compaies preseted Busiess Opportuity Curret-Geeratio Campaigig Source: Booz Alle Hamilto the likely churer with better matched, more compellig retetio offers. Improve the likelihood of ew-service offer uptake by more tha 25 percet. Icrease ogoig customer reveue by 10 to 20-plus percet through targeted processes ad tools to stimulate usage ad through cross-sellig ad up-sellig campaigs, as well as processes ad tools that stimulate customers to use more products ad services. Decrease the volume of outboud call/mailig volume by 20 to 50 percet by usig more efficiet, less expesive electroic chaels ad by decreasig the umber of utargeted messages. Similarly, NGC has helped retail baks, brokerage firms, ad airlies realize these results: Double retetio effectiveess by targetig potetial churers with rule-based early warig systems. Improve cross- ad up-sellig coversio rates by as much as 75 percet. Capability-Buildig Ageda: Missio, strategy ad mid-set chage Skill developmet Orgaizatio ad process redesig System solutio developmet Capability Requiremets Achieve direct-marketig targets by tailorig a campaig s messages to groups as small as 10 percet of their traditioal advertisig audiece. I the telecom, fiacial services, travel, tourism, utility, ad media services idustries, plus a variety of

5 4 other cosumer-facig service idustries, the stregth of NGC plays out over ad over agai. However, our experiece shows that the complexities of NGC capability developmet call for a carefully plaed jourey. No oe should expect overight results. Layig the Foudatio for NGC Busiesses already have the essetial buildig block of NGC: customer data. To begi to leverage this customer equity for sustaied performace impact, however, they eed to embrace the priciples of NGC, which requires that maagemet ad teams uderstad how to execute a iteractive, aalyticsbased approach to campaigs. I the past, marketers eeded to be creative, drive by cosideratios of brad, message, ad emotioal customer perceptio. That is still the case i implemetig NGC, but there s a additioal requiremet: Marketers also eed to be aalyticsdrive. They ow eed to thik i terms of behavior patters ad structurig iteractios so that a particular actio by a customer triggers a automatic respose by a aget. Campaigs are o loger sequetial or oe-off projects. Uder NGC, direct marketig becomes a cotiuous dialogue with the cosumer, ot a series of radom ecouters. To that ed, NGC requires that campaigs are plaed ad executed differetly from the way they have bee i the past. It is a differet kid of direct marketig that requires a differet kid of direct marketer someoe with skills beyod CGC cosumer marketig (see Exhibit 3, page 5). Aother importat differece betwee CGC ad NGC is that the latter relies o uderlyig data ad chael ifrastructure, which eeds to be itegrated ito everyday direct-marketig programs. NGC dialogue is chael agostic; there is o loger a series of freestadig chael silos of differet people, orgaizatios, processes, ad systems. NGC is a coversatio with the customer that is eriched by as may touch poits as possible. With CGC, customer iformatio is available, but a marketer may have to go to three or four systems ad the compile the fidigs to create a full profile. To eable NGC, sigle-stop customer data must be available i real time. With NGC, static data dumps, batch loads, ad complex data itegratio ad replicatio will soo be statistical relics. The Jourey Toward Next-Geeratio Campaig Maagemet Steppig up to NGC does t mea completely abadoig CGC. Nor is it as simple as some software purveyors might suggest as makig some ivestmets i the techology that drives your programs. I fact, it is a multistep capability-buildig process alog with a deliberate audit of a compay s curret direct-marketig assets that determies which existig program elemets will help compaies make the step from oe tier to the ext, movig all the while to real-time customer iteractio (see Exhibit 4, page 6). Capability Level 1: Make the Most of CGC. Fully developig CGC capabilities ivolves improvig campaig plaig ad coordiatio. It also calls for more sophisticated segmetatio ad customer aalysis, which should pay for itself by geeratig a icrease i reveue. Eve more importat tha the additioal reveue, however, is the learig process that goes had i had with the self-examiatio. Uderstadig ad modelig customer behavior your best prospect s eeds, buyig habits, ad chur patters is a essetial precoditio for steppig up to more sophisticated campaigs. This requires a itegrated data architecture that cosolidates customer ad product iformatio from customer relatioship maagemet (CRM) ad eterprise resource plaig (ERP) databases, data warehouses, billig systems, ad wherever else it may be hidig. May marketers are already takig advatage of the isights they have gaied from a rich variety of cosumer touch poits ad applyig that kowledge to classic mass media marketig. Moreover, they are supportig that effort with aalytics ad customerfocused market research. But oly a few have exteded the exercise to iclude direct marketig.

