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Direct Marketing Services CUSTOMER CENTRIC TRANSFORMATION. As-Is Campaign Management Process Analysis July 26, 2000. TABLE OF CONTENTS. I. Purpose of this Document II. Process Enhancement Overview Process Enhancement Approach Tasks Completed in Analysis Workstep Interview List

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Direct marketing services customer centric transformation

Direct Marketing ServicesCUSTOMER CENTRIC TRANSFORMATION

As-Is Campaign Management Process Analysis

July 26, 2000


Table of contents
TABLE OF CONTENTS

  • I. Purpose of this Document

  • II. Process Enhancement Overview

    • Process Enhancement Approach

    • Tasks Completed in Analysis Workstep

    • Interview List

  • III. Process Mapping Conventions

    • Process Level Definition

    • Standard Process Mapping Symbols

    • Standard JCPDMS Abbreviations

    • Additional Analysis Format

      • SIPCO (Suppliers, Inputs, Process, Customers, Outputs) Diagram

      • Process Change Diagram

    • Process Map Example

      • Level I

      • Level II

      • Level III

      • Level IV

      • Additional Analysis – SIPCO

  • IV. JCPDMS As-Is Campaign Management Process Analysis

    • As-Is Campaign Management Process Overview

    • Sub-Process Maps (Level III, IV & SIPCO)

      • Plan Campaign

      • Select & Process Leads

      • Develop Campaign

      • Execute Campaign

      • Track Campaign

      • Analyze Campaign


Purpose of this document
PURPOSE OF THIS DOCUMENT

  • Review process enhancement approach

  • Explain & illustrate process mapping conventions

  • Review & confirm JCPDMS as-is campaign management process analysis



Phase 1 of the Campaign Management project is divided into four distinct work steps. In each workstep, Process Enhancement is run concurrently with other workstreams.

PROCESS ENHANCEMENT APPROACH

Project

Start-up

Future

Phases

Analysis

Design

Construction

Implementation

  • Activities:

  • Understand current marketing organization, processes, tools used, information flows & performance measures

  • Document as-is Campaign Management process using well-defined mapping conventions

  • Analyze processes and identify enhancement opportunities

  • Activities:

  • Review functionality of chosen tool(s)

  • Review best practices

  • Identify process gaps & propose changes

  • Develop & conduct process enhancement workshops with end-users

  • Design to-be marketing processes

  • Document & confirm process enhancements

  • Activities:

  • Finalize process enhancement design

  • Communicate to-be process maps

  • Develop process-related tools & templates

  • Activities:

  • Implement to-be processes

  • Conduct user training sessions


The analysis workstep was conducted may 1 through june 20 below are the tasks completed
The Analysis workstep was conducted May 1 through June 20. Below are the tasks completed.

  • TASKS COMPLETED IN ANALYSIS WORKSTEP

    • Reviewed available as-is campaign management process maps

    • Identified information gaps in campaign management sub-processes

    • Obtained information through interviews

    • Synthesized all process information

    • Re-defined process levels

    • Mapped as-is level I, II, III, & IV processes

    • Conducted additional analysis of suppliers, inputs, customers, and outputs for each level III sub-process

    • Understood current business rules through interviews

    • Categorized and documented current business rules


This is a list of JCPDMS employees who were interviewed and answered inquiries about as-is campaign management processes and related topics.

  • INTERVIEW LIST


Process mapping conventions
PROCESS MAPPING CONVENTIONS answered inquiries about as-is campaign management processes and related topics.


Campaign Management (CM) processes have been mapped from a level I process to a level IV sub-task map. The benefit of process maps is to visualize and document CM processes across the Marketing organization in a uniform and consistent way. Below is an overview of the details that will be provided at each level in the process maps.

  • PROCESS LEVEL DEFINITION

  • Each process, activity and task is assigned a number. This number indicates the level and sequence of each process, activity, or task.

Level 0

Operations

Marketing

HR

Finance

Level I

Processes to support the functions

1.0

Campaign Management

Major activities to support the process

Level II

1.1

1.2

1.3

Series of tasks needed to complete an activity

Level III

1.2.1

1.2.2

1.2.3

Series of sub-tasks required to complete a task

1.2.2.1

1.2.2.2

1.2.2.3

Level IV


JCPDMS standard mapping symbols have been used to ensure that processes are documented in a manner comprehensible to the Marketing organization.

