By implementing the Campaign Management application, Cetelem secured a user-friendly tool which enables more efficient communication with its clients. Together with customer data mining models, it allows the company to target its campaigns better, as evidenced by the growing response curve of its target customer.
The entire solution has been designed to best fit the existing architecture; for instance, outputs are linked to the central accounting system or to the Call Centre where operators have detailed knowledge of previous exchanges of communication with clients. All information about the campaigns is stored in a data warehouse, which consequently allows Cetelem to evaluate feedback of its success and compare similar campaigns over different time periods.
The system is regularly updated and further developed in cooperation with Adastra so that Cetelem is able to conform to the constantly changing market requirements in the best possible ways.
The aim was to increase the efficiency of targeting in marketing campaigns, reduce costs and improve response. Previously, it was also possible to generate only one marketing campaign a day, which is why the challenge was to create a solution that would not be limited by the number of generated campaigns.
Client satisfaction is at the forefront of all activities of Cetelem company, which goes for the marketing strategy and communication with clients as well. For the administration, management and implementation of our marketing strategy we use a comprehensive CRM solution which we developed in cooperation with Adastra. This allows us to prepare, deliver across all communication channels and present clients only with those offers that best suit their current needs. On daily basis, we distribute almost a hundred marketing campaigns using direct mail, SMS, e-mail, telemarketing, TransPromo, client zones and CTI.
By getting to know the client's needs and with the use of predictive models, which we implemented with the help of Adastra, we are able to identify in a timely manner both potential opportunity to cross-sell and the threat of client´s departure, and react adequately.
Customer response to the MojeO2 self-service platform indicated weaknesses in its availability and inconsistent feedback. The big picture was wrong and this was the impetus for the company to find a solution that would ensure that the metrics would clearly and effectively monitor everyone using this application.