6 5 Exhibit 3 The Capability-Buildig Ageda: Key NGC Challeges NGC Process NGC Orgaizatio NGC System Solutio Aalytics ad Propesity Modelig Make this a default step i the campaig process, ot a occasioal ad hoc request. Every campaig eeds to be aalytically grouded/justified. Decide/fid out which customer behavior patters, evets, etc., you ca leverage for campaigs. Aalytical Skill Base NGC requires aalytical marketig expertise that may orgaizatios do ot have today; i may cases, busiesses have oe or two aalytics gurus they wish they could cloe (ad so do the gurus, because they just ca t go o vacatio); to some extet, traiig marketig people ca help, but i the ed you will simply eed to hire some quatitatively mided people, too it is part of the busiess case. Chael Itegratio Service chaels become sales chaels ad vice versa this requires cosistet ad seamless chael cotet maagemet, dialogue maagemet, uptake maagemet, ad real-time cross-chael sychroizatio. I may cases, this meas gettig rid of a zoo of chael-specific silo solutios ad puttig i a service-orieted, chael-agostic core with a adaptable API solutio. Chael Itegratio ad Cosistecy Make sure that messages are cosistet across all chaels ad campaigs, ad that you do ot aoy customers with uecessary duplicates. Resource Maagemet across Departmets Maage resource base i terms of call ceter capacity, mailig capacity, electroic chael capacity, ad last but ot least sales ad marketig persoel capacity; these impose costraits o your campaig program, ad are key cost drivers that eed to be cosidered. Campaig Desig Workbech Give marketers tools they ca hadle/that fit their eeds: sigle-user iterface, ituitive/dragad-drop customer selectio & campaig rule desig egie, ad a comprehesive reportig & aalytics capability that combies a base set of stadard reports with customizable reports. Oly if they get what they eed will they stop buggig you with support ad chage requests. Closig the Campaig Cycle Loop Esure cotiuous learig to optimize idividual campaigs (e.g., busiess rules, target groups, offer desigs), ad optimize across campaigs (e.g., combie messages/impact, alig approaches, avoid coflicts). Motivatio Structures ad Accoutability Make sure people are aliged to goals ad beefit from campaig success. Put customer value (i terms of bottom-lie impact) at the ceter of everythig measurig ad rewardig based o customer adds or geerated reveue does t give you bottom-lie trasparecy ad goal aligmet. Marketig Workflow Workbech Provide maagers with a ed-to-ed view across the campaig portfolio: across all stages (pla/desig/active/ evaluatio), chaels (retail/web/ mail/sms), ad types (retetio/ cross-sellig/loyalty, etc.). The workbech supports moitorig, resource maagemet & staffig, decisio & approval processes, ad reportig & aalytics. Campaig Portfolio Maagemet Approach ad maage campaigs as a portfolio ad make sure that messages are itegrated/ cosistet across campaigs. May customers eed to hear a message several times before they are coviced. Cosistet View/ Data Itegratio (CDI) Come up with a customer-datamaagemet model that makes cosistet customer data available at all system touch poits; this requires disciplie (rigid, stadardized data, taxoomy maagemet), a clever data architecture (i.e., metadata model), AND buy-i ad support from marketig. Goverace