Unica: Automating marketing processes for the Airline industry
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Transcript of Unica: Automating marketing processes for the Airline industry
customer centriaThe Customer Engagement & Experience Company
Technology InteractiveAnalytics
www.customercentria.com
Your Boarding Pass
To Customer
Engagement
Marketer's Dilemma
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Limited Loyalty
Lack of direct brand interaction with the consumer due dominance of agents and OTAs
Constantly providing quality service despite price pressure and high operational costs
Providing an integrated customer experience – online, offline, mobile, kiosk, etc.
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Build strong communities of consumers
Create an immersive and integrated experience
Multi-channel customer engagement
Conduct in-depth analysis and provide valuable insights
Ensure smooth execution and enhance RoI
CC as an Enabler
Energise with Unica
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Reduce campaign costs and execution time
Build strong relationships
Communicate the right message to the right user at the right time via the right channel
Results
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Proactive Service
Personalised Offers
RoI
Share of Wallet
Efficiency
Cost Reduction
With over 90 million passengers flying on an
annual basis, India is the 9th largest aviation
market in the world. In June 2011, India's
growth in domestic aviation was second only to
Brazil and it is anticipated that the civil aviation
market will grow at a CAGR of ~ 16%over the
next 2 years. (Source: IBEF).
Today flying is the most preferred mode of
travel, especially for business and most economy
travellers. Large amount of flyers will pick any
airline with the cheapest price even at the cost of
service and quality. Hence it's even more
imperative for airlines to 'engage' with their
existing, and potential customers, and develop
brand loyalty to ensure efficiency in cost per
available seat kilometres. However, the
challenges faced by the marketers are not
limited to providing the 'better, faster, cheaper',
but also in the 'Who, What, Where, When, Why'
of the marketing initiative itself.
Growing transactional data needs the right tools
to monitor, analyse and execute marketing
initiatives. The idea is to understand the
customer, the segmentations based on flight
patterns, preferences, and behaviour before and
after a flying experience.
Customer Centria (CC) helps you use powerful
analytical tools, powered by IBM Unica,
effectively to deliver quality 'multi-channel'
marketing efforts. CC's experience with one of
India's largest airline company serves as a strong
proof of our understanding of the aviation
sector, and associated issues, concerns and user
profiles.
CC's end-to-end customer engagement solutions energise and deliver a winning multi-channel customer experience.
Personalised communication to improve client interaction, lower costs and improve marketing efficiencies translating into
enhanced ROI
Create an integrated customer experience across multiple points of contact including email, web, mobile, kiosk, branch, IVR
and call centre
Analyse customer behaviour to provide valuable insights on their travel, meal, spending and buying preferences
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CC's Centre of Excellence and Product Incubation Centre
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CC's Centre of Excellence incubates novel product development:
Creative solutions for all gaps identified, educate employees about
the adoption of new technologies and create a pool of global best
practices
Share and apply key learnings from each project to create world-
class proprietary products that provide ready solutions to clients
Key CC products include Data De-duplication Engine, Loyalty
Management Tool, Social Media Listening Tool and many more!
For more information email at
info@ comcustomercentria.
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UNICA NetInsight
UNICA Customer Insight
UNICA Predictive Insight
UNICA Marketing Operations
We provide the full spectrum of services for all
UNICA products
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UNICA Campaign
UNICA Interact
UNICA Detect
UNICA Leads
Technology
Marketing Services
Insights
Digital Engagement
Loyalty Management
Social Interaction Management
From Data to Delight
CC’s solution for the Industry, powered by IBM UnicaCivil Aviation
Customer Insightsand Analysis
Source 1 Source 2
Source 3
Marketing Data Mart
Metrics and Response Tracking
IBM Unica DetectIBM Unica Customer Analytics
Response History and Customer Data
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Include customer equity and lifetime value management to create clusters
Analyse historical portfolio of various types of marketing actions and campaigns
IBM Unica Campaign Management
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Providing delightful customer experience by having a unified messaging and branding to all valued customers via different mediums
Creation and execution of targeted campaigns based on segmented lists to provide economical and speedy campaigns to reduce time to market
IBM Unica eMessage
• Delivery and tracking of emails
and SMS sent to current and
potential customers while
capturing throughout,
open-rates, click-through rates
and conversions Email and SMS Channel Communication
• Improve cross-sell and retention by identifying patterns and trends based
on transactional data such as flight bookings, preferences, online transaction data through airline loyalty programs and bank/retail tie-ups
IBM Coremetrics
• Track online behaviour and customer profiling
to create a robust database of customer interactions and pattern