mts engagement referral campaign

8/4/2019 MTS Engagement Referral Campaign

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Accentiv ConfidentialCopyright 2011 Accentiv

Proposed EngagementModel for CRM


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Agenda

Client Brief

Objective Target Audience

Strategic Approach

Program Structure Points Earning Methodology

Rewards Structure

Technology Integration Value Added Benefits

Creative Development & Communications

Rewards Sourcing & Fulfillment

Customer Helpdesk Support

Data Analytics


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The Brief

MTS would like to commission a loyalty come lead

generation program

The program would have two phases

Phase 1 :The Loyalty phase

Phase 2 :The lead generation phase (referral phase)

Loyalty phase : The existing customers would be exposed to a host ofbenefits to ensure their loyalty and

Lead genration Phase : Have a strong loyal customer base of we

would use them for generating leads via a string referral incentiveprogram


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Objective

MTS Build relationships

Generate Referrals

SUBSCRIBER

Engage existing

subscribers

Develop an engagement program for the existing customers tocreate positive experience

Acquire new customers by word of mouth of brand advocatescreated through this engagement program


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Target Audience

Data Card Post-Paid Data Card Pre-Paid

Smart Phone Users Voice based Post-Paid

SUBSCRIBERS


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Strategic Approach

Recognize, reward and retain the existingcustomers

Data driven marketing to engage them at one-to-one level with personalized offers

Drive referrals by creating positive experiences

1

2

3

PHASE1

Cust

omerEngagem

ent

PHASE2

DriveRef

erral


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Proposed Program Structure

Study the database and create tiers as suggested (Diamond,Gold and Silver)

Define the hard, soft benefits and value added privileges forthese members

Pre-enroll the existing customers (subscribers) into theprogram keeping their mobile number as unique identifier

Any new customer registration will be processed throughoffline verification process

Once registered, members can keep a track of pointsearned, burned, transaction history, redemptions, etc on adedicated program website

Next generation catalogue can be created for thesemembers wherein they can redeem the points for excitingreward items

Once they make a redemption on the program website, therewards will be delivered at their doorstep

Segment Tiers

Define Rewards

Enroll Members

Allocate Points

Rewards Catalog

Special Benefits

Fulfillment

ENGAGEMENT


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Points Earning Methodology

Category AmountSpent (Rs.)

PointsEarned

Point % Points Expiry

Diamond 10 5 50% 18 months

Gold 10 2 20% 12 monthsSilver 10 0.5 5% 12 months

Average monthly spend -over Rs. 500

Average monthly spendbetween Rs. 200 to Rs.500

Average monthly spend -below Rs. 200


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Rewards Structure

Rewards Structure

On Spend Value On Subscription Special Rewards

= Points = =


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Rewards on Spend Value

On Spend Value

= Points

Spend based BenefitsRewards Diamond Gold Silver

Welcome Points 2000 1000 500

Amount Spent

Points Rs 10 = 5 Points Rs 10 = 2 Points Rs 10 = 0.5 Points

Free Recharge

Anniversary BonusPoints 4% of Amount Spend 3% of Amount Spend 2% of Amount Spend


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Rewards on Subscription

=

Subscription based Benefits

Handset RewardsDiamond Gold Silver

Tenure 1-2 Years Up to 20% offonce a year Up to 15% offonce a year Up to 10% offonce a year

Tenure >2 Years Up to 20% offtwice a year Up to 15% offtwice a year Up to 10% offtwice a year

Birthday Rewards

Tenure 1-2 Years

25% off on 2 months data

recharge


recharge

25% off any handsets upto

Rs. 15000 and 50% off on 3

months data recharge

Tenure 2-3 Years


recharge


recharge

20% off any handsets upto

Rs. 5000 and 50% off on 3

months data recharge

Tenure >3 Years


recharge


recharge


recharge

On Subscription


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Special Rewards

=

Special Benefits

Diamond Gold Silver

Birthday Greetings

Anniversary Gifts Online Deals and Discounts

Movie Tickets New Product Previews

Newsletter Priority Customer Service

Customised Recharge Offers Offline Tie-ups

Interest based offers Special invites for events and

parties

Special Rewards


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Registration Process

Assumptions:

Mobile number is amandatory field whilecapturing customerdata

Requirements:We need to know the

format in which MTScaptures the customerdata

We need map multiplerelationship ofcustomer with MTS


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Points Accurals Flow


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Redemption Process


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Value Added Services Online Deals

Online shopping platform to run tactical promotions and online rewards

catalogue campaigns

Ease of transactions

Customised rewards

Branded merchandising

Customized and Personalized communications

Campaign specific micro-sites


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Edenred has an affiliate network of more

than 19000 food and gift outlets whichincludes national branded chainrestaurants and retail stores

Tie-ups can be done with national brandedchain restaurants and retails stores to passon great deals and discounts

These tie-ups will include both Tier 1 andTier 2 brands to suit the local and regionalrequirements

