High-Speed CRM at SNCF
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- Joella Higgins
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1 High-Speed CRM t SNCF
2 SNCF VFE - Voygeurs Frnce Europe : ril pssenger brnch 100 million journeys in billion in turnover (TGV (high speed trins)/coril (trditionl intercity trins)) in million pssengers Rte occuption greter thn 70% 2 million TGV pssengers gined in 2005 Tbleu de bord Avril 2007 V1.0 2
3 CRM Services CRM Services is fully controlled subsidiry VFE, 100% dedicted to customer reltions. Our dominnt position in Rilwy business in no wy releses us from responsibility developing direct reltionship with our best customers. 1999: Lunch Grnd Voygeur progrm dedicted to frequent business trvelers 2004: Cretion CRM Services, which steers entire customer reltions cpbility ( dedicted IT pltform, dtbse 3 million customers, 5 websites, two progrms nd 2 multimedi contct centers) Tbleu de bord Avril 2007 V1.0 3
4 CRM Services CRM Services is rel success story, wrded by Le grnd Prix le monde Informtique (2005) CRM Services is now used like n experimentl lbortory tht cn imgine nd relize new products nd news services Tilor Mde 2007: Lunch Grnd Voygeur Le Club, New progrm for best Business customers SNCF Lunch Eforfit, brnd new TGV product for very regulr trvelers (Automtic Prelevement, Ticketless, Full Internet Booking, SMS Alerting, ). Eforfit is tested on Pris-Reims line. Lunch TGV&Moi Windows Vist Widget connected to Siebel ( first one in world, prtnership MS Vist) Tbleu de bord Avril 2007 V1.0 4
5 CRM Services 3 million ctive customers, which represents 40% VFE s turnover A unique economic model. CRM Services is remunerted nd given incentives ccording to number points erned by customers. In or words: higher rte customer prticiption in progrms, higher rtes return on ctions nd greter improvement in CRM Services results. CRM Services is solely responsible for Ern/Burn economic model for ech progrm (rte generosity, level bonuses, etc.) but defines choice fers with TGV, Téoz nd Luné brnds. The promotionl plns lso differ ccording to distribution chnnels Tbleu de bord Avril 2007 V1.0 5
6 Improve customer nimtion, through mjor new loylty progrm Mjor Mjor objectives objectives for for SNCF SNCF Animte Animte right right customers, customers, t t right right time, time, with with right right fering, fering, to to generte generte dditionl dditionl sles, sles, improve improve contribution contribution nd nd get get deeper deeper customer customer insight insight While While optimizing optimizing promotionl promotionl costs, costs, replcing replcing pricing pricing generosity generosity by by cheper cheper generosity, generosity, less less trnsprent trnsprent nd nd better better mnged mnged : : multi-brnd multi-brnd point point redemption redemption Implictions Implictions for for project project Getting Getting better better customer customer insight, insight, enbling enbling segmenttion segmenttion nd nd trgeting, trgeting, relies relies on on customer customer dtbse dtbse with with flexible flexible dt dt model model Implementtion Implementtion ««one one to to few few»» mrketing mrketing progrms progrms relies relies on on trgeted trgeted nd nd frequent frequent nimtions, nimtions, requiring requiring n n utomted utomted tool tool for for mrketing mrketing nd nd cmpigns cmpigns Prticipting Prticipting in in multi-brnd multi-brnd progrm, progrm, required required by by low low level level verge verge SNCF SNCF spend spend (which (which would would not not llow, llow, lone, lone, sufficient sufficient level level generosity), generosity), relies relies on on precise precise mngement mngement mount mount points, points, which which relies, relies, in in turn, turn, on on strong strong integrtion integrtion between between loylty loylty engine engine (points (points engine) engine) nd nd CRM CRM solution solution Tbleu de bord Avril 2007 V1.0 6
