MARKETS & ISSUES. Customer Data Management in Customer Loyalty Programmes UNISERV CUSTOMER DATA MANAGEMENT
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1 UNISERV CUSTOMER DATA MANAGEMENT MARKETS & ISSUES CUSTOMER DATA MANAGEMENT IN CUSTOMER LOYALTY PRORAMMES Customer Data Management in Customer Loyalty Programmes CHALLENGE To ensure that customer loyalty programmes run successfully, companies must know their customers. But today s customers use an increasing number of different channels to make contact to companies, and this cross- and omni-channel traffic often causes fragmented data. Because an individual approach is only possible when the best channel and most suitable incentive for each customer is identified, this fragmented data and the lack of a suitable database presents a major challenge. SOLUTION With its Smart Customer MDM, Uniserv has created a comprehensive solution for effective management of customer master data. Smart Customer MDM collects and combines quality-guaranteed data from all available communication channels, functions, applications and databanks; and provides everything necessary for a uniform, complete and up-to-date view.
2 Do you know your Customer? The ability of a company to impress its customers and make their loyalty sustainable is the most essential business discipline but also the greatest challenge. Customers make their purchases online, offline, on the move, and are hyper-networked. Globalisation and digitalisation has made their demands for service and support change dramatically over recent years. They are prepared to change and move elsewhere far more than just a few years ago, and the alternative offers of the competition are mostly just a mouse click away. This means that customer loyalty must by re-earned each and every day. Companies want to transform new customers into satisfied customers and then into loyal customers or perhaps even fans. Therefore, incentive schemes are created to tie customers to the company. Loyalty programmes, such as the typical customer card, which allows the customer to collect bonus points with each purchase at the point of sale (POS) and exchange them for products or other benefits, are already an established component of marketing concepts. Alternative creative strategies include additional rebates, special service offers, or even a payment function. But whatever the case may be, companies must know everything possible about their target group because only then can each customer be given the right offer, using the right channel. The principle of Know your Customer is decisive for business success, and just offering a customer card is no longer sufficient. If rebates are too low, or incentives uninteresting, no customer loyalty will result. Ultimately as with all relationship-based applications comprehensive knowledge about each customer is essential. But if customer data is to serve as a basis for ensuring customer loyalty, it must be collected, processed and analysed intelligently. Communication with customers is increasingly complex, and involves an ever growing number of channels and high levels of networking. Also, companies often have to deal with a giant network of business partners. The market leader with the largest customer loyalty programme has over 20 million customer cardholders and more than 600 business partners, meaning that it has a huge quantity of data to deal with. Customer loyalty programmes can only be effective when all existing information is collected from all relevant channels, and made readily available in a single, centralised view. Regular contact data and supplementary information as individual preferences, hobbies or interactions to date must be fully registered in the system. In other words: A Golden Record must be created. 2
3 CUSTOMER DATA MANAGEMENT IN CUSTOMER LOYALTY PROGRAMMES Important and fundamental conclusions can be derived from customer data, such as turnover levels, purchasing behaviour and customer needs. When customers accept a loyalty programme and regularly use it, the company benefits from valuable information directly from the customer. The knowledge gained from this newly won data is then used to better understand the customer s needs, to personalise the customer approach, and to adapt offers to make them targeted and individual. However, the common situation is that although the information exists, it is spread around at different locations, in different formats, and in differing systems and channels leading to huge amounts of money being wasted on ineffective and inaccurate marketing. Companies can vastly improve their campaign efficiency by exploiting already existing data treasures and integrating them into their strategy and planning and it is here that Uniserv provides the complete solution: Smart Customer MDM. Customer loyalty programmes are a good link between local point of sales and online shops. A multi-channel strategy enables customers to be reached through their preferred channel. 3
4 Uniserv Smart Customer MDM With Uniserv Smart Customer MDM you extract and consolidate all available information, from every data source, to a single, unique view a Golden Record. It matches the customer data in your system, identifies duplicates, and ultimately creates a Golden Record. You benefit from a fully comprehensive, clearly presented and fully up-to-date view of your business partner data. Data silos are eradicated. The enrichment of your customer data with important supplementary information makes the data even more valuable. Data from diverse sources, such as demographic data, geodata, customer data, information about purchasing behaviour and preferences, etc., gives your customer a clearly defined profile. No matter whether it involves credit enquiries, relocation data, interaction data, compliance information, or mood detection via social media data enrichment supplies all the information you need for optimally implementing and controlling your customer loyalty programme. In fact, your customer loyalty programme will develop into an instrument for supplying information and for targeting and differentiating your marketing measures more precisely. With Smart Customer MDM you identify your customers fast and reliably at the different touchpoints, merge all relevant data, and gain valuable information for implementing your marketing, sales and product strategies more effectively. Relationships to your customers will become more profitable and marketing campaigns targeted more effectively. The company image improves, customer churn decreases, and improved up- and cross-selling opportunities mean that more products are sold. The easy and lean integration of Smart Customer MDM soon returns remarkable successes. Unlike (time and effort intensive) alternative solutions, Smart Customer MDM allows additional data domains to be introduced step-by-step. This reduces costs, keeps the project outlay lean and the project risk calculable. The ROI is soon apparent. CONCRETE ADVANTAGES OF THE SOLUTION a fully comprehensive view of all available information about each individual customer selection of correct target groups individual communications and a targeted customer approach deeper knowledge about each customer and his/her individual wishes precisely targeted offers with relevant incentives fast customer identification (e.g., in the call centre) identification and increase of previously unused crossand up-selling potential 4
5 CUSTOMER DATA MANAGEMENT IN CUSTOMER LOYALTY PROGRAMMES Relevant customer data is spread around in various departments, divisions and sources throughout the company. With Smart Customer MDM you can cleanse, match and apply identity resolution to this data, and create a unique, centralised master dataset a Golden Record. The Golden Record is a master dataset in which all data relating to an individual is collected and merged. Duplicates are avoided and information about each individual customer is available throughout the company with a simple mouse click. 5
6 CUSTOMER DATA MANAGEMENT from the European Market leader Uniserv is the leading European expert for successful customer data management. With its Smart Customer MDM, the leading, comprehensive MDM solution for customer data, Uniserv unites data quality and data integration to a holistic approach. Customer data is the central focus of all its initiatives for data quality, data migration, data warehousing, and master data management. These include CRM applications, e business, direct & database marketing, CDI / MDM applications and business intelligence. With several thousand installations worldwide, Uniserv answers the demands for a holistic solution covering all business and customer data throughout its entire life cycle. Operating from its headquarters in Pforzheim, Germany, and from its branches in Paris and Amsterdam, Uniserv employs a total of 130 people. It counts many prestigious national and international companies from all sectors of industry and commerce (such as Allianz, Deutsche Bank, ebay, EDEKA, E.ON, France Telecom, Lufthansa, OTTO, Siemens, Time Warner, TUI and Volkswagen) amongst its customers. UNISERV GmbH UNISERV GmbH Rastatter Str. 13, Pforzheim, Rastatter Deutschland Str. 13, Pforzheim, Germany T: T: F: T: (NL) E: info@uniserv.com F: E: info@uniserv.com Uniserv GmbH, Pforzheim, All rights reserved Uniserv GmbH, Pforzheim, All rights reserved
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