Kayak+ Dialog

Kayak+ Dialog marketing tool seamlessly integrated with Kayak Subscription System

Kayak+Two way customer dialog in real time interaction with Kayak

– Service contains ready made direct channels to email and SMS marketing. User friendly UI to manage customer care models and actions. All message tracking, bounce management and testing included in service. Easy to adopt, easy to use.

– Content management and survey tool integrated to Kayak+ enables making of personalized emails, banners, campaign pages and customer surveys directly connected to Kayak customer data.

– Reports and analysis of Kayak+ integrated and at your use.

Why Kayak+Bring all customer events and communication as part of customer careOffer additional services based on customer data more dynamically

– Include feedback survey or upsell email in personalized, visualized order confirmation Be one step ahead of your customer to secure continuous customer relationship

– Offer renewal of subscription month before end date

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From tracking past to planning future

• Analyze planned customer communication to

– Detect too much planned communication in too short period of time

and– Detect too few or none events for specific customer segments (or individuals)

• Plan and add new communication for missing segments• Restrict / prioritize / schedule in case of too much planned communication

How it helps• Use planned and scheduled communication tasks as a criteria for creating new tasks• Use reports to find too little or none communication planned• Use Dialog’s conflict manager to detect too much communication and to plan what to do

Copyright © Steeri Oy 2012

Analyze, control and manage customer communication to optimize dialog results

Kayak+ Dialog Architecture

All customer data from multiple data sourcesin one hierarchy view

Task: Book meeting

Task: Call-out

Personalized SMS

Personalized Email

Survey/ Feedback / Invitation form

Create and export printed mail list

Create and export call list

Direct activitiesWeb solution to manage customer care:

• Dynamic Customer care models and Task rules• Query tool and Target groups• Content Management• Segmentation• Event management• Customer analysis• Activity launch to multiple channels

Tasks to operative CRMKayak CallCenter

Personalized web banner

Personalized Web service call• Order confirmations• Automatic alerts• Triggered changes• Subscription changes

• Direct activities history• Completed tasks

Web Portal

Web Portal• Service ordered• Link clicked• Login to web portal

Launch service

Inbound Response

Triggers launched from any system


KayakPlus Dialog: From tracking past communication

Towards planning and managing future dialogue

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A Simple Idea

Create and keep updated the forthcoming customercommunication at individual customer level

Why• Allows you effectively plan and manage your customer communication• You can analyze planned communication to

– Detect too much planned in too short period of time

and– Detect too few or none events for specific customer segments (or individuals)

• Business decision makers have time to define how to react (a hard thing to do afterwards ;-) ): – Plan and add new communication for missing segments and – Restrict / prioritize / schedule in case of too much planned communication

How it helps• You can use planned and visible communication tasks as part of criteria for creating new tasks• You can use reports to find too little or none communication planned• You can use Dialog’s Conflict Manager for detecting too much communication and deciding what to do

Now

From justtrackingwhat hashappened

Into planning andmanagingwhat shouldhappen

Change your view

Past Future


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Manage the communication – manage the entire customer relationship

Personalized offers, upsell, cross-sell…Systematic, triggered purchase process dialog

Triggered relationship management dialog

Scheduled/ triggered customer listening

Ville has been browsing our newsletters. We are introducing new services and benefits that might interested him. Take a

look, Ville!

Check our new benefits!

We miss you Ville.

Is there something we could help you

with?Looks like Ville is passivating.

We should try to activate him with a right offering!

Give us some feedback

Ville has been using our product for awhile. It would

be nice to know, how we have succeeded.

Ville’s subscription period is coming to an end. This

would be a good time to remind him of the renewal.

Renew your subscription.

Come and check our offer!

Happy Birthday Ville!

It is Ville’s birthday. We should not forget our

loyal customer.

Your order is confirmed!

1st deal.

Check this offer Ville!

We believe we would have an

interesting offer to Ville.

Welcome to our

customer!

Great, we have a new customer! We want to reinforce the new

relationship – and reward Ville also.

Ville seems happy and interested in us. Let’s

strengthen our relationship and

involve him more

Test before others

Thank you for your

purchase!

Never forget to thank your customer!

We have not been in contact with Ville for a long

time. We should try to activate our relationship.

How are You Ville?

Get a good deal!

Ville contacted us to ask about his

subscription. We can now offer him

something else that he might like!

NPS

After awhile its good to know if our customers

are promoting us. What would Ville say?

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NPS

Check this offer Ville!

Come and check our

offers!

Welcome to be our customer

Give us some feedback

Best offer to you How are You

Ville?

Test before others

We miss you Ville.

How we can help you Ville?

Come and check our

offers!

Thank you for your purchase!

Happy Birthday Ville!

Order confirmation

One customer:

6/2012 9/2012 1/2013 3/2013 6/2013 9/2013

How implemented: In Dialog you have customer’s future communication tasks visible and available for analysis

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How it works

• You define the criteria for creating communication (i.e. to who an event is created) tasks and define the timing (i.e. when it is executed) in Kayak+ Dialog

• Kayak+ Dialog evaluates the criteria and creates the communication tasks at individual level beforehand

• Kayak+ Dialog keeps the forthcoming communication flow updated– As database content is changes new tasks may be added and some tasks may be

passivated (criteria not fulfilled anymore)– For example: Before actual execution of the task the criteria is re-evaluated to

avoid wrong communication (selection rule does not picks some customer it used to pick earlier)

• The personalization of message is done when executing the task using up-to-date database information at that moment


An implementation example: Case Sanoma UNIIKKIEasy and reliable to obey the promise: max one email or SMS per week

Sanoma News www services:Separate services containing >700 000 consumers& B2B decision makers with marketing permission & profile

UNIIKKI DB:Combined customer informationand profiles from the Sanoma’s www services

Customer

Message using thebrand of the databasewhere customer is based

Email;SMS

Uniikki Sales

Email containinglink to my report

Onlinereport tomy campaign

ReportingAnalyzing

Max 1 email & SMS / week

Target group definition and

booking

Managing customer’s

material

Reaction collecting and reporting

Email & SMS sending

BouncesLink clicks

KayakPlus Dialog: Communication Conflict Manager

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Conflict Manager analyses the customer tasks and detects and manages conflicts

How are You Ville?

ConflictedTest before

others

Conflict rule:

If customer has offer and feedback discussion at same week

Conflict action:

Cancel offer

Frequency:

Analyse conflict daily

Results:


Steeri OyTammasaarenkatu 5

00180 HelsinkiTel. 010 217 6430Fax. 010 217 6420

Email: [email protected]

Documents

Kayak+ Dialog