© 2000 pricewaterhousecoopers llp direct marketing services customer centric transformation as-is...

© 2000 PricewaterhouseCoopers LLP

Direct Marketing ServicesCUSTOMER CENTRIC TRANSFORMATION

As-Is Campaign Management Process AnalysisJuly 26, 2000

2As-Is Campaign Management Process Analysis, 7/26/2000

TABLE OF CONTENTSI. Purpose of this DocumentII. Process Enhancement Overview

• Process Enhancement Approach• Tasks Completed in Analysis Workstep• Interview List

III. Process Mapping Conventions• Process Level Definition• Standard Process Mapping Symbols• Standard JCPDMS Abbreviations • Additional Analysis Format

– SIPCO (Suppliers, Inputs, Process, Customers, Outputs) Diagram – Process Change Diagram

• Process Map Example – Level I – Level II– Level III– Level IV– Additional Analysis – SIPCO

IV. JCPDMS As-Is Campaign Management Process Analysis• As-Is Campaign Management Process Overview• Sub-Process Maps (Level III, IV & SIPCO)

– Plan Campaign– Select & Process Leads – Develop Campaign – Execute Campaign – Track Campaign – Analyze Campaign


PURPOSE OF THIS DOCUMENT

• Review process enhancement approach

• Explain & illustrate process mapping conventions

• Review & confirm JCPDMS as-is campaign management process analysis

• Review process enhancement approach

• Explain & illustrate process mapping conventions

• Review & confirm JCPDMS as-is campaign management process analysis


PROCESS ENHANCEMENT OVERVIEW


Phase 1 of the Campaign Management project is divided into four distinct work steps. In each workstep, Process Enhancement is run concurrently with other workstreams.

Analysis Design Construction ImplementationFuture Phases

Project Start-up

Activities:

• Review functionality of chosen tool(s)

• Review best practices

• Identify process gaps & propose changes

• Develop & conduct process enhancement workshops with end-users

• Design to-be marketing processes

• Document & confirm process enhancements

Activities:

• Finalize process enhancement design

• Communicate to-be process maps

• Develop process-related tools & templates

Activities:

• Implement to-be processes

• Conduct user training sessions

PROCESS ENHANCEMENT APPROACH

Activities:

• Understand current marketing organization, processes, tools used, information flows & performance measures

• Document as-is Campaign Management process using well-defined mapping conventions

• Analyze processes and identify enhancement opportunities


The Analysis workstep was conducted May 1 through June 20. Below are the tasks completed.

TASKS COMPLETED IN ANALYSIS WORKSTEP

• Reviewed available as-is campaign management process maps• Identified information gaps in campaign management sub-processes• Obtained information through interviews• Synthesized all process information• Re-defined process levels• Mapped as-is level I, II, III, & IV processes• Conducted additional analysis of suppliers, inputs, customers, and outputs for each level III sub-process• Understood current business rules through interviews • Categorized and documented current business rules


This is a list of JCPDMS employees who were interviewed and answered inquiries about as-is campaign management processes and related topics.

INTERVIEW LIST

Interviewee Department Interview Topic

Angela Borengasser Customer Information Management- Segmentation, Targeting &Customer Metrics

As-is front-end & back-end marketing analytics processes & performancemeasures

Current business rulesCarol Smith Marketing Operations – Process

Improvement Current business rules As-is overall campaign management process

Dana ChesakTheresa Tafelski

Business Process Improvement Existing JCPenney Market Campaign Maps JCPDMS process mapping conventions Other existing documentation of campaign management process

Ellen Nicewander Marketing Management - Planning& Forecasting

As-is campaign planning process & performance measures As-is budget creation & business case development processes &

performance measures Current business rules

Karen LaPier Product Development &Management - ProductImplementation

Maintenance of Support File project JCPDMS product descriptions

Kim Rodriguez Marketing Finance - Budgeting &Analysis

As-is budget creation process & performance measures

Maria Betten Customer Information Management- Customer Data Strategy

Current business rules Proposed Offer Optimization process

Mojgan Soheili Customer Information Management- Customer Data Strategy

Minimum/maximum active policyowner circulation

Sherrie Hash Marketing Management - MarketingCommunications & Campaign Mgt.

As-is mail fulfillment process & performance measures Current compliance rules

Steve Giammarco Marketing Automation & IT Strategy Current business rules As-is campaign execution process

Susan Harris Customer Contact Mgt. - InboundSales & Services

As-is inbound telemarketing process & performance measures

Tricia French Customer Information Management- Customer Data Strategy

Offer Optimization Flagging Prioritization As-is campaign execution process


PROCESS MAPPING CONVENTIONS


PROCESS LEVEL DEFINITION

Each process, activity and task is assigned a number. This number indicates the level and sequence of each process, activity, or task.

