Over the course of 7 years I realized a large number of projects for KPN in their divisions Mobile, Landlines, Internet and TV.
I was responsible for acquisition, development, retention, customer and product life cycles, product innovation and introduction, increasing customer value. Both B2C and B2B.
Campaign management: complex multi-media campaign – DM, telemarketing (inbound and outbound), emailings, sms, events, flyering, drive-to-store, drive-to-web. Developing interaction offline and online. Involved in i-mode and the roll-out of 4G.
Channel management: driving channels and supporting them with lead generation projects and customer satisfaction surveys.
Product management: market research, product development and management, market segmentation, setting up technical and commercial processes. Increasing efficiency.
Claims to fame:
- increase acquisition response
- nominated for Effie Reward for direct mailing Business Market with 18% conversion
Cases
Campaign management
Direct Mail business market for the introduction of mobile internet on laptop. Tasks:
o briefing and guiding agency
o directing printer
o arranging data selection
o coordinating data and response processing
o guiding deadlines
o informing channels
o briefing inbound callcenter
o daily reporting
o set up fulfilment process
o final evaluation with lessons learned
Result: successful mailing, in the shape of a “laptop”. Conversion 18%. Nominated for Effie.
Segment marketeer
Responsible for market segment of self-employed entrepreneurs and SME. Tasks:
o mapping market
o quantify market share
o define growth potential
o drawing up plan of attack, including means and time line
o request data selections
o creating prospect base
o deduping and cleaning of list
o make media plan
Result: solid overview of the (im)possibilities of the market segment, and plan of attack for short and medium long term.
Customer life cycle
Research and setup of customer life cycle consumer market. Tasks:
o inventory existing situation
o summary of wishes
o taking stock of possibilities
o constructing proposal and timeline
o defining contact moments and triggers
o arranging data selection
o procuring different media, online and offline
o aligning ATL and BTL communications
o informing channels
o weekly report of complete cycle
o periodical evaluation eith lessons learned
Result: complete setup and functioning life cycle. Increased customer satisfaction, retention and customer lifetime value.
Testimonials
I got to know Alfred as a DM specialist who helped me to execute several succesfull campaigns. I liked his perseverance based on his professionalism as a DM expert. Alfred is a good guy to have on the team.
Niek de Jong, Managing Director at Accenture
Alfred is a very experienced campaign manager. Highly dedicated to the result and a true self starter. It was a pleasure having him in my team.
Eric Gräve, Director Consumer Channel Group at Microsoft
I have experienced Alfred as a true professional. A very pleasant colleague who thinks along, expresses his intelligent views on how to work best with CRM in every aspect. As he is a true professional he is relaxed in his approach, thorough and fast.
Linda Fontijn, Manager Communicatie KPN Mobiel
Alfred was one of the best campaign managers I worked with. Not only very accurate and creative in fulfilling campaigns, he also has outstanding strategic qualities.
Nathalie van Ommeren, Marketing Manager at Cendris
I worked with Alfred on campaigns for KPN. Alfred is a highly motivated and nice person to work with. Always human and professional at the same time. He is able to drive consumer and enterprise campaigns on the usual and new business. I would not hesitate to work on campaigning with him again!
Nuray Türksever, Marketing & Sales Manager at TCC Europe
Alfred is a great collegue to work with. He has got a big responsiblity to his job. In a fast and changeble environment which the mobile market is, he stands as a rock. Always trying to deliver what he has promised, always trying to find the best way to do it. But he is also a very reasonable person who accepts that not everything is possible. A great marketing projectmanager to work with in my role as database analist/database marketeer.
Ewald Bokkers, Data Consultant
