The Media and Entertainment sector is no better than any other. Estimates by Capgemini suggest that better information utilisation could result in an increase in profits of up to 42%, which would clearly be a major benefit in what has become an increasingly competitive marketplace. Media companies need the most accurate and up-to-date Customer Intelligence to allow them to better segment customers and target advertising in order to drive revenues. Capgemini’s CI for Media capability helps clients transition their processes and systems to create a dynamic, real-time, single-view of the customer across platforms and across the enterprise, enabling targeted advertising, real-time marketing and more informed relationship management.

Capgemini has an established track record of working with media clients to turn data in systems into actionable customer intelligence upon which business critical decisions can be based.

This section contains

• The benefits of Customer Intelligence for Media
• Capgemini’s Approach
• Capgemini’s Capabilities
• Success Stories

The Benefits of Customer Intelligence for Media

Realtime access to customer intelligence provides the platform media organisations need to take advantage of new behavioural ad serving technologies at a time when interactive media’s share of advertising expenditure in the UK is set to top 30%. With better customer behaviour information upon which to base their business strategies, organisations can command higher rates from advertisers. In addition, knowing more about a customer’s behaviours across all business platforms enables an organisation to promote, up-sell and cross-sell services more accurately to individual customers as well as enabling them proactively to tune the customer experience and reduce the risk of churn.

Capgemini’s approach

Capgemini’s three stage approach to customer intelligence for media reflects our view that success is achieved by encompassing people, process, technology and information. The stages are:

Diagnostic

This stage involves us working with the client to conduct a rapid assessment of the organisation’s current state while establishing a business case that can be agreed by all key stakeholders.

Future State Definition

The second stage involves developing a comprehensive customer strategy, vision and benefits case to move an organistation’s strategy from the wider mass media to the more targeted ‘you experience’. We also assess the current architectural landscape at the client and identify transformation activities to deliver the benefits of the transformation journey agreed with all stakeholders.

Transformation

The final stage sees the execution of the transformation in the form of multiple projects and work streams covering:

• Development of customer segmentation model.
• Integrating existing sources of customer data.
• Introducing analytics to analyse customer data on the fly.
• CI Processes to enable the creation of a “customer behaviour profile” essential for targeted advertising.
• Consolidation of structured and unstructured data based on unified customer data model and identity management.

Capgemini’s capabilities

Business Information & Data

Our experts provide actionable intelligence to all levels of organisation. Data alone is not enough; it needs to be turned into targeted, appropriate information that enables tactical and strategic decision making. Our capabillities cover all aspects of data management from strategy and consulting to data migration, data warehousing and reporting.

Marketing, Sales and Service (MSS)

Our Marketing, Sales and Service capability means we can work with clients to design and implement a differentiated customer experience which will drive acquisition and retention, whilst identifying new customer groups. Through effective management and coordination of customer interactions across channels, departments, lines of business, and geographies, companies are able to maximise the value of every customer interaction and provide a unique customer experience.

Technology Consulting

We provide “applied consulting” to help clients deliver business outcomes, enabled by information and technology. We partner with our clients to ensure the right outcomes for their business through enabling technology-driven business change and improving the quality of information systems delivery. A differentiating capability is our ability to go beyond pure advisory roles and to offer practical delivery assistance from practitioners with real-world experience in large and complex strategic programme delivery.

Success stories

Major entertainment company

The market leader in its category, this client had a series of ambitious growth targets over a five year period which required a rethink of their customer strategy. Capgemini worked with the client to define a new sales and marketing model that would increase the subscriber base by over 30%, a goal which involved moving from a mass marketing to a differentiated marketing model. A secondary challenge was how to mobilise the business in support of this business change as identifying, co-ordinating and prioritising the activities and projects across the business functions would require a shared agenda.

There were three phases to our solution. The first was a Customer Journey Framework which mapped the organisational capabilities at each journey stage for marketing, sales and service operations. We then used our Accelerated Solutions Environment (ASE) to bring together 70 people from across the business to create a shared understanding of the challenge, to develop a broad range of solutions and to secure commitment to implementation. Finally, we worked with key sponsors from across the business to shape a programme of work over 24 months that was linked to business outcomes.

The end result was a definition of what was involved in delivering differentiated experiences across the business. This ensured that the marketing, sales and service operations were joined up rather than operated as a series of discrete functions. The solution also created understanding, alignment and commitment across the business which allowed it to create a programme of work that would deliver the business change required to create the new sales and marketing model. We also created a clear link between initiatives and business benefits, in terms of acquisition, up-sell/cross sell and retention metrics, in support of a five year target.

With the Marketing Transformation Programme in place, Capgemini was commissioned to implement an analytical data warehouse with the capability to analyse the new data and develop data driven models that derive customer insight and segmentation strategies. The solution acts as a hub, providing access to data across different service platforms, prospects data and customer data from the CRM platform and associated data warehouse. The system now supports up to 20 analysts using the insight this system provides as an input to operational processes such as campaign target selection and real time personalisation.

Large Entertainment Chain

The client wanted to boost the guest experience through the entire holiday planning and booking process in order to create life-relationships with them. We worked with the client to devise a Future State Process Design which was delivered in an Accelerated Solution Environment with executive sponsorship and involvement. We identified every customer touch-point, mapped the customer journey throughout the entire lifecycle of holiday planning and identified gaps and opportunities in the customer Value Chain The client increased revenue per reservation by 5%, reduced contacts per reservation by 25%, increased employee satisfaction and increased guest satisfaction.

A Mobile Operator

The client was a mobile operator with more than 1.4 million customers reached through call centres, stores, online and mobile. The client’s marketing strategy involved a large volume of email, SMS/MMS and Direct Mail communications, but needed to accommodate and leverage inbound channels as well. Capgemini worked with the client to deploy a Campaign Management solution which enabled their Marketing team to coordinate all targeted inbound and outbound offerings across several channels. This ensures that their customers receive relevant communications to drive cross-sell/up-sell and have appropriate offers made to them during direct inbound communications. Offers made to customers based on their profiles through inbound marketing via the call centre has a 43% acceptance rate while inbound customer marketing through the retail channel now has a 20% plus acceptance. Outbound customer marketing has yielded response rates of 30%, a one hundred percent increase. Overall the marketing team has been able to reduce communication planning and target definition times by 75%.