FR2801702A1 - Management of access to telecommunications services, including enlisting customers, and promoting customer loyalty involving use of dedicated mobile communications equipment - Google Patents

Abstract

Method involves supply of a client telecommunications account with an operator via one or more communications networks from a merchant site. In addition the merchant site is able to supply and manage the credit account and consumption data. Independent claims are made for a system for managing access to a telecommunications system and a mobile communications equipment for putting the system into operation.

Description

The present invention relates to a method for managing data acquisition and customer loyalty. It also aims a system implementing this process.

The acquisition and retention of a customer is the major concern of any company selling goods or services. In particular, the significant competition observed in the field of services has led to the emergence of new techniques of acquisition and customer loyalty. For example, the numerous loyalty programs implementing the opening, for each customer member or member of these programs, of an account of points calculated according to the volume of consumption, and many variants of these programs exist. currently on the loyalty and incentive market.

However, these programs are essentially geared towards the goal of increasing the loyalty of already acquired <B> customers, by encouraging these customers <B> to consume more and more with the companies that are the initiators of these programs, and they are mediocre in terms of acquiring a new clientele.

Furthermore, there is a need for acquisition data acquisition and customer loyalty processes that have a lower operating cost than current processes that require relatively complex tracking and account management tools.

The object of the invention is to remedy this disadvantage by proposing a method for managing data acquisition and customer loyalty, which takes into account a goal of customer acquisition, while being more efficient and less expensive than current processes.

The aforementioned objectives are achieved with a method for managing data acquisition and customer loyalty, implemented in a loyalty program for one or more merchant sites.

Here we mean by merchant site any entity selling goods or services, physically located on sales premises and / or virtually on the Internet <B> to </ B> through a server, as well as any mail order site .

According to the invention, this method comprises, during the loyalty phase: <B> - </ B> a collection of data relating to <B> to </ B> any purchase of goods or services made by this customer from said merchant site , <B> - </ B> a determination of a telephone communication credit based on the data collected, and <B> - </ B> a transfer to the telecommunication operator, information relating to the communication credit thus determined.

This method can be advantageously implemented by any company selling or wishing to sell directly through a simple telephone link, goods services, for example in the sectors of direct banking, direct insurance, direct sales and mail order sales.

This method can be implemented in an acquisition and loyalty program comprising, in the acquisition phase, a supply, to each new customer of a merchant site, a device for mobile communication and access to a mobile telecommunication network managed by a telecommunication operator. The method according to the invention is then arranged to transfer, from a management site, information relating to the communication credit to said telecommunication operator.

management site here means a site responsible for performing the functions of collecting purchasing information, managing telephone credits and communicating with the various components of the data acquisition and loyalty management system according to the invention. This site can either be integrated into the merchant site or be a separate entity operating on behalf of one or more merchant sites.

It is also possible to provide another configuration in which the method according to the invention is used for the acquisition and retention of a client already equipped with a mobile communication equipment. acquisition phase, a transfer, from a management site to access rights management means of said client <B> to </ B> communication services, information relating to <B> to </ B> access rights.

By means of management of access rights <B> to </ B> of communication services, here means any device for storing and processing data of communication units. These management means may be either remote and controlled by a telecommunication operator, or local and integrated in a mobile communication equipment, or in any other technical form adapted to the type of mobile equipment concerned.

In the case of a new subscriber customer with <B> </ B> a telecommunication operator, the access rights information transferred from the management site to this telecommunication operator, for example, may include information relating to a refund or a total or partial renewal of a telephone subscription regulation over a predetermined period.

This credential information transferred from the management site may include information relating to a telephone communication credit.

In the case of a new customer <B> already </ B> equipped with non-subscription mobile communication equipment, access rights information transferred from the management site may include information for charging communication card associated with communication equipment.

