Distribution Management

Many industries depend upon multi-channel distribution: Use analytics to improve effectiveness
and reach high value customers

From insurance to retail, from technology to travel, multi-channel distribution is the norm.
Different customers engage through different channels; many use multiple channels. A life
insurance customer may research on the internet, apply through an agent, and service via a call
center.The proliferation of channels and channel partners, both direct and indirect, creates
opportunities and challenges for companies who must reach valuable customers, exceed
expectations, and create loyalty. Companies can touch more customers more frequently, meaning
more opportunities to reinforce the desired customer experience. However, multiple touchpoints
and reliance on partners means less control. More channel options increases customer access to
competitors, risking commoditization, price shopping and margin erosion.Axtria creates
competitive advantage from multi-channel distribution. Our solutions deliver an integrated
channel design and channel management tools to reach your highest priority customers: to drive
new business, retain existing business and realize up-sell opportunities.Axtria’s approach starts
with an understanding of your industry and your priorities to ensure distribution structure is
aligned with business objectives. We then leverage data and analytics to maximize effectiveness
of multi-channel distribution. Applications include:
Channel mix modeling. We determine optimal channel size given each channel’s role.
Our analytical approach incorporates real-world constraints to capture cross-channel
dynamics. We account for channel use patterns, channel costs, and logistical
constraints such as field sales rep locations
Channel effectiveness. We identify drivers of effectiveness, design reporting
capability to measure and monitor, and develop systems to institute best practices. Our
solutions reveal meaningful metrics to assess important dimensions: key interactions,
quality of customer experience, impact on business
Channel partner management. We take an ROI based approach to evaluate existing
partners and new opportunities, to ensure investments add value. Our data-driven
diagnostic process identifies steps to revitalize (or exit) low value relationships and sets
metrics for ongoing management. We support deal negotiations with partners, and
establish parameters for successful deal structure
An effective distribution management solution needs to be closely integrated with the broader
sales and marketing organization. Many considerations including customer segmentation,
product pricing, and incentive compensation link to distribution. Depending on the business
need, our approach can be broad, solving simultaneously across multiple areas and channels, or
focused, addressing a specific issue in one channel.
Distribution Management: Multi-Channel Structure and Effectiveness

Assess utilization, Define role of each Specify capabilities  Capture information :

cross-channel channel to deliver desired activity, transactions,
movement Isolate cost and experience quality of interaction
Evaluate alignment: revenue drivers Evaluate current Determine key
customers, business, Solve across state and determine effectiveness metrics
partners channels for optimal gaps Set benchmarks and
Benchmark against size Requirements: goals
competitive set Determine feasible information capture; Assess performance
Identify strengths scenarios and cross channel against objectives
and weaknesses evaluate interaction; Take appropriate
personalization actions

Distribution Channel Alignment

We evaluate channel dynamics from the perspective of key stakeholders to ensure alignment, and
implement channel management metrics for ongoing monitoring.