Teradata CRM. Relevant, Timely, and Profitable Customer Conversations. Analytical Solutions > Customer Management

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1 Analytical Solutions > Customer Management Relevant, Timely, and Profitable Customer Conversations Do you know what your individual customers want to talk about today? How will you make each customer conversation significant, relevant, timely, and profitable? These questions are driving the next wave in the evolution of customer management dynamic customer relationship optimization (CRO). Teradata solutions have been recognized as best-inclass for effective execution of CRO. Talk isn t always cheap companies like yours invest tremendous sums to communicate with customers across many channels. You allocate your best people, resources, and capital in processes engineered to create and support branded value propositions to your markets. You leverage your systems to produce intelligence for decisions and communications that shape customer experiences and relationships. The value and revenue realized from products and services you offer depend on the credibility of your intelligence, plus the relevance and resonance of your customer communications. What you say to your customers is where economic value begins: and solutions that enable compelling value propositions and relevant conversations will favorably differentiate the brand, the product, and the business. In a time when the patina of CRM has faded, the importance of CRO nonetheless continues to rise exponentially. The number one business question still remains: What exactly are you doing to optimize your customer relationships, create profitable customer experiences, and grow customer equity? To optimize customer communications, companies must find a solution that addresses their greatest points of pain. These include such issues as: > The increasing complexity of customers, markets, and competitors which can cloud or erase brand differentiation. > Incomplete knowledge of customer interests, needs, preferences, and interactions resulting in off-target messaging and unmanageable defections. > Fragmented, incomplete views of individual customer profiles across the enterprise that lead to miscommunication, missed opportunities, and poor brand experiences for customers. > Inefficient communication channel management, which inflates costs and can alienate customers who interact on multiple channels and touch points. What s more important than a serious customer management approach one that recognizes the overarching economic value of customer relationship optimization? This is the one area of business investment that deserves C-level visibility. The core competency of successful companies continues to be their uncanny ability to convert enterprise intelligence into profitable products, services, and customer conversations. Teradata s integrated analytics and marketing automation tools drive its recognized leadership in CRO. With Teradata, your customer process specialists will communicate with your customers based on holistic intelligence gathered from credible and complete real-time enterprise information. The result for your business: personalized service and selling conversations that hit the value bull s-eye for individual customers. Let s Talk about Teradata CRM The Teradata CRM framework is focused on the critical components of marketing effectiveness: A robust Customer Data Repository, Analytics, Campaign Management, Offer Management, Interaction Management, Communications Optimization, and Marketing Resource Management. In each framework area, we offer a functionality EB-7741 > 1007 > PAGE 1 OF 7

2 More Powerful, Profitable Customer Management at Travelocity.com Travelocity.com, a global leader in online travel services, turned to Teradata CRM in 2001 to find a better way to understand, serve and communicate with its 40 million customers. Travelocity uses Teradata CRM to: > Do click stream analysis and discover how customers use the site then better personalize messages and enhance the value of the relationship. > Test the viability of specific messages and offers on various customer segments. > Doing sophisticated event-based marketing to discover customers who have booked a trip, but not a hotel or car rental then make a compelling offer. Travelocity is pleased with new capabilities Teradata has enabled. We started with the building blocks to know more about our customers and best ways to deliver targeted market campaigns and since the successful deployment we have realized a significant return on investment, said Caroline Smith, Director of Data Warehouse Marketing for Travelocity. For example, at 8 am a major airline offered to travel agencies a special fare from Los Angeles to San Juan, Puerto Rico. Travelocity quickly scanned customer browsing behavior, pulled the addresses for 30,000 people in the Los Angeles area who had browsed but not bought tickets to the Caribbean, and generated an message. The result: a whopping 25% of the recipients of that had booked tickets within the month. This was an effective campaign (measured by the take rate) as well as a highly efficient one (measured by the ROI from the profit of those extra tickets). set to generate intelligence for effective communications. Our component integration throughout these functionality sets enables customer process professionals to identify and act on continuous new revenue and profit opportunities by: > Providing the power to optimize customer relationships with a common understanding of individual customers over time, generated from detailed data at the interaction level. > Enabling personalized dialogues with individual customers driven by deep analytics, rules-driven automation and sophisticated event triggers. > Delivering the power to grow individual customer value through more intelligent marketing communications that are prioritized across channels, with nearreal-time responsiveness. > Exposing reliable answers to complex questions pertaining to customer trends, behavior, present and potential value. > Improving user ability to evaluate and use every customer interaction as a new marketing opportunity. > Providing modular CRM software solutions with many different entry points since Teradata CRM can easily scale and grow with your company s strategic capabilities as they evolve and become more personal-interaction driven. A Componentized Solution Framework Adaptable to Your Business Single Customer View Because marketing is only as effective as your knowledge of your customers, the Teradata CRM framework rests on a single customer view. Because all customer data is in just one place, you can always deliver consistent messaging and branding across all channels. There s no need to manage, update, or synchronize multiple customer databases. And you can quickly put your finger on deep and detailed historical data on all customer behavior including transactions, profile information, thirdparty data, and interactions with ATMs, call centers, kiosks, and your website. Teradata provides all the tools and utilities needed to extract, load, and manage data from many disparate sources into one consolidated, high quality data repository. Pre-built to simplify and accelerate implementation, the customer data model provides a persistent and historical customer view to serve as a corporate memory, and complements any existing customer data model that you may be using. Teradata also provides virtually unlimited scalability and performance as well as lower cost of ownership for customer data repositories. EB-7741 > 1007 > PAGE 2 OF 7