For the realization of the loyalty phase, each collection of purchase data can advantageously trigger, after determining the communication credit, a transfer of credit information to a telecommunication operator or means of management of access rights <B> to </ B> communication services.

In another management configuration, triggering of a communication credit information transfer operation can be performed when cumulative sum of the communication credits reaches predetermined value.

According to another aspect of the invention, there is provided a system for managing customer loyalty acquisition data, implemented in a loyalty program for one or more merchant sites, characterized in that it comprises: B> - </ B> means to collect data relating to <B> to </ B> any purchase of goods or services made by this customer from said commercial site, <B> - </ B> means to determine , based on the data collected, a telephone communication credit in favor of said customer, and means for transferring, to means for managing access rights of said customer to telecommunications services, information relating to to the communication credit so determined.

A major advantage of the method according to the invention lies in the fact that unlike most other processes, this method makes it possible to process the acquisition of new customers at the same time as their loyalty.

Indeed, the provision of a mobile communication equipment and an initial credit for new customer not yet equipped, the refund or total or partial renewal of a subscription for customer <B> already </ B> equipped with a telephone subscribers, or reloading a card for a customer equipped with non-subscription telephone equipment are all incentives <B> to </ B> adhere <B> to </ B> a consumer program that becomes a loyalty program. In addition, the management of loyalty data is particularly simplified compared to the current point-of-account management methods, since the telephone credits of the subscribing consumers are the only loyalty supports, or a real prospect of reducing the costs of customer service. Other features and advantages of the invention will become apparent from the description hereinafter. attached drawings given <B> to </ B> by way of non-limiting examples: <B> - </ B> Figure <B> 1 </ B> is a block diagram of a data management system of acquisition and customer loyalty according to the invention, in an acquisition configuration by providing mobile communication equipment <B>; </ B> Figure 2 illustrates, <B> to </ B> example title non-limiting, the main steps of the data management method according to the invention, when it is implemented in a system as shown in FIG. 1, <B> 3A </ B> illustrates a first example of an evolution of a telephone account as part of the data management method according to the invention; <B>; </ B> FIG. 3B illustrates a second example of a change in a telephone account in the context of the data management method according to the invention <B>; </ B> and FIG. 4 illustrates, <B> to </ B> by way of non-limiting example, the main steps of the method of aging According to the invention, this data transmission is implemented as part of a program for acquiring and retaining customers already equipped with mobile communication equipment.

a first example of a commercial context in which a method for managing data acquisition and retention of loyalty will be described with reference to <B> to </ B> is the figure <B> 1, </ B> clientele according to the invention, together with a data management system for its implementation.

In a customer acquisition phase, a company selling goods and / or services from a real or virtual SM merchant site on the Web, announces that it offers for free <B > to </ B> any new customer Ci C, possibly according to particular conditions of acceptance, and once the formalities of opening of account have been finalized, a pack or set of welcome including <B>: </ B > <B> - </ B> mobile communication equipment MOi, MO, <b> - </ b> a subscription CAi, CA, <B> - </ B> and a credit of telephone calls CR, CR at a mobile telecommunication operator OT partner of the program.

Once the customer acquired the program, the company hands him <B> to </ B> title gift the welcome pack just described.

In the customer loyalty phase, the company informs its acquired customers that they can earn credit for units or communication time or a renewal of subscription, according to criteria of determination depending on the strategy of the company.

An acquisition and customer loyalty data management system <B> S </ B> includes, with reference <B> to </ B> the figure <B> 1, </ B> an SG management site managing acquisition and loyalty operations on behalf of one or more SM merchant sites participating in the program. This management site implements a BC customer database containing customer files C, ci including data relating to the T, Ti transactions of purchase of goods or services made by each of the customers. members of the program. The management site SG is in liaison with a telecommunications operator OT managing a mobile communication network RC connected to an RT telecommunications network. It can also be linked to a CA Call Center responsible for processing information requests and purchase orders made over the telephone or via any other communication medium such as the Internet.

