Telco Campaign Management

The telecommunications marketplace is extremely aggressive and operates of fine margins of profitability for core carrier services.

This requires Telcos to be more vigilant in managing their customer relationships, including the cost of acquiring new customers and retaining existing customers.

Annual churn rates are typically high in the communications industry and the cost of acquiring new customers is continually rising.

This is driving Telcos to improve thier ability to retain customers and ways to maximize customer profitability over the life of each customer relationship. To achieve these two primary goals requires intelligent:

• Customer Segmentation
• Customer Lifecycle Management
• Event Based Marketing
• Multi-Channel Campaigns

Together, these capabilities provide marketers with the ability to:

1. More precisely segment the customer base
2. Provide more frequent and sophisticated communications
3. Manage multiple stages and multiple-channel communications

This requires the ability to implement complex, agile customer communication strategies , based on customer analytics. This ensures that marketing efforts target the right offer, to the right person, through the right channel, at the right time. This is achieved through using a full featured Campaign Management System

Campaign Management System

Key features of a typical Campaign Mangement solution include:

1. Integration - between pre-built telecommunications analytical models and campaign management processes.
2. Campaign Templates - pre-built suggested campaigns that can be implemented
3. Campaign Candidate Selection - selection, screening and filtering of internal and purchased contact lists
4. Campaign Scheduling - integrated prioritization and scheduling for complex, multichannel, multi-stage campaigns
5. Campaign Optimization - in-depth campaign management functions to optimize campaigns and channels by automatically tracking each campaign element
6. Communications Management - coordination and optimization of outbound and inbound communications over multiple channels
7. Email Campaign Management - create, deliver and track high-volume, opt-in, personalized e-mail marketing campaigns
8. CRM Integration - Automatic updates on customer contact history, response history and analytical results to the central customer data
9. Autoresponder - dynamic response handling to automatically update customer contact history, response tracking and analytical processes
10. Lead / Response Management - tracking of "hard" and "soft" responses recorded through conventional channels or e-media

Next: Cross Sell / Up Sell

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