Portrait dialogue deck

32
Home ACTION INSIGHT Understand, Visualize and Predict Customer Behavior Customer Case Study Snap Shot Customer Interaction Hub Illustrated Demo Market Leading Analyst Recognition The CRM “Customer-centricity Chasm”

description

 

Transcript of Portrait dialogue deck

Page 1: Portrait dialogue deck

Home

ACTION INSIGHT

Understand, Visualize and Predict Customer Behavior

Customer Case Study Snap Shot

Customer Interaction Hub Illustrated Demo

Market Leading Analyst Recognition

The CRM “Customer-centricity Chasm”

Page 2: Portrait dialogue deck

Home

ACTION INSIGHT

Customer Analytics Maturity Model

• Commence at any stage

• Benefit from a clear roadmap to success

(Underpinned by customer data access, generic BI & reporting tools)

Explore Customers

• Uncover areas of interest and opportunities to act

• Ad hoc, thin-client customer data exploration for the business user

Understand & Predict Behavior

• Predict and define ideal target customer segments

• 3D visual customer data mining & automated modeling

Predict Uplift

• Predict persuadability; eliminate sure things, lost causes, sleeping dogs

• Reduce spend 40% while improving outcome 30-300%

Optimize Contacts

• Analytically match customers with right offer, at right time, via right channel, balanced against business constraints

Real-time Scoring

• Eliminate customer lists, mass-scoring

• Up to the second outbound selection accuracy

Real-time Decisioning

• Inbound contextual RTD

• Adaptive learning

AC

TIO

N

INS

IGH

T

Page 3: Portrait dialogue deck

Home

ACTION INSIGHT

The CRM “Customer-centricity Chasm”

Customer Profile

Transaction

Channel

Lines of Business

Customer Preference

DATA CRM TOUCH POINTS

Infuse customer-specific

insight into touch points

INCREMENTAL CRM

Understand past behavior

Predict future needs

“Hindsight” “Foresight”

What | Why | Next | Change

Right message, right time

Dialogue across touch points

Optimize engagement

“Line of sight”

“Hindsight” “Foresight”

Page 4: Portrait dialogue deck

Home

ACTION INSIGHT

4

Please update

your preferences

Last day of Unlimited

Text promo

Ideal promo: Unlimited

Text

Customer completes

survey

We sent you an email

yesterday – do you have

any questions?

Value reinforcement - you saved $X

this month

Documents generated and mailed

Offer acceptance feedback

survey

Thank you for updating

your preferences!

Optimized Customized Customer Interactions

Your Business

Customer

The Results

• Improved customer experience

• Increased customer satisfaction and advocacy

• Increased customer value, wallet share

• Improved customer retention

• Single source for customer preferences

Page 5: Portrait dialogue deck

Home

ACTION INSIGHT

The CRM “Customer-centricity Chasm”

“What customers expect from us” “What we actually have”

Reality

• Product-centric campaigns

• Operationally focused

• Information & channel silos

• Independent business units

• Customer ad fatigue

• Limited capacity for

engagement

Expectation

• We understand them

• We value their business

• We deliver on our promises

• We remember them

• We strive for relevancy

• We are connected

© 2011 Portrait Software - A Pitney Bowes Business Insight Company

Page 6: Portrait dialogue deck

Home

ACTION INSIGHT

Page 7: Portrait dialogue deck

Home

ACTION INSIGHT

“Inbound”

Channels “Outbound”

Channels

Web

Kiosk / ATM

IVR

Contact Center

Mail

Email

Mobile

INTERACTIVE PROACTIVE

Optimizing Customer Interactions

Page 8: Portrait dialogue deck

Home

ACTION INSIGHT

The Portrait Suite

Explore.

Understand.

Predict.

Optimize.

Orchestrate.

Recommend.

Fulfill.

Page 9: Portrait dialogue deck

Home

ACTION INSIGHT

Immediate increase in customer retention

Reduced marketing costs >DK100,000 PA

Incremental revenue of £48M

Revenue per customer 314% higher

Incremental revenue up 327%

Customer retention up >20%

Reduced marketing costs by >10%

“Immediate increase in renewals”

Customer retention up 300%

Churn decreased by 37.5%

20% reduction in churn

36% increase in churn reduction Products held per

customer up by 50%

Increased revenue by $1.2M per month

ROI from a single campaign

Profitability rose 10%

Uplift doubles customer retention

What’s it Worth?

