Custom-made multichannel marketing
KPN Mobile appeals to its millions of clients with the most focused and personalised offers. But how does one reach the right client at the right time with the right message?
Multimedia company KPN offers high quality, innovative services in telephony, Internet and television to the consumer and business market. The activities in the field of mobile telecommunication are grouped under KPN Mobile. In The Netherlands, Belgium and Germany, KPN Mobile serves about 13,7 million clients - an extensive and heterogeneous clientele.
In order to approach these clients with the most focused and personalised offer possible, a whole series of campaign with a high frequency and through several media channels (multichannel) is needed. The execution of similar lifecycle marketing campaigns is complex and requires much expertise. That is why KPN Mobile called upon 2organize to set up its operational Campaign Management and Execution System (CMES).
The CMES is part of 2organize’s communication platform. It is a powerful application for defining, steering and monitoring complete direct marketing and lifecycle marketing campaigns. All the relevant information comes together conveniently in the CMES: client data, contact and campaign history, response data, the exact composition of the mail packs, cost information, and information about stock and version management. Information about current campaigns (i.e. response data) can be retrieved directly through an online reporting environment, while the campaign course can be simulated. This way KPN Mobile continuously has a constant overview and the possibility of adjusting campaigns.
Using the CMES 2organize also ensures the execution of campaigns for KPN Mobile, from printed material and personalised printing to mailings and real-time response processing. As well, direct e-mail and text message campaigns can also be conveniently and efficiently co-ordinated. The execution takes place in part by 2organize and in part by a network of specialised direct marketing companies.
The CMES is implemented by 2organize on an Application Service Providing (ASP) basis, which means that KPN Mobile does not need to invest in costly software licences and personnel training, making the costs variable and directly related to actual environment use.
Since the end of 2001 KPN Mobile has been using the CMES to its complete satisfaction. KPN Mobile marketers now have a powerful and efficient tool, with which they can carry out and monitor complex multichannel DM campaigns.