1.1 1.2 1.3

1.2.1 1.2.2 1.2.3

1.2.2.1 1.2.2.2 1.2.2.3

1.0Campaign Management

Level II

Level III

Level IV

Series of tasks needed to complete an activity

Processes to support the functions

Series of sub-tasks required to complete a task

Level 0

Major activities to support the process

Operations FinanceHRMarketing

Level I

Campaign Management (CM) processes have been mapped from a level I process to a level IV sub-task map. The benefit of process maps is to visualize and document CM processes across the Marketing organization in a uniform and consistent way. Below is an overview of the details that will be provided at each level in the process maps.


* Begin with a verb* Identify what level is being m apped* Shadow to clearly indicate when another process (usually out of scope) links up to this process or belongs to another area to act upon

Trigger Events

# indicating level & sequence

Activ ity , O peration, or Task

D ecis ion

Connect

Annotation

F low

Input/O utput

* Beginning or end points

* Decision box

* Sequence of activities* Input/Output* Chronological order

* Connection points in process (can be used to connect one process or sub- process to another and to show loops)

* Used to add points/additional inform ation to steps in order to better describe details of the process

Process * Process (set of activities or tasks)

D ocum ent*Physical docum ent that is created by the process

JCPDMS standard mapping symbols have been used to ensure that processes are documented in a manner comprehensible to the Marketing organization.

STANDARD PROCESS MAPPING SYMBOLS


The following abbreviations have been used throughout the process maps to describe the departments, titles and tools involved in each process step.

STANDARD JCPDMS ABBREVIATIONS

Symbol Department/Title/Tool

AE Business Partner Account ExecutiveBP Business PartnerCAMP Customer Administration Maintenance ProcessingCSV Common DelimitedDAD Digital Authentication DeviceDISP Disposition FilesDM Direct MailE&I Expense & InventoryENHA Enhanced FilesFCL Fast Count LanguageICS I.C. SystemLMS Lead Management & SelectionMARS Marketing Access Reporting SystemMATS Marketing Analysis & Technical SupportMCCM Marketing Communications & Campaign ManagementMMS Marketing Management SystemsMSD Marketing Systems DevelopmentNICAS Non Insurance Customer Administration SystemNDT2 JCP Proprietary File Transfer ProtocolPO Purchase OrderPROFS EmailRIP Response, Issue & Paid RatesTM TelemarketingTMLM Telemarketing Lead ManagementXYZOR Credit Insurance Administration System


Title

Supplier(s):

Input(s):

Process Map: Customer(s):

Output(s):

Who receives the outputs of the process

Who receives the outputs of the process

Suppliers that provide inputs to the process

Suppliers that provide inputs to the process

Inputs provided to this business process

Inputs provided to this business process Results of this

process

Results of this process

Level III or IV graphical depiction of the process

Level III or IV graphical depiction of the process

Title of processTitle of process

Total headcount involved in the business process

Total headcount involved in the business process

Issues and opportunities associated with the process

Issues and opportunities associated with the process

Duration of time taken to complete process Cycle time: actual time to complete process

Duration of time taken to complete process Cycle time: actual time to complete process

How performance of this process is measured

How performance of this process is measured

Tool used during the business process

Tool used during the business process

Cycle Time:

Elapsed Time:

Performance Measures:

Tool Used: Commentary:

Headcount:

The following SIPCO format have been used to document additional analysis on Suppliers, Inputs, Customers, Outputs of a process.

ADDITIONAL ANALYSIS FORMAT – SIPCO (Suppliers, Inputs, Process, Customers & Outputs) Diagram

Elapsed time: total time elapsed from start to finish

Elapsed time: total time elapsed from start to finish


As-is activity step number

To-be activity step number

Description of processchange

Justifications forchange in processes

Description of as-is process step

Description of to-be process step

Description of relevant Best Practices related to particular

activity step

As-is #As-isProcess Step To-be # To-be Process Step

Process ChangeDescription Best Practices Justification

When the Design workstep of Process Enhancement begins, it will be necessary to identify and document improvement opportunities in the JCPDMS processes. To facilitate this effort, the following table will be used. It will link the as-is steps to proposed to-be steps, and provide justification for changing current steps, or adding additional steps.

ADDITIONAL ANALYSIS FORMAT – Process Change Diagram


PROCESS MAP EXAMPLE


Description

The necessary processes that must take place in order to accomplish construction of a house.

2.0Build a House

Level I

Level 0 Food H ousing C lothes

This diagram illustrates how level I processes will be mapped, using a simple example.

LEVEL I PROCESS


Description________________________________________________________________________

Description________________________________________________________________________

Description________________________________________________________________________

Description________________________________________________________________________

2.0Build a House

Level II

2.1

Select S ite

2.2

Design House

2.3

Get Loan

2.4

Construct House

This diagram illustrates how level II processes will be mapped, using a simple example.

LEVEL II PROCESS


Level III2.2.1

Research Architect

2.1

Select Site

2.2

Design House

2.3

Get Loan

2.4

Construct House

2.2.2

Decide on BuildingStyle

2.2.3

Hire Architect

2.2.4

Review & ApproveProposed Design

This diagram illustrates how level III processes will be mapped, using a simple example.

