customer resource management and marketing for the cellular retailer by LTrunk3487

VIEWS: 67 PAGES: 8

									Cellular/Wireless Industry White Paper




Customer Resource Management
and Marketing for the Cellular
Retailer




                 How CellularManager Is Helping To
                 Improve Success
Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Why web-based? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

The Importance of Customer Resource Management (CRM) . . . . . . . . . . . . . . . .2

Targeted marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

CRM, products, and advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Centralized data storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Data security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Cost of implementing CRM and marketing processes . . . . . . . . . . . . . . . . . . . . . .5

Upgrades and maintenance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

About Data Guard Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Introduction
Customer Resource Management (CRM) and marketing are essential parts
of today's cellular/wireless retail business. Given the ever-increasing
competition for every consumer dollar, being able to develop effective and
directed marketing programs can define the longevity of a cellular retailer's
success. Creating and maintaining long-lasting customer relationships is a
must.

Cellular retailers need software that can effectively manage their business
every step of the way, from one store to hundreds of stores, from inventory to
marketing. By using a web-based CRM and marketing solution, cellular
retailers can automatically track sales histories and buying trends, better
target their current customers for repeat purchases, and position their
company to better market current products and promotions.

CellularManager® is web-based and provides revolutionary real time cellular
POS and CRM capabilities with tracking features for ESN/SIM/IMEI, carrier
activations, cellular commissions, and serialized inventory.

There are many aspects and benefits to consider regarding CRM and
marketing using CellularManager. This document addresses the key points
that cellular retailers, wholesalers, and master agents need to know.

Why web-based?
The benefits of using CellularManager's web-based management system to
conduct CRM are vast. An important benefit is there is no need to outfit each
store with expensive software. With each purchase at any store across the
organization, new customer information can be added instantly to the
centralized database. Each store's customer information can then be
maintained and monitored in real-time, all without involving IT or costly
installs.

With CellularManager, information can be accessed anytime, from anywhere
in the world, 24 hours a day, 365 days a year, by using any web browser.
Regardless of whether they are at home, the office, or one of their retail
stores, authorized users can access all of the company's data and make any
necessary modifications.

Accessing customer information in real-time from any location also ensures
that retailers have the most up-to-date information regarding their customer
base and marketing projects.




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The importance of Customer Resource Management (CRM)
CellularManager's integrated Customer Resource Management (CRM) capabilities increase the
value of each customer relationship and allow cellular retailers to interact with customers in a
manner that reflects a deeper understanding of each customer's unique needs and preferences.

Basically, CRM pertains to two kinds of customers:

             —      Existing customers
                    CRM is about building relationships. When factoring in advertising and other
                    expenses, it is six times less expensive to make a sale to an existing customer
                    than to make a sale to a new customer. Knowing what customers want, knowing
                    when to offer them new products, and being able to offer personalized service
                    are the aspects that will lead to future sales.

             —      New customers
                    Retailers should not let the fact that it is more expensive to sell to new
                    customers scare them off. New customers are just long-term relationships
                    waiting to happen. CRM allows retailers to collect the right information needed
                    to nurture these relationships every step of the way.

The majority of customers that a cellular retailer activates are on a contract. Before the advent of
Local Number Portability (LNP), customers had to renew with their selected carrier at the end of the
contract to keep the same number. Ideally, the retailer wanted that customer to come back to them
so they could get the renewal commission for "re-upping" these customers. So, in reality, some of
the footwork needed to attract the customer was embedded in the process.

With LNP now in place, when a contract expires, the customer is free to move to another carrier.
This significantly decreases the built-in loyalty that retailers previously enjoyed. Customers have
more choices than ever and can switch to a different carrier if they so desire. Trying to perform CRM
manually would be a logistical nightmare. Now, more than ever, it is absolutely vital for cellular
retailers to implement an automated CRM solution. On a monthly basis, they must define that
segment of their customers whose contracts are completed so that they can contact them and
encourage them to renew their contract

CRM is not just about renewing contracts. By using CellularManager's centralized customer
database, information about each customer across all stores is easily accessible at anytime.
Associates across your organization can quickly retrieve customer information, including invoice
history, payment history, and service plans. This leads to a more personalized experience for the
customer. Also, quick access to information means shorter lines, faster POS transactions, and an
easier, more pleasant experience for the customer - thus, ensuring they return to the store for more
shopping.