3 Teradata CRM Framework Marketing Resource Management Monitoring, automation, reporting and management of the marketing process across the business Communication Optimization Prioritization and optimization of all customer communications across all channels The best offer to this customer at the best time through the best channel Campaign Management Simple yet robust campaign management available to the enterprise Offer Management Sophisticated event driven multi stage cross channel real time offer management capabilities Interaction Management Delivery of relationship information to the customer touch points and capture of feedback Actionable Analytics Comprehensive guided analytics and data mining tools for business users and advanced analysts Single Customer View All the tools necessary to establish and maintain a comprehensive, consolidated view of all customer activity across the enterprise Actionable Analytics Teradata Customer Analytics allow you to take full advantage of the data that you have on your customers to create actionable intelligence for opportunity discovery, decisioning, creating compelling value propositions, growing profitability, and managing customer segments. > Guided Analytics provide easy-to-use analytics for business users with directly targeted results for quick action. > Customer Value Calculators identify not only the profitability of individual customers, but show the reasons for their profitability. > Data Mining provides a robust advanced analytics capability, including the creation and deployment of models using Teradata Warehouse Miner or other statistical modeling tools. Teradata Actionable Analysis tightly integrates analysis, action, evaluation, and learning by including analytics into the campaign design and execution flow. It provides your marketers with a comprehensive suite of powerful tools to address business users, data analysts, and statistical modelers in an integrated environment. These tools enable you to: > Track and analyze customer buying behavior over time, and create sophisticated profiles. > Define, analyze, and target segments by behavior, demographics, location, product/service usage, affinities, market basket, customer rankings, and groups of transactions over time. > Build virtually any query easily with no SQL or pseudo-sql. > Analyze and evaluate customer and product groups through a simple-touse interface and immediately include these segments in your campaigns. > Realize opportunities based on new links discovered between segments of customers, products, stores, and specific attributes. EB-7741 > 1007 > PAGE 3 OF 7