Financial Services Telecommunications

Insurance

Emerging Markets

Page 10: Portrait dialogue deck

Home

ACTION INSIGHT

INSIGHT DATA STRATEGY COMMUNICATION

Mu

lti-

chan

ne

l Co

mm

s M

gmt

Cu

sto

me

r D

ata

Min

ing

Cu

sto

me

r Se

rvic

e C

on

tact

Ctr

s

Cro

ss-c

han

nel

Co

mm

s M

gmt

Pre

dic

tive

An

alyt

ics

& D

ata

Min

ing

Dat

a In

tegr

atio

n T

oo

ls

Dat

a Q

ual

ity

Too

ls

Do

cum

ent O

utp

ut

Info

rmat

ion

Qu

alit

y

The ONLY vendor on all 5 Magic Quadrants

CCCM

PA/DM

DOCCM

IQ

The ONLY vendor on all 4 Waves

PBBI – Customer Communications Management

MCCM

CDM

CCCM DI

DQ

Gartner

Page 11: Portrait dialogue deck

Home

ACTION INSIGHT

Foundation

Dialogue

Forrester’s View of Inbound & Outbound CM

Interaction Optimizer

Customer Analytics

Interaction

Fulfillment Analytic

Insight

Page 12: Portrait dialogue deck

Home

ACTION INSIGHT

• Simple Overview

• Case Study: Retention (Telecommunications Example)

• Case Study: Cross-sell (Financial Services Example)

• Case Study: Cross-sell (Retail Example) Optimizing the Customer Lifecycle

Overview

The Portrait Dialogue Difference

Case Studies

Page 13: Portrait dialogue deck

Home

ACTION INSIGHT

Choreographing the Lifetime Customer Relationship

Acquire > Onboard > Serve > Grow > Retain/

Reconnect

Suspect/

Prospect

Customer Active

Customer

Best

Customer

Recaptured

Customer

Value Rev

enu

e

$0

Optimized Customer Relationship

Typical Customer Lifecycle

Required Competencies

Data Insights (Analytics) Strategy Relationships/Communications

Page 14: Portrait dialogue deck

Home

ACTION INSIGHT

Automate Customer Lifecycle Best Practice

Onboarding

Cross-sell

Loyalty Retention

Winback

Onboarding • Activation

• Welcome Message

• Value Reinforcement

• Preference Solicitation

Cross-sell • Event-triggers

• Persuadability

prediction

• Best-next-offer

Loyalty • Customer feedback

• Satisfaction

• Sentiment

• Product

• Bonus programs

• Referral

Retention • Attrition risk detection

• Predict “the savables”

• Best-next-action

& offer optimization

Winback • Value assessment

• Scored event-

triggered offers

• Opt-out Management

• Preference Management

“Always-on” Customer

Dialogues:

Bi-directional Customer

Dialogue Drives

Engagement

Page 15: Portrait dialogue deck

Home

ACTION INSIGHT

• Customer “life cycle” triggers

• e.g. new customer, cross-sell, contract expiration

• Customer “life stage” triggers

• e.g. New baby, empty nester, retirement, marriage, birthday, etc

• Transaction behavioral triggers

• e.g. Abnormal changes in transactional purchase patterns, spending

habits, account deposits, etc

• Customer-initiated triggers

• e.g. Inbound interactions, online behavior

• External triggers

• e.g. Socioeconomic & competitive

Event Triggers: Choreographing the Customer Relationship

Page 16: Portrait dialogue deck

Home

ACTION INSIGHT

• Choreograph customer dialogue across

online, offline, mobile and listening channels

Email, web, PURL, SMS, Twitter, Facebook,

direct mail, telemarketing, online survey

• Multi-step, multi-phase dialogue automation

• Connect the “customer conversation” across

all touch points

• Automate customer event-triggers

• Embed customer insight into every interaction

• Achieve real-time performance visibility

• User interface designed for marketers

On-boarding

Develop

Loyalty Advocacy

Win-back

Orchestrate

Customer

Lifecycle Best

Practice

Benefits

• Improve

marketing

effectiveness

• Boost

departmental

efficiency

• Improve the

customer

experience

Portrait Dialogue

Benefits

• Improve

marketing

effectiveness

• Boost

departmental

efficiency

• Improve the

customer

experience

Get customer-centric. Get into the dialogue.

Portrait Dialogue converts disparate customer interactions into a connected two-way dialogue across all channels for greater customer engagement.

