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CRM and personalization services

White Paper

360° Student Relationship
360° Student Relationship Management for Higher Education

Educational institutes have traditionally used CRM systems for acquisition and enrollment of students. However, when it comes to preventing student churn, these systems are ineffective. Moreover, CRM systems are largely tools for the sales team and they ignore the role that the faculty or alumni can play to close the leads.


The Situation Today

In the age of multi-channel, multiple consumer touch points can create issues such as ineffective customer insights & targeting, high customer churn, and poor quality of service thus raising the challenge of providing a personalized, consistent, and high quality customer experience. While a holistic, unified view of a customer, his preferences, and his opinions would help target correctly, enhance customer service/loyalty and also enable effective cross selling.

HCL provides services and tools to help Media & Entertainment customers develop CRM and Personalization strategies for their consumers across mobile, web, and social. Our services for CRM and personalization include:

  • CRM & IT Strategy - Channel Strategy, 360-degree customer view, Sales Strategy, Marketing Effectiveness, Campaign, & Personalization Strategy, Support Strategy, IT Initiatives, Enterprise Architecture, Platform selection,  Business Case development.
  • Personalization – HCL offers a unique N=1/ Recommendation Engine which is a rule-based, case-based reasoning model, it uses collaborative, content, and knowledge-based filtering, campaign design & delivery.
  • Support Services (Helpdesk & Support) - CTI, Email, SMS, Voice, Web, and Social Media Support.
  • Business Services - Multi channel/Integrated Support - Multi channel Inbound/Outbound, 360-degree view, Dashboard/Reporting.
  • Marketing Effectiveness - Personalization Modeling, Campaign Design and Creative Services, Campaign Effectiveness Measurement

These services would help companies:

  • Improve Digital Revenues
  • Improve the Campaign effectiveness via personalization/targeting besides reducing the cost of campaign management via Digital channels

HCL Solutions

A few of the existing solutions that illustrate HCL’s expertise and investment focus in CRM and Personalized applications.

  • Customer centricity, an Artificial Intelligence’s based N=1 recommendation engine, provides case based reasoning on anonymous/ logged in user actions to personalize promotions, book sales, advertisements, products and content leading 20-30% up in sales... Read more
  • Socialytics is a Social Analytics and CRM tool from HCL, that uses semantic analysis of posts, likes on social media, websites & blogs to perform sentimental analysis and personalization of products, advertisements, content, and promotions... Read more

Representative Engagements

HCL has demonstrated capability of providing business value to our esteemed customers. Below are a few examples

  • Cloud based platform for print and digital ads providing a single comprehensive view of the customers to sales. This will help to book & deliver effective campaigns.
  • Consulting led engagement for expanding the digital coupon business of a leading media and marketing services company. The work included end-to-end process design, technology implementation, and people change management.
  • Outcome based model for set-up, execution,and management of the direct marketing campaign of a leading magazine and media marketing services company.
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