The Audits can help Organizations to benchmark, identify best practices, uncover weaknesses and impediments, improve productivity, cut costs, identify training needs and lead to continuous improvements.

Predictive Marketing:

The core of a Predictive Marketing Programme is converting customer data and information into customer insight. Various surveys have proven that converting data into customer insight gives a very high Return on Investment and is among the top 5 CRM capabilities.

Inza takes a broader view of the issue. Predictive Marketing is often associated with use of sophisticated data mining tools. But in many situations this may not be feasible or appropriate. An organization at the starting of a CRM curve can still derive customer insight by the methods outlined below.

-    Capturing the appropriate customer data from various sources
-    Storing the data in a user-friendly manner and making it accessible to people at the customer interface.
-    Using simple tools to segment customers and prioritize for various marketing campaigns.

A comprehensive Predictive Marketing programme will involve the following steps.

·    Identifying the data customer element to be captured.
·    Method and frequency of capturing data
·    Storing data in a user friendly manner
·    Making the data accessible to all the relevant people
·    Use simple or sophisticated data mining tools to:
-    Segment customers on the basis of demographics, behaviour and psychographics.
-    Prioritize customers for various marketing campaigns. The customer will be prioritized based on the chances of responding to a particular campaign.

The advantage of a Predictive Marketing Programme
-    Customizing products/services and communication to each customer segment resulting in better strike rate and increased revenue.
-    Lower marketing costs.

To help you establish a Predictive Marketing Program, contact info@inzacrm.com

Customer Profiling:

CRM is about leveraging the knowledge about individual customers to build relationships and optimize customer value.

The starting point of CRM is knowing about the customer. Data about customers is obtained from various sources, as given in the chart.

Building a comprehensive customer profile is a painstaking and long-term process.

Customer Data is of two kinds:

• Hard Data: This is information about customers, which can be captured, measured and analyzed. This includes transaction details, demographics, and lifestyle data collected through formal means.
• B. Human Knowledge: It is difficult to capture information about many facets of people. How do you capture the information about customers' likes and dislikes, or preference for a color, design, etc? How do you capture information about a customers desire to buy a currently, unavailable item and inform her when fresh stocks arrive? This kind of soft information is only available to the customer or sales person interacting with her. But this, in many cases might be more valuable in understanding an individual, rather than hard data.

Inza helps organizations by developing and executing customer profiling programmes. The programme includes:

-    Identifying the data elements to be captured.
-    Method of capturing data.
-    Frequency.
-    Storage, retrieval and access of data.
-    Analysis of data.


Customer Loyalty Tracking:
Satisfaction is not loyalty.
It has been found that 50% of customers who rate as 'Highly Satisfied', switchover to the competition. This is because satisfaction measures conformance quality, whereas loyalty measures relative value to customers vis-a-vis competition.

Inza employs the 'Customer Value Management' approach in measuring customer loyalty. A broad outline of the approach is given below.

-    The value drivers for a product or service are identified.
-    The value drivers are further broken down into various contributing factors.
-    Customer feedback is obtained on various factors for the organizations and its competitors.

Using this framework, indices can be built for the company and its various units. This can be used to track satisfaction across units and over a period of time. Further the scores for various value drivers/factors can be linked to internal process, people factors, etc., to drive continuous improvements.

Customer Churn Management:

It is up to 10 times costlier to acquire a new customer compared to retaining an existing customer.

Service organizations face a major challenge in retaining customers. Churn has reached alarming proportions in industries like mobile communications.

Churn is not always undesirable. It may be better to let go off low value customers. It is only when high value customers leave, it affects an organization badly.

Inza helps in churn management by designing comprehensive programmes, which include
-    Estimating the cost of churn.
-    Identifying the reasons for churn.
-    Developing the profile of customers likely to leave.
-    Developing churn prediction models.
-    Developing retention programmes.

Customer Loyalty Programmes:

Loyalty programmes do not create loyalty but as a part of a larger programme they help in retaining customers. Loyalty programmes contribute in three ways.

-    Provide a platform to capture customer information and communicate proactively with individual customers.
-    Differentiate customers based on their value.
-    Create switching barriers.

Loyalty programmes in many instances have become discount programmes without requisite returns. As a result they affect the bottom line adversely.

Inza design programmes innovatively to provide value to the customer with low cost to companies. Inza can also execute and manage the programmes, including third party tie-ups and fulfillment.

Customer Feedback Management:

Marketers often loose track of one of their more valuable assets - namely customer feedback. In fact many organizations do not have any feedback avenues at all. In case of a problem if a feedback avenue is available, it reduces the frustration level of a customer, secondly provides an opportunity to solve the problem and win the customers loyalty. Finally it alerts an organization to potential negative publicity.

It can also help in converting purchase intent into sale by responding to customers concern. Feedback avenues help in gathering information about public concerns, product usage, etc. Today feedback can be obtained through the following avenues.

-    Postal Mail
-    Call Centers
-    Email
-    Website
-    Personal Visits

Inza with its rich experience in Managing Customer Feedback for leading companies, can help in developing comprehensive feedback programme. The scope would include
-    Review and development of appropriate process.
-    Developing a comprehensive knowledge repository in multiple languages.
-    Providing appropriate software tools.
Inza has developed a Feedback Management Software called 'Sambandh'.

Partner & Channel Management:

Channel Management:
Inza can help in integrating and optimizing multiple channels. In Banking, the channels could include Branches, ATM's, Phone Banking and Websites. In other industries, the channel would encompass dealer channels, direct marketing channels.

Inza can also help in migrating customers from high cost channels to lower cost channels. This has become relevant particularly because of the increasing popularity of Internet, which is a low cost channel.

Partner Management:
Managing Channel Partners is important to optimize a company's performance. Inza can help in developing comprehensive programme and software solutions for
-    Partner profiling
-    Partner acquisition
-    Communications
-    Lead management
-    Sales management
-    Training authorization and certification
-    Marketing.

© 2001 Inza CRM Ltd.