ACTION -

ORCHESTRATE

Page 17: Portrait dialogue deck

Home

ACTION INSIGHT

Improve End-to-end Marketing

Efficiency & Effectiveness

Plan Design Execute Monitor Evaluate

Define Your Strategy.

Get Everyone on the

Same Page.

•Resource and task

management

•Activity planning with

calendar

•Define budget &

forecast

•Define offer and

response rules

•Understand customers

through greater insight

Craft Engaging

Customer Dialogues

•Define campaign flow

•Define segments

•Select channels

•Design message

•Define execution

Options

•Create customer lists

•Campaign testing &

delivery

•Prioritize & optimize

Keep Real-time

Performance In View.

•LiveView: Track

dialogue response &

budget performance

across campaigns in

real-time

•Visual indicators push

the most relevant

actionable information

to the surface

Take Action: Improve

Results.

•Drill down into performance

data to quickly uncover and

resolve issues

•Live-Edit mode allows

marketers to easily suspend

& update campaigns on the

fly

•Share results across group

•Re-use most effective

assets

Automate Customer

Communications

•Select from operation

modes including

event-triggered,

scheduled and batch

•Real-time scoring

•Capture Response

•Automatically Route

Leads

Plan Design Execute Monitor Evaluate

Page 18: Portrait dialogue deck

Home

ACTION INSIGHT

Keep Pending

Campaigns

Clearly In View

• Reduce time-to-

market

• Identify trouble-

spots before

they impact

deadlines

Real-time

Performance

View

• Critical

information

pushed to

surface

• Live drill-down

provides

campaign level

performance

status

Campaign

Calendar

• Pending and

active programs

clearly in view

• Shared view

across

stakeholders

Focus & Unify

Planning &

Collaboration

• Personal tasks

• Delegated tasks

• Heat-mapped

information

alerts to areas of

concern

A single location for direct marketing activity

Page 19: Portrait dialogue deck

Home

ACTION INSIGHT

My View: Personalized View of Work and

Campaigns

Open & Recent Work Clearly In View • Reduce time-to-

market • Identify trouble-

spots before they impact deadlines

Stay on-top of Assigned & Delegated Tasks • Visual insight into

status, due date and priority

• Delegated tasks provide visibility into % complete

• Linked seamlessly with MS Outlook

“Watch” Campaigns • Visual indicators

provide insight into performance and trend for target and budget

• Clear view into % complete

Everything at Your Fingertips

Page 20: Portrait dialogue deck

Home

ACTION INSIGHT

Monitor – Drill down to Campaign Performance

• Monitor

Campaign

Performance

• Compare against

budget and target

• Create any

custom report

Page 21: Portrait dialogue deck

Home

ACTION INSIGHT

Orchestration of the customer journey

Choreograph Cross-

channel Dialogue

Across All Customer

Touch Points

• Online: Email, customer web, PURL

• Social: Twitter & Facebook

• Mobile: SMS, MMS

• Offline:

Transpromo, Direct mail,

telemarketing

• Listening: Integrated online surveys,

preference management,

feedback management

Page 22: Portrait dialogue deck

Home

ACTION INSIGHT

Selected target audience (Identified in Portrait Customer Analytics)

Split by channel

Design

email

Divide into segments

Page 23: Portrait dialogue deck

Home

ACTION INSIGHT

The Portrait Dialogue Difference • An HQ -- not a dashboard

HQ is a central place to have all

critical campaign planning and real

time performance information at

your fingertips. HQ LiveView goes

beyond generic dashboards with

the ability to detect issues as

they’re happening via real-time

views, diagnose via drilldown, and

then immediately take action.

• Guided Dialogue

Empowers basic, casual and

remote users to design campaigns

and dialogues without extensive

training. Guides users to effective

campaigns and enables advanced

functions which can still be modified

at a later date.

• Customer Cards

The only solution to go beyond a

“360 degree” data view and deliver

a true “customer portrait” for greater

customer understanding, including

key customer KPIs.

• Real-time scoring Eliminate static list management and improve relevancy. Live on-demand analytics ensures up-to-the-minute campaign selection accuracy.

• X-channel Response Attribution More than just click-through tracking. Offers are linked seamlessly with channel, campaign & message activity for granular cross-channel response attribution.

• MS Office integrated task management For greater access and availability, critical campaign tasks are pushed directly to the users’ MS Outlook environment.

• Inbound/outbound fusion Enables shared offers, scores and more for a seamless dialogue across all outbound and inbound customer touch points.

