The challenge

Mobile customers today have high expectations. Increased competition between mobile operators means subscribers now demand more for less and they are happy to switch providers if their needs are not met. This places enormous pressure on operators to encourage and reward loyalty. But they face a vexing challenge; how to encourage and reward profitable behaviour with hundreds of thousands of subscribers that they know very little about?

To solve the challenge, many operators have invested in campaign management systems. But the need to mine data across a number of discrete systems/data silos can present a barrier to effective campaign management. The need to involve cross-functional teams and integrate multiple systems invariably slows down marketing processes. And campaigns can come with a significant price tag, with a negative impact on ROI. It is not uncommon for tier 1 operators to find that it is costing them in excess of £50K each time they want to design a new campaign.

In reality mobile operators have invested millions of pounds in systems, but have failed to create fully-automated marketing processes. And all too often, marketing departments are frustrated in their attempts to build customer loyalty through well-targeted campaigns.


The solution

Business Logic Systems’ Campaign & Loyalty Management solution is designed specifically for the mobile industry. Marketers no longer need to adapt generic campaign management solutions to the needs of their business.

Our solution is made up of a number of modular products:

• InTelestage™ Knowledge base
• InTelestage™ Profiler
• InTelestage™ Reporter
• InTelestage™ Marketing Manager
• InTelestage™ Relationship Manager
• InTelestage™ Reward Manager
• InTelestage™ Loyalty Manager

The solution can be purchased in its entirety, alternatively and probably more relevant to most operators is the “pick and mix” approach. All our technology modules will interface with industry leading applications such as billing platforms, CRM applications and Call Centre tools. Consequently we can tailor our solution to fully utilise your existing investments in technology.

Our solution allows cost-effective personalised communication with multiple segments, creating a two-way dialogue via SMS. Marketers can easily manage campaigns and loyalty programmes, from the desktop, via our easy-to-use graphical interface, without involving multiple departmental groups. The entire loyalty programme can be fully automated, with the following features:

• Customer communication can be triggered by actual customer behaviour (wherever possible we try and interface with near real time behavioural data)
• Instant two-way communication based on customers preferred channel of communication (eg. SMS, MMS and or email)
• Loyalty programmes can be based on any number of specific parameters, such as a tariff plan
• Automated rewards management - gives you the ability to run points programmes to reward loyalty
• Real-time rewards - rewards applied instantly to customers when criteria met, enhancing the value of your subscriber base
• Templates for email or SMS messages are provided so marketers can easily manage communications.
• Multiple campaigns can be run concurrently to different micro customer segments
• Define and manage an unlimited number of reward schemes - increase customer retention (lifetime value) and reduce churn by targeting particular sub-segments

The Business Logic advantage

Mobile operators choose Business Logic Systems for their campaign and loyalty management needs because:

• Our clients are up and running in just a few months, not years
• Of our interoperability with existing applications
• We manage the interface between multiple communication gateways (MMS, SMS, email, call centre etc), in recognition that subscribers have different preferred communication channels
• We can connect the operator's communication channels to their billing platform to create an automated reward and bonus fulfilment mechanism (i.e. creating a new sales channel)
• We are experts at handling huge volumes of data - essential when handling real-time behavioural data
• We provide all of the underlying technology, products or solutions
• We are experts specifically in the telecoms market

If you're ready to unlock the value of your customer data contact us today >