CRM AND LOYALTY SOLUTIONS
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Customer Relationship Information System (CRIS) Business returns, when customers return
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In today's ever-changing business world, the race for a higher market share has become linked to the concept of customer loyalty, customer retention and acquisition. Organisations in their search for a solution to meet their business goals are now turning to a customer-driven strategy with customer relationship and loyalty management at its core, in order to achieve greater customer activity and loyalty. Ancillary and partner revenues along with cross-selling and up-selling opportunities are crucial components that impact strategic business decisions as increasing competition drives price wars amongst companies, which are already battling rising operational costs. The 'customer experience' is now at the core of customer relationship management strategies, as companies aim to turn their customers into word-of-mouth publicists for them. To create an impeccable customer experience, it is crucial to have a solution which is integrated to all key operational systems in order to drive end-to-end customer management. Customer data gathered at several touch points through multiple interactions with the customer is churned into intelligent information. This can then be infused in every personalised interaction, thereby maximising revenue. This is where mercator's CRIS (Customer Relationship Information System) fits in. It is a CRM/Loyalty solution driven by key loyalty programs across the globe, renowned and awarded for their unique customer experience. In the quest for incremental revenue and customer loyalty, CRIS allows for flexibility to define business strategies while adapting to the unique market needs
 Flexible and scalable, CRIS can easily adapt to the requirements of any organisation from airline to telecommunications to cargo. Its dynamic Rules Engine enables the implementation of business strategies while its interface capabilities allow the organisation to connect to the customer at all key touch points, the CRM module facilitates comprehensive customer feedback management. CRIS provides a 360 degrees view of customers - their habits, purchasing patterns, preferences, allowing organisations to connect and communicate with customers and also collaborate with partners.
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Overview The CRIS suite of solutions through its various modules offers complete customer visibility throughout the customer journey life-cycle, managing customer feedback, tracking customer behaviour, enabling customer interaction, collecting customer data for analysis and churning into intelligent information to be fed in for further interactions and actively engaging the customers.
Business Benefits  | The flexibility to design evolving loyalty programs and customer relationship strategies without dependence on IT. | | A single customer repository with multiple program capabilities - individual, corporate, family or minor programs. | | Integration of operational, self-service and customer management systems through a range of APIs and web services. | | Customer visibility throughout the entire customer journey, offering multiple cross-sell and up-sell opportunities. | | Campaign management and segmentation to target the correct message to the right audience, higher take-up. | | Personalised and multi-lingual communication with customers through Customer Messaging Service. | | Integrated Customer Affairs and Service Audit module to manage customer feedback, enable service recovery and pro-active audit. | | Partnership management to achieve a cost-neutral loyalty program with ease of set-up, maintenance and flexible data exchange. | | Information repositories combining reservations, check-in, ticket data enabling business rules, prompt access to information and service. | | Customer value, trend analysis and business intelligence enabled through the Customer Knowledge Warehouse. | | User friendly GUI to deliver critical information instantly. | | Proven ROI assured through automation of functions, quicker resolution and response period and low investment. | | Latest technology using open/service oriented architecture. | | Continually evolving system to adapt to ever-changing industry trends. |
CRIS Loyalty | Multiple Programs | | Supports individual, family and minor programs in one system with ability to activate or deactivate any program. | | Multiple user-defined tiers which can be allocated for each program. |
| Member Management | | Multiple enrolment channels supported and tracked - phone, forms, partners, reservations/operational systems, self-service. | | Single customer repository consolidating customer profile. | | Personal and contact information. | | Country-wise logic for address templates for accurate information and reduced fulfillment returns. | | Customer preferences - meals, seats, lifestyle, communication channels, sports and interests. | | Passport information for API (Advanced Passenger Information). | | Other loyalty program membership information. | | Parent/guardian and family links. | | Customer nominated travel co-ordinator to manage member account. | | Status enhancement for customer segmentation based on co-branded credit cards or benefit cards. | | Member-Get-Member features supported. | | Automatic tier change through the Rules Engine on fulfilling the criteria defined by administrator. | | Option to change tier manually and prohibit tier downgrade for commercially important customers. | | Fulfilment notification upon tier change or request for card due to loss or damage. | | Business-driven duplicate enrolment check and option to merge accounts in case of duplicates. |
