Customer Centria enables Videocon to

automate Campaign strategies and run

structured campaigns thus reducing manual
intervention, courtesy Unica.

Background
Videocon Telecommunications Limited (VTL) is the telecom
subsidiary of the Videocon Group. The Videocon Group is a $4
billion global business conglomerate with a strong presence in
household consumer goods, retail, telecom, DTH services, oil and
gas, and the power sector.

Case VTL offers GSM mobile services under the brand name
“Videocon”. Videocon is currently focusing on pre-paid mobile
services, with post-paid and broadband services in the pipeline for

Study the future. Mobile phone services are operational in Tamil Nadu
(including Chennai), Punjab, Haryana, Mumbai, Gujarat, Kerala,
Madhya Pradesh, UP East, UP West, Himachal Pradesh, and will
Videocon Telecommunications soon be available across the country.

Limited
Videocon has recently made its debut in the telecom market, hence
it’s currently setting up the IT infrastructure to support its GSM
network, and provide quality service to its customers.

Objective
The need for an evolved marketing automation system, to enable
efficiently and effectively the following:

1 Structured, highly targeted and segmented campaigns

Ability to automate campaign design and reduce manual

2
intervention

3 Reduce campaign design and execution time dramatically

Challenges / Current Scenario
Prior to implementing Unica, Videocon used MS Access. The typical marketing process followed, was extremely
time consuming and involved the following steps:
• Download MIS files from an FTP server
• Import into a local access-based system
• Target File multiple query
• Resultant data mailed to execution team

There was an enormous manual work involved, and the process was repeated at both - circle and corporate levels.

The various channels involved were SMS, outbound dialers (auto and agent), and e-top up channels. Further, the
outbound dialers were managed by two different channel vendors, depending on the campaign being executed.

The problem areas were:

• MS access queries took 2-3 hours to generate a target list for a campaign.
• Over dependence on legacy systems.
• Creation of local databases and their associated security and integrity risks.
• Absence of historical campaign data - hence business user could not track as to what target base was for
which product and what was the conversion rate.
• Lack of shared best practices.

On an average, an MIS executive took two hours to design and execute the campaign. To speed things up, we
implemented Unica at Videocon with the aim of eliminating these inefficiencies and improving productivity.

The Customer Centria Solution

The Affinium Campaign and Affinium E Message modules from Unica’s product suite were implemented at
Videocon. Unica provided Videocon a marketing friendly, easy-to-use interface, quick implementation, and the
ability to coordinate customer preferences and communications across all departments and channels.

A Campaign Management solution was designed for Videocon, which included:

• Single, restricted source database for campaign design
• Reusable strategic segments across circles
• A campaign scheduling system
• Integration with FTP servers for easing file transfers to channels
• Output files with channel capacitisation

The campaigns designed during the implementation included a nighttime offer with free MOU’s targeted at high
nighttime usage subscribers, promotion of data packs, and a recharge pack of Rest 25 for the Tamil Nadu circle.

customer centria
The Customer Engagement & Experience Company

www.customercentria.com
The diagrams below illustrates the implemented solutions:
Integration with the database eliminates dependence on local files, and reduces data security risks.

Figure 1: Database as Input Source

Automated triggers, as seen in the figure below, reduce manual intervention and improve
productivity.

Figure 2: Automation, Execution and File Transfer

Implementation Period: Six weeks

customer centria
The Customer Engagement & Experience Company

www.customercentria.com
Results
For Videocon, the value that was felt, happened on many levels

• A web-based, easy to use graphical interface.

• Because Unica modules use reusable templates, the technical staff (from corporate office) could create
standard flowchart templates. The Circle users needed to then make simple minor alterations to create
customised campaign. This guaranteed Reduction of campaign design, execution, and communication
time from 2-3 hours to between 45 minutes and one hour.

• In the current scenario, by creating standardised templates, which could be disseminated, corporate
users are able to ensure best practices across circles. They can also share innovative and successful
campaigns ensuring a transfer of learning, and can also effectively monitor campaigns running across
the country.

• Global segments (like DND, Blacklist, and VIP list) can be maintained at corporate level, and included
in circle campaigns transparently, hence ensuring that circles do not have to create their own specific
segments.

• Database for campaigns is maintained centrally. This ensures data availability up to D-1 status and data
sanity is maintained. Also circles are given access to data only for their particular circles ensuring
infallible data security.

• Users can exclude the converted customers from subsequent campaign runs, which will ensure that
customers who have taken an offer are not repeatedly bothered.

• Phase-wise results during designing

• Reduced manual intervention thanks to scheduling and file generation

Sustained interaction with users and individual participation ensured the gradual acceptance and usage of the
system.

Future Implication
The successful implementation of Unica has made users aware of the superiority of the new system. The responses
have been encouraging, and Customer Centria has created a roadmap for future additions to the new system at
Videocon:

• Integration of Unica with other peripheral systems such as CRM, DWH, billing, etc., to create a central
input source
• Promoting cross selling i.e.; SMS packs to high voice users and Voice packs to high SMS users
• Integration with channels to automate target file execution and communication
• Integration of customer responses with Unica

customer centria
The Customer Engagement & Experience Company

www.customercentria.com
About Customer Centria
Customer Centria is a Global Customer Experience and Engagement Company that enables enterprises in their
Customer Engagement Strategies by powering them towards customer-centricity. Customer Centria helps create
opportunities for brands to interact with customers enabling delightful experiences throughout the engagement
lifecycle. Customer Centria offers a complete bouquet of services from marketing automation, analytics & insights,
interactive marketing, virtual experiences, social interaction management to loyalty management. Customer
Centria possesses competence and expertise that spans across all major industries, with proven track record and
accomplished results in sectors like Banking & Financial Services, Insurance, Telecom, Retail and Consumer Goods
for clients across the globe.

customer centria
The Customer Engagement & Experience Company

www.customercentria.com