Mobile Interactive Technology (MIT) have built a mobile customer relationship management (CRM) solution to allow companies to create a single view of their customers mobile behaviour. This enables the distribution of targeted marketing messages to customers rather than a one way sales pitch.

Using CRM companies can;

• Create targetted communications based on consumer behaviour that will increase response rates and loyalty
  
• Reduce messaging costs by more effective targeting which ensures communications are relevant to customers
• Identify new opportunities for promotions, messaging and services to maximize revenues
• Reduce customer dissatisfaction and churn
• Develop a marketing strategy based on profiled customer data ensuring greater success

MIT’s core platform, MIDAS, enables you to run your own CRM campaigns; the platform is designed to work specifically for 4 key sectors Media, Agency, Corporate and Operator.

MIT also provides a fully managed CRM service combining data from all customer interactions for products you license within the MIG product portfolio. In order to provide this service MIT offer three key CRM elements that can be used exclusively or as a group:

1. Tools
2. Programme Management
3. External Data Management (import or export)

Tools

The core tools required for day to day management of CRM can be divided into business analysis tools for managing data and the interrogation of data; and delivery tools that allow you to send SMS, MMS and email messages to consumers as well as set up interactive campaigns for them to respond to.

Analysis Tools

MIT uses Business Objects’ high powered reporting and data interrogation tools to form high-level and detailed views of campaign data. The analysis tools can be used to track and alarm KPIs such as revenue targets and number of opted in users. MITs CRM tools can trigger email, SMS or visual alerts once these KPIs have been met.

Data can be presented in tabular, graphical and dashboard formats. The dashboards contain graphs and charts which display key data that can easily be analysed. Dashboard alarms can be set to trigger alerts when certain KPIs are met.

MIT’s tools can either be licensed or managed by the MIT Client Services team.

MIT have also integrated all core data sources within the group businesses, this includes SMS, MMS, Voice, Mobile Internet and Mobile Advertising.

Delivery Tools

MIT’s MIDAS platform provides an all round tool for programme management. Within the tool you can manage subscription lists, send messages and set up interactive campaigns to receive any direct responses. All of the data from the MIDAS platform is then fed back into the core analysis tools described above.

Jigsaw, MIT’s sister company, have a full suite of tools for managing email lists and can send out and manage e-CRM campaigns of any size.

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Figure 1: An example CRM dashboard

Programme Management

Once data is analysed or sorted MIT is ready to act upon the customer data and push targeted messages to your customers. Messages can be delivered as a one off push or as part of a larger loyalty programme that continues to monitor, analyse and communicate with your customers. Standard programme management campaigns are listed below, however campaigns and media plans can be designed on a bespoke basis for clients:

• Competitions
• Surveys
• Marketing messages
• Feedback services

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External Data Management

MIT works with a number of large organisations such as mobile operators, broadcasters and government organizations. For large clients it is quite common to have large CRM programmes and systems already in place. As MIT runs its own CRM programmes we are perfectly placed to provide feeds or transfer of data into your own systems. Furthermore we can advise on the management of key elements such as meta-data and how this can be recorded at the interaction stage of data capture rather than further down the line.

For other customers who don’t have in-house capabilities we can work on a bespoke basis to manage your data for you within our own environment. Any external databases or feeds can be securely transferred to MIT and we can then deliver programme management and data analysis as described above.

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