CRANE IMP – Intelligent Member Profiles

Crane IMP (Intelligent Member Profiles) defines a new standard in customer loyalty.  With its multidimensional customer value calculation and visual representation features, Crane IMP reveals the hidden value in your loyalty database or data warehouse.

Visualize Member Data

The loyalty data of each customer is a large and complex data set.  However, better customer service is only available when the key details of the customer are available to the agents at the time of customer contact and easy to understand.  One of the most striking features of Crane IMP is its ability to visualize member data.  By calculating customer value in different dimensions, Crane IMP paints a picture of the customer.  The picture is programmable and can represent important parameters in your loyalty system, like tier, partner usage, flight patterns and even the happiness of the customer.  We all know that a picture paints a thousand words...

Calculate Key Dimensions

Crane IMP analyses data for each member and calculates member value in a number of key dimensions.

• The distribution of member's activities between air / non-air and among all partners of the program.
• Member's flight patterns, home and favorite airports.
• Member's redemption pattern.
• Member's social network or co-travelers.
• ... and you can define your own dimensions and parameters.
  

All these parameters provide valuable information about the importance and behavior of the members.

Easy Segmentation
The main purpose of Crane IMP is to vastly improve customer segmentation.  With classic loyalty systems, complex customer segments are difficult to build because of the complexity and volume of the loyalty data.  Better customer segmentation is possible with data warehouse and data mining tools.  However this is a detailed and expensive process.

Crane IMP provides a solution for this.  It can operate on data directly from the loyalty system.  If a data warehouse is available, Crane IMP integrates with the data warehouse to provide even richer information and feedback.

The result is a database containing customer profiles.  This database contains all key measures of each member.  However as the complex data is processed and reduced to simple and manageable measures, making analysis on the Crane IMP database and building customer segments is much simpler than doing the same task in loyalty and data warehouse systems.

Integration

Crane IMP will easily integrate with any loyalty system, data warehouse and campaign management tools.

At the database level, IMP can link to the loyalty system database, data warehouse or other systems.  Crane IMP can also import files from various sources.  Its generic data interface structure provides easy integration with any system.

At the user interface level, IMP can work as a standalone system or can be integrated with the loyalty system.  Its web based user interface allows most loyalty applications to be able to embed member visualization features in their existing user interfaces.

For Hitit’s popular Crane FF loyalty management system, Crane IMP comes with built-in integration features.