Permission marketing and CRM, Retention Management Strategies.

Use of Technology
Group members:
Chintan Shah Ravi Shah Kunal Vora Bhavin Shah

Permission Marketing and CRM

Co-creation (Permission and Relationship) marketing enables and empowers customers to aid in product creation (e.g., Gateway computers), pricing (e.g., priceline.com), distribution and fulfillment (e.g., GAP store or GAP online delivered to the house), and communication (e-mail systems) Other examples
Yahoo Groups/Pop-ups Tanishq Jewellers Different Banks Facebook Applications

Attrition and Retention Management Strategies

Future Group (Big Bazaar) Schemes
Monthly Saving vouchers Mobile recharge offers Wednesday offers Holiday/Festive offers

Apparel Retail Schemes

Wide range for all

New Arrivals

Relationship

Discounts

Loyalty Cards

1 Star Member

3 Star Member

Gift voucher worth Rs. 200 on enrolment

5 Star Member An 5% exclusive discount on 7.5% every discount on purchase every purchase

7 Star Member

A whopping 10% discount on every purchase

Motivation

Festive offers/ Freebies

Technology as Enabler

Telecom Industry

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Oracle in the Communications Industry

Telecom Providers who are users of Oracle Applications include: 6 of Asia Pacific's top 20 mobile operators 9 out of 10 Asia Pacific top fixed line operators 8 of Asia Pacific's top 10 service providers Telecom Providers using Oracles CRM solutions include

Wireless

Wireline

Converged

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Case Study: A Global Mobile Service Provider

Need:
Global CRM platform for integrated sales, support, marketing, and customer service Manager rapid growth of customer base: zero to one million customers in 18 months Peoplesoft CRM

Support Sales Marketing

Solution:

Telemarketing

Order Capture Configurator Cust Behavior Modeling

Mobile Sales

Results:

Significantly improved customer satisfaction while reducing support and maintenance costs. Customer information, including billing, service, product, payment, credit, and collection, is pulled into the system. No information sits outside the CRM system, which is used as the hub for the entire architecture Analytics to measure the customer experience, such as how long to resolve a case, call waiting times, and abandoned calls. Average Call Handling Time (CHT) reduced 21%

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Customer Hub : Information Flows

Loyalty Program
1. An employee in call center modifies customer record 8. Other applications subscribe to the CDH & update as required

Collections

Call Center

OAS 10g

Integration Services
7. Some applications receive near-real time updates

2. Triggers a new customer created business event

Web Sites
3. CDH subscribes to this event & creates record

Customer Data Hub (CDH)

Web Services

Custom Dealer Mgt

6. Triggers a New Customer Created event in the CDH

Data Quality Services

DWH

4. CDH does deduping, address cleansing, master record creation

5. New customer is approved

Billing

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Lost Handset?
Lost/Stolen Handset Logical Model
BPEL Flow

Upon Lost / Stolen Handset: Suspend Service Suspend Billing Blacklisting Notify Fraud Management Replace Handset / Handset Sale Upsell New Phone Wipe Data from Handset/PDA

10:00am

start
Lost/Stolen Handset

Collect Info & Publish Validate service

Suspend service
Update Service

Notify Fraud Systems

Update HLR

Notify Billing

Update Network

Upsell new phone & notify Supply Chain

end

10:20am

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Hotel Industry

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The CRM solution has resulted in more focussed marketing campaigns and reduced costs, with improved customer satisfaction. Sedjwick John Joseph, Head, Business Intelligence Unit, Standard Chartered Bank

It is hard to believe how far the market for hosted or on-demand CRM solutions has come. Robust overall growth in this segment will continue in 2005 at rates exceeding 20 percent. Girish Krishnamurthy, General Manager, India, Talisma Corporation

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Thank You

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