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Solution for Precise Marketing and Service

Solution Background

Currently, after industry restructuring and issue of 3G licenses, market competition in China’s Telecommuication Industry reveals a new situation and is getting into the incandesce stage. Together with full service operation and the coming age of 3G, telecom enterprises are persistently promoting information based innovation strategy of customer focus, insisting on the strategy of customer focus and brand guide, differentiate competition. To promote the capabilities of customer segementation , precise marketing, network resource utilization. Furthermore, to enhance the capability of precise management so that staff at all levels shall monitor data of full service operation，as well as the capability of targeted marketing, customer retention and customer service. By means of conducting targeted customer care, development of reinforced and widen business convergence, customer retention, recommendation of value-added services, early warning of retention and so on, to attain the objective of improving customer perception and viscosity, reducing chum rates of the whole network users, reducing lose of mid and high-end customers, as well as increasing revenue.

Tianyuan Dic – Precise Marketing and Service Solution (hereinafter referred to as DIC-PMS) is made based on the theory of customer life cycle and customer segmentation while precise marketing methodlogy is adopted. It implements a closed-loop process management from customer insight to outcome assessment. Through the use of DIC-PMS, enterprise will enhance in-depth insight on customer behavior, make out active marketing and service strategy, extend customer’s on-line duration, increase customer satisfaction and customer values. Through the use of Multi-channel collaboration, enterprise will implement multi-channel task assignment, work orders will automatically moving over direct channel, electronic channel, entity channel and social channel. On the one hand, it can support muti-channel collaboration for the purpose of efficiency, on the other hand it can prevent excessive disturbance to customers, thus improve the capability of overall marketing and service.

Overall solution

DIC-PMS emphasizes the guiding concept of “Customer-centric, Market-oriented, Benefit-targeted”, the overall solution of DIC-PMS covers the whole process of management, including customer insight, marketing service implementation and outcome assessment.

Figure 1: Precise marketing and service solution

DIC-PMS mainly includes the following products:

Product Name	Product Description
DIC-UCM (Uniform Contact Platform)	Uniform contact portal is based on the supporting functions provided by BOSS system. It provides the capability of product sale and customer service to customers accessed through different channels such as Internet operating center, handheld operating center, self-service terminal, and 10001 voice access, etc. The users of Uniform Contact Portal are customers, partners and internal employees of the enterprise.
DIC-CCM (Channel Collaboration Platform)	Channel task collaboration can realize processing of various marketing and service worksheets, and establish uniform worksheet flow capacity among different channels, including, marketing received worksheet to community manager and operating reception from calling out, short messages, internet operating center, etc., as well as contact worksheet from passive channel to active channel.
DIC-CIP (Customer Insight Platform)	Customer segmentation: the basis of customer analysis and management, and also the basis of customer marketing and services. Customer behavior insight: timely observation of exception and change trend of customers when using services. Customer marketing view management: during customer marketing maintenance and retention process, conduct differentiated revelation of customer unified view according to customer marketing service demands and characteristics of various channels.
DIC-CEMC (Event Management Center)	Configure internal and external events of the enterprise, to make them associated with marketing and service activities; Configure event trigger conditions to receive events by sensors, and trigger specific marketing and service activities according to corresponding rules, which can be pushed to correspondent contact channels through standard interfaces.
DIC-VIPM (Customer Club)	Platform and carrier providing differentiated score feedback to brand customers and mid and high-end customers. Conduct club operation to precisely segment customer values, guide precise distribution of marketing service resources, enhance differentiated service level and customer retention competent, improve customer loyalty, thus to face market competitiveness more effectively.
DIC-MMP (Marketing Management Platform)	Marketing process management realizes full support to marketing close-loop process, including marketing service knowledge management, marketing process tracking, marketing effect evaluation, etc., to enhance marketing execution efficiency and improve sale success rates.

Solution Features

1. Make further segmentation of products , to make boundaries of system products more clear and reasonable, complying with regulations of China telecommunication industry and referring to relevant concepts and methods of eTOM.

2. Provides full closed-loop support capabilities to precise marketing, including customer insight, marketing and sales planning, marketing and service collaboration, marketing activities implementation, marketing feedback, etc.;

3.Enhance understanding of customer behavior and characteristics and make deep insight into customers, to provide accurate basis for precise marketing;

Customer Benefits

1.Increase customer loyalty

① Reduce the whole network customer churn, especially for mid and high-end customer churn.

②Specific business recommendations according to customer’s own characteristics can improve customer values.

③Multi-channel collaboration gives customers a unified perception.

2.Improve service efficiency and quality

①Timely customer care and targeted service can improve customer awareness of enterprises.

②Multi-channel customer contact with no disturbance to can improve customer perception.

③Real-time monitoring of worksheet can ensure implementation efficiency of customer service.

3. Business optimization and improvement

①Targeted marketing activity planning and channel collaboration implementation improve the operational efficiency for enterprises.

②In-depth customer insight provides basis of targeted product design for marketing department.

③Multi-dimensional assessment makes it possible for enterprise to understand improvement opportunities in business aspects, thus to implement improvements.

4.Save cost for enterprise

① Targeted marketing can greatly reduce enterprise marketing costs.

②Multi-channel customer contact and collaboration process can help enterprise to distribute their resource rationally and reduce resource waste.

In Scope

This solution can be applied to the construction of marketing service system for China telecommunication industry.