LEVEL III PROCESS


Level IV

2.2.1

ResearchArchitect

2.2.2


2.2.3

Hire Architect

2.2.4

Review & ApproveProposed Design

2.2.2.1

Look at M odelBuildings

2.2.2.2

Com pare S tyleDifferences

2.2.2.3

Study SurroundingHom es

2.2.2.4

Choose a S tyleAm ong M odel

Buildings

This diagram illustrates how level IV processes will be mapped, using a simple example.

LEVEL IV PROCESS


Process Map

Cycle Time: 15 to 60 business days

Inputs:researchreferralsproposals

Outputs:architect contractarchitect blueprintsdesign for house

Suppliers: contractors neighbors architects

Customers:home ownercontractor

2.2.1

ResearchArchitects

2.2.2


2.2.3

Hire Architect

2.2.4

Review andApprove Proposed

Designs

Elapsed Time: 15 to 60 business days

Performance Measures: quality of design

Tool Used: computer, design tool Commentary: Hiring the most qualified architect is a critical task when designing a house.

2.2 Design House

Headcount: 3-4

This SIPCO diagram illustrates additional analysis that will be conducted for processes. Using a simple example, it shows how to identify suppliers, inputs, customers and outputs, as well as other pertinent details about the process.

ADDITIONAL ANALYSIS – SIPCO (Suppliers, Inputs, Process, Customers & Outputs)


JCPDMS AS-IS CAMPAIGN MANAGEMENT

PROCESS ANALYSIS


Campaign Management Process

1.1

P lan Cam paign

1.2

Select & ProcessLeads

1.3

DevelopCam paign

1.4

Execute Cam paign

1.5

Track Cam paign

1.6

Analyze Cam paign

To date we have reviewed a total of six highly inter-related sub-processes under the “Campaign Management umbrella.” During the Analysis workstep, we mapped the 6 as-is sub-processes: Plan Campaign, Select & Process Leads, Develop Campaign, Execute Campaign, Track Campaign and Analyze Campaign. The maps mainly reflect JCPenney Market sub-processes.

AS-IS CAMPAIGN MANAGEMENT PROCESS OVERVIEW


Outcome: Executed campaigns (sales & profits)

• Leverage learning from previous campaigns

• Develop campaign plan

• Review campaign plan

• Justify new campaigns

• Revise & finalize campaign plan

• Distribute campaign plan

• Leverage learning from previous campaigns

• Develop campaign plan

• Review campaign plan

• Justify new campaigns

• Revise & finalize campaign plan

• Distribute campaign plan

• Load input files• Provide

compliance info.• Select lead files • Process leads• Process keycodes• Extract keycoded

files• Transfer lead

information to DM vendors & TM agencies

• Load input files• Provide

compliance info.• Select lead files • Process leads• Process keycodes• Extract keycoded

files• Transfer lead

information to DM vendors & TM agencies

• Create TM scripts • Develop

messages & creative for DM

• Gain approval for execution

• Train TM agencies

• Personalize mail• Produce mail

• Create TM scripts • Develop

messages & creative for DM

• Gain approval for execution

• Train TM agencies

• Personalize mail• Produce mail

• TM agencies execute solicitation calls

• Sign off DM kits• Prepare postage• Drop mail• Distribute

samples to related departments

• Fulfill mail

• TM agencies execute solicitation calls

• Sign off DM kits• Prepare postage• Drop mail• Distribute

samples to related departments

• Fulfill mail

• Monitor TM agency results

• Resolve script & training issues

• Track campaign goal achievement

• Determine actions necessary

• Monitor TM agency results

• Resolve script & training issues

• Track campaign goal achievement

• Determine actions necessary

• Report campaign costs

• Analyze campaign economics

• Generate Best Estimate reports to analyze campaign results

• Report campaign costs

• Analyze campaign economics

• Generate Best Estimate reports to analyze campaign results

1.1

P lan Cam paign

1.2


1.3

DevelopCam paign

1.4

Execute Cam paign

1.5

Track Cam paign

1.6

Analyze Cam paign

AS-IS CAMPAIGN MANAGEMENT PROCESS OVERVIEW As-Is Level II Process Description


Sub-Process 1.1

Plan Campaign


1.3Develop

CampaignProcess

1.1

Plan Campaign

1.2


1.3

DevelopCampaign

1.4

Execute Campaign

1.5

Track Campaign

1.6

Analyze Campaign

1.2Select &ProcessLeads

Process

1.1.1

DevelopPreliminary

Campaign Plan

1.1.2

Review CampaignPlan

1.1.3

Revise & FinalizeCampaign Plan

1.1.4

DistributeCampaign Plan

1.1.5

ConductCampaign

ImplementationMeeting

AS-IS LEVEL III PROCESS MAP1.1 Plan Campaign


1.1.1

DevelopPrelim inary

Cam paign P lan

1.1.2

Review Cam paignPlan

1.1.3

Revise & FinalizeCam paign P lan

1.1.4

DistributeCam paign P lan

1.1.5

ConductCam paign

Im plem entationM eeting

1.1.1.1

Review AnnualM arketing Budget

1.1.1.2

Review PreviousCam paign P lan

Add NewProducts?

