With data-driven dialog to more marketing success

TCS has long since offered much more than just roadside assistance for car and motorcycle drivers. Today, the offer includes memberships for motorcyclists and car drivers, for bicycle enthusiasts, for young people and for "non-motorized" people. All offers have one thing in common: the members benefit from numerous advantages, among which the breakdown service is only the basis.In addition to the memberships, TCS has various products in its portfolio. These range from travel protection to the company's own credit card and legal protection. In addition, there are courses, vacations in own TCS hotels and a rich TCS online store. And that is by no means all, as a browse through the TCS website at www.tcs.ch quickly reveals.Naturally, memberships, offers and products want to be publicized and new members won. The TCS receives active support from AZ Direct, which is based on data-driven Multichannel marketing is specialized. Over the years, a strong partnership has developed that continues to grow."Over the years, we've developed a strong partnership that continues to grow."Dierk Schehrer, Head of Marketing, TCSAccess to data on 6.3 million private individualsA significant part of TCS's customer acquisition, maintenance and development is based on AZ Data World Consumer. TCS uses the data under license and has incorporated it into its CRM solution Salesforce. Thanks to the license, TCS has access to continuously updated addresses of 6.3 million private individuals in 3.5 million households.Each address in AZ Data World Consumer is tagged with around a hundred characteristics. These include socio-demographic characteristics such as age group, education, income bracket, but also whether someone lives in a single-family or multi-family house, children in the household, the living environment and many more. The psychographic dimension is brought into play by GfK Roper Consumer Styles. The typology describes eight different customer types. They show what attitudes and values a person has, what passion drives them and moves them.Segment customers and win new ones thanks to analysesTCS links AZ Direct's consumer data with its own information. This includes, for example, the type and length of membership and which other offers and products a member uses or has used.The linking of internal and external information gives the TCS an all-round view of its members and thus enables deep Consumer Insights. The TCS analysts use the findings for efficient and effective marketing communication: on the one hand, they create segments of existing members for targeted cross-selling and upselling or for churn prevention - i.e. preventing membership cancellations. On the other hand, you can draw conclusions about the socio-demographic and psychographic ideal structure of new potential members from the analysis of the members. Thanks to the connection to AZ Data World Consumer, TCS also knows the exact remaining potential of "ideal members".And what do companies do without their own analysts? They use the comprehensive analysis services of AZ Direct. These include customer base analyses as a basis for segmenting the company's own customers or for determining the residual potential, as well as geo-targeting, response analyses and more.

Acquiring new customers by e-mailIn addition to direct mailings, TCS also uses the following methods to acquire new customers Email marketing. However, since TCS has few of its own e-mail addresses of potential members, this part of the membership acquisition is handled by AZ Direct. The latter has an e-mail pool with more than two million e-mail addresses of private individuals. Based on the above-mentioned analyses, TCS forms various target groups and transmits the corresponding information to AZ Direct. AZ Direct draws the potential per target group from its e-mail address pool and compares the data with the TCS member list. Since the e-mails are based on a standard template, content can be replaced and inserted quickly and easily. Another advantage of the simple handling is the possibility to run A/B tests quickly and easily. For example, testing different subject lines, images, buttons or dispatch times. It goes without saying that only one element is tested at a time. After each mailing, AZ Direct produces a report on the most important KPIs and makes recommendations on how subsequent mailings can be optimized. Thanks to the control loop "concept - implementation - evaluation - recommendation", the e-mail campaigns work better each time.Structured lead management with AZ CampaignManaging leads professionally is time-consuming, resource-intensive and without the use of a Campaign Management Tools almost impossible. Take TCS, for example: Here, leads come from various sources, they arrive in Excel lists or in the form of physical talons, and they have different structures. These leads need to be captured centrally and then processed to create memberships.AZ Direct has recently started supporting TCS in terms of lead management. The central platform for managing the processes is AZ Campaign, a standardized software solution based on Microsoft Dynamics. Campaign Management Tool as "Software as a Service" (SaaS), it does not affect the IT infrastructure of TCS. Everything runs via the cloud, with the system and data hosted by an SQS GoodPriv@cy-certified partner in Switzerland.In the Campaign Management Tool AZ Campaign, AZ Direct collects the leads from the various sources. Lead processing is standardized and clearly structured. Together with TCS and its agency, AZ Direct's campaign professionals plan the consistent and topic-oriented communication and play it out to the leads. The resulting dialog is based on behavior, interests and sociodemographic as well as psychographic data. Direct mail and e-mail can be used as communication channels, as can social media platforms, display or telemarketing.AZ Direct records all reactions to the communication in AZ Campaign. They form the basis for further measures per lead: With whom is it worthwhile to continue the lead process? Who is not? Who receives which further stage with which content, and when? This is how leads become members, step by step.

What does Dierk Schehrer, Marketing Manager of the Touring Club Switzerland, particularly appreciate about the cooperation with AZ Direct? "I experience AZ Direct as a professional and innovative partner. Their committed, solution-oriented and friendly employees and their proven tools have become an extremely important success factor for our marketing activities over the years. Time and again, we receive valuable impulses and ideas from their cooperation. In addition, AZ Direct is a reliable sparring partner with whom we can discuss approaches. And this is always combined with constructive and implementable suggestions. In short: Despite often complex issues in data management, the collaboration with AZ Direct is refreshingly uncomplicated and contributes to the sustainable market success of TCS."