Apple Telecom Bedienungsanleitung PDF herunterladen (Seite 20)

18 | Study

2.1 Stage one: Centralized operations

In the first stage, customer knowledge is centralized and pooled, e.g. in one

single data warehouse. All business processes are evaluated in terms of data

generation, formats and frequency. Process data is unified and made avail-

able in a consistent form. All information is stored in a single data source.

IT adaptations help implement business process modifications.

As far as data usage is concerned, central analytics teams evaluate data,

draw conclusions and deliver these to the functional units such as marketing,

sales or channel management. These in turn use the conclusions for reactive

approaches in the market, e.g. for outbound campaigns. Due to data handling

issues, fully centralized operations are not standard in the telecom industry

as far as data management is concerned. However, in terms of business pro-

cesses, most operators are at the next stage.

The following project example from the IT industry shows that even customer

data gathered by resellers can help create centralized customer knowledge:

Project example 4 – Centralizing channel data for a leading IT company

Challenge: The company had no detailed view of its customers. Resellers used

to store sales data in decentralized locations, with no access for the company.

Without resellers participating, the company lacked key information about

customers. Additionally, resellers were better at executing sales campaigns

as they had direct access to customers.

Solution: Together with the client, we introduced a channel-focused CRM

concept with centralized data and campaign management and automated

customer analysis:

> Resellers provide sanitized and aggregated transaction data

and execute campaigns

> The company provides resellers with CRM know-how,

tailor-made offers, campaign proposals and budgets

A win-win situation for the IT company and the reseller was created

by establishing a system that helps

> Analyze customers and markets

> Draw up reseller-specific customer reports incl. customer segmentation

> Plan campaigns (select campaign templates, assign to customer address list,

plan reports with predefined campaign KPIs)

> Measure campaign performance with specific tracking approaches

for each campaign type

> Create a campaign toolbox and share best practice across the company

1 2 ... 15 16 17 18 19 20 21 22 23 24 25 ... 31 32

Keine Kommentare

Apple Telecom Bedienungsanleitung Seite 20