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Pillar 3 - Coggle Diagram

- - - - Campaign Management
        
        Specific rules and algorithms are used to execute the
        campaign with little or no human intervention
        
        Automates selection of targeted contacts, customisation of
        message and delivery of message via preferred channels
      - Event Based Marketing
        
        trigger marketing
        
        when a customer does something to trigger a response message
        
        for example, a customer abandons their cart and the shop sends a message to them reminding them to check out
        
        behavioural marketing
        
        when something happens outside of the customer that triggers the message
        
        for example, when a customer's contract is ending and the company sends them a message reminding them to renew the contract
    - - social media management
        
        Managing social media platforms to connect with customers
        to build brand, increase sales and drive online traffic
        
        Publishing- Enables companies to publish the content
        automatically at a preferred time and frequency
        
        Engagement- Enhances engagement as social media
        mentions and posts, including untagged posts, are collated
        
        Analytics- Easy monitoring and comparison of performance
        across various social media platforms
        
        Advertising- Effective implementation of targeted marketing
        as ads will only be displayed to specific target audience
      - web analytics
        
        allows companies to understand the behavior of website visitors
        
        identifies traffic sources that bring in most website sessions to focus marketing campaigns on those sources accordingly
        
        The software can automatically display relevant information
        proactively at appropriate touch points for individual visitors
        
        The customer journey automatically becomes a customised
        experience which maximises conversion rates tremendously
    - - loyalty management
        
        loyalty programmes management can be operationally and technologically complex
        
        the motivation to go on is dwindling exponentially
        
        the MA software allows companies to develop and operate customer loyalty programmes on a grand scale efficiently
      - marketing analytics and reports
        
        presents management with a comprehensive view of the entire marketing strategy
        
        enables management to assess the effectiveness of every marketing campaigns, offers and channels
        
        a complete marketing analytics include data from websites, emails, social media, etc
- - - - data gathered from all units that have interaction with the customers are integrated to form a consolidated database
      - Allows staff from various departments to have full knowledge
        of their customers and deliver consistent message to them
  - - - The type, amount and accuracy of data is dependent ont he needs of individual companies
    - - sales data, e.g. purchase history
      - marketing data, e.g. loyalty programme
      - financial data, e.g. payment history
      - service data, e.g. enquiry history
      - others, e.g. social media, internet
    - - Includes data cleaning
        
        Verify- verify that the data is true
        
        Validate- validate that the data is accurate and correct
        
        De-duplicate- get rid of duplicated information
        
        merge/purge- combine information that can be merged/are from the same family
        
        consequences of poorly maintained customer database are operational inefficiency, where resources are wasted on mining inaccurate and outdated data, and poor customer experience, like inconsistent service offered to customers.
- - - - Includes a complete dashboard of contact information,
        profiles, interactions, purchases and all other activities
      - Contains tools for building, sharing and updating contact
        lists, making appointments and contact tracking
    - - A ‘Lead’ may be converted to a potential customer
      - This feature allows companies to create, assign, segment
        and perform real-time leads tracking
    - - An ‘Opportunity’ refers to a potential revenue-generating
        customer that needs to be tracked for completion
      - Automating this function enables real-time data accessibility,
        opportunity milestone tracking and sales forecasting
    - - A robust reporting and analysis dashboard is imperative for
        all SFA software
      - Includes customisable reports, performance insights, sales
        forecasts, etc.
      - pipeline management
        
        A sales pipeline is a visual snapshot of where the
        opportunities are in the sales process
        
        Sales pipeline analysis allows companies to ascertain
        opportunities that may require special attention
    - - provides sales related documents like brochures, price lists, product specifications, etc
      - The document will be updated and accessible to the sales
        staff when needed
    - - Allows sales staff and customers to design and customise
        products, services or solutions easily
      - Essential when customisation is an important part of the
        value proposition
      - For example, a car website that allows you to customise specific car features and shows you what those changes would look like visualised
    - - Enables sales staff to customise proposals and generate
        price quotations quickly and reliably
      - Proposals generated using SFA have a much higher win
        rate (46%) than proposals produced manually (26%)
    - - Allows sales staff to convert proposals into orders once the
        decision to purchase is made
      - It eliminates manual processing and accelerates the internal
        approval process to shorten the order-to-cash cycle
- - - - Report, enquiry and feedback received from customers is
        recorded as a ‘case’
      - Case management covers the full cycle of activities, from
        initial notification of issue to the time that the case is closed
      - This feature ensures that the enquiry or issue is routed to
        the right staff for resolution
    - - This feature allows companies to receive and distribute
        incoming communications from customers
      - It is also used to acknowledge customers’ service requests,
        make service appointment, update on service task, etc.
      - This allows service staff to respond effectively to enquiries,
        and issues regardless of channels used by customers
      - Automated and direct support communication channels
        should be linked to enhance greater efficiency
    - - This is a repository of information to help the support staff in
        case resolution
      - It is useful for new staff to learn faster and help experienced
        staff to find information about rare or difficult problems
    - - helps to reduce the demand on support staff
      - Artificial Intelligence (AI) can be included in the self service
        options to improve the overall customer experience
      - Solution provided in these self service options are based on
        information stated in the Knowledge Based Articles
    - - This enables managers to plan the manpower deployment
        efficiently
      - It also allows managers to have visibility of all staff’s
        availability and performance
    - - The reports provide managers with statistics to measure
        effectiveness and efficiency of individual support staff
      - Enjoy total visibility across channels for clearer insights of
        customers’ experience from a broader perspective
- - - - It should allow data from various channels to be integrated easily
    - - It should allow access to both office-based and off-site staff
    - - It should be compatible with the existing systems in the company
    - - It should be able to accommodate future increase in data and users
  - - - data is stored on 3rd party database
      - restricted customisation
      - lower initial investment
      - IT expertise is not required
      - maintenance and security is managed by a 3rd party
    - - Data is stored locally
      - Full customisation allowed
      - Higher initial investment
      - IT expertise is required
      - Maintenance and security is managed in house and internally
  - - - It should be user-friendly
    - - It should cater to the needs of different users
    - - it should perform its tasks reliably