  • STANDARD PROCESS MAPPING SYMBOLS


The following abbreviations have been used throughout the process maps to describe the departments, titles and tools involved in each process step.

  • STANDARD JCPDMS ABBREVIATIONS


The following SIPCO format have been used to document additional analysis on Suppliers, Inputs, Customers, Outputs of a process.

  • ADDITIONAL ANALYSIS FORMAT – SIPCO (Suppliers, Inputs, Process, Customers & Outputs) Diagram

Title of process

Who receives the outputs of the process

Suppliers that provide inputs to the process

Title

Supplier(s):

Process Map:

Customer(s):

Inputs provided to this business process

Results of this process

Level III or IV graphical depiction of the process

Duration of time taken to complete process

Cycle time: actual time to complete process

Input(s):

Output(s):

Elapsed time: total time elapsed from start to finish

Cycle Time:

Tool Used:

Commentary:

Elapsed Time:

Headcount:

Issues and opportunities associated with the process

Performance Measures:

How performance of this process is measured

Tool used during the business process

Total headcount involved in the business process


When the Design workstep of Process Enhancement begins, it will be necessary to identify and document improvement opportunities in the JCPDMS processes. To facilitate this effort, the following table will be used. It will link the as-is steps to proposed to-be steps, and provide justification for changing current steps, or adding additional steps.

  • ADDITIONAL ANALYSIS FORMAT – Process Change Diagram

Justifications for

change in processes

As-is activity

step number

To-be activity

step number

Description of process

change

Description of relevant

Best Practices related to particular

activity step

Description of as-is

process step

Description of to-be

process step


Process map example
PROCESS MAP EXAMPLE will be necessary to identify and document improvement opportunities in the JCPDMS processes. To facilitate this effort, the following table will be used. It will link the as-is steps to proposed to-be steps, and provide justification for changing current steps, or adding additional steps.


This diagram illustrates how level i processes will be mapped using a simple example
This diagram illustrates how level I processes will be mapped, using a simple example.

  • LEVEL I PROCESS

Level 0

Description

The necessary processes that must take place in order to accomplish construction of a house.

2.0

Build a House

Level I


This diagram illustrates how level ii processes will be mapped using a simple example
This diagram illustrates how level II processes will be mapped, using a simple example.

  • LEVEL II PROCESS

2.0

Build a House

Level II

Description

__________________

__________________

__________________

__________________

Description

__________________

__________________

__________________

__________________

Description

__________________

__________________

__________________

__________________

Description

__________________

__________________

__________________

__________________


This diagram illustrates how level iii processes will be mapped using a simple example
This diagram illustrates how level III processes will be mapped, using a simple example.

  • LEVEL III PROCESS

Level III


This diagram illustrates how level iv processes will be mapped using a simple example
This diagram illustrates how level IV processes will be mapped, using a simple example.

  • LEVEL IV PROCESS

Level IV


This SIPCO diagram illustrates additional analysis that will be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • ADDITIONAL ANALYSIS – SIPCO (Suppliers, Inputs, Process, Customers & Outputs)

2.2 Design House

  • Suppliers:

  • contractors

  • neighbors

  • architects

Process Map

  • Customers:

    • home owner

    • contractor

  • Inputs:

    • research

    • referrals

    • proposals

  • Outputs:

    • architect contract

    • architect blueprints

    • design for house

Cycle Time: 15 to 60 business days

Tool Used: computer, design tool

Commentary: Hiring the most qualified architect is a critical task when designing a house.

Headcount: 3-4

Elapsed Time: 15 to 60 business days

Performance Measures: quality of design


JCPDMS AS-IS CAMPAIGN MANAGEMENT be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

PROCESS ANALYSIS


Campaign Management be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

Process

To date we have reviewed a total of six highly inter-related sub-processes under the “Campaign Management umbrella.” During the Analysis workstep, we mapped the 6 as-is sub-processes: Plan Campaign, Select & Process Leads, Develop Campaign, Execute Campaign, Track Campaign and Analyze Campaign. The maps mainly reflect JCPenney Market sub-processes.

