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:
A contact flowchart to generate lists of customers to which the offer will be sent (via a different channel for each segment)
A response flowchart to track responses to the offer and write the response data out for reporting and analysis
Contact flowchart
The following example shows a sample retention campaign contact flowchart. This flowchart selects the eligible customers in each value segment and outputs contact lists for a different channel for each segment.
In the first level of the flowchart, Select processes are used to select customers in the Gold and Platinum segments, as well as customers who opted out of marketing communications.
In the second level, a Merge process combines the Gold and Platinum customers and excludes customers who opted out.
Next, a Segment process divides all of the eligible customers into value tiers based on their scores.
Finally, each customer is assigned to a list. The high-value customers are output to a call list, so they can be contacted with the offer by phone. The medium-value customers are output to a mail list ; they will receive a direct mail offer. The lowest value customers will receive the offer by email.
Response flowchart
A second flowchart in this same campaign tracks responses to the direct mail, email, and telephone offers captured by the call center and response capture systems. Response information is then available through the various performance reports in
Campaign
. The following example shows the retention campaign's response tracking flowchart.
Copyright IBM Corporation 2015. All Rights Reserved.
