Delivering Contextual Customer ExperiencesCustomer Journey actions Campaign Plannning Event-based...
Transcript of Delivering Contextual Customer ExperiencesCustomer Journey actions Campaign Plannning Event-based...
Delivering Contextual Customer ExperiencesWith SAS Customer Intelligence
Company Confidential - For Internal Use OnlyCopyright © 2016, SAS Institute Inc. All rights reserved.
David Cosgrave
SAS Customer Intelligence Lead: MEA
loyalty programmes are losing effectiveness
loyalty memberships jumped 26% in 2014
engagement and activity decreased 4.3%
26% of members agree it influences purchasing decisions
(Source: 2013 Colloquy Loyalty Census)
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customer experience
is now where you win or lose customers loyalty
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“experiences designed for everyone satisfy no one”
Bruce Temkin, Customer Experience Transformist
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The increasing demand for quality customer experiences
5
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What are we talking about?
Itsounds
simple…
the right thing for the right customer
at the right time in the right place
Doing exactly
6
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Creating the loyalty loop through exploiting “moments of truth”
Sources: McKinsey: The customer decision journey, 2009Gartner: Connect Business Moments, Personas and Journey Maps to Boost Customer Experience Outcomes, 2015
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Why Bother? Drive Value across the LifestyleV
alu
e
Time
Conversions
Adoption &Engagement
Renewal Timing Win-Back quickly
AcquisitionGrowth & Loyalty Retention
ReactivateUp-sell & Cross-sell
Audience
Targeting• Look alike Models
• Audience Profile
• Real Time Offers
Behaviorial
Monitoring• Engagement Scoring
• Next Best Content
Recommendations
• Triggered Contacts
Growth Modeling• Cross-sell Modeling
• Next Best Offer
Recommendations
• Life time value
Retention
Modeling• Attrition Modeling
• Renewal Timing &
Cadence
• Retention Offers
Reactivation• Look alike
models
• Win-back offers
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What are the capabilities required?
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Maturity of Customer Intelligence Capabilities
RO
I / V
alu
e /
Co
mp
etit
ive
Ad
van
tage
Basic analytics, rule-based targeted communication
Analytics driven , automated, targeted multi-channel communication
1 to 1 Integrated dialogue communication – Real-time action recommendations
Integrated dialogue interaction through all touch-points
Untargeted manual mass mailing Mar
keti
ng
Exec
uti
on
Val
ue
Ch
ain
Marketing & Analytics Maturity Evolution
Integrate customer
info
Understand your
customers
Automated analytics-
drivenCommunica
tions
Right time value driven Communi-
cations
Omni-channel
communi-cation
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Core CapabilitiesCustomer Data
Customer Profile
Demographics,
account information,
etc
Real time Relevance
What is happening
right now, to be
contextually
sympathetic with
your customers
Forward Thinking
What your business is
planning in the
future, and what your
customer is likely to
do
Behavioral History
Previous offers and
the customer’s
responses
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The centralized marketing “brain”
Integrate channels and automate campaigning
Orchestrate strategy, priorities & rules
Centralise customer 360 & analytics
Enable & arbitrate real-time contextual
decisions
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Putting it all together: Customer Decision Hub
CUSTOMER DECISION HUB
13
Marketing Campaigns
Service Activities
Customer Journey actions
Campaign Plannning
Event-based campaigns
Multi-wave campaigns
Priorities & Objectives
Strategic Decisions
Contact Rules
Trade offs
Channel restrictions
Budget Limits
Contact Permissions
Customer 360
Analytical models
Transactional Data
Events & Data Stream
Context from channels
Risk & Potential/CLV
Digital behaviour
Offer & Response History
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Ru
les
Decision Logic1
Real-Time Analytics2
Request
Reply Next-Best Action3
Customer Decision Hub
Specific Refinement+
Campaign
Op
timisatio
n
Putting it all together: Customer Decision Hub
14
Optimized Offers (NBA)
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Ru
les
Decision Logic1
Real-Time Analytics2
Request
Reply Next-Best Action3
Customer Decision Hub
Specific Refinement+
Campaign
Op
timisatio
n
Putting it all together: Customer Decision Hub
15
Contextual Real Time DecisionManagement
Omni-Channel OutboundMarketing
Op
timisatio
n
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Putting it all together: Customer Decision Hub
CUSTOMER DECISION HUB
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Marketing AutomationCustomer Decision Hub
Data Integration
Analytics
CampaignManagement
Reporting
SAS Marketing Automation
Designed for Marketers to
leverage data & analytics
Faster time to campaigns with less IT reliance
Complex multi-wave, multi-
channel campaigns
Data & Channel agnostic – easily
integrated
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Sample MA screen shots
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Marketing OptimizationCustomer Decision HubScalable, highly
accurate BUT also marketing-friendly
Compare scenarios and play with
trade-offs
Handle complex contact policies and constraints
Handle NBA & offer optimisation
Does Profit go up (or down) if I relax (i.e. change) the constraints?
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Real Time Decision ManagerCustomer Decision HubEasy-to-create &
maintain decision flows
High performance offer arbitration
Real-time analytics
Integrated to all inbound channels
through web service
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this sounds great
so where’s the value?
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Customer Experience built on Moments of Truth
Source: Experience Radar: Lessons learned from the Airline industry. PWC, October 2013
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What does the process look like?Persona : Premium Business traveller- Married: Yes- RT flights per year: 8- CLV: Medium- Purchase Driver: Price- Channel Used: Tablet
Real-time model for incentive
personalisation
Listen: Customer arrives at
airport using mobile app
Missing behaviour:Never paid for upgrade.
Similar customers have paid after getting free upgrade
Act:
Incentive: Upgrade to business class for just 15k points!
Y
Act:
Deliver coupon to phone app and notify
agent desk
Business class full? Business commute?
Understand:
Understand likelihood to “whet appetite”
with upgrade
N
Act:
Ignore event
Y
Welcome David,Upgrade today!
50% off!CODE 48OOFF
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* 21M Active Customers, 50K TPS
AcceptanceConvenience
S1
S2
Relevance
So why do it?A real world example*
5% Relevance Convenience Max. Take Rate
5%Relevance Convenience Max. Take Rate
24% Relevance Convenience Max. Take Rate
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Incremental Revenue Increase €10M
Payback MONTHS
Take Rate 5x Business As Usual 24%
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The future of digital customer engagement
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Challenges - One device, many channels, one customer
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Dubai
Market
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Dubai
Market
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3/4/16 Shop Entrance Frequent Shop Twice the points today only!
1/4/16 Monthly Newsletter Frequent Shop Specials this month!
Dubai
Market
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The Big Data Big Picture
IOT device events–and find those indicating need
Sense & Filter 01Their full profile and history and streaming information, and apply high performance contextual analytics to identify the best action
Understand02Engage in a timely, convenient and consistent way. Real-time or right-time.Choose channel & synch
Act03
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at what point does this get creepy?
at what point does this get creepy?
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DaTAA
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Things are changing
• % of customers Who share location data
Willing to share location data?
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THANK YOU!Baie Dankie!Ngiyabonga!
شكرا
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