kayak+ dialog
Post on 21-Oct-2014
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Kayak+ Dialog marketing tool seamlessly integrated with Kayak Subscription System
Kayak+Two way customer dialog in real time interaction with Kayak
– Service contains ready made direct channels to email and SMS marketing. User friendly UI to manage customer care models and actions. All message tracking, bounce management and testing included in service. Easy to adopt, easy to use.
– Content management and survey tool integrated to Kayak+ enables making of personalized emails, banners, campaign pages and customer surveys directly connected to Kayak customer data.
– Reports and analysis of Kayak+ integrated and at your use.
Why Kayak+Bring all customer events and communication as part of customer careOffer additional services based on customer data more dynamically
– Include feedback survey or upsell email in personalized, visualized order confirmation Be one step ahead of your customer to secure continuous customer relationship
– Offer renewal of subscription month before end date
6/19/123
From tracking past to planning future
• Analyze planned customer communication to
– Detect too much planned communication in too short period of time
and– Detect too few or none events for specific customer segments (or individuals)
• Plan and add new communication for missing segments• Restrict / prioritize / schedule in case of too much planned communication
How it helps• Use planned and scheduled communication tasks as a criteria for creating new tasks• Use reports to find too little or none communication planned• Use Dialog’s conflict manager to detect too much communication and to plan what to do
Copyright © Steeri Oy 2012
Analyze, control and manage customer communication to optimize dialog results
Kayak+ Dialog Architecture
All customer data from multiple data sourcesin one hierarchy view
Task: Book meeting
Task: Call-out
Personalized SMS
Personalized Email
Survey/ Feedback / Invitation form
Create and export printed mail list
Create and export call list
Direct activitiesWeb solution to manage customer care:
• Dynamic Customer care models and Task rules• Query tool and Target groups• Content Management• Segmentation• Event management• Customer analysis• Activity launch to multiple channels
Tasks to operative CRMKayak CallCenter
Personalized web banner
Personalized Web service call• Order confirmations• Automatic alerts• Triggered changes• Subscription changes
• Direct activities history• Completed tasks
Web Portal
Web Portal• Service ordered• Link clicked• Login to web portal
Launch service
Inbound Response
Triggers launched from any system
Copyright © Steeri Oy 2012
KayakPlus Dialog: From tracking past communication
Towards planning and managing future dialogue
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A Simple Idea
Create and keep updated the forthcoming customercommunication at individual customer level
Why• Allows you effectively plan and manage your customer communication• You can analyze planned communication to
– Detect too much planned in too short period of time
and– Detect too few or none events for specific customer segments (or individuals)
• Business decision makers have time to define how to react (a hard thing to do afterwards ;-) ): – Plan and add new communication for missing segments and – Restrict / prioritize / schedule in case of too much planned communication
How it helps• You can use planned and visible communication tasks as part of criteria for creating new tasks• You can use reports to find too little or none communication planned• You can use Dialog’s Conflict Manager for detecting too much communication and deciding what to do
Now
From justtrackingwhat hashappened
Into planning andmanagingwhat shouldhappen
Change your view
Past Future
Copyright © Steeri Oy 2012
6/19/127
Manage the communication – manage the entire customer relationship
Personalized offers, upsell, cross-sell…Systematic, triggered purchase process dialog
Triggered relationship management dialog
Scheduled/ triggered customer listening
Ville has been browsing our newsletters. We are introducing new services and benefits that might interested him. Take a
look, Ville!
Check our new benefits!
We miss you Ville.
Is there something we could help you
with?Looks like Ville is passivating.
We should try to activate him with a right offering!
Give us some feedback
Ville has been using our product for awhile. It would
be nice to know, how we have succeeded.
Ville’s subscription period is coming to an end. This
would be a good time to remind him of the renewal.
Renew your subscription.
Come and check our offer!
Happy Birthday Ville!
It is Ville’s birthday. We should not forget our
loyal customer.
Your order is confirmed!
1st deal.
Check this offer Ville!
We believe we would have an
interesting offer to Ville.
Welcome to our
customer!
Great, we have a new customer! We want to reinforce the new
relationship – and reward Ville also.
Ville seems happy and interested in us. Let’s
strengthen our relationship and
involve him more
Test before others
Thank you for your
purchase!
Never forget to thank your customer!
We have not been in contact with Ville for a long
time. We should try to activate our relationship.
How are You Ville?
Get a good deal!
Ville contacted us to ask about his
subscription. We can now offer him
something else that he might like!
NPS
After awhile its good to know if our customers
are promoting us. What would Ville say?
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NPS
Check this offer Ville!
Come and check our
offers!
Welcome to be our customer
Give us some feedback
Best offer to you How are You
Ville?
Test before others
We miss you Ville.
How we can help you Ville?
Come and check our
offers!
Thank you for your purchase!
Happy Birthday Ville!
Order confirmation
One customer:
6/2012 9/2012 1/2013 3/2013 6/2013 9/2013
How implemented: In Dialog you have customer’s future communication tasks visible and available for analysis
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How it works
• You define the criteria for creating communication (i.e. to who an event is created) tasks and define the timing (i.e. when it is executed) in Kayak+ Dialog
• Kayak+ Dialog evaluates the criteria and creates the communication tasks at individual level beforehand
• Kayak+ Dialog keeps the forthcoming communication flow updated– As database content is changes new tasks may be added and some tasks may be
passivated (criteria not fulfilled anymore)– For example: Before actual execution of the task the criteria is re-evaluated to
avoid wrong communication (selection rule does not picks some customer it used to pick earlier)
• The personalization of message is done when executing the task using up-to-date database information at that moment
Copyright © Steeri Oy 2012
An implementation example: Case Sanoma UNIIKKIEasy and reliable to obey the promise: max one email or SMS per week
Sanoma News www services:Separate services containing >700 000 consumers& B2B decision makers with marketing permission & profile
UNIIKKI DB:Combined customer informationand profiles from the Sanoma’s www services
Customer
Message using thebrand of the databasewhere customer is based
Email;SMS
Uniikki Sales
Email containinglink to my report
Onlinereport tomy campaign
ReportingAnalyzing
Max 1 email & SMS / week
Target group definition and
booking
Managing customer’s
material
Reaction collecting and reporting
Email & SMS sending
BouncesLink clicks
KayakPlus Dialog: Communication Conflict Manager
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Conflict Manager analyses the customer tasks and detects and manages conflicts
How are You Ville?
ConflictedTest before
others
Conflict rule:
If customer has offer and feedback discussion at same week
Conflict action:
Cancel offer
Frequency:
Analyse conflict daily
Results:
Copyright © Steeri Oy 2012
Steeri OyTammasaarenkatu 5
00180 HelsinkiTel. 010 217 6430Fax. 010 217 6420
Email: [email protected]