Structures ad Workflow Redesig/adapt/build stadard busiess processes ad routies for campaig portfolio plaig, campaig desig, executio, ad post-review/learig, icludig clear decisio rights ad approval procedures. (Near) Real-Time Data Feeds Do ot rely oly o providig data through multiple data marts or ad hoc batch loads the workload will become ubearable oce marketig craks up the NGC egie. Put everythig o regular feed schedules, but be smart about true real-time feeds i may cases, frequet updates will do. Source: Booz Alle Hamilto

7 6 Exhibit 4 The Jourey Toward NGC Icremetal Campaig Effectiveess (Reveue) Illustrative actual impact depeds o busiess ad idustry cotext +5% +5% +10% Time Capability Level 1 Capability Level 2 Capability Level 3 Capability Buildig Blocks Campaig- Segmetatio Specific Plas & Behavior Aalysis Recurrig Outboud Campaigs Rule-Based Decisioig Campaig- Segmetatio Specific Plas & Behavior Aalysis Iboud Campaigs Triggered Campaigs Recurrig Outboud Campaigs Plaig Aalytics Executio Plaig Aalytics Executio Campaig Portfolio Optimizatio Campaig Portfolio Pla Real-Time Iterative Decisio Makig Rule-Based Decisio Makig Campaig- Segmetatio Specific Plas & Behavior Aalysis Iboud Campaigs Triggered Campaigs Recurrig Outboud Campaigs Plaig Aalytics Executio Source: Booz Alle Hamilto Capability Level 2: Movig from Push to Pull Campaigig. Trasferrig kowledge of customer behavior from CGC ito NGC is a bold move that begis by movig from a pushto a pull-campaigig approach. By likig rule models to iboud chaels or automatically detected behavior patter triggers (e.g., everythig from birthdays ad address updates to chages i service usage or spedig patters), NGC eables compaies to select ad match offers ad messages to fit customer-behavior profiles. This secod capability level is largely about takig the isights from Level 1, automatig them, ad likig them to live systems to create a seamless experiece across itegrated chaels. I doig so, it steps away from a hardwired batch-type approach ito a cleaer, automated approach that is grouded i specific, predefied rules. Marketers o loger push a message or offer to a preselected segmet, however graular. They merely develop the logic ad propesity models that defie which customer should receive what offer or message based o the most suitable behavioral idicators or triggers. For example, at Level 1, compaies sed out a mass mailig that is somewhat more targeted tha a completely aoymous program. The customer feedback ad the actioable campaigig feedback is specific to that mailig or that campaig. Movig ahead to Level 2, compaies ca also process customer-specific isight provided via three or four differet chaels (icludig customeriitiated dialogue) ad a variety of campaigs that apply to a particular customer. That iformatio, based o the set of rules defied by the automated approach, provides a much wider set of criteria to help create relevat messages to capture attetio o a per-customer basis. Capability Level 3: Arrivig at Next-Geeratio Campaigs. The ext step toward NGC adds a real-time, alwayso compoet to campaigig, ad brigs a portfolio perspective to the direct-marketig effort. As iformatio becomes available be it i retail settigs, o the telephoe, or olie it is assimilated i a decisio egie with iterative, real-time processig capability.