| Points Management | | Tier points, redemption points and bonus points fully supported. | | Multiple 'earn' channels - flights, hotels, holiday packages, co-branded cards, partners, alliances. | | Sector-based, revenue-based, origin-destination based accruals with criteria like distance, fare types, booking and travel periods. | | Configuration of retro-accrual rules in system and validation during any past-date accrual. | | Multiple point expiry options - activity-based fixed expiry, rolling expiry, expiry extension, non-expiry for premium tiers. | | Option to also offer expiry deferment for valued members. | | Transactions supported real-time, through interfaces or batch uploads. | | Multiple 'burn' channels - flights, partners, hotel, retail, tier upgrade, charges, and charity. | | Zonal or sector-based redemptions along with facility to levy administrative charges. | | Redemption cancellation processing with collection of fee in points or cash. | | Purchase and gifting of points supported through interface to Corporate Payment Gateway. | | Transfer of points amongst members with ability to collect charges through points or cash. |
PNR, Check-in and Ticket Repositories
| PNR Repository | | Versatile storehouse of booking and flight information developed for airline industry, exchanging data from airline reservations systems. | | Assists with automated accrual and verification of retro claims. | | Designed to enable fraud prevention measures and prevent booking abuses or double-dipping. | | Facilitates partner data exchange for alliances and other airline partnerships. | | Key information to understand travel patterns of customers through analysis and reporting. | | Crucial in investigations of customer complaints due to history of customer booking/travel records. |
Check-in Repository | | Check-in information assisting with details of passenger upgrade or downgrade on departure and go-show or no-show processing. | | Assists in investigations for baggage handling, passenger downgrade or other mishandling complaints. |
| Ticket Repository | | Ticket information to process accruals as per business rules and block discounted fares from accrual. | | Supports promotions based on booking and travel dates. |
| Corporate Loyalty | | Enrolment of corporate accounts with configurable number of associated members. | | Option to selectively run the corporate program at country level. | | Option to collect charges for corporate enrolment. | | Multiple tiers for corporates with varying criteria for tier movement such as revenue contribution. | | Tier changes as per rolling or fixed periods with ability to process manual tier change. | | Multiple accrual model options - Points or Cash-Equivalent accrual. | | Link corporate accrual upon activity in member account. | | Revenue based accrual with special accrual rates for certain corporate accounts. | | Ability to exclude discounted fares, non-flight or partner activities from corporate accruals. | | Multiple points expiry options - non-expiry in case of premium tiers or activity with preferred partners, fixed periodic expiry. | | Redemption of points for tickets, vouchers, upgrades, partner rewards etc. | | Redemption of cash equivalent for payment of services on host airline. | | Special benefits - vouchers or cards for each corporate to grant to its members for fast-track tier change or special services. | | Communications to corporate members such as statements via e-mail or post, tactical or ad-hoc mailing. |
| CRIS Lounge Module | | Registration of members or non-members into the lounge program. | | Management of charges for lounge access through cash and/or points and special promotions. | | Fulfilment and issuance of lounge access cards or vouchers. | | Maintains history of lounge access by customer and tracking of voucher usage. | | Seamless integration to Loyalty and Corporate Loyalty Modules. | | MIS reports. |
| CRIS CASA Module | | Comprehensive customer interaction management and service audit system. | | Logging, categorisation and monitoring of customer interaction along with other affected parties. | | Administration set-up to define fields as mandatory depending on contact type. | | Communication through customised templates with multi-lingual support and mass-mailing capability. | | Workflow management for assigning tasks for investigation and tracking of service level audits. | | Comprehensive compensation profile including points credit, tier upgrades etc. | | Document imaging to link attachments to customer feedback converting paper trail into e-documents. | | Integration with customer information repositories such as PNR, check-in and ticket for quick resolution of issues. | | Key CRM enabler due to proactive communication to customers in case of delays, cancellations or disruptions. | | Special handling of baggage loss issues with record of interline details and generation of prorate notices. |
| CRIS Administration | | Core of the CRIS application, enabling system management through changes or configuration of master data and features. | | Enables access management at individual or group level along with special permissions. | | Scheduling feature to execute key processes during lean time such as tier changes, batch uploads, fulfilments and e-mail blasts. |
