The Marketing Dashboard

The Marketing Dashboard

ZangBeZang’s intelligence and engagement capabilities are accessed and controlled through Unity One’s marketing dashboard. This gives the marketer the ability to analyse, segment and target the Digital Persona and activate, manage and monitor the loyalty, advertising and commerce strategies used to monetise product propositions. The dashboard is designed to provide user-configurable, end to end analysis, planning, execution, monitoring and reporting, giving marketers the power of digital engagement at their finger-tips.

The dashboard is broken down into three main areas:

Explore: Capability to correlate and analyse the combined data sources for each individual customer and prepare and present segments (dynamic groups of customers) that can be targeted with marketing campaigns. With this customer insight, comes the ability to…

Execute: Capability to apply the Operator’s marketing and sales strategies for existing and new propositions across the customer base and, either through managed campaigns or on an ongoing, automated basis, target consumers through loyalty, advertising or commerce strategies. With results gained from executing strategies the marketer is then in a position to…

Evaluate: Capability to measure, assess and report on customer response, customer impact, marketing and revenue KPI performance and feed results into both the customers’ evolving Digital Persona and the marketer’s ongoing marketing intelligence and understanding. The cycle returns to the Explore phase, with the marketer now in an even stronger position with better insight as more campaigns are completed.

Benefits

To the operator:

• Rich mining and relevant activation of the customer base
• The creation of hundreds of live campaigns, many of which are automatically running and are driven by either the marketer and/or the customer
• Enables continuous improvement of marketing and sales as the usage of the Unity Platform matures and changes
• All analysis, control and reporting activities are controlled on the desktop by the marketer, giving him direct and dynamic control of the customer marketing
• Easy to use dashboard and easy to share with colleagues

To the consumer:

• The dashboard controls the flow or more relevant and valuable offers and propositions to the consumer
• It allows their needs and wants to be translated into a relevant response from their trusted supplier

The Customer Care Dashboard

The Customer Care Dashboard

The Unity One platform includes a Customer Care Dashboard which gives operators the ability to provide enhanced levels of customer care by providing customer care agents with richer data drawn from the Digital Persona.  Agents are also provided with functionalities to manage the customer’s Unity One account, make purchases on the customer’s behalf, manage the customer’s loyalty programme and gain insight into advertising responsiveness.

Dashboard Components:

The Customer Care Dashboard is an easy to use application that is comprised of a number of different screens that give the agent access to certain information and functionality.

• Account: The Account screen is where the agent can view all the available information on the customer including typical operator account information but also information on their social connectedness and their social intensity e.g. the social networks they have added to Unity One, the number of contacts on these networks and the degree of interaction with these contacts.
• Loyalty: This screen gives the agent access to the users Loyalty data. The agent can view all the customer’s behaviour relating to the Loyalty programme and can manage the customers points and rewards on behalf of the customer.
• Advertising: Here the agent, while unable to execute any functions, can gain an insight into the customer based on the types of ads being displayed to them and their responsiveness to those ads. This enables targeted recommendations to be made on the call and further monetising of the customer relationship
• Commerce: This part of the Customer Care Dashboard allows the agent to view all the products available to the customer and make purchases on their behalf. There is also a search facility where the agent can search the inventory of available products for each particular customer.
• Questionnaire: The Questionnaire area of the Customer Care Dashboard allows the agent to prompt the customer to complete a questionnaire while on the call, with the agent answering the questions as instructed by the customer. Also the agent can view which past questionnaires have been answered (without visibility of specific answers given) and available questionnaires for this specific customer.
• User Guide: This screen is where the agents can access all ‘Help’ information relating to the Unity Applications. It is the exact same screen the customers see in their Unity Applications. The agents can use this screen to answer any questions about the Unity Applications

Benefits

To the operator:

• Enhanced levels of customer care for the individual customer through deeper understanding of each customer
• Allows monetising the customer relationship by relevant agent recommendation and purchase on behalf of customers
• Helps reduce churn by giving agents a broader range of strategies with which to add value to the customer and resolve customer issues
• Easy to use dashboard and easy to share with colleagues

To the consumer:

• Customers get a better experience when they engage customer care staff as agents have a greater understanding of their needs
• Get useful relevant recommendations on operator and third party products and services.