Value Added Services Offline Discounts


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Creative Communications

Online

Program Website Launch e-mailer Reminder e-mailer

Points update e-mailer Membership upgradee-mailer

Special exclusiveoffers e-mailer

New Product precursore-mailer

Special Invites andevents e-mailer

Birthday and accassionbased greetings

Offline

Welcome DM letter Points update (along

with the monthly

billing) Membership upgradeletter

In-shop promotionmaterial like posters,danglers, leaflets andtent-cards

Special invites andgreetings

SMS

Launch SMS Points update Offers

Invites Upgrades

Program Communication Elements and Medium


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Rewards Sourcing &

FulfillmentShips over 5,000,000personalizedrewards every year

to loyalty membersacross India alone

Delivery to over 15000 locations inIndia

Gift sourcing & Catalogue Management

Customized Catalogue

Sourcing & stock model at our ownwarehouse

Tracking Management & gift trackingwith multiple services providersincluding Indian Postal Service

Quick TAT

Offering wide choice amongst 4000SKUs

Rewards Sourcing & Fulfillment


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In-house handling of all program customer queries,

Online and offline support and Quick Turn Around Time

Online

Applications

Offline

tools

Call Center,

SMS, IVR

E-mail,

Onlineregistration,

In house, dedicated &highly trained customercare team with multiplelingual

Online and offlinesupport

(TAT) Turn Around Timeof 1 Business Day

Ensured CustomerSatisfaction

Customer Helpdesk


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Data driven marketing to engage them at one-to-one level with personalized offers

2


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Data Analytics Data driven marketing approach willbe followed throughout the program

Subscribers will be filtered onpredefined criteria to send out finelytuned communications and preciselytargeted offers

These communications and offerswill be further assessed by usingAccentiv Analytic tool and will beput under different baskets


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Why Analytics

Van Huesen and Louis Philippe are using Accentiv Analyticsto drive loyalty programs

To know the following:

Where do these customers come from?

Do they belong to a specific customer segment?

What are the products bought by these customers?

How many times do these customers visit your showrooms?

Who are my most valuable customers?Which of your outlets have a higher concentration of loyal customers?

What is the churn among your best customers?

Which are the top 10 highest selling products?

What is the product interactivity among these?

How is the loyal customer behaviour changing over a period?


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What would Analytics deliver

Score Card

StoreAnalysis

ChurnAnalysis

CampaignAnalysis

Loyalty

Analysis

CustomerServiceAnalysis

ProductAnalysis

CustomerAnalysis

1. Modules are presented in the form ofa dashboard with multiple windows.

2. Each window comes with a palette ofvariables and reports that meets yourexact requirements, which means

more flexibility for you.3. Reports can be further diced using

the filters on the side and top panelsto provide different views of thesame report.

To provide flexibility in

loyalty data analysis, theAccentiv analytics suite

organizes the reports intoseveral modules


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Sample Reports: Loyalty Analysis

Customer Value Category analysis

Top 20 / 30 / 50 customer vs their contribution

Yearly comparision on customers, revenue & average revenue

Alerts on above yearly comparison analysis

Top/Bottom Customer performance report

Supporting data report for Communication / Transactional Summary

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Sample Reports: Loyalty Analysis

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Sample Reports: Churn Analysis

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Time frame based customer churn analysis

Qtrly, Monthly, Day based churn analysis

Further drill down on various brackets (i.e. Freq, Store Visit, Customer Value)

Enrollment vs Repeat churn analysis

Repeat vs Enrollment churn analysis


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Sample Reports: Store Analysis

Demographic based store performance analysis

Top/Bottom store performance report

Yearly comparison of store analysis along with alerts

Store vs Product performance analysis combined with segmentations

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Sample Reports: Campaign Analysis

Campaign based store performance analysis

Campaign based customer contribution analysis

Campaign based product contribution analysis

Campaign based demographic wise store/product/customer contribution analysis


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Sample Reports: Composite Ranking

Fresh Soup Composite Ranking

w/e May13 2011

Total Category : Fresh Soup 13.08 100.0 118.70Rs

Product

% of Metro

shoppersbuying Rank

Loyalty : %of Category

spend onthe SKU Rank

AWP Rs of

JMetroShoppers Rank

Total ofRankings

CompositeRanking

Changein

RankingYr on Yr

SIMPLY ORGANIC CHNKY VEGETABLE 0.26 39 29.3 2 5.31Rs 1 42 4 -1SIMPLY ORGANIC LENTIL&PARSLEY 0.18 45 23.6 5 4.93Rs 2 52 7 1DUCHY ORIG TOMATO&ROSEMARY SOU 0.08 60 25.0 3 4.26Rs 6 69 16 -4"DUCHY ORIGINALS CELERIAC LEE 0.07 67 24.1 4 4.43Rs 5 76 21 11DUCHY ROASTED ROOT VEG SOUP 60 0.08 62 21.7 16 3.83Rs 11 89 27 NewSO TOMATO & BASIL SOUP 0.32 37 20.8 22 2.90Rs 32 91 31 8

SO CARROT & CORINADER SOUP 0.25 41 21.1 19 2.54Rs 39 99 33 5SO LEEK & POTATO SOUP 0.10 56 16.2 46 2.13Rs 51 153 56 5

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URLwww.accentivanalytics.com, below is the login page

Accentiv Analytics How to access?