1.1.1.4

Analyze NewCam paignScenarios

Annual Budget

1.1.1.6

M odify PreviousCam paign P lan

1.1.1.7

Com pletePrelim inary

Cam paign P lan

1.1.1.5

Develop NewCam paign P lan

M odifyCam paign M ix?

No No

1.1.1.3

Develop ProductTest P lan

Yes

Yes

1.1.2

Review Cam paignPlan

AS-IS LEVEL IV PROCESS MAP1.1.1 Develop Preliminary Campaign Plan


1.1 Plan Campaign Sub-Process

Process Map:

Inputs:ProfitabilityProfitability by depth of file (i.e. score for customer cluster)Product information Best EstimatesFlagging purchasesCirculation by product by file, state countsAnnual Budget

Outputs:Campaign plans

Suppliers:ActuarialTarget Marketing Product & Channel Mgt.Marketing Finance – BudgetingTelemarketing:Outside list brokers

Customers:Marketing FinanceCampaign ManagersMarketing OperationsMarketing Management - MCCM

1 .1 .1

D eve lopP re lim ina ry

C am pa ign P lan

1 .1 .2

R ev iewC am pa ign P lan

1 .1 .3

R ev ise &F ina lize

C am pa ign P lan

1 .1 .4

D is tribu teC am pa ign P lan

1 .1 .5

C onduc tC am pa ign

Im p lem en ta tionM eeting

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.1 Plan Campaign

Elapsed time: 2 weeks

Cycle Time: 2 weeks

Performance Measures: sales/hour, sale/contact, depth of file, profit, RIP (Response, Issue & Paid rates)

Tools Used: NICAS, Marketing Database, Best Estimates

Headcount: 7

Commentary: Changes in campaign plan affects all downstream activities.


Sub-Process 1.2

Select & Process Leads


1.1

Plan Campaign

1.2


1.3

Develop Campaign

1.4

Execute Campaign

1.5

Track Campaign

1.6

Analyze Campaign

1.2.2

Select Files

1.2.1

Load Input Data

1.2.3

Assign & ApplyKeycodes &

Campaign Codes

1.2.4

Create Post-Keycode Files

1.4Execute

CampaignProcess

1.2.5

TransferInformation toDM Vendor/TM Agency

AS-IS LEVEL III PROCESS MAP1.2 Select & Process Leads


1.2.2

Select Files

1.2.1

Load Input Data

1.2.3


Campaign Codes

1.2.4


1.2.5


1.2.1.1

Receive Input FilesFrom BPs

1.2.1.2

Load Mktg. DB,Phone Processing

& Suppressions

1.2.1.3

ProvideComplianceInformation

1.2.1.4

Confirm AllNecessary Data

Are Available

1.2.2 SelectFiles Process

Initial ProcessDocument

Prior CampaignSuppression Chart

AS-IS LEVEL IV PROCESS MAP1.2.1 Load Input Data


1.2.2

Select Files

1.2.1

Load Input Data

1.2.3


Campaign Codes

1.2.4


1.2.5


1.2.2.1

Request Flags forPreliminarySelections

1.2.2.3

W rite FCL Code

1.2.2.4

Verify That AllNecessary Data

Are Available

1.2.2.5

Run FCL Code forPreliminarySelections

1.2.2.7

Score In UserAreas

1.2.2.9

Verify That AllNecessary Data

Are Available

1.2.2.10

Run Final FCLCode

1.2.2.11

Run ScoringReports & Percent

Passing

1.2.2.2

Set Flags forPreliminarySelections

1.2.2.6

Set Flags for FinalSelections

1.2.2.8

Perform Joins &Set Priorities(JCP only)

1.2.3Assign &

ApplyKeycodeProcess

1.2.2.12

Pull State SpecialRecords to NDT2 &Move to User Area

(JCP only)

1.2.2.13

Run State SpecialFinal Selection

(JCP only)

W eekly UpdatedContact Table

AS-IS LEVEL IV PROCESS MAP1.2.2 Select Files


1.2.2

Select Files

1.2.1

Load Input Data

1.2.3


Campaign Codes

1.2.4


1.2.5


1.2.3.1

Produce &Distribute State

Counts to TM Mgr.

TM or DM

1.2.3.2

Request Keycodes

1.2.3.3

Assign Keycodes &Return CodingRequest to TM

Mgr.