  • AS-IS CAMPAIGN MANAGEMENT PROCESS OVERVIEW


  • AS-IS CAMPAIGN MANAGEMENT PROCESS OVERVIEW be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • As-Is Level II Process Description

  • Create TM scripts

  • Develop messages & creative for DM

  • Gain approval for execution

  • Train TM agencies

  • Personalize mail

  • Produce mail

  • Monitor TM agency results

  • Resolve script & training issues

  • Track campaign goal achievement

  • Determine actions necessary

  • Leverage learning from previous campaigns

  • Develop campaign plan

  • Review campaign plan

  • Justify new campaigns

  • Revise & finalize campaign plan

  • Distribute campaign plan

  • TM agencies execute solicitation calls

  • Sign off DM kits

  • Prepare postage

  • Drop mail

  • Distribute samples to related departments

  • Fulfill mail

  • Load input files

  • Provide compliance info.

  • Select lead files

  • Process leads

  • Process keycodes

  • Extract keycoded files

  • Transfer lead information to DM vendors & TM agencies

  • Report campaign costs

  • Analyze campaign economics

  • Generate Best Estimate reports to analyze campaign results

Outcome: Executed campaigns (sales & profits)


Sub process 1 1 plan campaign
Sub-Process 1.1 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Plan Campaign


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.1 Plan Campaign


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.1.1 Develop Preliminary Campaign Plan


1.1 Plan Campaign Sub-Process

Process Map:

Suppliers:

Actuarial

Target Marketing

Product & Channel Mgt.

Marketing Finance – Budgeting

Telemarketing:

Outside list brokers

Customers:

Marketing Finance

Campaign Managers

Marketing Operations

Marketing Management - MCCM

Inputs:

Profitability

Profitability by depth of file (i.e. score for customer cluster)

Product information

Best Estimates

Flagging purchases

Circulation by product by file, state counts

Annual Budget

  • Outputs:

    • Campaign plans

Cycle Time: 2 weeks

Commentary: Changes in campaign plan affects all downstream activities.

Tools Used: NICAS, Marketing Database, Best Estimates

Elapsed time: 2 weeks

Headcount: 7

Performance Measures: sales/hour, sale/contact, depth of file, profit, RIP (Response, Issue & Paid rates)


Sub process 1 2 select process leads
Sub-Process 1.2 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Select & Process Leads


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2 Select & Process Leads


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2.1 Load Input Data


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2.2 Select Files


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2.3 Assign & Apply Keycodes & Campaign Codes


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2.4 Create Post-Keycode Files


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.2.5 Transfer Information to DM Vendor/TM Agency


1.2 Select & Process Leads Sub-Process

Process Map:

Suppliers:

Planning

Telemarketing Production & Compliance Target Marketing

Customers:

Telemarketing agencies

Direct mail personalization vendors

Inputs:

Campaign plan

Telemarketing ratio sheet

Campaign coding information

Compliance information

Scoring

  • Outputs:

    • Lead files

Cycle Time: 4-6 weeks

Tools Used: approx. 90 different tools, e.g. Marketing database, TMLM

Commentary: Campaign plan and availability of input files are critical for lead selection process.

Elapsed time: 6-8 weeks

Headcount: 33

Performance Measures: CAM Schedules – timeliness


Sub process 1 3 develop campaign
Sub-Process 1.3 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Develop Campaign


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3 Develop Campaign


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.1 Develop Telemarketing Script


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.2 Gain Approval for Telemarketing Script


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.3 Train Telemarketing Agency


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.4 Develop Direct Mail Creative


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.5 Gain Approval for Direct Mail Creative


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.6 Produce Direct Mail Kit


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.3.7 Personalize Direct Mail Kit


1.3 Develop Telemarketing Campaign Sub-Process

Process Map:

Suppliers:

Mktg. Mgt. – Planning

Mktg. Mgt. – MCCM

Telemarketing

Law Department

Customers:

TM agencies

Inputs:

Campaign plans

Previous scripts

Training

Approvals

  • Outputs:

    • Scripts

Cycle Time: 2 weeks

Tools Used: previous scripts, script templates in Word

Commentary: Campaign plans are critical for campaign development process.

Elapsed time: 8-10 weeks

Headcount: 20

Performance Measures: None


1.3 Develop Direct Mail Campaign Sub-Process

Process Map:

Suppliers:

New Business

Purchasing

Mktg. Mgt. – Planning

Product Development

Mktg. Mgt. – MCCM

Law Department

Marketing Operations

Outside suppliers

Customers:

New Business

Outside suppliers

Inputs:

New fulfillment materials/kits

Pricing & supplier information

Campaign plans

Previous creative

Compliance info.