L lt E i LISA K St th
http://www.accentivanalytics.com/http://www.accentivanalytics.com/


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Loyalty Engine: LISA - Key Strengths

Highly proven and robust platform

track record of 98% uptime

Manageability of campaigns

500 to 5mn or more members

with the flexibility to run multiple

reward programs simultaneously

Modular engine & Quick Deployment

Performance tracking

Comprehensive reporting module

allows measurement of program

performance

LOYALTY ENGINE

AnalyzeData for new

initiatives

Track

Customer

Behaviour

Manage

Points &

Redemptions

EvaluateROI &

Performance

Capture

Customer Info

& profiles

Communicate

1-to-1 at

all touch points

Web based technology platform that provides the business logic and technology essential for implementingand managing a loyalty program

LISA M d l


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LISA Modules

MemberManagement

TransactionManagement

PointsManagement

Capture & Management Member Information

Bulk creation / update of member profile

Member tiers, approvals

View / Modify member transaction

Bulk upload of member transaction

Invoice processing System

Campaign / Bonus points

Batch process of points

Expiry points

LISA M d l


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CatalogueManagement

RedemptionManagement

CommunicationManagement

Create regular or time based catalogue

Create tier based catalogue

Schedule changes of points or price

View / Modify member redemptions

Track redemption status

Offline redemption process

Create / modify email templates

Send communication to individual or group

Send communication based on rule

LISA Modules

LISA Modules


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ProductManagement

Survey / PollManagement

Create regular or time based catalogue

Create tier based catalogue

Schedule changes of points or price

Create / Modify survey

Create / Modify Polls

Generate reports for Survey / Polls

LISA Modules

Ph 2


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Phase 2

Drive referrals by creating positive experiences

3

P

HASE2

D

riveReferral


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Referral Program The Multiplier EffectEngagement program facilitatedpositive experiences amongst the

existing subscriber base

In phase 2, we need to leverage thesepositive experiences and ask forreferrals to bring in incremental

business

Dig deeper using Data Analytics toknow which segment has given themaximum references and how manygot converted

Launch the referral program andcreate more points and rewardsearning opportunities for themembers


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Referral Program Approach

Engagement program for50000 existing subscribers

1500 Enrolled Members (3%of total existing base) in the

engagement program

Identify the best customersusing data analytics andlaunch a referral program

for them


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Referral Program Communication

Communication Entire Database(50,000)

EnrolledMembers

Best Customers

Emailer

SMS

Telecalling

Direct Mailer

MLM M d l


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MLM Model

Assumptions:

Mobile number / emailidprovided by Referrer willremain same

Business process remainssame (600 on level one, 120

on level two and 24 on levelthree.)


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Recommendations


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The Multiplier EffectMore earning opportunities

without spending a single rupee

Multiply Points

Multiply Rewards

Points Multiplier Rewards Multiplier Milestone Multiplier

Members can choose to participate in either one of these or 2

of these or all of these multipliers to give referrals

All the referrals must be unique across the multipliers

A member can refer 15 of his/her friends if he/she participates

in all 3 referral schemes


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Points Multiplier

More earning opportunities


Multiply Points

Multiply Rewards

These referrals will be value based referrals Each member will be allowed to give maximum of 5 referrals

Depending on the value MTS gets out of these referrals onconversion, members will be given 10% of total valuegenerated in the form of points

The payout will be multiplied with number of conversions e.g.if out of 5 only one gets converted then only 10% will be

given out, if 2 gets converted then 20%, if 3 gets convertedthen 30% and so on

The payout will also be according to the tier a memberbelongs to


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Points Multiplier FrameworkDiamond

Converted Value {1599*10%} Points (50%)

Existing Customer Referred Customer 1 160 80

Referred Customer 2 160 80

Referred Customer 3 X X X



Total Points 480 240

Gold







Total Points 800 160

Silver







Total Points 320 16


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Rewards Multiplier



Multiply Points

Multiply Rewards

These referrals will be volume based referrals Each member will be allowed to give maximum of 5 referrals

Depending on number of conversions, members will be givenexciting reward items

The reward value will get multiplied with number ofconversions e.g. if out of 5 only one gets converted then onlya cross pen will be given out, if 2 gets converted then a

higher value reward, if 3 gets converted then even highervalue reward and so on

The reward value will be equal across all tiers


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Milestone Multiplier



Multiply Points

Multiply Rewards

These referrals will be milestone based referrals e.g. if amember has 500 points and he aspires to get to 700 points to

redeem his favorite watch then all he needs to do is givereferrals and on conversion he gets fixed points

Each member will be allowed to give maximum of 5 referrals Depending on number of conversions, members will be given

fixed points

The point payout will get multiplied with number ofconversions e.g. if out of 5 only one gets converted then only50 points will be given out, if 2 gets converted then 100points, if 3 gets converted then 150 points and so on

The milestone value will be fixed across all tiers

Process


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Process

Process


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Process


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Thank You!For more information, you can get in touch with:

at

mts engagement referral campaign

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