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Customer value maximization for a global management consulting group
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Customer Value Maximization for a global management consulting group Xerago Case study / Version 1.0 /
description
Customer value maximization is a high performance marketing framework that helps brands maximize value from their marketing programs and deliver maximum value to their customers. Xerago has transformed marketing programs for multiple globally reputed brands with Customer value maximization.
Transcript of Customer value maximization for a global management consulting group
Customer Value Maximization for a global management consulting groupXerago Case study / Version 1.0 /
Assignment Background
One of the largest loyalty program implementation and management
companies in the world, owns and operates UK's largest customer
program. The program was reaching out to over 50 million customers
by everyday campaigns. However the marketing processes suffered
from process overheads due to manual interventions resulting in lower
response rates.
The Goal
The main objective was to increaseresponse rate on Multi-channel marketing
The Scenario
Tactical operations Outcomes
Store level
eDM
SMS
Print/OOH
Multiple sponsor co branding
Poor usage
Poor responses
Poor communication
RESULTING IN
Customer Value Maximization Approach
By making interventions on,
Through objective measures, a
snapshot of client’s marketing
effectiveness on many levels and
dimensions was constructed and
this helped us objectively
demonstrate the effectiveness of
the client’s current marketing
programs.
Based on the current state and
desired end state, the road-map
which involved a re-architecture
of strategy and re-alignment of
resources was developed and
interventions were made to
catalyze the marketing growth
engine.
This was the high value growth
phase where all possible marketing
variable combinations are tweaked
on a concurrent basis to produce
the optimal spend to impact
outcomes. Learning was constantly
updated for ongoing maximization.
MEASURE MANAGE MAXIMIZE1 32
In order to achieve client’s goal, Xerago deployed its proprietary Customer Value Maximization framework, which involved the following 3 stages:
Process Media Creative Technology
The Measure phase
Marketing Programs
Technology & Data Platforms
Able to run only 2500 campaigns a year with available headcount
Need to automate processes
Errors in offers to channel mapping
Parameters X-rayed Evaluation Results
The Manage phase
PROCESS OVERHAULS: This involved redefinition of the campaign management process by automating data capture and limiting the dependency, redefinition of the data mining rules for deriving insights and Process set up for creation of campaign calendars for the year to ensure the targeted number of campaigns are met.
TECH INTERVENTIONS: This involved automation of BEB processing, data collection across multiple sources, deployment of a campaign management platform and development of response learning systems.
MEDIA INTERVENTIONS: This involved identifying customer preferred channel for offers and mapping of the same across Call Center, POS, IVR, Portal, SMS, Email, Direct Mail and SOAP
The Manage Phase – Teams Impacted
Campaigns
IT
Analytics reporting
Call Center
POS
SMS
Direct Mail
SOAP
The Maximize phase
−200% increase in campaign velocity ensured the targeted number of campaign requirements are met to support marketing programs.
−15% improvement in response rate due to better communication with more relevant offers
−20% increase in loyalty card usage by existing active customers
−15% increase in activation of existing dormant loyalty card holders.
−Ongoing campaign velocity increase with 6000 campaigns running an year with ZERO change in headcount
Xerago’s Customer Value Maximization interventions saw the following results:
Thanks
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Xerago is a Customer Value Maximization company headquartered in Chennai, India. Ever since inception, Xerago has evolved marketing solutions for clients, using a
combination of Robust Process, Creative Excellence, Cutting edge Technology and Discrete Measurement. Over time Xerago has created IP both tangible and in-tangible
that enables the entity to retain its unique advantage of being among the few entities globally that has stellar depth of consulting with a combination of large scale
marketing outsourcer.
More About the Client:
One of the largest loyalty program implementation and management companies in the world was established in 1988 operating as a loyalty marketing, analysis and customer centric company It focuses on developing retail-based customer loyalty and retention programs. Database marketing and consulting services are rendered to retailers, consumer packaged goods companies and service providers. It has coalition loyalty programs spread over United Kingdom, the Netherlands , Canada the Middle west , Spain and New Zealand . It operates in
England, New Castle and Mumbai, India.