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Targeted marketing
CellularManager allows retailers to target specific promotions and specials to select
customers. For example, by analyzing customer trends and histories, retailers can
launch cost-effective email campaigns informing specific customers about upcoming
promotions or new products. Furthermore, in the event of a product recall or warranty
expiration, retailers can use their CellularManager's capabilities to detect all
customers who purchased a particular handset or product and notify them
immediately. The possibilities to generate foot traffic or open up avenues of
communication and marketing are virtually endless.

CRM, products, and advertising
CellularManager not only helps retailers to engage their customers and build
relationships, it also can provide benefits relating to which product to offer and which
advertising campaigns are paying off.

Using CellularManager's robust reporting features, retailers can view at a glance
which items are popular and which items are not, which items sell quickly and which
ones are collecting dust.

By monitoring product movement, retailers can be more in touch with the needs and
desires of their respective customer demographics. Thus, ensuring that customers
keep coming back by providing what the customers want to come back for.

CellularManager's reporting also provides retailers with the information needed to
track which marketing avenues they currently are pursuing are the most profitable.
CellularManager reports can showcase revenue generated per advertising medium,
activations per advertising medium, and invoices per advertising medium. These
reports present a good picture of how advertising dollars coming back to the
company.




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Centralized data storage
CellularManager provides centralized online data storage and secure real-time
access to vital information across the organization, increasing efficiency and
eliminating excess paperwork.

CellularManager also allows retailers to scan and upload important documents into
the web-based system. Any document the retailer deems as "important" can be
safely and securely stored. These documents can then be made accessible to
managers or other specified members of the company from anywhere, at any time.

Online data storage eliminates the need for retailers to keep copies of important
documents and removes the need for maintaining an expensive and time-consuming
paper trail.

Data security
The security of customer information is vital to creating legitimate CRM and
marketing programs. With the right measures in place, unauthorized users will never
access vital customer data without permission. By using Secure-Sockets Layer (SSL)
accelerators, web-based applications can deliver the maximum security available at
   the highest performance rate possible.

          CellularManager also provides retailers with the ability to lock certain
            employees out of the software, the ability to track every action of
               employees within the software, the ability to mask customer
                 information from certain employees, and the ability to restrict
                   downloading of important contractual documents. Coupled with
                    these highly customizable levels of on-site security,
                     CellularManager offers a much higher level of security than most
                     retailers can provide on their own - thus, protecting priceless
                      customer information and ensuring the highest level of privacy
                      controls.




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Cost of implementing CRM and marketing processes
For retailers using CellularManager POS, full-featured CRM and marketing tools are fully integrated
into the system and are included at no extra charge. The information that retailers gather with each
transaction are completely accessible for CRM purposes across the entire organization.
CellularManager makes it easy and inexpensive to incorporate CRM into the daily functions of the
retail business.

Upgrades and maintenance
CellularManager's web-based architecture means never having to install software upgrades on each
computer in each store. Upgrades are seamlessly incorporated into the software without the need to
install patches or new drivers. Since CellularManager is a truly integrated and comprehensive
application, when one module is upgraded, all modules are upgraded. This also means there is no
downtime required for maintenance and no costly hardware upgrades required to be able to utilize
the latest upgrade.

Conclusion
The key to effective CRM is collecting the right customer information and using it effectively.
CellularManager is helping cellular retailers to streamline business operations and maximize return
on investment.

CellularManager is completely unique in its approach. Instead of merely linking disparate systems,
CellularManager provides a truly integrated all-in-one solution for the cellular retailer. CRM and
marketing functions are embedded within the framework of the already familiar CellularManager
POS

Integration means that all of the data processed across the organization available for reporting and
tracking. By integrating CRM and marketing processes, CellularManager creates a completely
collaborative and comprehensive management system, allowing retailers to spend less time
performing market research and more time dealing with other areas of their business.

About Data Guard Systems
Data Guard Systems, Inc., based in Cambridge, MA, is a leading developer and marketer of online
business management software. Data Guard's flagship product CellularManager® provides a
comprehensive package of data management and enterprise synchronization with complete point-of-
sale integration to independent wireless and cellular retailers, distributors, and master agents.
CellularManager® is web-based and provides revolutionary real-time cellular POS and CRM
capabilities with tracking features for ESN/SIM/IMEI, carrier activations, cellular commissions, and
serialized inventory. CellularManager® Cellular POS offers the best real-time data software for
cellular stores.

For more information call 866-591-1311, email at info@dataguardsystems.com, or visit
www.dataguardsystems.com.

                                                            © 2005 Data Guard Systems. All rights reserved.

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