Job Title
|
Campaign Manager
|
Designation
|
Manager
|
Function |
Marketing/ Business Development
|
Department
|
Tele Sales/ Kotak Direct Channel (Upsell)
|
Reporting To
(Title)
|
Chief Manager- Upsell /Persistency
|
Superior’s
Superior
(Title)
|
Head – Business Development
|
Principal Accountabilities |
|
Accountability
|
Supporting
Actions
|
Customer
Engagement & Adoption
|
q Campaign management & communication
q Campaign tracking to ensure that the results are scalable &
improve with every campaign executed
q Use of analytics & advisory to find the right target segment
for the right product
q Use of customer profiling to ensure that the campaigns directed
follow the N = 1 paradigm
q Monitoring various cohorts of users to ensure that the usage &
login behaviour doesn’t go below a particular threshold for a user
|
Revenue giving
customer
|
q Evolving the customer up the adoption curve to start generating
revenue giving customers.
|
Relationships (If Applicable) |
||
Internal |
Frequency |
Nature |
·
Chief Manager– Business Development
·
Head – Revenue & Customer
Engagement
·
Function Heads
|
Daily
Monthly/ As required
|
Product Developments / Strategic Alliances &
Issues / Innovations / Business as usual
|
External |
Frequency |
Nature |
·
Vendors: Transaction services
providers, analytics provider
|
Regularly / As required
|
Projects / Strategic Alliances & Issues /
Innovations / Business as usual
|
MY
KRA
- Campaign management
- To execute campaigns for cross-sell, across different campaigns (Anniversary, Birthday, Foreclosure, and Orphan database). To ensure micro segmentation to improve campaign effectiveness
- Campaign tracking
- To monitor the performance of every campaign executed across mediums & the results generated by the same
- Analysis of campaign success & failure parameters requires to be documented to ensure the learnings are incorporated in future campaigns
- Analytics & customer profiling:
To identify the ‘inactive
base’ based on pre-defined triggers & provide inputs to the customer
engagement team for activation
Areas
of Impact
A.
Customer profiling:
Targeting the entire existing Kotak customer base through
micro-segmentation
B.
Campaign management:
Executing multiple levels of campaigns to identify needs of
consumer & cater to them.
Campaign
Observation & Learning:
The customers on any internet portal have an activity span
that dips if there are no triggers given to them. Executing multiple campaigns
provides that input to customer to help them remain active.
Organizational
Context :
What are the specific aspects of the job that provide a challenge to
the jobholder in the context of the Telesales/Kotak Direct Unit/Zone?)
Data base is very crucial in Telesales
channel. Understanding and analyzing the data base is as important as
understanding the sales funnel. It is a cost to the company but the optimum utilization
of the same is the one of the core responsibilities of the various campaigns
that we run at Kotak Life Telesales. Any missed data could be a prospective
customer. Hence, Profiling of the
database is also very important.
Customer Profiling and customized campaign to tap the targeted segment:
- Anniversary Calling Campaign :
In this campaign we call from Non-NDNC (National Do Not Call) line to
the customers and start the calls by congratulating the customers for
completing 5years with Kotak Life. This is an in-force customer base who have
been consistent with their premiums and hence are better database. Thus, the campaigns
are more customized & targeted messages are
delivered keeping the prospective customers in mind.
The challenge
In this campaign the telecallers are not allowed to solicit anything as
per the IRDA guidelines.
Solution:
To address this issue my responsibility is to think about various
initiatives that are implemented on a regular basis such as email campaigns,
presentation calls, face to face sales presentation and telesales pitch are
designed to create a need of the insurance and
investment & empower them to make financial decisions through the platform.
The campaign is based on the customer data linked on Kotak Life system – e.g.
an understanding of customer profile can by analysing the login pattern, usage,
payment pattern, demographics, source of acquisition etc.
- Birthday Calling :
In the Birthday campaign, on a daily basis we have certain amount of
customers whom we would call to wish him and along with it we would request for
a quick appointment so that we can provide the customer a small gesture along with
the premium certificates of his existing plan.
The challenge
Being the special day for the customer he/she may already have planned
the day and an end to end pitching on the very first call has often lead to
postponement or not interested. So, presentation has been a big challenge in
the context of Telesales in this particular scenario.
Solution:
To overcome these scenario a face to face campaign was suggested by me
in January 2014 with a different approach by the telesales team. In this campaign, the telecaller would wish
the customer and ask for a brief appointment to provide some special service
related to the existing Kotak Insurance policy. The aim of this campaign was to
increase the meet ratio as it has been observed that the more number of meetings
results into more presentation and ultimately sales closure.
Thus, the Service manager/ RM goes with a small Birthday card to the
customer. Just like anniversary campaign, once the SM/RM is reached – we
take feedback and again approach for a new plan as a special product on this
special day.
Basically again these are existing telesales customers and we are
approaching them in a different way. So the idea is to increase the customer
meet ratio and then track the meet vs closure ratio. It is therefore, crucial not to talk about a
new plan or sales before meeting the customer.
- The End to End pitching
The Telesales unit mostly call on database like
NTU (Not Taken Up) Database: We call these customers whose policies were
not issued in the past for pending cheque bounce, pending documents, medical
declined etc.
Foreclose Database: These are the customers who might have paid for 6
months or 1year and then stopped paying premiums. As a result, the policies are
foreclosed and we pitch them for new plan.
Orphan Database: Wherein the
policies were sourced 5-6 years ago and the related SM is no more in the
system.
KD : Kotak Direct Base
TS: These are Telesales base
customer.
After knowing the various campaigns’ at
Kotak Life Telesales/ KD department, it would be interesting to have a quick
look on month on month performance data as under :
May2014 Analysis
TS
|
Orphan
|
KD
|
Stale Cheque
|
NTU
|
10.3%
|
6.2%
|
5.9%
|
6.2%
|
7.9%
|
23.4%
|
23.0%
|
29.1%
|
20.2%
|
23.5%
|
33.7%
|
29.3%
|
35.0%
|
26.5%
|
31.5%
|
66.3%
|
70.7%
|
65.0%
|
73.5%
|
68.5%
|
June 2014 Analysis
TS
|
Orphan
|
KD
|
Stale Cheque
|
NTU
|
8.2%
|
4.4%
|
5.3%
|
7.4%
|
5.5%
|
24.9%
|
23.4%
|
24.1%
|
18.8%
|
22.0%
|
33.1%
|
27.8%
|
29.3%
|
26.2%
|
27.5%
|
66.9%
|
72.2%
|
70.7%
|
73.8%
|
72.5%
|
July 2014 Analysis
TS
|
Orphan
|
KD
|
Stale Cheque
|
NTU
|
Annivarsary Data
|
2.7%
|
2.0%
|
3.3%
|
2.6%
|
2.3%
|
14.2%
|
24.5%
|
21.7%
|
28.9%
|
18.4%
|
20.7%
|
41.8%
|
27.2%
|
23.7%
|
32.3%
|
21.0%
|
23.0%
|
56.0%
|
72.8%
|
76.3%
|
67.7%
|
79.0%
|
77.0%
|
44.0%
|
Summary:
The above
figures of past 3 month’s analysis show that all the campaigns have resulted
into a better productivity on month on month basis. This has given me an
opportunity to engage with various business departments to understand their
requirements and convert the business requirements through various campaign
initiatives.
Apart from the
Benchmarking & publishing campaign results my role responsibility also
include the following key business parameters to track the performance of the
campaigns across customer segments and telesales channel:
·
Productivity
·
Lead generation (End to End)
·
Lead Generation (Service to
sales)
·
Issuance and Throughput %