Offer

Page 24: Portrait dialogue deck

Home

ACTION INSIGHT

Dialogue Requires Real-time Relevance

p

a

g

e

2

4

Generate Response

Models

Score all customers against all

models

Create and Manage Lists &

Scores

Enter Lists & Scores to System

Event-triggers Activate

System executes marketing action

Weekly/monthly reports provide

visibility into results

Typical Event-Triggered Campaign Management

LATENCY, MAINTENANCE & WASTED STORAGE

Very labor

intensive

Events occur on customers’

time frame, not the business

-- may occur months later

(or never at all)

Requires

advanced analytic

resource

Very labor

intensive. Dated

information.

Manual

process Information may be

drastically out of

date

Too late to

take action

INACTION

Generate Uplift & Optimization

Models

Upload Models to System

Event-triggers Activate

System executes marketing action

Real-time Performance

View

Portrait Dialogue

At time of Action, System

Scores ONLY the

Customers Affected, Using

Latest Data

Automated

Modeling

Seamless

Upload

On-demand Real-time Scoring

Enter Live-edit mode, affect

outcome

Take Action.

Affect

Outcome.

Better prediction

Reduced overhead

Free up resources

Greatest relevancy

Immediate actionability

Improved results

Page 25: Portrait dialogue deck

Home

ACTION INSIGHT

• Simple Overview

• Case Study: Retention (Telecommunications Example)

• Case Study: Cross-sell (Financial Services Example)

• Case Study: Cross-sell (Retail Example)

Volkswagen (Automotive)

Thomas Cook (Travel)

A-Pressen (Publishing)

3 Mobile (Telco)

Customer

Case

Studies

Optima (MSP)

Chess (Telco)

Page 26: Portrait dialogue deck

Home

ACTION INSIGHT

Client Example : Thomas Cook

• Over 1m customers and 2.8m travel bookings

• Sending 2 million messages per week

• Managing 10,000 surveys per week

• Over 1m customer dialogue movements per week

• Approximately 600 active Content Objects to

create personalized multi language content

integrated with Web Services for latest data retrieval

• Multi site installation

4 installations, in each Scandinavian country

•Thomas Cook (Northern Europe) travel agency

•Use Portrait Dialogue to deliver

• Newsletters

• Pre-travel information and cross-sells

• Post-travel satisfaction surveys

• Ad hoc campaigns

2

6

© 2010 Portrait Software - A Pitney

Bowes Business Insight Company

Page 27: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Need for ongoing communication to existing customers to build brand

loyalty and to prospect base of 20,000 to build relationship and drive

conversion (vehicle sales via Dealer network)

Volkswagen Group Australia services

approximately 250,000 existing customers with

30,000 new per year. Customers are indirect with

retail activity (vehicle sale) via independent

Dealership franchises.

Implemented Consona products include Customer

Management and Portrait Campaign Manager.

Manage Brochure Request and Test Drive Request

Forms as part of corporate website

Brochure Request Dialogue selects prospects that

have selected brochures for deliver via mail and

sends extract to fulfillment house

Delivers electronic copy in form of pdf

Welcome Pack dialog for new and existing customers

Selects new customers on a weekly basis and

sends extract to marketing fulfillment house

Quarterly Magazine dialog selects customers matching a

required profile and delivers magazine via email and/or

mail

Customer Recall Notifications dialog matches customers

with vehicle recalls and generates 1st, 2nd and 3rd recall

notices

Customer Self Service Portal as part of VW Corporate

Site with ability to maintain customer details

Customer Case Studies – Volkswagen Group Australia

Portrait Campaign Manager used

for all aspects of life cycle from

prospecting, customer loyalty

and customer service

page 27

Page 28: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Manage new customers more effectively – improve the experience and

increase revenues

Rikstoto was established in 1982 as an independent

organization dedicated to promoting equine sport

in Norway. Norsk Rikstoto has a turnover

surpassing NOK 3.5 billion a year.

Portrait was selected based on a live proof of concept to

deliver personalized and automated intelligent customer

communications. Rikstoto wanted to improve the

customer experience for new customers and increase

revenues. A multi-stage ‘Welcome dialogue’, with multi-

channel capability, was created using PCA and PCM.

The campaign delivered a number of tangible benefits

within months of go-live.

