Teradata CRM
Do you know what your individual customers want to talk about – today? How will you make each customer conver-sation significant, relevant, timely, and profitable? These questions are driving the next wave in the evolution of customer management – dynamic customer rela-tionship optimization (CRO). Teradata solutions have been recognized as best-in-class for effective execution of CRO.
Talk isn’t always cheap – companies like yours invest tremendous sums to commu-nicate 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 reso-nance 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 differen-tiate the brand, the product, and the business. In a time when the patina of CRM has faded, the importance of CRO nonetheless contin-ues 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 interac-tions resulting in off-target messaging and unmanageable defections. > Fragmented, incomplete views of
individual customer profiles across the
enterprise that lead to miscommunica-tion, 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 compe-tency of successful companies continues to be their uncanny ability to convert enter-prise intelligence into profitable products, services, and customer conversations.
Teradata’s integrated analytics and market-ing automation tools drive its recognized leadership in CRO. With Teradata, your customer process specialists will communi-cate 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 effec-tiveness: A robust Customer Data Reposi-tory, Analytics, Campaign Management, Offer Management, Interaction Manage-ment, Communications Optimization, and Marketing Resource Management. In each framework area, we offer a functionality
Analytical Solutions > Customer Management
Relevant, Timely, and Profitable Customer
Conversations
Teradata CRM
set to generate intelligence for effective communications. Our component integra-tion throughout these funcintegra-tionality 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 near-real-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 solu-tions 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, third-party 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 imple-mentation, the customer data model provides a persistent and historical cus-tomer 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.
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 cus-tomers 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 email addresses for 30,000 people in the Los Angeles area who had browsed but not bought tickets to the Caribbean, and generated an e-mail message. The result: a whopping 25% of the recipients of that email 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).
Actionable Analytics
Teradata Customer Analytics allow you to take full advantage of the data that you have on your customers to create action-able intelligence for opportunity discovery, decisioning, creating compelling value propositions, growing profitability, and managing customer segments. > Guided Analyticsprovide easy-to-use
analytics for business users with directly targeted results for quick action. > Customer Value Calculatorsidentify
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 compre-hensive 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 sophisti-cated 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-to-use 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.
Teradata CRM
Marketing Resource Management
Monitoring, automation, reporting and management of the marketing process across the business
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
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
> Measure and report metrics, including profitability, at the account and trans-action 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. > 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 automati-cally search out and contact customers that meet desired criteria and deliver
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 com-munications 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 prefer-ence 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 addi-tional value to your customer and incremental revenue to your business. > Coordinate offers and actions across
multiple channels, including multi-step communications through traditional
Teradata CRM
“
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
communi-cations and campaigns.
”
– Caroline Smith, Director of Data Warehouse
Marketing, Travelocity
and non-traditional channels, provid-ing a closed loop interaction, and response management process for effective management of KPIs.
Interaction Management
Teradata Interaction Management pro-vides 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-to-integrate interface for bi-directional communication with commonly used and custom built customer interaction applications.
> Robust email and self-service delivery options extend consistency to self-service 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 connec-tivity 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 com-mercial 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
personal-ized email 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 avail-ability of resources at a particular time. Communications and Leads are selected, filtered, prioritized and distributed based on your specified business rules. Commu-nication optimization helps you:
> Optimize customer communications by managing the frequency and
Teradata CRM
> 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 indus-tries (33 counindus-tries), 5th generation of software, award winning customers – documented ROI. > Unlimited scalability to support hundreds of
simulta-neous campaigns and as many users as needed.
> Consistentleader 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.
number of messages and offers deliv-ered to each individual over time. > Seamlessly manage and coordinate
communications across all channels based on customer preference. > Create highly personalized
communi-cations 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 automati-cally 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 cam-paigns 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 empow-ers usempow-ers 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
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 opportu-nity to build or retain value for the customer and the company. Your commu-nications will be based on enterprise intelligence from information resources unique to your business relationship with each customer over time. This differenti-ates 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 exploit-ing these opportunities and maximizexploit-ing profits. Teradata CRM establishes an environment where your company can continuously assess and act upon value-generating or value-retaining opportunities
Teradata CRM
“
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
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. Con-sumers 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 one-to-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 –
the CRO-driven messages possible with Teradata CRM.
The Power of Teradata CRM
Teradata gives its clients the power to create and optimize customer communi-cations 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 analyti-cal 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
differentiation through sophisticated customer management process capabili-ties. We have enabled our clients to distinguish themselves with their cus-tomers 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 applica-tions support the Communicaapplica-tions, 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 CRM
Proven Success
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 email 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 email campaigns. > Reducing customer defection by 10 points in one year.
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.
