Lead management system | Ad serving | Lead generation

E-CRM solutions have started to capture the imagination of many companies. However, the extent to which they must be deployed still remains an area of debate. Many senior managers tend to look at E-CRM as an IT solution rather than a Business solution. Companies that have deployed E-CRM successfully have understood the importance of integrating media with technology in order to offer value added differentials in their services. These solutions are what we term as Value Propellers. We have already touched upon the first of the products in the form of CABS in our issue dated 11th October.

Today we will examine how another pivotal product (STRATOS) from the stable works for various clients. STRAT-OS or Strategic Operating Systems as the name aptly implies is a Complete Prospect Management System. Based on a multi-layered modular platform, it is customized for collecting and managing online as well as offline leads for queries and acquisitions.

At the media level, Ad-serving data is mapped with online responses across various parameters. This forms the backbone of STRAT-OS by letting clients track their Creative and Media efficiencies. At this level STRAT-OS acts as an MIS tool.

Note:

Please note that costs mentioned above are purely indicative and are not actuals.

The above data is only a sample indexed to explain the product and does not show a true picture of the real media efficiencies as derieved at the end of this particular exercise.

Cost/SMS Index marked in Red indicate most effective publications while those marked in blue indicate the most effective programs.

At the MIS stage, advertisers can map the response of each ad to answer the following questions.

Does a particular media deliver higher returns than the other

Which genre of programming is generating best results

Which programs/pages in what time-bands will generate maximum yield

What should be the ideal duration or ad-size to extract maximum ROI

Are evening publications performing better than morning ones

Does a specific offer work better in a particular time slot

Hence, from the on-set STRATOS changes the paradigm of measurement in media effectiveness by adding a completely new metric. Clients can now move from conventional metrics like TVR or reach to a more tangible model of measuring ROI, which is response based. This in fact can become a media buying guideline for the entire media AOR industry.

Level 2:

At the query management stage, it is a lead routing and classification tool with a customized response mechanism. It routes leads to various ASMs as per specific business logics customizable to the hierarchy of the organization. It contains unique features like automatic escalation process for unattended leads and customized reports to map current sales performance and generate pipeline forecasts. Personalization options can range from responses by Name, or Product specification or any other communication logic desired by the company. The module is completely online and allows sales agents to dynamically update their prospect data.

Level 3:

At the Call Center Level, STRAT-OS enables single point view of leads from various sources with appropriate classification. It has an interface for call center executives to edit and update prospect information, setup reminders and send out additional product specific information if needed using either online or offline media. It is inbuilt with interfaces that allow call center managers to track efficiencies and dynamically re-route leads to individual members of the sales force basis performance. Besides, prospect information fields can be customized to port data into other systems. All this makes it an end to end E-CRM tool.

To sum up, it is completely compatible with other value propellers like CABS. Hence, an integration of the two will create a dynamic Business Intelligence Solution. Additionally, modules for specific businesses can be seamlessly integrated.

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