Xerago helped standardize campaign processes for a major Asian telecom player, making it possible to run more than 30 campaigns of varying complexities a month.

Singapore's fully-integrated info-communications company, offering a full range of information, communications and entertainment services for both consumer and corporate markets. It operates a mobile network that provides 4G, 3G and 2G services. It also manages an island wide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services.

Challenges

"Lower marketing velocity despite marketing automation platform implementation SMS only campaigns Ad hoc customer response measurement and inefficient tracking mechanism No means to manage contact solicitation"

Solution

"Identified lack of a streamlined campaign management process, non-adherence to best practices and too many manual overheads results in abysmal campaign velocity Streamlined process across entire campaign lifecycle (creation to reporting) Deployed campaign management best practices and helped organize offers across multiple products Regularized the contact history table and automated recurring campaigns Integrated eDM and eButter channels Streamlined response tracking mechanism by the contact history table as the single source of data for response tracking and report building Implemented process to measure customer responses on a weekly basis, which was done earlier in an ad-hoc manner. Built logic in campaign module to exclude DNC customers for each campaign based on campaign type"

Results

Technology

"Xerago’s interventions were able to increase campaign velocity significantly at StarHub. Due to the highly standardized and streamlined campaign processes, StarHub was able to create and take campaigns live in a very short span of time. Campaign velocity reached a peak of 30 campaigns a month with varying complexities, surpassing the client’s actual benchmark of 20 a month."

IBM Unica Suite.

Results

"Xerago’s interventions were able to increase campaign velocity significantly at StarHub. Due to the highly standardized and streamlined campaign processes, StarHub was able to create and take campaigns live in a very short span of time. Campaign velocity reached a peak of 30 campaigns a month with varying complexities, surpassing the client’s actual benchmark of 20 a month."

Technology

IBM Unica Suite

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