1.2.3.4

Send email w/Copyof Ratio Sheet to

LMS

1.2.3.5

Assign Keycode inMarketingDatabase

TM

1.2.3.6

Assign Keycodes inMarketingDatabase

DM

A

B

AS-IS LEVEL IV PROCESS MAP1.2.3 Assign & Apply Keycodes & Campaign Codes


1.2.2

Select F iles

1.2.1

Load Input Data

1.2.3


Cam paign Codes

1.2.4

Create Post-Keycode F iles

1.2.5

TransferInform ation toDM Vendor/TM Agency

1.2.4.1

Set Up CSV Chartfrom Ratio Sheets

& TM LM ValidCodes

1.2.4.2

Provide TMSpecs/RoutineForm to M M S

1.2.4.3

Run Late Phone &Account

Suppressions

1.2.4.4

Extract KeycodedFile from

M arketingDatabase

1.2.4.5

Provide LM S w/Report of

Keycoded File &Late Drops

1.2.4.6

Send em ail w / M ailExtract F lags to

M M S

1.2.4.7

Extract KeycodedFile from

M arketingDatabase

1.2.4.8

Send em ail w /State Counts to

Print Production &Com pliance

1.2.4.9

Provide M ailSpecs to M M S

1.2.4.10

Run M ainfram eJobs Up toM ailstream

1.2.4.11

Provide Dum p ofFile into M ini

M ailstream to LM S

Approval?

1.2.4.12

Run M ailstream &Produce Reports

Approval?

1.2.4.13

Provide S tate Count Reports,Dum ps & Postage Reports to

Print Production & Com pliance

A

B

Yes

Yes

Yes

No

No

C

D

AS-IS LEVEL IV PROCESS MAP1.2.4 Create Post-Keycode Files


AS-IS LEVEL IV PROCESS MAP1.2.5 Transfer Information to DM Vendor/TM Agency

1.2.2

Select F iles

1.2.1

Load Input Data

1.2.3

Assign & ApplyKeycodes

1.2.4


1.2.5


C

1.2.5.1

Create Bridge

1.2.5.2

Provide BridgeReports to LM S for

Approval

1.2.5.3

Revise CSV ChartInform ation

1.2.5.4

Run TM LM Load

1.2.5.5

Run TM LMRelease

Approval? Yes

No

Is TM AgencyTM LM Com bo?

1.2.5.6

Reform at toOriginal TM LM

Form at

1.2.5.7

Transm it F iles toTM Agencies

No

Yes

1.2.5.8

Provide TM LMReports &

Transm ittalConfirm ation to

TM Agency

1.2.5.9

Provide F inal F ilesfor Analysis

1.2.5.10

Send D ispositionFiles to Business

Partners

1.2.5.11

Revise CSV ChartInform ation

D

1.2.5.12

Create & TransferM ail F ile to

PersonalizationVendor

1.2.5.13

Create TrayTags &Transfer

1.4Execute

Cam paignProcess


1.2 Select & Process Leads Sub-Process

Process Map:

Inputs:Campaign planTelemarketing ratio sheetCampaign coding informationCompliance informationScoring

Outputs:Lead files

Suppliers:Planning TelemarketingProduction & ComplianceTarget Marketing

Customers:Telemarketing agenciesDirect mail personalization vendors1.2.2

Select F iles

1.2.1

Load Input Data

1.2.3

Assign & ApplyKeycodes

1.2.4


1.2.5


LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.2 Select & Process Leads

Elapsed time: 6-8 weeks

Cycle Time: 4-6 weeks

Performance Measures: CAM Schedules – timeliness

Tools Used: approx. 90 different tools, e.g. Marketing database, TMLM

Headcount: 33

Commentary: Campaign plan and availability of input files are critical for lead selection process.


Sub-Process 1.3

Develop Campaign


1.1

Plan Campaign

1.2


1.3

Develop Campaign

1.4

Execute Campaign

1.5

Track Campaign

1.6

Analyze Campaign

1.3.1

Develop ScriptTM or DM?

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce Kit

1.3.7

Personalize Kit

1.4Execute

CampaignProcess

1.3.2

Gain Approval

1.3.3

Train TM AgencyTM

DM

AS-IS LEVEL III PROCESS MAP1.3 Develop Campaign


Develop NewScript?

1.3.2Gain

ApprovalProcess

1.3.1.1

Develop Script &Assign Script

Num ber

Yes

1.3.1.2

M odify Script &Assign Script

Num ber

No

1.3.1

Develop Script

1.3.2

Gain Approval

1.3.3

Train TM Agency

AS-IS LEVEL IV PROCESS MAP1.3.1 Develop Telemarketing Script


AS-IS LEVEL IV PROCESS MAP1.3.2 Gain Approval for Telemarketing Script

1.3.2.1

M odify Script

Approve Scriptby M ktg M gt?

No

1.3.2.2

Send to Law Dept.for Review

Yes Approved?

1.3.2

Gain Approval

1.3.1

Develop Script

1.3.3

Train TM Agency

1.3.2.4

Return ApprovedScript to TM

M anager

Yes

No

1.3.3Train Agency

Process

1.3.2.3

M odify Script


1.3.3

Train TM Agency

TrainingRequired?

1.3.3.1

V isit by TMM anager to

Agency to Train onScript/Product

Yes

1.3.3.2

Train TM Agencieson Script &

Product

No

1.4Execute

Cam paignProcess

1.4Execute

Cam paignProcess

1.3.1

Develop Script

1.3.2

Gain Approval

AS-IS LEVEL IV PROCESS MAP1.3.3 Train Telemarketing Agency


AS-IS LEVEL IV PROCESS MAP1.3.4 Develop Direct Mail Creative

Develop NewKit?

