Customer lifecycle marketing system
™Stop sending the wrong offers at the wrong time
Are your direct marketing
activites
streamlined?
4 key questions to get you started
Customer Lifecycle Marketing system creates a well defined, centralized process around direct marketing activities. Customer Lifecycle Manager complements existing operator’s CRM systems with specialized functionality for handling large volumes of offers. It is designed for working with prepaid customers, but is also suitable for post-paid private and mobile broadband customers.
1. Can I easily send a personalized direct marketing offer to a group of customers and track their responses? 2. Do I make sure customers are not getting too many or conflicting offers from others in my
marketing team?
3. Do I make sure information about this personalized offer is visible everywhere - in the call center, in the outlets, at dealers’ shops, in the web self-care?
Removing customer lifecycle
marketing process challenges
A mobile operator today has many direct marketing activities, such as:• An ad-hoc campaign via SMS to upsell a new offer for existing customers;
• An email campaign run at a specific time in customers’ life, e.g. after the first week;
• A sales campaign run when specific business rules conditions are met, e.g. if customer has never used mobile data.
If direct marketing activities are performed without a centralized process, a number of problems appear:
There is little
continuity and learning
from one similar
campaign to another,
response rate tracking
is inconsistent.
Regular activities
become dependent
on someone
remembering to do
them.
Activities done by one
person may interfere with
those done by another,
as the same customer
receives two different
offers at the same time,
or in the wrong order.
Customers who
demanded not to receive
any offers still get them
from time to time by
mistake.
Offers are not visible
across all customer-facing
channels, e.g. the call
center or outlet has no
idea what offers has the
customer received
recently.
Customer Lifecycle Marketing system is implemented in Java, and works with any RDBMS for back-end. The minimal deployment takes one physical machine (up to 1 000 000 customers), a larger deployment will utilize a cluster of servers working in parallel for message distribution.
Campaign overview and campaign results screenshots
Achieve extensive campaign
automation with flexible
building blocks
• The system uses historical data from Data
Ware-house or plain operational data.
• System can gather data from several data sources.
Currently Relational and Multi Dimensional data sources are supported.
• For optimal performance, data prepared for offers
generation is stored in separate data structure.
• System does not affect performance of the related
transaction processing systems.
• Data is loaded during the night or other preferable
low-utilization periods.
• Responses to previous offers are stored and are
available as a part of a business rule.
Data loading and business
rule configuration
• Each customer in a specific moment of his lifetime
(for example – 1st week, 1st month, etc.) is processed by the system & appropriate offers are generated.
• Additionally, based on configured business rules,
other targeted offers are generated.
• System automatically activates specific services and
account features for customers based on their lifetime, billing period or other business rules.
• Appropriate services are activated automatically or
scheduled for manual activation in operator’s billing, Intelligent Network systems.
Customer processing flow
and offer activation
Integrate all communication
channels, including front-line staff,
and put everyone on the same page
• Service activation notifications are automatically
sent to customers via a number of communication channels, e.g. WEB self-care, WAP self-care, CRM, SMS, MMS, e-mail, Call center consultant applications, Outlet employee applications.
• System supports extremely fast, multi-threaded
distribution of messages through electronic channels (sms, email).
• System provides control of message delivery time
and volume in order to avoid Customer Care overloads.
Communication to the
customer
• The system has been equipped with WEB
administration interface, which uses existing user authentication processes of the company.
• If an outlet/call center employee informs
customers about offer and activates it in the system, such activations are tracked separately for each employee
• System calculates bonuses for front-line staff
based on their offer activation results
• Extensive reports with graphical data visualization
are accessible via WEB interface.
Administration, bonus
calculation and reporting
Customer Lifecycle Marketing management system runs all customer lifecycle marketing activities as a single, integrated process:
With Customer Lifecycle Marketing system mobile telecom operator obtains these key benefits:
A quick overview of all currently running campaigns to be sure that direct marketing activities are properly prioritized.
An overview of campaign response rates lets one zero-in on non-performing campaigns to improve them.
For urgent campaigns, one can quickly select target customer groups, provide personalized offer content, and distribute via SMS, email, outlets, call center, web selfcare and other channels.
It is really easy to automate a permanent offer. One can establish trigger criteria in usage data, provide personalized offer content, configure automatic activation rule, and place the offer in the production system.
Front-line motivation to sell offers is improved, as bonuses can be assigned for every activation by an employee. They can see cumulative bonuses for the current month and evaluate how well they are tracking towards targets.
If one wants to limit the number of offers sent to individual customers, to avoid
overcommunicating, the system allows setting a flexible offer limit.
Aggregate response rates from multiple channels Calculate rewards for front-line staff SMS Email Call Center Outlets Web Distribute offers
at the right time, to the right customer, observing offer limits per customer Define target groups, exclude black-lists Schedule ad-hoc direct marketing campaigns Schedule regular offer generation rules based on trigger conditions Feedback
References
Pricing and availability
Metasite’s Churn Predictor solution is available both directly for MNOs / MVNOs and via partners, deploying it as part of a larger data warehouse / churn management solution.
Small deployment
(up to 5 million customers)
35 000 EUR (license per site deployment)
Includes standard email, SMS, MMS, Wap push and Web self-care channel integration plus web-services for integration to front-line systems
Large deployment
(5+ million customers)
Request a quote
Version Approximate pricing
About us
Our mission is to be the trusted strategic IT development partner for Mobile Telecommuni-cations industry, delivering customer-centric automation software that help our customers achieve outstanding performance.
• Formed in 1997 in Vilnius, Lithuania • Core clients in the Baltics, Western Europe
and CIS
• Brought up with Scandinavian mentality (Scandinavian owned clients)
• Ten years of experience in Telecommunications industry
• Long term partnership with all customers • 55 employees
We are fundamentally defined by our clients. They expect rapid deployment, critical value and measurable results. They want to work with a small, focused team that is able to deliver strategy consulting as well as process integration and reliable, enterprise-grade technology.
They don’t just demend faster, better, cheaper solutions - they crave lasting business success. And we are passionate to deliver.
Our other products
Check out our other software products that complement Customer Lifecycle Marketing system:
Prepaid Churn Predictor
Prepaid Churn Predictor delivers outstanding prediction performance at a fraction of “SAS Institute” solutions’ cost, powered by latest statistical mathematical algorithms.
Online selfcare for prepaid customers
The web has moved to 2.0 and beyond. We offer a feature-complete, standardized Prepaid Self Care solution with great graphics, function-ality, social integration, and with an app for iPhone/Android.
clear thinking. delivered.
Metasite Business Solutions
Gedimino Av. 16, LT-01103 Tel.: +370 5 212 11 65 Fax: +370 5 212 11 87
