Tough competition on the telecom market has made customer loyalty a matter of primary importance for operators. This competitive advantage requires full understanding and satisfaction of customer demands to offer the products and services customers mostly want. Besides, operators need to encourage loyal subscribers to use services more actively.
However, collecting customer data and applying them when campaign is in progress are not easy tasks. To meet the challenge, CBOSS has developed CBOSSmcm Marketing Campaign Management, which enables a wide range of targeted marketing campaigns aimed at the promotion of new services and products, and customer incentives.
CBOSSmcm provides end-to-end campaign management including the selection of target audience, planning of marketing offers, setting of campaign parameters, campaign management, registration of customer responses, evaluation of campaign effectiveness, and on-the-fly modification of campaigns
The target audience must best meet the campaign goals CBOSSmcm allows the selection of subscribers based on social-demographic, behavioral and other characteristics. CBOSSmcm supports customer feedback, which enables interactive polls to adjust marketing campaigns and incentives. CBOSSmcm allows a considerable increase in customer loyalty and value, unrivalled effectiveness and lower cost of marketing campaigns.
To start a campaign, a marketing manager specifies customer segmentation parameters. Adding new parameters and launching segmentation repeatedly it is possible to pinpoint the target customer group. The selected subscribers may be polled on the consent to participate in the campaign.
Depending on customer value, the selected group may be split into subgroups. In this case, each subgroup is assigned specific parameters to be applied during the marketing campaign (duration, frequency, notification channel, discounts, bonus points, etc.)
At the scheduled time, CBOSSmcm automatically starts the marketing campaign (several campaigns can be run simultaneously). During the campaign, CBOSSmcm collects the statistics on message delivery results, provided rewards, customer responses, etc.
- Target Audience Selection
- Marketing Campaign Planning
- Customer Notification
- Statistics Collection and Effectiveness Evaluation