DL
Hi All,
We are in the process of setting up a Centre of Excellence for Marketing at our organization level. The mandate of the Centre of Excellence is to be the custodian & mentor of group level brilliance in the marketing function across formats/ brands /businesses. This will ensure the unlocking of the life-time value of our customers. As a BPM team and CoE we want to tap on this opportunity and try to explore how ARIS products can be use here. Request you to read each aspect of the article below and suggest to us how we can add value to the Centre of Excellence – Marketing.
Loyalty & Customer Ownership
· To create a customer analytics and customer insights mechanism.
· To facilitate movement of customers across various formats of Future Group.
· Roll-out the group-wide multi-partner coalition loyalty program for all formats, support business units and other stakeholders to analyze customer base, interpreting results and identify revenue generating opportunities and to understand overall return on investment
· To help the formats develop and monitor success at program, customer segment, and campaign level by creating analytics modules and metrics to understand overall customer retention/repeat behavior across key businesses/segments
Customer Service
· To create a CEM (Customer Experience Management) team/module which enhances the level of customer satisfaction by delivering on various modules of customer service – from customer promises to grievance redressal – in an online & off-line environment.
Budgets
· To approve and ensure efficient utilization of marketing budgets
· To evaluate, review, suggest and approve media mix and media buying solutions to formats/brands and conduct media reviews from time to time to finetune the media strategy.
Incubation & New Opportunities Mentoring
· To incubate, develop & pilot new business concepts and an eco system that accelerates & systematizes creating successful new businesses/enterprises by providing access to vast pool of knowledge, networks & services within group & outside.
Branding
· To oversee branding, advertising & communication efforts of the Group Brand and its various format brands & businesses
· To ensure relevance & freshness of our messages, ensure that they stem from consumer insights and speak in the compelling culture codes
· To evaluate performance of existing creative & media agencies from time to time and facilitate the selection process of a new creative & media agency, if need be.
Regards,
Deepti Lad
