Example: Multi-Channel Retention Campaign
This example shows a retention campaign that uses multiple channels to deliver an offer to customers that might be lost through attrition.
Two flowcharts are required: one to generate the lists of customers to which the offer will be sent (via a different channel for each segment), and a second to track responses to the offer and write the response data out for reporting and analysis.
Contact flowchart
The contact flowchart aims to select the eligible customers in each value segment, and output contact lists for a different channel for each segment.
A sample retention campaign flowchart
In the first tier of the flowchart, two Select processes select the customers in the Gold and Platinum segments, while a third Select process contains the list of customers who have opted out of marketing communications.
In the second tier, a Merge process combines the Gold and Platinum customers, and excludes any who have opted out.
The third tier uses a Segment process to segment all eligible customers into value tiers based on their scores.
Finally, the high-value customers are output to a call list using a Call List process, to be contacted by phone with the offer. The medium-value customers are output to a mail list using a Mail List process, and will receive a direct mailing with the offer. The lowest value customers will receive the offer via email.
Response flowchart
A second flowchart in this same campaign tracks responses to the phone, direct mail, and email offers captured by the call center and response capture systems. Response information is then available through the various performance reports in
Campaign
.
Retention campaign’s response tracking flowchart
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