4 > Measure and report metrics, including profitability, at the account and transaction level. Campaign Management Teradata Campaign Management supports an integrated, enterprise approach to planning, development, and management of customer communications across multiple channels, product lines, and business locations. It provides a simple yet powerful interface to support traditional and non-traditional campaigns. Using the opportunities identified through analysis, it helps you to: > Determine, plan, and implement the best communication tactics for each opportunity. > Create multiple types of personalized communications that will reach the customer through their preferred channel, with advanced features which monitor and manage channel capacity. the message through the best channel for that customer. > Plan, create, and manage concurrent and sequenced multi-step campaigns via a calendar tool which displays schedules for all campaigns and communications by type and over time. > Manage your personalized messages to individual customers and reinforce the message through any channel. Offer Management Offer management is all about optimizing the value of every customer interaction. That means presenting and delivering the best offer or message to each individual customer at the right time, and making sure that your offer is tailored to their needs. And that includes more than just product offers, it covers services, branding messages, or even relevant informational messages that are most appropriate for any specific customer. You can use offer management to: > Automate the matching of each of millions of customers with the best one of hundreds of possible offers or actions, based on what customers are doing now (shopping in a store, browsing the website, calling the call center for information). > Identify and instantly react to customer behaviors that indicate a need or preference for a specific product or service; constantly monitor customer activity to identify opportunities for sales or service. > Take advantage of every customer interaction, including inbound calls or visits to the website, to provide additional value to your customer and incremental revenue to your business. > Coordinate offers and actions across multiple channels, including multi-step communications through traditional > Facilitate and support acquisition oriented campaigns which may use third-party data. > Plan, execute, and measure multimedia events including TV, radio, call center, newspaper, direct mail, internet, ATM, and POS devices. > Leverage the personal relationships of remote sales people, store or branch managers, or customer service personnel. > Plan, develop, and execute continuous event-based campaigns that automatically search out and contact customers that meet desired criteria and deliver Teradata CRM makes it much quicker and easier to build and deploy campaigns on the fly as we realize there are patterns in the site that call for a new campaign. We are making money on our Teradata investment through better crafting and execution of relevant offers for individual customers and better targeted communications and campaigns. Caroline Smith, Director of Data Warehouse Marketing, Travelocity EB-7741 > 1007 > PAGE 4 OF 7

5 The Teradata Difference > A Single vendor solution customer database, industry leading CRM software and industry focused professional services and consulting. > Fast time to value componentized design and codeless customization (metadata driven, Teradata Application Platform extensibility, industry data models) examples of ROI in 60 days. > The best references in the industry more than 10 years of experience with global leaders across industries (33 countries), 5th generation of software, award winning customers documented ROI. > Consistent leader in multi-channel campaign management other vendors come and go, but we have been here and are here to stay. > Continuing innovation and thought leadership (eg. event detection, actionable analytics, sophisticated multi-step dialogs). > Comprehensive, pervasive analytics integrated with every stage of the marketing process, from understanding customer needs, segmentation, personalization, respecting privacy and channel preferences, to results reporting, and analytics. > Unlimited scalability to support hundreds of simultaneous campaigns and as many users as needed. and non-traditional channels, providing a closed loop interaction, and response management process for effective management of KPIs. Interaction Management Teradata Interaction Management provides a unique capability to bridge operational and analytic Customer Management environments, providing access to all your customer intelligence where it s needed at every customer touch point. Interaction Management provides connection and consistency across all customer facing channels. > Connection adapters provide easy-tointegrate interface for bi-directional communication with commonly used and custom built customer interaction applications. > Robust and self-service delivery options extend consistency to selfservice channels. > Real-time scoring and rules engines provide operational decisioning, complementing the deep analytics in the warehouse. Interaction Management facilitates and enhances the use of virtually any channel to optimize communications with your customers. It provides intelligent connectivity which: > Facilitates sophisticated personalization of inbound and outbound customer communication. > Allows marketers to respond to each customer contact with appropriate follow-up communication and capture the results of all communications for later analysis. > Simplifies connectivity to both commercial and in-house or custom operational applications such as call centers, websites, or self-service devices. > Automates the capture of interactions and behaviors from virtually any channel of communication and stores it in the data warehouse to facilitate timely response, reporting, and analysis. > Supports very high volume personalized and website interaction with industry-leading reporting and analysis capabilities. Communication Optimization Communication Optimization helps marketers deliver the most effective mix of messages and offers exclusively for each customer based on priority and the availability of resources at a particular time. Communications and Leads are selected, filtered, prioritized and distributed based on your specified business rules. Communication optimization helps you: > Optimize customer communications by managing the frequency and EB-7741 > 1007 > PAGE 5 OF 7