1.3.4.1

Develop CopyFolders

1.3.4.2

W rite CreativeInput Doc. for New

Art

Yes

No

1.3.4.3

Create New Art

1.3.4.5

M ockup Copy/ArtChanges. & Sendto Com m . Svcs.

Yes

1.3.4.4

Review Laser &Copy

OK?

No

1.3.6Produce K it

Process

No

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce K it

1.3.7

Personalize K it

Existing K itNeeds

Changes?

1.3.5Gain

ApprovalProcess

Yes


AS-IS LEVEL IV PROCESS MAP1.3.5 Gain Approval for Direct Mail Creative

Approve K it byM arketing M gm t?

No

1.3.5.2

Send to Law Dept.for Review

Yes Approved?

1.3.5.4

Return ApprovedKit to M CCM

Yes

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce K it

1.3.7

Personalize K it

1.3.5.1

M odify Creative

No

1.3.6Produce K it

Process

1.3.5.3

M odify Creative


AS-IS LEVEL IV PROCESS MAP1.3.6 Produce Direct Mail Kit

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce K it

1.3.7

Personalize K it

1.3.6.1

W rite Print Specs.& Send toPurchasing

1.3.6.2

G ive Approval toCom m Svcs to

Ship Artwork/D iscto Vendors

1.3.6.5

Produce PurchaseOrders. & Send to

Vendors

1.3.6.3

Send Artwork toVendors

1.3.6.4

Receive Film andBluelines from

Vendors

Film and B luesOK?

1.3.6.6

Send F ilm andBluelines toVendors for

Revision

No

1.3.6.7

Send Approval toPrint to Vendors

1.3.6.8

Print K it M aterials

Yes

To BePersonalized?

1.3.6.9

Send toPersonalization

Vendor

1.3.7PersonalizeK it P rocess

Yes

1.3.6.10

Send to M ailshopVendor

No

1.4Execute

Cam paignProcess


AS-IS LEVEL IV PROCESS MAP1.3.7 Personalize Direct Mail Kit

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce Kit

1.3.7

Personalize Kit

OK?

1.3.7.1

WritePersonalization

Specs. & Send toPurchasing

1.3.7.2

Write PO & Sendto Vendor

1.3.7.3

Vendor ProducesLetter Text Sign-Offs. & Send to

JCP

1.3.7.4

Proof Letter TextSign-Offs

1.3.7.7

Return to Vendorwith Instructions

for Changes

1.3.7.5

PersonalizeMaterials

Yes

No

1.3.7.6

Send to MailshopVendor

1.4Execute

CampaignProcess


1.3 Develop Telemarketing Campaign Sub-Process

Process Map:

Inputs:Campaign plansPrevious scriptsTraining Approvals

Outputs:Scripts

Suppliers:Mktg. Mgt. – PlanningMktg. Mgt. – MCCMTelemarketingLaw Department

Customers:TM agencies

1.3.1

Develop Script

1.3.2

Gain Approval

1.3.3

Train TM Agency


Cycle Time: 2 weeks

Performance Measures: None

Tools Used: previous scripts, script templates in Word

Headcount: 20

Commentary: Campaign plans are critical for campaign development process.

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.3 Develop Campaign


1.3 Develop Direct Mail Campaign Sub-Process

Process Map:



Performance Measures: delivery timeliness & accuracy

Tool Used: MARS

Inputs:New fulfillment materials/kits Pricing & supplier informationCampaign plansPrevious creativeCompliance info.New product specificationsApprovalsLead counts

Outputs:Mailing schedulesSolicitation material specs.Direct mail kits

Suppliers:New BusinessPurchasingMktg. Mgt. – PlanningProduct DevelopmentMktg. Mgt. – MCCMLaw DepartmentMarketing OperationsOutside suppliers

Customers:New BusinessOutside suppliers

Headcount: 24

Commentary: Cycle time various by campaign complexity & size. It is also dependent on whether new kits have to be developed.

1.3.4

Develop Creative

1.3.5

Gain Approval

1.3.6

Produce Kit

1.3.7

Personalize Kit

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.3 Develop Campaign


Sub-Process 1.4

Execute Campaign


1.1

P lan Cam paign

1.2


1.3

DevelopCam paign

1.4

Execute Cam paign

1.5

Track Cam paign

1.6

Analyze Cam paign

1.4.1

TM Agency M akeCalls

TM or DM ?

1.4.4

S ign O ff K itProduction 1.4.6

Drop M ail

1.4.7

Distribute Sam ple

TM

DM

1.4.5

Prepare Postage

1.4.2

TM AgencyContinue Calling

1.4.8

Fulfill M ail

1.5Track

Cam paignProcess

1.4.3

TM Agency C loseCalling W indow

1.6Analyze

Cam paignProcess

AS-IS LEVEL III PROCESS MAP1.4 Execute Campaign


1.4.4


Drop M ail

1.4.7

Distribute Sam ple1.4.5

Prepare Postage

1.4.8

Fulfill M ail

1.4.4.1

M ailshop ReceivePreprint &

PersonalizedM aterials

1.4.4.2

Com pleteM ailshop S ign-Off

According toM ailshop Spec. &

Send to JCP

1.4.4.3

Check M ailshopSigh-O ffs

Approved?

