Integrated Marketing Solutions Leland Smithson Quintrex Data Systems Corp. “How Integrated...

Integrated Marketing Solutions

Leland Smithson

Quintrex Data Systems Corp.

www.quintrex.com

“How Integrated Marketing Solutions such as Target Marketing, Suggestive Marketing, Campaign

Marketing, Statement Marketing……….. Can Be of Tremendous Value to Your Company and Your

Customer Service Representatives in the Marketing of Your Services.”

3

Agenda


Integrated MarketingSolutions

CustomerRelationship Management

CustomerSelf Care

Target Mktg Statement

Msg/Insert/Backer

Subscriber Inquiry

Marketing

Service Order Marketing

Trouble Report

Marketing

Churn/Reason Code Analysis

MarketingFollow-up

Inquiry

Marketing Comments

Target Marketing

CreatingBundles

CampaignMarketing

SuggestiveMarketing

Target Marketing

EBPP“Gold Mine”“Gold Mine”

4

Agenda




CustomerSelf Care


Msg/Insert/Backer

Subscriber Inquiry

Marketing


Trouble Report

Marketing


MarketingFollow-up

Inquiry

Marketing Comments

Target Marketing

CreatingBundles

CampaignMarketing

SuggestiveMarketing

Target Marketing


5

To Be Competitive and Successful

in the past, two requirements were needed:

“Great Products” & “Great Service”---------------------------------------------------------------------------------------------

Today a third requirement is needed:

“Great Marketing”

Industry Trends

6

“It is important that we take advantage of every customer

contact?”

Customer Contacts

7

How many customer contacts do you have each day?

How often does the CSR or I & R technician try to inform or up sell?

It is important that you try to inform or up sell?

Customer Contacts

8

Assume: 5 CSRs – each take 20 calls/day----------------------------------------------------

100 customer contacts/day2,000 customer contacts/month24,000 customer contacts/year

----------------------------------------------------------------------------Assume: 5 I&R Technicians – each handling 6 installation & repair orders/day

--------------------------------------30 customer contacts/day

600 customer contacts/month7,200 customer contacts/year

31,200 Customer Contacts/yearPlus statements every month

Customer Contacts

9

Keeping the customer informed or up selling can be an impossible job without the right

tools...

They need the right products, training andimmediate access to customer information.

Customer Contacts

10

“The Key to Successful

Integrated Marketing Solutions”is

----------------------------------------------------------------------------------------

“Integrated Target Marketing”

…not a separate marketing data base…

Success

11

…ITM provides your CSR’s with the ability to instantly analyzing your customer’s products, services, service location and demographics--------------------------------------------------------

through a set of predefined filters, “what if” statements, that will allow your CSR’s to inform or up sell the customer regarding your service offerings.

---------------------------------------------------------------------------------------

Value?

What is Integrated Target Marketing?

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Filters are sets of “what if” statements designed to establish the different

sceneries your customers would have.

Target Marketing Filters

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“High Speed Internet” - filter

1

2

3

4

If subscriber is residential

If subscriber has dial up

If subscriber does not have hs internet

If service location is high speed internet equipped Then…….

Target Marketing Filter

14

“Premium Bundle” – bundle filter

1

2

3

4

If subscriber is residential

If subscriber has high speed internet

If subscriber has cable TV

If subscriber does not have VoIP

Then…

Target Marketing Filter

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HS Internet

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

Voice Mail

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing

EBPP(Internet Billing)

StatementBacker

SuggestiveMarketing


StatementBacker

CABLE TV

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

Bundle

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker


StatementMessage

StatementInsert

StatementMessage

StatementMessage

StatementMessage

StatementInsert

StatementInsert

StatementInsert

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Business or Resident Services customers have (in and out of bundles) Services customers do not have (in and out of bundles) Service location – equipped Demographic fields Average toll per month CPNI

Possible “What If” Search Parameters

17

Bundles Internet High Speed Internet VoIP Cable TV VOD IPTV Long distance Voice mail Renewal of terminating contracts

Possible Targets

18

Customer appreciation day Basic computer classes Internet classes

Keep close to the customer.

Keep the customer informed.

Possible Targets

19

Suggestive Marketing utilizes ITM and provides you with the capability to instantly analyze any customers account, at strategic points, and be able to

suggest to the customer multiple ways in which to up sell or inform the customer.

Suggestive Marketing

20

Examples of keeping customer informed and up selling:---------------------------------------------------------------------------------------------

• Has dial-up, but does not have HS Internet… document

• Mr/Mrs___I see you have dial-up, how is that service working for you?

• Does not access account over internet… document

• Mr/Mrs___ I see that you have internet service did you know that you can access your account at any time and view your statement over the internet?

• Does not have caller ID… document

• Mr/Mrs___ How do you answer calls when you are watching your favorite TV program? …. Did you know that you can...