6 number of messages and offers delivered to each individual over time. > Seamlessly manage and coordinate communications across all channels based on customer preference. > Create highly personalized communications relevant for a customer based on insights into their individual behaviors and past purchases. > Prioritize leads and channels based on channel cost and/or capacity. > Drive optimization decisions automatically from various sources, from simple variables, or from complex models or any combination. Marketing Resource Management Teradata Marketing Resource Management and Reporting tools can dramatically improve your marketing productivity by adding a sharp focus to managing campaigns through a goal-directed approach. Success comes from communicating and collaborating across business units and with other business users throughout the end-to-end marketing process, measuring the effectiveness of the marketing process, and being able to quickly and decisively act on opportunities for improvement. Marketing Resource Management empowers users to create and execute campaigns within an integrated environment, highlighting functions specific to their individual role within the campaign management process. It provides: > A comprehensive view of all campaign related activity, budgets, and reports that a CMO might utilize and allows Serious marketing is focused on creating personalized conversations that engage customers tactfully on any channel at the most significant moment. This requires a best-of-breed analytical tool set, a real-time enterprise data warehouse, and advanced marketing automation. It also takes sophisticated event-based marketing tools supported by a flexible rules engine for optimized communication. Does such a system exist? You will find it at Teradata. Sheryl Kingstone, Program Manager, CRM Strategies at The Yankee Group any executive or business user to drill down to specific attributes within an individual campaign. > Planning and budgeting tools to optimize the allocation of resources across activities. > Comprehensive analytics and reporting to help monitor and manage the marketing process. > Automated workflow capabilities to capture and enforce best practices and organization processes and policies. Create Conversations That Differentiate Your Business Teradata CRM analytical capabilities make it possible for companies to respect and relate to each customer as an individual, communicating when there is an opportunity to build or retain value for the customer and the company. Your communications will be based on enterprise intelligence from information resources unique to your business relationship with each customer over time. This differentiates your company in your customer s eyes, providing a competitive advantage that others cannot replicate. When your company can continually identify those opportunities that hold the greatest long-term value potential, your finite resources can be directed at exploiting these opportunities and maximizing profits. Teradata CRM establishes an environment where your company can continuously assess and act upon valuegenerating or value-retaining opportunities EB-7741 > 1007 > PAGE 6 OF 7

7 Teradata.com as they occur. With Teradata CRM, you will better manage and grow relationships by understanding what each customer needs and values and see how each is best served through a complete, integrated, and shared view. To better serve customers, companies must respect consumer privacy. We encourage the adoption of privacy policies built on notice, choice, access, and security. Consumers should know that data is being collected and how it will be used. They should also know that merchants have taken steps to secure customer data from improper use. Creating and building trust is at the heart of building enduring oneto-one relationships. We consider spam the result of poor business practices that aim low and settle for less than highly relevant, timely, and personal messages Proven Success the CRO-driven messages possible with Teradata CRM. The Power of Teradata CRM Teradata gives its clients the power to create and optimize customer communications across all channels. Messages of high relevance reach customers at the most opportune moment, allowing you to personalize the customer experience and increase the value of the relationship to the business. Teradata CRM integrates advanced analytical intelligence tools with automated, rules-driven lead management functionality to focus user time and attention on the very best opportunities to serve, cultivate, and communicate with customers. Teradata provides large and growing companies with clear competitive Real world examples include: > Reducing campaign cycle times from 7 weeks to 4 days. > Generating 95% of targeted revenues by only mailing 50% of normally targeted customers. > Reducing less effective mass marketing campaigns and associated spend by up to 75%. > Increasing the number of annual campaigns from 288 (pre-teradata CRM) to 632 (with Teradata CRM). > Achieving response rates of 70% on contacts made within 24 hours of a qualifying event. > Achieving an average take rate of 25% on targeted campaigns. > Reducing customer defection by 10 points in one year. differentiation through sophisticated customer management process capabilities. We have enabled our clients to distinguish themselves with their customers and accelerate the realization of their strategic business objectives. Teradata Corporation offers powerful, enterprise analytic technologies and services. Companies use Teradata solutions to get a single, integrated view of their businesses so they can make better, faster decisions that drive growth and profitability. Companies leverage this integrated view to identify opportunities to increase revenues, decrease costs, and improve relationships. At the same time, Teradata solutions are more cost efficient, simpler to manage, and capable of growing with the needs of the business. Teradata Analytical Applications help companies better analyze and manage operational, financial, and business performance. Industry-specific applications support the Communications, Government, Media and Entertainment, Retail, Finance, Insurance, Manufacturing, Transportation, and Travel industries. Learn More about Teradata CRM To learn how Teradata can drive brand differentiation for your business, contact your Teradata representative or visit Teradata.com. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Teradata.com for more information. Copyright by Teradata Corporation All Rights Reserved. Produced in U.S.A. EB-7741 > 1007 > PAGE 7 OF 7