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Accelerating the customer-centric journey: bring the customer to the product not the product to the customer Owen Sonnenschein Associate Director CRM, Bell Canada Jackie Palmer, Senior Product Manager, Infor Infor Confidential
Bring the customer to the product not the product to the customer Jackie Palmer Senior Product Manager, Infor Infor Confidential
The Customer-Centric Journey Companies must have detailed answers to the questions: How valuable are my customers currently? How can I get them to buy more frequently? How are my sales and marketing initiatives affecting those numbers? This webinar explores how companies can differentiate and how marketing can contribute to company growth by presenting offers designed around specific customer profiles
The Customer-Centric Journey is Driving CRM Initiatives
One to one marketing Customer Needs Satisfied Traditional One to one marketing Maximize the value created by each customer Share of customer marketing Market share Maximize the value created by each product Source: Peppers and Rogers Customers Reached
The issues The educated customer The internet is causing a sharp increase of customer knowledge about product information and competitive offers Complex product offering CDS, a division of Hearst, maintains a database of 2000+ offers Bell Canada offers a range of integrated offers requiring crossproduct line knowledge and analytical insight in customer profiles to determine the best possible offer Customer experience is cumulative Across all channels Not just cross- and up-sell; also informational / relationship building
Integrated offers, Cross-channel marketing, and the Customer-Centric Journey at Bell Canada Owen Sonnenschein, Associate Director CRM, Bell Canada 10
For Today Who is Bell? Bell Canada s Services Current Infor CRM Epiphany Inbound Marketing Users Offer Types at Bell Canada 11
Who is Bell? Bell is Canada's largest communications company, providing the most comprehensive and innovative suite of communication services to residential and business customers in Canada. Over 35,00 Employees across Canada Yearly revenues of over 13 Billion Dollars Combined customer base of over 26M Premier Partner of the 2010 Olympic Winter Games 12
Bell Canada s Services Wireline Local Access, Long Distance, VOIP and Calling Features Cellular Wireless Phone Services, Long Distance and Calling Features Internet Dial-up, High-Speed and Wireless Internet Access, IPbroadband Services Television Direct-To-Home Satellite, VDSL Television Services Retail Over 200 Retail Locations Across Canada and Growing 13
Current Infor CRM Epiphany Inbound Marketing Users Interactive Epiphany A total of over 12,000 users 14
Key business driver Presenting offers designed around specific customer profiles will drive new product acquisitions, increase cross sell, strengthen customer retention, provide a greater customer experience and overall revenue growth 15
Offer Types at Bell Canada Acquisition Cross Sell Up-Sell Retention Informational CPI Selling a new line of business service to existing customers Inbound Marketing allows cross LOB Bundle Offers Prequalification of offers, requires less fact finding by the CSR Selling like products and services to existing customers Easily present another product if initial offer presentation was unsuccessful Targeted intelligent offers due to Data Miner learning Moving a customer to the next higher level of service Prequalification of offers, requires less fact finding by the CSR Allows you to deliver up-sell strategy from marketing to the CSR Minimizing Churn Ability to present appropriate offers directly related to the customers worth Ability to quickly add or change offers based on current market activity Non Sales messages that the company would like to be delivered to the customer Continuous conversation, consistent information delivered to the customer Flexibility to target many messages to a select few customers or CSR s Customer Provided Information Customer gathered information can readily be used for marketing activities Not every customer needs to get the same question Event based questions allows for proactive ordering Answers can be used for offer qualification rules 16
Inbound Marketing within the Call Centres Infor CRM Epiphany Inbound Marketing 17
Inbound Marketing Online For Bell.ca 18
Performance Quick Hits Bell Interactive The ROI of the project which delivered Infor CRM Epiphany to Bell.ca was just over 3 months With proper offer management and enhanced offer visibility we can triple current sales levels We have offers with a 10% click rate where average rates on non targeted links are about 1% Interested In A CSR has a 56% better chance at closing a previously responded to as Interested Direct Mails utilizing the Interested responses have had up to a 10% take rate Interested offers are flagged between all customer touch points Velocity We receive approximately 53 customer calls per second We can have a new offer message into almost ten thousand reps hands in about 20 minutes Infor CRM Epiphany allowed us to deliver our brand new Bell Bundle program within a month Offer Mgt. Offer performance is scrutinized by the marketing executive team on a regular basis The Governance process allows our executives to drive corporate strategies into the call centre We highlighted the issue of having too many offers, making it difficult for the CSR and customer Offer reduction was achieved through packaging, below are a couple of examples Bell Sympatico Bell Wireline Offer Count Pre Offer Count Post Offer Count Pre Offer Count Post 51 13 18 4 19
Accelerating the customer-centric journey: vision and execution Jackie Palmer Senior Product Manager, Infor Infor Confidential
Different Approaches 1 Campaign 2 Event Driven 3 Real-Time Enterprise-Initiated Marketing-Driven Customer-Triggered Opportunity-Driven Customer-Initiated Relationship-Driven Propensity models Pre-approved offers Special price Relevant movements Lack of payments Important dates Mature dates Early detection of attrition Synchronized channels Real-Time data-mining Personalized offers
Support Multiple Marketing Channels Outbound: Days I have an offer Inbound: Milliseconds I have a person Infor Let me find the best offer for this person.
Contact Center with Inbound Marketing Offers
Leverage interactions with Inbound Marketing I have a person Internet Contact Center UCC Blue Screen POS ATM IVR e-mail Dynamic Profiling Self- Learning Delivery & Tracking Historical Real-Time Transactional Optimization Demographic Contextual: Click Stream Guided Selling Systems Other External Sources No data replication Business Rules Campaign eligibility Real-time Analytics Automatic real-time targeting Likelihood estimation Collaborative filtering Third party statistical models Arbitration Align competing interests Policy based offer prioritization
Not Just Sales Information. Branded credit card applications. Interest gathering. E-mail address capture. Event registration. Retention / loyalty. Auto-renewal enrollment. Demographic capture. Advertiser cooperative ventures. Local business partnerships.
Results across multiple industries Financial Services Insurance Telecommunications 5.6% increase in customer acquisition rate 50% reduction in customer attrition 48% increase in the number of products per-household 46% conversion rate for new products in call centers Average talk time down 10-40% Average handle time down 10-40% Training time decrease 10-15% Productivity increase call volume or reduce headcount) up to 40% increase Pre-paid churn has been reduced to single figures for target groups Marketing communication planning and target definition times have been reduced from 2 days to ½ day Up to 30% offer response rates seen Day-one switch-on gave offer acceptance rates of >40% Hospitality/ Travel & Leisure Increase from 12 offers on 2 spots to more than 150 offers on 45 locations 84% ROI within one month ROI reached 100% within five months Increased email open rate by 60% in targeted groups On- and off-line sales up 54% and 36% Retail 59% increase in the total number of direct mail permissions 52% increase in the total number of email permissions 160% increase in the total number of suppliers supported 15% increase in the total number of brands supported Manufacturing Reduced time to market by 50% Increase in customer lifetime value by 28% Increase in average sales by 8% Consumer churn reduced by 24% Brand awareness rose from 69% to 74% (aided)
Contact Us Owen Sonnenschein, Associate Director CRM, Bell Canada Email: owen.sonnenschein@bell.ca Jackie Palmer, Senior Product Manager, Infor Email: jackie.palmer@infor.com Questions for the AMA: mchupack@ama.org Replay this webcast: http://www.marketingpower.com/webcasts