NPS

Objective

Interviewed 40 stakeholders

across 11 divisions and conducted a NPS Survey

To understand how the CRM team interacts with its Stakeholders and suggest recommendations that would improve the effectiveness of the team

20

25

8

Promoters - Detractors = 12

53 Responses

Reason for Score

NPS

Q. Thinking about the feedback you gave, which of the following choices is most likely to have an influence on your answer?

23%

So what does that mean?

Action

Issue

A Prioritization list to be available on the intranet

To start a CRM Insight Report

Develop better Integration among decision analytics, infrastructure and the execution team within CRM

CRM to a play a consultative role

CRM Team should play a more consultative role

To maintain a repository of campaign close-down reports which is accessible to all campaign managers

One-day seminar or joint meetings to be organized for Stakeholders to understand about suppression and technical terms involved

• Just recipients of data
• No proactive role played to advice

• Organize a meeting to Jointly prepare data brief
• One-day educative seminar

Data Brief Template to be made more user-friendly by making the template up-to date and adding comment boxes to improve understanding

Data brief template

• Too technical, problems in understanding the technical terms and not up-to date
• Stakeholder not confident in filling

• Follow the new improved data brief template
• One-day educative seminar

• Better utilization of resources

• Increase in quality of work done

• Top view of current customer base Eg: consent split, acquisition split, number of CSS registrations etc.

• Consolidated account of campaign insights from latest campaigns executed in the month/ quarter

• Increase understanding and confidence in filling the data brief

• Increase understanding of how the CRM team can help them in their work

Thank You!

• A source of easy reference to study the performance of similar campaigns

• A source to do cross-campaign comparative analysis

• A source to view performance of campaigns ran be other campaign managers

• The CRM Analyst should get involved in the value chain process at an earlier stage

• The Data brief should be prepared jointly by the data analyst, decision analyst and the stakeholder

• Increase quality of campaign design
• Reduce constant to-and-fro, hence save time
• Boost relationship with stakeholders
• Platform for knowledge transfer; Ex: the stakeholder will develop a better understanding of how to build the data brief template

• Increase focus on post-campaign analysis
• CRM Insight report
• More consistent close-down delivery

• Lack of consistent close-down delivery
• No common platform for knowledge share
• Lack of cross-campaign integrated analysis

Knowledge share & need for more analysis

To push for better planning across teams so that work for CRM gets scheduled in at a reasonable time

"Thanks for talking me through the new template. As discussed, I like the fact that we only have to fill in the overview before we submit to CRM for it to be allocated, then fill the rest in with the analyst. It will also save time for both Marcomms and CRM, and avoid any confusion about the data selections. I also think the layout is simpler and easier to follow, especially for people who are new to the team."

-Patria Conlon

"I’m happy with the layout of the new form, it’s really straight forward and self-explanatory. I like the fact that you can choose Y/N in the suppression drop downs too which makes it easier to fill in and add ad-hoc suppression if needed. Sitting with an analyst from the CRM team will also help make sure nothing is missed from the form and all the fields are completed correctly"

-Giovanna Eremita

Delivery Time

• Perception of being under-staffed
• No standard communicated delivery time

• A prioritization list to be made available on the intranet
• Better planning across teams

CRM Team Review

Department wise Response

Q. Which department do you work for?

Presentation by:

Shagun Varshney

What do they think?

Excluding Insight team

Friendly

NPS

31%

Approachable

Deliver

Helpful

Add Value

Knowledgeable

Data Brief Template

CRM to play a

Consultative Role

• Too Technical, do-not understand many terms
• Not confident in filling the template
• Template is not up-to date eg. HEC delivery channel, Central Heating Care suppression can be excluded

• Team perceived just as recipients of data request
• Does not play a proactive role in suggesting 'what better can be done'

"Interaction with CRM are fine, although needs more focus on Relationship Marketing and not just data" (Residential Marketing)

"Great team, only reason I didn't score higher was because some of the processes (data briefs and data audits) take way too long" (Residential Marketing)

"They deliver what is requested, but are not always proactive in making suggestions which add value" (B2B Marketing)

"Very helpful however quite often there seems to be unnecessary process to follow which delays things - even for small minor items" (Insights)

"I wish I could get more advice from them" (New Business Communications)

Delivery Time

Knowledge Share &

Need for more analysis

• Perception of being understaffed
• No standard communicated delivery time
• Stakeholders hassled with constant chasing for data
• Face difficulty in forward planning

• Lack of consistent close-down delivery
• No common platform for knowledge share among teams
• Lack of cross-campaign integrated analysis

"Occasional superhuman powers for getting work done; but I do think you're consistently understaffed" (Pricing)

"The team is very knowledgeable and valuable, but it seems they are very overloaded and don't have the time to do anything other than the essential requirements. We always have to chase them" (B2B Communications)

"CRM are really helpful when work is scheduled in. However, it can sometimes be difficult to get work on to the schedule"(Residential Communications)