| Mobile CRM Campaign / BP |
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| BP collected data from 1,500,000 unique customers
with its Mobile CRM Campaign developed by VeriPark technology. |
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| Situation |
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| BP operates in Turkey since 1912. It has a wide
station network throughout Turkey and delivers its products to customers via
these gasoline stations. |
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| It was hard for BP to store the customer data
centrally. BP needed a solution that will enable it to collect its customers'
data centrally and develop CRM strategies based on the analysis of these data.
As a result, BP decided to organize a mobile marketing campaign that aimed to
increase BP revenue and collect customer information. |
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| Solution |
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| The campaign was based on 10 digit unique keywords
distributed to customers from BP gas stations according to the amount of gas
purchased, method of purchase (cash, credit card etc) and product (gas, lpg,
oil, shop purchasing etc). The keywords were distributed by the POS machines
automatically during transactions. The customer then, sent the keyword via SMS.
Each keyword won BP points according to purchasing amount and as customers
collected BP points by sending keywords via SMS, they got free air time from
Turkcell and got lottery tickets for a weekly lottery of mobile phones and
cars. |
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| VeriPark provided the mobile infrastructure and
develeped the mobile applications of the campaign. VeriPark developed the
system that included an SMS Gateway which supported HTTP connections or UCP
connections to Turkcell. SMS messages were decrypted and customer data was
inserted to appropriate tables. Customer calls were supported through a web
interface to a call center, so that the operators could track the users'
message history and wins. Unique keywords were generated centrally-using
cryptographic techniques- sent to the POS machines in the gas stations remotely
using a secure channel. POS machines whether they were used integrated with
credit card purchases or standalone, were responsible with using the
distributed keywords, salting them with customers purchase data, and securely
distributing them to customers on the POS bill. The system included a fraud
detection module that blocked any potential misuses in the gas stations. All
security measures were taken in keyword creation/distribution because of the
financial risk. |
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| The campaign enabled BP to increase its revenues and
collect customer data from 1,500,000 unique customers including mobile phone
number, name, product they purchase, payment type, purchasing patterns, BP
station retention patterns and even vacation choices. Thus BP had key
information about the purchasing patterns of its customers. |
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| Solution Overview |
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Industry:
Oil & Gas
Solution:
Mobile
Products Used:
VeriPark mTalk Server |
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| Benefits: |
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Collection and storage of all customer data
centrally |
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Revenue increase |
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Customer retention
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Challenges:
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Security of the system |
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Need for a fraud detection system |
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