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Would you like to know how modern MRM software improves the efficiency of campaign planning, budget planning, and marketing management — and how MRM enables true marketing collaboration?
In presentations and in reporting, the primary purpose of graphics is to convey information quickly and efficiently. That means that graphics are supposed to illustrate important messages, such as e.g. trends, deviations, patterns and conspicuous behavior such as peaks, outliers etc. at a glance. This applies in particular if the objective is to use the Hichert©SUCCESS Rules in presentations and in reporting.
A customer operating in the financial sector has been using a proprietary CI tool for conducting direct marketing campaigns for some time. This has been tailored to the individual needs of the client over the years and constantly updated. However, as the requirements posed on the solution by the department have grown disproportionately over time, the proprietary development did not meet the latest requirement analysis of the department.
In an internal project, it was e.g. determined that the user interfaces can no longer be expanded with reasonable effort. Thus, as a result of the requirement analysis, it was resolved to replace the proprietary development with a new, external and sustainable campaign management solution. Accordingly, b.telligent was retained in order to conduct an evaluation of external campaign management solutions within a fixed time period.
Despite the functioning implementation of CRM tools, an efficient success reporting is essential for the evaluation and future strategic alignment of marketing measures. A well-known leading provider in the VoD (video on demand) field has already been using CRM measures for some time now, but due to a lack of monetary success measurement, there is no information about the performance of the campaigns rolled out so far. This lack of economically relevant data is thus similar to a flight without route and radar.
The CRM reporting in place at the outset of the project only insists of information provided by the email marketing provider, such as dispatch quantity, opens, clicks etc. and does not provide any information e.g. about a financial or qualitative success of a campaign.
In arcplan, the individual selection constitutes a fixed list of elements which were selected by the developer. Up to arcplan Enterprise 6, a database query for an individual selection did not take place. Thus, this could be used for performance optimizations or for a pre-selection. However, customers frequently requested an add-on for updating the displayed texts. As a database query did not take place, there was no update here, either. For example, a typo corrected in the database was not updated in a performance indicator as it was not screened against the database. From a performance perspective, this was optimal, as well.
Cross- and up-selling in the call center are long-established methods to make additional profits. However, the increase in turnover due to cross-selling should not be detrimental to the service level.
Price transparency, low barriers to switching and predatory competition – these are the main challenges energy suppliers have to overcome. The retention of new and existing customers and thus preserving the most valuable asset is a critical success factor in competition. Based thereon, the strategic objective of one of the world’s largest private electricity and gas businesses, leading in Germany, thus is: Do not lose more private customers than can be won, i.e. avoid terminations by customers.
The daily increasing competition does not only require the development of new and intelligent marketing strategies in industries such as e.g. telecommunications and financial services; campaign management is also becoming increasingly important in the online gaming sector.
Regardless of the industry - the focus is always on the customer. The objective of every business is to win and retain customers and to ultimately increase their value. For many businesses, customer loyalty and winback are standard processes. Whereas other businesses may have focused on only one of the two processes, unaware potential of the other. However, even if both processes exist in one business, they are largely handled independently of one another.
Campaign planning in direct marketing is very complex due to a large product variety, various distribution channels and differentiation according to customer groups.
In addition, there are the restrictions due to the company-internal contact strategy and the desire to maximize the aggregate turnover of the various campaigns.
A background report to connect to databases enables the user to login to all required systems with one single loginin the background; there is no need for the user to explicitly login to each connection upon its first access. The requirement is, of course, that the user exists in all systems with the same access data.
In addition, logins to systems which are not personalized but operate with a technical user can be performed.
If there is no such background report, a login dialog popup appearswhen a report with database reference is opened. This function enables the user to login to the respective database.If several databases are used, several dialogs will open up. One for each database.
For many businesses, cross- and up-selling are among the most important objectives in customer management.When a customer calls a business, it seems to be the perfect time for cross- or up-selling activities.
The arcplan library is a very useful tool for coordinating the layout of reports. All objects which are extracted from a library behave equally on the reports with regard to the selection of the subsequently described properties.