New product specifications

Approvals

Lead counts

  • Outputs:

    • Mailing schedules

    • Solicitation material specs.

    • Direct mail kits

Cycle Time: 4-8 weeks

Tool Used: MARS

Commentary: Cycle time various by campaign complexity & size. It is also dependent on whether new kits have to be developed.

Elapsed time: 10-16 weeks

Headcount: 24

Performance Measures: delivery timeliness & accuracy


Sub process 1 4 execute campaign
Sub-Process 1.4 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Execute Campaign


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4 Execute Campaign


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4.3 Sign Off Direct Mail Kit Production


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4.4 Prepare Direct Mail Postage


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4.5 Drop Mail


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4.6 Distribute Sample


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.4.7 Fulfill Mail


1.4 Execute Telemarketing Campaign Sub-Process

Process Map:

Customers:

Telemarketing

Mktg. Mgt. – Planning

Customers

Suppliers:

Mktg. Mgt. – MCCM

Marketing Operations

Outputs:

Response

Non-response

Solicitation

Inputs:

Scripts

Leads

Cycle Time: 4-6 weeks

Commentary: Scripts and leads fed to TM agencies are critical for telemarketing campaign execution.

Tools Used: Visual Basic Screen POP, Dialer, Script

Elapsed time: 12-16 weeks

Headcount: varies by TM agencies

Performance Measures: sales/hour, sales/contact, contact/hour, etc.


1.4 Execute Direct Mail Campaign Sub-Process

Process Map:

Customers:

New Business

Telemarketing – Inbound Sales

Customer Services

Suppliers:

Mktg. Mgt. – MCCM

Mail shops

Inputs:

Postage

Preprint

Personalized Materials

Approvals

Outputs:

Mail samples

State board books

Solicitation

Cycle Time: 6-8 weeks

Tools Used: check list, sample distribution list

Commentary: Cycle time is dependent upon receipt of policy applications from customers.

Elapsed time: 16-24 weeks

Headcount: 24

Performance Measures: on-time delivery


Sub process 1 5 track campaign
Sub-Process 1.5 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Track Campaign


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.5 Track Campaign


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.5.1 Monitor Telemarketing Agency Results


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.5.2 Resolve Issues


1.5 Track Telemarketing Campaign Sub-Process

Process Map:

Suppliers:

TM agencies Mktg. Mgt. – Planning

Mktg. Mgt. – Production & Compliance

Telemarketing

Customers:

TM agencies

Telemarketing

Inputs:

Flash report response data

Campaign goals

Scripts

Outputs:

Changes in execution

Revised script

Reinforcement training

Cycle Time: ongoing

Tools Used: TMLM

Commentary: Flash reports are generated 2-3 times a week. TM managers are empowered to make decisions. So cycle time is short.

Elapsed time: 12-16 weeks

Headcount: 10

Performance Measures: campaign goals, TSR (Telemarketing Service Rep.) effectiveness


Sub process 1 6 analyze campaign
Sub-Process 1.6 be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process. Analyze Campaign


  • AS-IS LEVEL III PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.6 Analyze Campaign


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.6.1 Report Campaign Costs


  • AS-IS LEVEL IV PROCESS MAP be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

  • 1.6.2 Generate Campaign Analysis Reports


1.6 Analyze Campaign Sub-Process

Process Map:

Suppliers:

TM Agencies

Business Partners

New Business

Direct mail vendors

Mktg. Mgt. – MCCM

Customers:

Marketing

Actuarial

Customer Information Management

BP Relationship Management

Mktg. Mgt. – Planning

Marketing Finance

Inputs:

Disposition data

Enhanced data

App History extracts

NICAS extracts

Cost information

Outputs:

Best Estimates

Slice Report

Models

Campaign summaries

Additional analysis

Test analysis

Cost reports

Cycle Time: 16 -20 weeks

Tools Used: SAS, NICAS, Excel, Access

Commentary: Cycle time is dependent on how soon TM agencies load the disposition data into TMLM. Moreover, campaign analysis will not be conducted until the end of bonus period which is usually 3 months.

Elapsed time: 28-36 weeks

Headcount: 15

Performance Measures: None


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