Benefits

The new target group had a betting average of 212%

more than non-targeted customers

Average revenue per customer was 314% higher in the

targeted customer compared to the control group

Implementation took just 26 days

Ten-fold ROI within 10 months for this project

Reduced operational costs

Customer Case Studies

“The Portrait solution enables us to achieve

our goal to increase revenues whilst building

better customer relationships”

Line Hofsæth, CRM Manager,

Norsk Rikstoto

page 28

Portrait Customer Analytic Solutions

Page 29: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Decrease the amount of outbound calls, reduce costs and focus on retaining

subscribers

A-Pressen is one of Norway’s three major daily

press publishing houses comprising of over 30

regional daily newspapers.

Implementing Portrait meant a-pressen could automate

more meaningful and personalized communications with

its subscribers leading to overall increased customer

satisfaction and lower operational costs.

Benefits

ROI was achieved within 3 months of implementation

Annual customer churn reduced by 13%

The effect of decreasing churn yields a 20% incremental

annual gross average revenue

Profitability rose 10% during the first 2 years

Ability to manage increased customer interaction

volumes with a 10% reduction in staff and a 15%

increase in overall capacity

More accurate and up-to-date customer data in held

centrally

Customer Case Studies

“Using Portrait Campaign Manager to automate

follow-up services with our retail outlets we have

shifted our organisational focus and capacity to

delivering highly targeted sales and marketing

campaigns. Additionally we have reduced staff by

10% whilst increasing our marketing activity by

15%.”

Mr Henning Evensen, Head of Circulation.

A-Pressen

page 29

Page 30: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Acquiring and retaining higher value contract customers while increasing

average revenue per user and reducing churn

3Denmark has more than 408,000 subscribers.

Being first to market in Denmark with mobile

broadband, the company maintains its clear market

leader position on data traffic usage with a 46.4%

market share.

Implementing Portrait enables 3Denmark to develop

and execute personalized, multichannel campaigns,

eliminate manual processes and implement dialog

marketing.

Benefits Lower customer churn and increased customer

satisfaction among panel members compared to the total

customer base

Improved customer experience

Rich customer insight gained at individual level

Reduced marketing costs; Customer Panel surveys and

Customer Satisfaction surveys are now run internally,

and, thanks to SMS and email marketing, direct mail has

been replaced where possible.

Customer Case Studies

“It is a powerful, tactical and easy-to-use tool and is instrumental to our long term success in

engaging in a one-to-one dialog with our customer base. We hope to continue to bring

increased customer satisfaction, reduced customer churn and increased ARPU by increasing

the members in the customer panels and using Portrait Campaign Manager tools even more

intelligently”

Klaus B. Johansen, Project Manager CRM,

3 Denmark

Page 31: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Retain customers in a competitive market while increasing average revenue

per user (ARPU)

Chess Communications is the 3rd largest supplier of

mobile services in Norway with a market share of

7.4%. The company focuses primarily on attractive

basic mobile services.

Portrait allows Chess to create a meaningful and

relevant dialog with its customers, automate both

inbound and outbound communications on a

personalized level and help augment the barrier to

churn.

Benefits Overall churn reduced by 15.8% year-on-year

ROI achieved within just 3 months

Churn decreased by 37.5% during the first quarter alone

Additional data was gathered on 25% of its customers

Improved proficiency of marketing staff

Customer Case Studies

“We moved from time consuming manual tasks to automated, structured

and measurable campaign management..... we are now able to

communicate regularly with more of our customers and focus our

expensive telemarketing efforts on our top 5% of customers”

Mr Ernest Fredrik Nygaad, CRM Manager,

Chess Communications

Page 32: Portrait dialogue deck

Home

ACTION INSIGHT

Business Challenge: Differentiate by providing customers with greater customer insight, increased

response rates, reduced wastage and increased customer value

Optima, based in Edinburgh is the fastest growing

and most advanced MSP in the UK. Optima Value

Group distinguishes itself by bringing together

experienced retail marketing practitioners with

customer value management experts, and

combines this with outstanding customer analytics

and technology capability.

The entire Portrait suite is licensed by Optima to assist

its customers in targeting marketing messages to the

right customers, reach them most effectively and

automate engagement for higher ROI campaigns.

Benefits •Through a blend of big thinking, cutting-edge analysis and

best-of-breed technology, Optima enables their client

organizations to understand who their best customers are;

what the company should be offering those customers; and

which communication channel offers should be made.

A selection of their customers:

Customer Case Studies

“Portrait’s combination of powerful analytic

segmentation and easy to use campaign management

was beyond that of its competitors, and was a key

factor in the company's decision to select the Portrait

solution.“

Ian Rippin, Managing Director, Optima

Portrait Customer Analytic Solutions