CLS
Accelerates Adoption Of One-Stop Loyalty Solutions Outsourcing
In Malaysia.
|
Jun 16, 2004
One-stop Loyalty Solution Facility being recognized as
the next best strategy to achieve business profitability,
offering low capital investment, higher bottom line and improved
technology performance.
Petaling Jaya, 16 June 2004 - Until recently,
loyalty programs were managed exclusively or partly by organizations,
but now more companies can outsource the entire program to
consulting companies like PT. Customers Loyalty Solutions
(CLS), a fast-growing total integrated, loyalty solutions
provider in the country. A first-of-its-kind facility, CLS
has the engine, knowledge and expertise for organizations
from vertical industries to customize a loyalty program according
to their business needs or simply enhance their existing loyalty
program.
CLS was established with the aim to provide loyalty-marketing
solutions to organizations that seek to build and nurture
life long relationships with their customers. According to
Ms Ooi Hooi Cheng, General Manager of CLS, “In an increasingly
challenging marketplace, customer loyalty matters more than
ever and a loyalty program is a strategic imperative. But
to manage a successful and effective loyalty program, a company
would need to incur high investments in time, money and resources.
Now with the availability of a total integrated loyalty solutions
services like CLS, organizations can leverage on a vast range
of loyalty solutions without the need to making the usual
up-front investment outlays in technology infrastructure and
resources.”
She further added, “Many organizations do not have the
resources and the know-how to turn mountains of information
that they had collected to interactive and actionable data
and loyalty marketing solutions. This has led CLS to design
a loyalty solutions business model that comprise five core
components to provide organizations what they exactly want.
These five core components include:
Customer Knowledge Base Management: a multi-channel
data warehouse management tool that aims to optimize the customer
life cycle through analytical reports on customer profiling,
customer behaviour modeling-determine customer value, marketing
insights and measurement and monitoring of customer response.
Call Centre Management: a dedicated inbound
and outbound call centre equipped with well-trained and professional
customer service staff and the technology capability to manage
multi-clients’ customers and provide better call outcomes.
Procurement & Fulfillment: a one-stop
hub that manages the smooth distribution of an organisation’s
rewards to its customers. It manages the sourcing of a vast
variety of merchandises from around the globe; processing,
order and redemption; handling and packaging; delivery and
inventory control.
Marketing Support: CLS has the ability to
customize services according to a company’s need, budget
and business requirements. The support services include strategising,
conceptualising and implementing of marketing loyalty programs
based on customer profiling and segmentation and the development
of communication materials.
IT Support & System Integration: CLS
powers the sophisticated, proprietary technology solutions,
which is developed by its holding company, Advance Information
Marketing Sdn Bhd (AIM). A novel technology solutions centre
committed to R&D and development of comprehensive range
of technology features and functionality through its proprietary
system called Advance Information Marketing System (AIMS).
“With these five core components, said Ms Ooi “we
will be in a position to provide the most comprehensive suite
of loyalty solutions and technology innovations to meet our
client’s budget and requirements.”
Agreeing with Ms Ooi is Mr Nyang Koon Seng, Chief Executive
Officer, Advance Information Marketing Sdn Bhd (AIM), the
holding company of CLS, who further added that, “Between
CLS and AIM, we have the business and technology dynamics
to propel an organisation’s profitability and enable
the loyalty-solutions industry to propel to greater heights.”
CLS has pre-built the business intelligence and marketing
application infrastructure, and staffed the facility with
a team that specializes in marketing process, customer analytics,
campaign management, backend procurement and IT infrastructure
support. The team collaborates with the client to customize
and implement a loyalty program, be it a private label program
targeting B2B and even B2C or a coalition program supported
by multi-merchants.
Already a year in the market, CLS is managing loyalty programs
for various multinational companies including L’Oreal
Malaysia Sdn Bhd, American Home Assurance Company Malaysia,
Kao (Malaysia) Sdn Bhd and F&N Coca Cola (Malaysia) Sdn
Bhd, and providing technology and procurement support to various
financial institutions in the country. The company will be
adding more international and local brands to its portfolio
within the next six months. “We are expanding our infrastructure
and resources to enable us to manage with the new business
growth,” said Ms Ooi. CLS is forecasting that its revenue
will increase to RM7 million by the end of its 2004 financial
year.
ABOUT CUSTOMER LOYALTY SOLUTIONS (CLS)
Incepted in 2003, CLS is a leading consulting company, which
provides total, integrated loyalty marketing solutions. Committed
to delivering innovation to nurture life long relationship
between the organization and its customers, CLS collaborates
with its clients to help them realize their objectives and
create tangible value. With deep industry expertise, comprehensive
range of proprietary enterprise solutions, a dedicated call
centre, procurement & fulfillment capabilities and proven
experience in consulting. CLS helps companies to bridge the
gap between “information about customers’ and
‘marketing to customers’ by converting transactional
data to interactive and actionable solutions to enhance their
customer loyalty. Today, CLS manages loyalty programs for
various local and multinational companies including L’Oreal
Malaysia Sdn Bhd, American Home Assurance Company Malaysia,
Kao (Malaysia) Sdn Bhd and F&N Coca Cola (Malaysia) Sdn
Bhd; and supports loyalty programs run by well-established
companies and financial institutions. For more information
on CLS, please visit its home page