The Power of Integrated Target Marketing

21

Examples of keeping customer informed and up selling:---------------------------------------------------------------------------------------------

• Has dial-up, but does not have HS Internet… document

• Mr/Mrs___I see you have dial-up, how is that service working for you?

• Are you able to send and receive pictures of your family? I don’t know if you new it but DSL is now available in your area and can be up to 50 times faster than your current speed.

• We do have a special promotion going on. You can receive free installation and 3 months of service at ½ price.

• Etc…….

The Power of Integrated Target Marketing

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HS Internet

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

Voice Mail

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

SuggestiveMarketing


StatementBacker

CABLE TV

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

Bundle

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker


StatementMessage

StatementInsert

StatementMessage

StatementMessage

StatementMessage

StatementInsert

StatementInsert

StatementInsert

23

Campaign Marketing utilizes ITM and provides you with the

capability of instantly creating a data base of all customers that satisfy the criteria specified in one or more target marketing filters.

Campaign Marketing

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HS Internet

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

Voice Mail

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

SuggestiveMarketing


StatementBacker

CABLE TV

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

Bundle

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker


StatementMessage

StatementInsert

StatementMessage

StatementMessage

StatementMessage

StatementInsert

StatementInsert

StatementInsert

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Accepted

No

Campaign Marketing – Using a Bundle Filter

Analyze Bundle Database Results

Create Bundle Database (Possible Campaign)

Bundle Campaign Configuration and Database Ready

Test Market Bundle Acceptance

Change Bundle Parameters

Customer Care/Billing SystemSubscriber Information

Subscriber Equipment & ServicesService Location – Equipped/NonEquipped

Process of Creating a Bundle

Yes Not Accepted

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Complete list of all subscribers in the campaign Information in detail form Information in summary form Information in graphical form Drill down capability Total number of subscribers Total potential revenue Total number & % of subscribers sold

Campaign Data Base

28

Total number and % of subscribers rejecting offer Total recurring revenue prior to service order Total recurring revenue after service order Total additional recurring revenue CSR that sold or created the service order Reason code why subscriber added service CSR that created the service order Total revenue by CSR Create a campaign from previously created campaign Adhoc reporting tool

Campaign Data Base

29

Updating of Campaign Data Base

When ever a service order is written the system needs toautomatically update the active campaigns.

“Measurement”

Service Order

Campaign A Campaign B Campaign C

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Service Order--------------------------------

Item Amount Reason Code

Premium DSL $75.95 dm

When entering any service order enter the reason code (require that CSR enter a reason code)

Measuring Success


32

On demand reporting By reason code By date range Any specific set or all item codes Installs or removals or both Highest activity


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TargetMarketingSuggestive

MarketingCampaignMarketing

StatementMarketing

SubscriberInquiry

ServiceOrders

TroubleReporting

Email

EBPPStatements

PaperStatements

StatementMessages

StatementInserts

StatementBacker

BannerAds

Messages

Customer Database w/ Integrated CRM

Links

ChurnAnalysis Excel

ServiceOrders

LettersLabels

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HS Internet

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

Voice Mail

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

SuggestiveMarketing


StatementBacker

CABLE TV

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker

Bundle

1

2

3

4

~~~~~

~~~~~~~

~~~~~~~~

~~~~~~~

SuggestiveMarketing


StatementBacker


StatementMessage

StatementInsert

StatementMessage

StatementMessage

StatementMessage

StatementInsert

StatementInsert

StatementInsert

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Be able to enter a bundle by entering one item code

Be able to discount or not discount the individual items within a bundle

Be able to credit the individual revenue accounts within the bundle

Be able to charge the individual discount accounts within the bundle

Bundles

36

Be able to change the optional items within a bundle without removing the entire bundle and entering a new bundle

Be able to summarize the bundle on the statement (federal excise tax)

Be able to keep track of a contract date Be able to keep track of a penalty amount

due to early termination

Bundles

37

“A Customer Relationship Management system houses all the critical business

information an organization needs to develop effective sales, marketing and customer

service strategies.”------------------------------

3rd Party CRM?

Customer Relationship Management

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CustomerSelf Care


Msg/Insert/Backer

Subscriber Inquiry

Marketing


Trouble Report

Marketing


MarketingFollow-up

Inquiry

Marketing Comments

Target Marketing

CreatingBundles

CampaignMarketing

SuggestiveMarketing

Target Marketing


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CustomerSelf Care


Msg/Insert/Backer

Subscriber Inquiry

Marketing


Trouble Report

Marketing


MarketingFollow-up

Inquiry

Marketing Comments

Target Marketing

CreatingBundles

CampaignMarketing

SuggestiveMarketing

Target Marketing

EBPP

“Integrated Marketing Solutions are Extremely Powerful and Essential to Your

Company’s Success in Competing and Marketing of Your Services.”


Leland Smithson

Quintrex Data Systems Corp.

[email protected]/363-5508

Integrated Marketing Solutions Leland Smithson Quintrex Data Systems Corp. “How Integrated...

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