Example: Multi-channel retention campaign
This example shows two flowcharts that were designed for a marketing campaign.
This retention campaign uses multiple channels to deliver an offer to customers who otherwise might be lost through attrition. Two flowcharts are used:
A contact flowchart generates lists of customers to whom the offer will be sent, using a different channel for each segment.
A response flowchart will track responses to the offer and make the response data available for reporting and analysis.
Contact flowchart
This 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. The response information is compiled outside of the
Campaign
application. For example, a call center might record responses in a database or flat file. When the response information is made available to
Campaign
, your response flowchart can then query the data.
The following example shows the retention campaign's response tracking flowchart. The Response process box evaluates which responses are considered valid, and how they are credited back to campaigns or offers. The output of the Response process is written to several response history system tables, where the data can be accessed for analysis using
Campaign
performance and profitability reports.
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