| Customer Messaging Service (CMS) | | An excellent customer communication enabling tool designed to deliver ad-hoc or tactical communications. | | Supports multiple channels (e-mail, SMS, fax) and formats (html, xml, text). | | Ensures consistency through use of standard personalised templates in multiple languages. | | Triggers communications based on events or actions with a return update in customer accounts. |
| Rules Engine | | Dynamic interface for definition of promotional, tier change and qualifying rules. | | Business-driven design enabling rules set-up, workflow for approval and modifications without dependence on IT. | | New enhancements empower business with flexibility to set up diverse promotions by allowing access to granular data. | | Rules can be based on any element of customer profile, current or past transactions and direct query into database. | | Promotions based on flights, booking periods, flight forecasts and member profile elements to boost 'earn' rates. |
| Partnership Management | | Comprehensive partnership management module with data exchange automation. | | Supports all key data exchange types such as enrolment, activity, hand back, verification and billing upload/download. | | Multiple billing options supporting alliances, billing as per different criteria - Basic, TPM and Statute points. | | Double-dipping checks through verification of manual activities - fraud prevention measure. | | Flexibility in partner set-up with control on partner accruals, redemptions, double-dipping configuration and points expiry. |
| Loyalty Website | | Standard website and supporting web services enabling self-service for the following transactions: | | Member enrolment. | | Profile management. | | Family member enrolment and update. | | Account summary. | | Purchase of points request. | | Missing transaction request. | | Link to internet booking engine through web services for online redemptions. | | 'Contact us' functionality. | | Information pages - news, program updates and promotions. |
| Customer Knowledge Warehouse | | A key factor for the growth of any business is the acquisition of new customers and the retention of existing clients. | | Through CRIS, customer acquisition isn't just about getting new customers; it's about getting the right customers through a targeted customer strategy. Strategies require research and analysis of market and customer trends through all data available from multiple sources. This is where CRIS' Customer Knowledge Warehouse delivers. | | A business intelligence tool, enabling analysis of complex data and bringing to reality concepts such as Customer Score - a net worth of the customer to the organisation empowering marketing and customer relations teams with clarity of the value of the customer. | | A growing family of purpose-built data marts aimed at providing timely intelligent information consolidated from various data sources during the lifecycle of customer journey to feed into design and implementation of customer relationship strategies. |
Segmentation and Campaign Management
Customer Relationship Management thrives on connecting and communicating with the customer. As technology facilitates multiple channels of communicating with the customer, it also compounds the issue of connecting through the most suitable channel, ensuring that the right message is conveyed to the intended audience. This is also necessary to ensure cost-effective and successful campaigns. | The solution is customer segmentation and campaign management allowing organisations to engage customers and boost customer interaction through the following features: | | Utilisation of data from any compatible source as filtering criteria for segmentation to refine the targeted customer base. | | Ability to re-utilise segmentations created earlier hence enhancing productivity. | | Campaign coding of members through segmentations, upload of details or manually. | | Content management through creation of HTML or text communication content. | | Workflow to process content review, editing and approvals for a final copy from key stakeholders. | | Enhanced communication with customers through multiple channels - e-mail, SMS, post with ability to integrate with existing or utilise third party e-mail tools. | | E-mail tracking to feed into campaign monitoring. | | Support for campaign analysis and reporting from planning to end-user experience with a look at the KPIs defined for the campaign. |
| Technical Architecture | | CRIS has been developed using state-of-the-art, open and scalable technology: | | Oracle database. | | Client developed using Microsoft.NET technology. | | Any reporting tool such as Business Objects, Crystal Reports. | | Database runs on UNIX, LINUX and Windows OS. | | Microsoft IIS. | | MQ Series (optional). | | Comprehensive set of web services are available for third party system interfaces. | | Enabled interfaces with IVR, CTI, fax, SMS, e-mail, POS etc. |
Product Development Strategy
The CRIS product development strategy focuses on empowering customer touch points with comprehensive customer knowledge provided through integrated system architecture. CRIS' enabling philosophy is to achieve visibility across all channels and drive service delivery across all business units.
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