Planning

Functionally we split planning into two; Consumer Insight and Data. Essentially, the purpose is the same. How can we learn more about our clients' market customers and prospects? What opportunities can we identify and how can we make use of this information to improve the efficiency of what we do?..

Data Planning

Typically we get involved in data planning when developing Customer Relationship Programmes. Detailed below is the general process that we employ.

1. The customer audit
   When we start to work with a new client, our initial approach is to audit their existing understanding of their customer; from a data, insight, product holding, segmentation and a customer and product profitability perspective.  This tells us whether we have to augment or re-plan existing learnings. If insufficient learnings exist then we may take a segment or the whole of our client data for analysis. This will give us a better understanding of what customers look like. The analysis will show the best ones, who have the most opportunities and of course the worst ones. At this stage we may suggest certain data overlays to supplement the information eg; Personicx.
2. Understanding objectives
   We make sure we understand our client’s business plan and corporate objectives. E.g. is raising Average Revenue Per Unit or product holding the greatest priority?
3. Identifying profitable activity
   We identify profitability by product and by customer segment. We look for high propensity segments and match activity to maximise revenue potential and profitability (taking into account optimum size of target segments)
4. Identify non-profitable activity
   Certain segments and products may not be worth progressing given budget constraints and poor forecasted returns.
5. Communication plan – “The customer contact strategy”
   Once we have identified our profitable and non profitable segments and products, all activities are planned in a systematic manner to make sure that customers are contacted in a planned and regular basis. This should optimise the number of contacts for business plan objectives against likelihood to respond and customer satisfaction. Ideally this would encompass all customer communications – from bill to email and also include event driven as well as scheduled communications (e.g. change of address should trigger a loans mailing etc.)
6. Evaluation
   All activity is monitored for response and conversion to sale. Tests are set to identify responsive segments, data sets, offers and creative. All results are tested against control cells for true incremental response and then used to improve the ongoing performance of the plan.
7. Summary of approach