1.4.4.4

Send CorrectionInstructions

No

Yes1.4.6

Drop M ailProcess

AS-IS LEVEL IV PROCESS MAP1.4.3 Sign Off Direct Mail Kit Production


1.4.4


Drop M ail

1.4.7


Prepare Postage

1.4.8

Fulfill M ail

1.4.5.1

Pass Postage ontoM ail Cam paigns

1.4.5.2

Fill Out PostagePaperwork & GetApprovals, Send

to E&I

1.4.5.3

ProcessPaperwork & W ireM oney to M ailshop

1.4.5.4

Apply PostageM oney to M eter

1.4.6Drop M ailProcess

AS-IS LEVEL IV PROCESS MAP1.4.4 Prepare Direct Mail Postage


1.4.4


Drop M ail

1.4.7


Prepare Postage

1.4.8

Fulfill M ail

1.4.6.1

Apply Postage &Drop M ail

1.4.6.2

Send em ail onM ail Drop to

P lanners, M CCM& M kt. M gt.

Follow UpM ail?

1.4.7DistributeSam pleProcess

1.3.7Personlize

M ail Process

No

Yes

AS-IS LEVEL IV PROCESS MAP1.4.5 Drop Mail


1.4.4


Drop M ail

1.4.7


Prepare Postage

1.4.8

Fulfill M ail

1.4.7.1

Receive Sam ples

1.4.7.2

Build S tate BoardBooks

1.4.7.3

Distribute Sam plesNew K it?

1.4.8Fulfill M ailProcess

Yes

No

AS-IS LEVEL IV PROCESS MAP1.4.6 Distribute Sample


1.4.4


Drop M ail

1.4.7


Prepare Postage

1.4.8

Fulfill M ail

1.4.8.1

New BusinessReceive Custom er

Response

1.4.8.2

New BusinessPrint W elcom eLetter & Policy

1.4.8.3

New BusinessInsert & SendFulfillm ent K it

1.6Analyze

Cam paignProcess

AS-IS LEVEL IV PROCESS MAP1.4.7 Fulfill Mail


1.4 Execute Telemarketing Campaign Sub-Process

Process Map:

Inputs:ScriptsLeads

Outputs:ResponseNon-responseSolicitation

Suppliers:Mktg. Mgt. – MCCM Marketing Operations

Customers:TelemarketingMktg. Mgt. – PlanningCustomers

1.4.1

TM Agency MakeCalls

1.4.2

TM AgencyContue Calling

1.5Track

CampaignProcess

1.4.3

TM Agency CloseCalling Window

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.4 Execute Campaign



Performance Measures: sales/hour, sales/contact, contact/hour, etc.

Tools Used: Visual Basic Screen POP, Dialer, Script

Headcount: varies by TM agencies

Commentary: Scripts and leads fed to TM agencies are critical for telemarketing campaign execution.


1.4 Execute Direct Mail Campaign Sub-Process

Process Map:



Performance Measures: on-time delivery

Tools Used: check list, sample distribution list

Inputs:PostagePreprintPersonalized MaterialsApprovals

Outputs:Mail samplesState board booksSolicitation

Suppliers:Mktg. Mgt. – MCCMMail shops

Customers:New BusinessTelemarketing – Inbound SalesCustomer Services

Headcount: 24

Commentary: Cycle time is dependent upon receipt of policy applications from customers.

1.4.4


Drop M ail

1.4.7


Prepare Postage

1.4.8

Fulfill M ail

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.4 Execute Campaign


Sub-Process 1.5

Track Campaign


1.1

P lan Cam paign

1.2


1.3

DevelopCam paign

1.4

Execute Cam paign

1.5

Track Cam paign

1.6

Analyze Cam paign

1.5.1

M onitor TMAgency Results

1.5.2

Resolve Issues

1.6Analyze

Cam paignProcess

AS-IS LEVEL III PROCESS MAP1.5 Track Campaign


AS-IS LEVEL IV PROCESS MAP1.5.1 Monitor Telemarketing Agency Results

1.5.2

Resolve Issues

1.5.1


1.5.1.1

Produce DailyFlash Reports

1.5.2.3

Distribute F lash,Penetration, &

Test Reports toM kg. M gt. &

Actuarial

1.5.1.4

Distribute F lash,Penetration, &

Test Reports toTM Cam paigns

M eeting Goals?Is There AM onitoringSession?

Yes

No

Yes

No

Yes

1.5.1.6

M onitor for test

1.5.2Resolve Issues

Process

Test ResultsReady?

1.5.1.7

Com m unicate TestResults

Yes

No Continue Calling?

1.4.2

Continue Calling

1.4.3

DiscontinueCalling/C lose Call

W indow

Yes

No

1.5.1.5

Determ ine Action& Inform TM

Agency1.5.2

Resolve IssuesProces

Is There A Test?