8 7 Exhibit 5 NGC Orgaizatioal Pai Poits Campaigig Process Closed Loop Campaig (Portfolio) Strategy & Plaig Itelligece & Aalytics Campaig Desig Campaig Executio Campaig Aalysis & Review Illustrative Campaigig Orgaizatio CMO CIO Marketig Brad Maagemet Product Maagemet Segmet Maagemet & Market Isight Itelligece Data Miig Sales Acquisitio Cross-/Up- Sellig Loyalty Service Service & Support Demad Maagemet Busiess Aalysis Requiremet Maagemet Architecture System Architecture Data Architecture System Delivery Desig & Developmet System Maagemet Ifrastructure Ifrastructure Operatios Maiteace NGC Awareess NGC Skill NGC Capacity Low High Source: Booz Alle Hamilto Icomig customer iformatio for example, customer prefereces metioed i a call ceter coversatio ca be icorporated to determie the best offer or activity based o costatly updated customer-specific propesity ratigs. Idividual campaig-level improvemets are supported by self-learig algorithms that allow for the optimizatio of campaigs across the etire portfolio which, of course, requires that campaig-plaig processes are geared toward itegrated campaig portfolio maagemet with formalized pipelie plaig, resource ad capacity maagemet, ad key performace idicators that allow moitorig, aalysis, ad optimizatio. Makig NGC Happe NGC is ot about a ew piece of customer relatioship maagemet software. It is ot about simply refiig direct-marketig prospect lists. It is a full-fledged strategic trasformatio exercise that touches marketig, sales, customer service operatios, ad IT. Ad because it is so comprehesive, it demads a systematic trasformatio approach with a clear visio, fiacial targets, ad broad, cross-fuctioal owership ad buy-i. There is o tried ad true way that works from oe busiess to the ext. Some busiesses will discover that they ca reach 60 percet of their full NGC upside potetial at Capability Level 1; for others, comparable success will require movig all the way through to Capability Level 3.

9 8 For a successful approach, a umber of activities have to work i cocert. These iclude uderstadig: The full rage of campaig types you wat to be able to ru at every step of your program The reveue ad cost-efficiecy targets you wat to reach by every step The capabilities you eed at every step to esure that you are able to fully execute the campaigs The ivestmets i people, procedures, ad tools the full program will require. A road map for NGC provides busiesses the disciplie to get dow to the specifics of their capability trasformatio programs (see Exhibit 3, page 5): Visio: the adoptio of a NGC missio ad mid-set; Skills: a commitmet to NGC skill developmet Processes: campaig orgaizatio ad process redesig IT: system-solutio developmet. Defiig the Visio. The shift to NGC requires a itegrated approach, uhampered by the arrow, departmet-based thikig that so thoroughly defied past direct-marketig programs. NGC is more tha a commitmet to learig how to use a ew piece of software: It is a top-to-bottom realigmet of missios ad icetives that starts with maagemet ad icludes campaig strategists i marketig ad sales, busiess aalysts, IT delivery experts, ad frotlie staff i stores ad call ceters. Updatig Skills ad Processes. The program drivers will eed to trasitio their orgaizatios skills from creative marketig to aalytically grouded creative marketig a uaced differece, ideed, but a ecessary chage if the marketig strategists ad campaig maagers are to iteract seamlessly with their peers i IT, sales, customer service, ad last but defiitely ot least their customers. I additio to aligig decisio-makig mechaisms, workflows, ad tools uder a cross-departmetal campaig maagemet framework, NGC may well require ew people with fresh kowledge ad skills. I our experiece, may busiesses approach NGC with existig stregths i geeralized techology ad traditioal marketig, but sometimes sigificat gaps i other critical areas, such as cosumer isight, demad maagemet, ad system delivery (see Exhibit 5). Buildig NGC IT Systems. Similarly, the chael silos that dictated the IT structure of geeratios of directmarketig efforts will eed to disappear. NGC is about defiig busiess requiremets cetered o customers, ot chaels; about creatig a seamless architecture that itegrates all chaels ad customer data sources to build a system solutio that meets NGC fuctioal, performace, ad commercial objectives. By itegratig legacy silos ito a seamless