Each client <B> C, </ B> Ci adheres to the program owns a mobile phone MOi, MO supplied with a card CS, Csi SIM type. Optionally, it can also be provided that a telephone number <B> NT </ B> of the call center CA is prerecorded in the memory of the SIM card. Referring now to FIGS. 1 and 2, the exchanges and transfers of information and loyalty acquisition data e-L carried out between the different poles of the management system according to the invention will now be described.

During an acquisition phase, the management site, in connection with the merchant site, transmits <B> to the OT telecommunication operator of the newly acquired customer identification data for the purpose of acquiring the data. opening an account.

After opening a customer account <B> CC, </ B> CCi each issue of a purchase order made by a customer <B> to </ B> from his mobile phone results in data transmission transaction to the CA call center that receives and then processes the requested transaction that is executed by the management site. It then transmits, <B> to </ B> the intention of the telecommunication operator, a credit order of the customer's telephone account in the form of an AC + increment of that account.

It can also be expected that the management site accumulates, on behalf of the customer, a series of increments earned by the latter <B> to </ B> following purchases of goods or services, and that accumulation ZAC + periodically transferred to the customer's <B> or </ B> account transferred when a predetermined credit level has been reached.

To finance the costs of managing the process, it is also possible to foresee that the communication costs incurred during the client's communications with the call center are borne in part or in full by this customer in the form of a data transfer rate. from his telephone account.

A first example of temporal evolution of the telephone account of an adherent customer <B> to a loyalty program implementing the data management method according to the invention is shown schematically in Figure <B> 3A. </ B> After the management site has contributed an initial credit Co, each subsequent purchase made by this customer leads to a loyalty operation leading <B> to </ B> to bring an AC + telephone credit. When the purchase is made <B> from the mobile phone communicating with the call center, the telephone account is charged <B> dl </ B> quantity AC- corresponding <B> to </ B> a participation to the communication costs. In a second example illustrated by FIG. 3B, corresponding to management of customers' telephone accounts by accumulation of credits, a loyalty account is managed by the management site to accumulate successively earned communication credits. by each customer. The accumulated credit is then transferred to the customer telephone account managed by the telecommunication operator.

FIG. 4 will now be described, with reference to FIG. 4, a second example of implementation of the acquisition and loyalty method according to the invention, aimed at customers who have <B> already </ B> a mobile communication equipment and not wishing to change equipment or change phone number.

When a merchant site acquires a new customer holding a mobile communication equipment and subscribes to a telecommunications operator, this merchant site transmits to the management site responsible for the acquisition and loyalty program a management order for this new service. customer. A loyalty account is then opened for this new customer on the management site transfers <B> to </ B> the telecommunication operator concerned order for refund or renewal of all or part of his subscription (subscription credit) for a predetermined period, for the benefit of this new client. Thus, <B> '</ B> has, as part of the customer acquisition phase, access rights to the communications services offered by this operator <B> to </ B> preferential conditions for the period predetermined.

loyalty phase, <B> to </ B> each time this customer issues purchase order to the merchant site the execution of the purchase transaction causes transaction data to be issued <B> to </ B> destination of the management site which, after processing of these data and determining a credit of communication units, transfers a credit order <B> to </ B> to the telecommunication operator who then credits the account of this client.

Of course, the invention is not limited to the examples which have just been described and many adjustments can be made to these examples without departing from the scope of the invention. For example, it can be provided that the mobile phone provided to the customer has a quick access function or direct call center call the merchant site. In addition, many variations in the determination and processing of communication credits can be envisaged.

