"THE customer is king" might be a clichéd adage but
it's a rule that most organisations abide by. In the quest to
increase profitability and remain agile, CRM has become a key
strategy for organisations to improve customer satisfaction.
Whilst CRM helps with providing customer- and
behaviour-centric information, companies nowadays are looking
for solutions that can help retain and ensure customer loyalty
as well.
"A loyalty programme is a strategic imperative
to retain customers," said Ooi Hooi Cheng, general manager of
Customers Loyalty Solutions (CLS). "But in order to manage a
successful and effective loyalty programme, a company would
need to incur high investments in terms of money, time and
human resources," she said.
Ooi noted that many
organisations do not have the resources and know-how to turn
mountains of information that they have collected, into
interactive and actionable data and loyalty marketing
solutions. In addition, she said that up until recently,
loyalty programmes were managed exclusively or partially by
internal organisations.
Today, however, these
organisations can opt to outsource the entire programme to
consulting companies like CLS. Together with its holding
company, Advance Information Marketing (AIM), CLS has designed
a customer loyalty solution that organisations can leverage
without the need to make upfront investments for technology
infrastructure and resources.
CLS' offerings comprise
five core components: customer knowledge base management, call
centre management, procurement and fulfilment, marketing
support, and IT support and system integration.
The
customer knowledge base management component is a
multi-channel data warehouse management tool that aims to
optimise the customer lifecycle through analytical reports on
customer profile, customer behaviour, marketing insights,
measurement and monitoring.
The call centre management
component, meanwhile, is a dedicated inbound and outbound call
centre equipped with customer service staff and the technology
capability to manage customers and provide better call
outcomes.
The procurement and fulfilment component is a
one-stop hub that manages the smooth distribution of an
organisation's rewards to its customers. It manages the
sourcing of merchandises, order processing and redemption,
packaging, delivery and inventory control.
CLS'
marketing support component offers services that can be
customised to meet a company's budget and business
requirements. The support service includes strategising,
conceptualising and implementing of marketing loyalty
programmes based on customer profiling and segmentation, and
the development of communication materials.
"CLS has
prebuilt the business intelligence and marketing application
infrastructure, and staffed the facility with a team that
specialises in marketing process, customer analytics, campaign
management, backend procurement and IT infrastructure
support," Ooi said.
"The team will collaborate with
the client to customise and implement a loyalty programme, be
it a private label programme targeting b2b or b2c coalition
supported by multi-merchants," she added.
Established a
year ago, CLS is currently managing loyalty programmes for
various multinational companies including L'Oreal Malaysia,
American Home Assurance Company Malaysia, Kao Malaysia, and
F&N Coca-Cola Malaysia. It is also providing technology
and procurement support to various financial institutions. The
company will be adding more international and local brands to
its portfolio in the next six months, and expects revenue to
increase to RM7 million by the end of
2004.
| |
A D V E R T I S E M E N T
<![CDATA[<A
href="http://adsfac.net/link.asp?cc=TES001.5913.163&ord=%n"
target=_blank><IMG height=60
src="artile/computerWolrdImage/ag.gif"
width=468 border=0> </A>]]> |
|
|