solutio (see Exhibit 6, page 9), NGC ca fid a place to thrive withi the typically complex cotext of compaies CRM ad eterprise applicatio eviromets. To make this difficult trasitio, busiesses will eed to shop for exteral solutios. After all, busiesses that go after NGC should focus o sellig their products ad services, ot o developig software. Selectig the right techology from a tremedous variety of products that today s CRM ad eterprise marketig software market has to offer is ot a trivial task. What works will deped o strategic objectives, busiess requiremets, idustry-specific factors, iteral legacy, broader architecture cosideratios, ad performace requiremets, ot to metio value. To get it right, compaies must have a thorough uderstadig of the curret ad future eterprise architecture; a highly professioal sourcig ad vedor maagemet approach is equally essetial. Simply hadig a pile of legacy to a vedor, or buyig the biggest ad shiiest CRM suite i the store creates may thigs, but NGC capability is usually ot oe of them. NGC i a Nutshell From oe orgaizatio to the ext, the oly costats of a NGC trasformatio are the complexity of the

10 9 Exhibit 6 NGC System Visio From Chael Silos to a Itegrated Solutio Legacy Campaig System Map NGC System Visio Marketer Marketer Frot-Ed Chaels/ Touch Poits Mail/Fax Voice Retail Web E-Chaels Silo User Silo User Silo User Silo User Silo User Iterface Iterface Iterface Iterface Iterface A A A A A Silo A Silo A Silo B Silo C Silo D Silo E MW DM Database Back-Ed Systems Data Warehouse Eterprise Resource Plaig Relatioship Maagemet Service Platforms... IT Frot-Ed Chaels/ Touch Poits Mail/Fax Voice Retail Web E-Chaels Chael Abstractio & Itegratio Marketig Workbech Itegrated Campaigig Solutio Data Abstractio/Eterprise Applicatio Itegratio Back-Ed Systems Data Warehouse Eterprise Resource Plaig Relatioship Maagemet Service Platforms... IT Source: Booz Alle Hamilto exercise ad the umber of parties ivolved (e.g., marketig, customer service, ad IT). Doe right, the rewards are substatial. -cetric direct-marketig capability ca drastically improve customer relevace, directmarketig timig, ad operatioal efficiecy at the same time, ad create ew opportuities to iteract with customers. Makig customers happier, boostig customer value ad reveues, ad streamliig costs are strog argumets to embark o the jourey toward ext-geeratio campaigig.

11 10 What Booz Alle Brigs Booz Alle Hamilto has bee at the forefrot of maagemet cosultig for busiesses ad govermets for more tha 90 years. Providig cosultig services i strategy, operatios, orgaizatio ad chage, ad iformatio techology, Booz Alle is the oe firm that helps cliets solve their toughest problems, workig by their side to help them achieve their missios. Booz Alle is committed to deliverig results that edure. With 19,000 employees o six cotiets, the firm geerates aual sales of $4 billio. Booz Alle has bee recogized as a cosultat ad a employer of choice. I 2007, for the third cosecutive year, Fortue magazie amed Booz Alle oe of The 100 Best Compaies to Work For, ad for the past eight years, Workig Mother has raked the firm amog its 100 Best Compaies for Workig Mothers. To lear more about the firm, visit the Booz Alle website at To lear more about the best ideas i busiess, visit the website for strategy+busiess, a quarterly joural sposored by Booz Alle. Cotact Iformatio: Klaus Hölblig is a vice presidet with Booz Alle Hamilto i Viea. He supports leadig busiesses i cosumer-orieted idustries, such as telecom, high tech, ad trasportatio, i ehacig their marketig, sales, ad customer service capabilities. He ca be reached at hoelblig_klaus@bah.com or Floria Gröe is a associate with Booz Alle Hamilto i Berli. He works with telecoms ad other busiesses to develop operatig models ad techology platforms that eable top-lie growth, superior customer experiece, ad efficiet service ad product delivery. He ca be reached at groee_floria@ bah.com or Olaf Acker is a pricipal with Booz Alle Hamilto i Frakfurt. He works with fixed ad mobile telecom operators, as well as other commuicatio idustry players, focusig o techology strategy to ehace their marketig, sales, ad customer care related capabilities. He ca be reached at acker_olaf@bah.com or Dowloadable digital versios of this article ad other Booz Alle Hamilto publicatios are available from

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