Response management in the campaign in the large scope campaign is requiring much time and people to answer and analyse customer feedback. For the large campaigns where companies are campaigning to several hundred thousand leads or customers every manuel step is contributing in the cost and effectiveness of the response management. We were lucky to participate in the phased automation and digitalisation of the response management process for the large scope campaigns.
Customer has calculated that by automating few extra click in the CRM system can save several hunder thousand EUR per year. So we started automate the responses and steps which could do computers were done by computes. Such as
After this first phase of digitalisation several improvement and effectiveness along with saving cost was achieved. The campaign manager really can focus on customer needs, evaluating the success of the campaign , planning new campaign instead of entering the data into system, validating the data, scanning etc.
In the second phase we have focused on the remaining manual steps required to be done by campaign manager. We have involved more artificial inteligence into analyzing the customer feedback in the flyer and we could recognize whether the customer need consulting or just more information and materials.
Such a flyer can look like this :
After excluding the last manual steps we could react to customer feedback fast and automated :
The workflow orchestrating the automation of the responses can look in Oracle Siebel CRM like this :
TIn the second phase of automation campaign responses we let computers :
- read and analyse the customer written feedback and choice from the flyer
- schedule consulting and assign appropriate sales person for the customer
- schedule to send customer automated more information to the campaign as he requested
The campaign managers are at the end focusing on important steps related win the customer. Every digitalisation and automation step at the end count a lot. The first automation in the beginning saved time and cost in up to 1M+ EUR, in the second phase improved and accelerated feedback to the customer and managers focused on fully innovating the campaigns. Every big change starts small.
Invest into automation, digitalisation , every small change at the end count big. We CCW as a system integrator are focusing on such a many small changes growing big in areas of customer interaction, autonomous CRM, machine learning and artificial inteligence for customer interaction, cloud computing and worfkorce management. Contact us to discover your digitalization journey !