7 SNCF Loylty Progrm Aimed t reltively frequent privte/leisure customers (pprox.14 journeys/yr), it is centered on promotionl events nd points collection. Its promise: A promotionl progrm Winning Trvel A customer reltions mrketing progrm Aimed t very frequent customers (pprox.52 journeys/yr), it is centered on recognition, grnting dvntges nd points collection. Its nme: Its promise: GRAND VOYAGEUR you will love extr trveling Free crd vlid for life A common feture: Collecting Pying crd vlid for 3 yers Tbleu de bord Avril 2007 V1.0 7
8 The choice S Miles Allince An llince tht groups toger compnies from vst consumer ren (Csino, Monoprix, Shell, Gént, Gleries Lfyette, Cisse d Éprgne, etc.) pproximtely 12 million customers. Enhnced benefit for customers s y re ble to gin points more ten. SNCF mintins control nd knowledge its customers. S Miles is currency tht tkes bckset to benefits for compnies involved. Ech compny keeps its Mrketing strtegy, its customer communictions, etc. Tbleu de bord Avril 2007 V1.0 8
9 An integrted CRM Solution A comprehensive nd integrted CRM solution bsed on Siebel 7.7, implemented by Accenture in less tht 9 months nd run for coming 3 yers Siebel Mrketing Pln nd budget cmpigns Crete, execute nd utomte cmpigns Segmenttion Mrketing dshbords for cmpigns follow-up Siebel Loylty Configurtion Loylty rules Point engine Recruiting members Attribution bonuses Cretion trgeted promotions Siebel Cll Center 360 view customer Multi-chnnel customer contct : Inbound clls Inbound nd outbound emils Siebel Anlytics (Dt nlysis, Dshbords, Reporting) Bse ppliction One single dtbse (Microst) One single dtbse (Microst) Tbleu de bord Avril 2007 V1.0 9
10 : Btch : Btch nd Rel time : Direct Access Overview CRM Informtion System CUSTOMERS Through SNCF distribution chnnels -Membership -Accruls CUSTOMERS Through dedicted websites -Sttements -Redemptions -Cmpigns -Prile Mngement S MILES PARTNERS Through S Miles Exchnge Node -Accruls -Redemptions CRM Services / Accenture SIEBEL solution Loylty, Cll Center, Mrketing Anlytics SERVICE PROVIDERS -Crds, -Sttements, - Milings CALL CENTER OPERATORS -Prile Mngt -Redemptions -Complints CRM SERVICES Mrketing nd Dt Mngement Tems -Set up Loylty rules -Set up promotions nd cmpgins -Customer insight Tbleu de bord Avril 2007 V1.0 10
11 A comprehensive CRM Solution Tbleu de bord Avril 2007 V1.0 11
12 Benefits for SNCF Customer insight nd trgeted mrketing Extensive Customer dt Segmenttion Trgeted promotions nd cmpigns Flexibility to crete loylty promotions nd mrketing cmpigns - Creted nd modified independently from IT - Cn be modified frequently Incresed pssenger contribution Incentives to promote identified behviours (trvel time, distribution chnnels) Optimised direct generosity bsed on price Impct on Yield mngement Tbleu de bord Avril 2007 V1.0 12
13 Results* Grnd Voygeur Progrm 6% trvel induction rte 60% crd renewl rte 85% customers re stisfied 70% customers think tht progrm mkes lrge contribution to improving imge SNCF 70% customers think tht Grnd Voygeur crd gives m feeling being recognized by compny. *(2005 study) Tbleu de bord Avril 2007 V1.0 13
14 Results* Ggnez à Voyger Progrm Few figures Miling exmple Mobile redemption. Tbleu de bord Avril 2007 V1.0 14
15 Le portefeuille Grnds Voygeurs Les Grnds Voygeurs Tux de TGV en vril 2007 : 66% Évolution du nombre de GV ctifs Les dhésions GV jnv fev mr vr mi juin juil oût sept oct nov dec * Hors GV trnsitoire Tbleu de bord Avril 2007 V1.0 15
16 SMS nd MMS Redemption SMS MMS Urgence Tchd - Avec Médecins Sns Frontières et L SNCF échngez 100 s'miles en 4 rtions limentires pour les enfnts déplcés. Répondez msf (sms non surtxé) Les utilisteurs doivent simplement répondre u SMS envoyé (ps besoin de sisir le n court) Très simple d utilistion Les utilisteurs doivent mémoriser le n court et bsculer en envoi de SMS pour pouvoir répondre Un peu plus complexe que pour l envoi du SMS Tbleu de bord Avril 2007 V1.0 16
17 First Feed Bck (first Week) SMS Cmpin: Nb SMS sended : SMS Answers: (very good rte : 2,93 %) MMS Cmpin: Nb MMS sended : MMS Answers : 122 (bd rte : 0.56 %) Tbleu de bord Avril 2007 V1.0 17
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