No

E

1.5.1.2

Load Responsesto TM LM


AS-IS LEVEL IV PROCESS MAP1.5.2 Resolve Issues

1.5.1


1.5.2

Resolve Issues

Training Issues?

1.5.2.2

ConductReinforcem ent

Training

Continue Calling?

Script Problem ?

Yes

No

1.4.2

Continue Calling

1.4.3

DiscontinueCalling/C lose

Calling W indow

Yes

No

No

Yes

1.5.2.3

Revise Script

1.5.2.4

Com m unicateScript

1.5.2.5

Receive RevisedScript by Various

Depts.

ContinueCalling?

Yes

1.4.2

Continue Calling

1.4.3

DiscontinueCalling/C lose Call

W indow

No

1.5.2.1

M onitor Daily Calls


1.5 Track Telemarketing Campaign Sub-Process

Process Map:


Cycle Time: ongoing

Performance Measures: campaign goals, TSR (Telemarketing Service Rep.) effectiveness

Tools Used: TMLM

Inputs:Flash report response dataCampaign goalsScripts

Outputs:Changes in executionRevised scriptReinforcement training

Suppliers:TM agenciesMktg. Mgt. – PlanningMktg. Mgt. – Production &

ComplianceTelemarketing

Customers:TM agenciesTelemarketing

Headcount: 10

Commentary: Flash reports are generated 2-3 times a week. TM managers are empowered to make decisions. So cycle time is short.

1.5.1


1.5.2

Resolve Issues

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.5 Track Campaign


Sub-Process 1.6

Analyze Campaign


1.1

P lan Cam paign

1.2


1.3

DevelopCam paign

1.4

Execute Cam paign

1.5

Track Cam paign

1.6

Analyze Cam paign

1.6.1

Report Cam paignCosts

1.6.2

GenerateCam paign

Analysis Reports

1.6.3

Generate BestEstim ates Report

1.1P lan

Cam paignProcess

AS-IS LEVEL III PROCESS MAP1.6 Analyze Campaign


1.6.1


1.6.2

GenerateCam paign

Analysis Reports

1.6.3


1.1P lan

Cam paignProcess

1.6.1.2

E&I Provide Costs

1.6.1.1

LM S PutProcessing Costs

on K Drive

1.6.1.5

M ail Cam paignsReceive Preprint,

M ailshop &Postage Costs

1.6.1.3

TM M anagersReceive TM

Invoices

1.6.1.6

M ail Cam paignsIncorporate CostsInto Cost Report

D irect M ail VendorInvoices

TM Agency Hours

M kt. Op. LeadSelection Costs &

Circulation

TM OR DM ?

1.6.1.7

Put Com binedCost Report on K

Drive

1.6.1.4

Incorporate Costsinto Expense

Sum m ary

1.6.1.8

Put ExpenseSum m ary on G

Drive

1.6.2Gen. Cam p.

AnalysisReport

Process

TM

DM

1.6.3


AS-IS LEVEL IV PROCESS MAP1.6.1 Report Campaign Costs


1.6.1


1.6.2

GenerateCam paign

Analysis Reports

1.6.3


1.1P lan

Cam paignProcess

Diposition Datafrom Response

History

Enhanced Datafrom Business

Partner

App HistoryExtracts from NB

1.6.2.3

Com bine DISP/ENHA Data to

Create Initial F ile

1.6.2.5

Create M odel F ile

S lice Report

Test Analysis

Sum m aries

M odels

Addtional Analysis

1.6.2.4

Com bine DISP/ENHA Data w ith

NICAS & App HistData

NICAS Extractsfrom NB

E

1.6.2.1

Extract TM LMResponses

1.6.2.2

Load W eekly/M onthly Extracts

to M kt. dB

AS-IS LEVEL IV PROCESS MAP1.6.2 Generate Campaign Analysis Reports


1.6 Analyze Campaign Sub-Process

Process Map:


Cycle Time: 16 -20 weeks

Performance Measures: None

Tools Used: SAS, NICAS, Excel, Access

Inputs:Disposition dataEnhanced dataApp History extractsNICAS extractsCost information

Outputs:Best EstimatesSlice ReportModelsCampaign summariesAdditional analysisTest analysisCost reports

Suppliers:TM AgenciesBusiness PartnersNew BusinessDirect mail vendorsMktg. Mgt. – MCCM

Customers:MarketingActuarialCustomer Information ManagementBP Relationship ManagementMktg. Mgt. – PlanningMarketing Finance

Headcount: 15

Commentary: Cycle time is dependent on how soon TM agencies load the disposition data into TMLM. Moreover, campaign analysis will not be conducted until the end of bonus period which is usually 3 months.

1.6.1


1.6.2

GenerateCam paign

Analysis Reports

1.6.3


1.1P lan

Cam paignProcess

LEVEL III ANALYSIS OF SUPPLIERS, INPUTS, CUSTOMERS & OUTPUTS1.6 Analyze Campaign

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