Claims (1)

CLAIMS <B> 1. </ B> A method for managing data acquisition and customer loyalty, implemented in a loyalty program for one or more merchant sites characterized in that it includes, in phase loyalty < B>: </ B> <B> - </ B> a collection of relative data <B> to </ B> any purchase of goods or services made by this customer <B> (C, </ B> Ci ) from said merchant site (SM), <B> - </ B> a determination, based on the data collected, of a telephone communication credit (AC +) in favor of said customer, and <B> - </ B> a transfer to means for managing access rights of said customer <B> to </ B> telecommunication services, communication credit related information (AC +) and determined. 2. Method according to claim <B> 1, </ B> implemented in an acquisition and loyalty program comprising in the acquisition phase, a supply, <B> to </ B> each new customer <B > (C, </ B> Ci) of a merchant site (SM), a mobile communication equipment (MO, Moi) and access <B> to a mobile telecommunication network ( RC) managed by a telecommunication operator (OT), characterized in that it is arranged to transfer, from a management site (SG) linked to the merchant site (SM), information relating to the communication credit to said telecommunication operator . <B> 3. </ B> The method of claim 2, characterized in that it further comprises, before <B> to </ B> the supply of the mobile communication equipment <B> (MO, </ B> me), registration in the SIM card of said equipment with a phone number <B> (NT) </ B> of the commercial site (SM). 4. Method according to the claim implemented for the acquisition and retention of customer <B> already </ B> equipped with a mobile communication equipment, characterized in that it comprises, in the acquisition phase , a transfer, from a site. management (SG) to means for managing access rights of said client <B> to </ B> communication services, information relating to <B> to </ B> access rights. <B> 5. </ B> The method according to the claim implemented for the acquisition and loyalty <B> of </ B> subscriber customer with a telecommunication operator, characterized in that the information of access rights transferred from the management site (SG) to said telecommunications operator (OT), include information relating to a refund or a total or partial renewal of the subscription of said customer on a predetermined period. <B> 6. </ B> Method according to one of claims 4 or 5, characterized in that the access rights information transferred from the management site (SG) includes information relative <B> to </ B> a telephone call credit. <B> 7. </ B> Process according to the claim implemented for the acquisition and loyalty <B> of </ B> customer <B> already </ B> equipped with a mobile communication equipment without subscription, characterized in that the access rights information transferred from the management site (SG) includes information for reloading an associated communication card <B> to </ B> this communication equipment. <B>. </ B> Method according to one of the preceding claims, characterized in that each collection of purchase data triggers, after determination of the communication credit (AC +), a transfer of credit information to a telecommunication operator. (OT) or to means for managing access rights <B> to </ B> communication services. <B>. </ B> The method according to one of claims <B> 1 to 7, characterized in that the triggering of a communication credit information transfer operation is performed when the sum accumulated (ZAC +) communication credits reaches a predetermined value. <B>. </ B> System <B> (S) </ B> to manage data acquisition and customer loyalty, implemented in a loyalty program for one or more merchant sites (SM) , characterized in that it comprises: <B> - </ B> means for collecting relative data <B> to </ B> any purchase of goods or services made this customer <B> (C, </ B> Ci) at said merchant site (SM) <B> - </ B> means for determining, based on the data collected, a telephone communication credit (AC +) in favor of said customer, and <B> - </ B> means for transferring, to means for managing access rights of said customer <B> 1 </ B> of telecommunications services, information relating to the communication credit (AC +) thus determined. <B>. </ B> system <B> (S) </ B> according to claim 10, implemented in an acquisition and loyalty program comprising, in phase of acquisition, supply, <B> to </ B> each new customer <B> (C, </ B> Ci) of a merchant site <B> it </ B> a mobile communication equipment (MO, MOi ) access <B> to a mobile telecommunication network (RC) managed by a telecommunication operator (OT), characterized in that it further comprises means for transferring, from a management site (SG ), information relating to the communication credit to said telecommunication operator (OT). 12. System according to claim 10, implemented for the acquisition and retention of a customer already equipped with a mobile communication equipment, characterized in that it further comprises means for transferring, from a management site to access rights management means of said client <B> to </ B> communication services, information relating to <B> to < / B> access rights.