The Criterion platformCUSTOMER FEEDBACK MANAGEMENT PLATFORM
September 2009
http://www.datamine.gr
About dataminedatamine ltdDatamine was founded in January '05 and is based in Athens, Greece. Having as primary activity the design &
implementation of integrated business solutions using cutting edge I.T. and data modeling techniques, Datamine is
dedicated in redefining the role of information technology within the modern, customer-centric enterprise through
innovative data-driven applications
Solutions & ServicesDatamine provides state-of-the-art I.T. solutions with embedded Statistical & Data Mining logic, answering the
demanding management information needs of competitive corporations. Solutions range from analytical CRM,
data modeling & business intelligence to loyalty, campaign management and executive information systems
Major productsOur major products include Competition Analysis Server, the Corporate Criterion Platform (Customer Feedback
Management Solution) and our Campaign Management & optimization Platform
Major Customers Partners
http://www.datamine.gr
OutlineCriterion: introductionHigh level overview of the system (platform), business goals, involved parties
Criterion: Objectives & Business GoalsObjective, benefits, business value
Criterion: HighlightsSome of the key-characteristics of the Criterion platform
Criterion: the frameworkA high-level description of datamine’s criterion as a framework
Criterion ArchitecturePresentation of the major components of the system
Survey management, execution and analysisCharacteristic screen-shots
Channels and use-cases involved, sample screens on decisioningPresentation of typical use cases for each channel
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Corporate Criterion- Introduction
Consumer
Criterion platform
questionnaires Analytics
1 2 3 4
dashboards
Criterion or
Customer Support
electronically
Submits assessments,
evaluations
Assessments, electronically
via mail or call center
Alternative (complementary) channel
Gets Analytics, KPIs,reports
Corporation
Business user
Corporate IT infrastructure
Corporate data
warehouseFeeds DW with customer satisfaction data
Enhanced customer information
Statistics & Reports
Corporation provides access to consumers via registration labels1
2
3
4
AnalyticsQuestionnaires, Surveys, statistics,
scores, interaction history
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Datamine’s Corporate Criterion- Objectives
Intelligent customer information enrichment
Micro questionnaires served systematically or based on events in customer’s lifecycle
through multiple channels, according to certain business rules against customer’s
metadata (including communication history).
Customer Scoring models: advanced modules enabling the definition of logic and formulas
which generate additional scores on customer’s feedback (such as customer satisfaction
index)
Continuous, transparent data flow towards customer data marts/ DW
Advanced Contact and communication strategies
Business logic – policies: Customer is always ‘in the loop’ according to the active corporate
logic & business priorities enabled
Response & effectiveness modeling: History information can be systematically monitored
and analyzed through advanced reporting. Communication patterns can be discovered,
responses can be modeled and predicted enabling optimization cycles
Analytics, Reporting & Decision support
Advanced analytics: from simple descriptive statistical analysis, to advanced KPIs,
dashboards and MIS data flows
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Datamine’s Corporate Criterion- Highlights
Multichannel supportExtensible to several channels through web technologies and integration framework
Automated analysisPowerful dynamic analysis & results presentation
Analysis at customer life-cycle levelCross Analysis across several questionnaires
Extensible Analytics & Reporting moduleInfrastructure enabling tailor-made reporting and analytics modules
Advanced Target Group Definition – Segment DesignerDesign the customer set to be analyzed
Decision componentsQuestion server defining the next best set of questions for the specific customer, on the
specific time point
Integration with DW and/ or BI infrastructuresContinuous flow of customer survey results towards DW/ BI
Multilingual supportSupport of several languages at the questionnaire level
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Criterion: Intelligent Customer Interaction
Criterion Platform
Customer
Interaction
database
Call CenterFeedback Management
serving the next best micro-questionnaire to the customer based on
either inbound or outbound sessions
Sales NetworkCustomer experience
gathering process directed from agents/ personnel, or through self-service
procedures (through info kiosks)
MobileIntelligent Micro-Surveys
Mini Application framework for smart phones, for intelligent feedback
capture
www.corporate*.comCorporate portalIntegrated, intelligent Micro-surveys delivered upon session
events and interaction scenarios
OpinionsRatings
Comments
Preferences
Contests
Customer AnalyticsCustomer Lifecycle
Customer Satisfaction
Business
RulesCampaigns
Data Mining
models
Customer
Intelligence
Offerings
promotions
complaints
Complaint handling
http://www.datamine.gr
Criterion: Intelligent Customer InteractionCustomers
WEB POS 3GCC IVR
CORPORATE DATAWAREHOUSE
CORPORATE CRITERION DATABASE
CR
ITE
RIO
N
SY
NC
HR
ON
IZE
R
ST
AG
ING
AR
EA
Ad-Hoc ReportingBusiness analysts
Dashboards, KPIsTop Management
Data providers, Analytics providers (cubes, specialized data layers)
Business Intelligence/ MIS application layer
Data miningCustomer modeling
Top ManagementCustomer Satisfaction, analytics, POS
evaluation, product analysis, customer
prof iling
CRMCustomer Handling
processes
Campaign MngCampaigning processes
CRM application layer
CRITERION INTERFACES
CUSTOMER DATA MART
ReportingAd-hoc reporting
Customer Intelligence
Business analysts
Channels
Data modelingAd-hoc data analysis
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Questionnaire Management
Questionnaire BrowserEfficient navigation through
Questionnaires, direct access to
Questionnaire management tools
Questionnaire ViewerQuick preview of the
questionnaire
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Survey Management
Survey BrowserEfficient navigation through
surveys, direct access to survey
management tools
Survey AnalyzerAutomatic, real time survey
analyzer, featuring cross-
questionnaire analysis, direct
export utilities
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Survey Execution
Demo customer
Survey ExecutionSpecialized intranet application
for customer care/ marketing
users. Enables direct, quick
questionnaire submission,
management and data analysis
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Survey Analysis & Profiling
Profile AnalyzerAutomated, demographics
against those customers having
given specific answer, or having
certain status within a survey
Survey BrowserSearch using combination of
criteria, locate and manage
surveys
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Decisioning Layer
Packages of Complex Business Logic
Named Set of rules determining which is the next question, questionnaire item based on
specific triggers, events or scheduled action
Segment DesignerCustomer segmentation engine
enabling interactive customer
base analysis and
segmentation
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Analytics & Reporting
Specialized ReportingAdvanced, interactive reporting
against any aspect of the system (from
administration to survey data
analysis). This a fully customizable
part of the platform in order to meet
specific business needs
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Criterion: integrated through WEB
Web components for in-site integration
Intelligent, modern, easy to use mini-applications capable of effectively capturing pieces of
customer information.
1. Customer logins to corporate site (for e-billing, on-line transaction)
(alternatively, customer may be identified via cookies)
2. Criterion retrieves latest customer’s profile
From demographics, traffic patterns to communication history and scores.
2. Criterion applies the active business policies
as defined and maintained by corporate Business users. In this case, given that:
Customer is Senior, systematic online user, Credit Card Holder
and customer is ‘High value’ and Credit Risk is low
and customer has recently visited a Branch store, and recently made a complaint
through customer care
and customer has no recent Loyalty Point usage
………………………………………………………….
4. Criterion serves the next best micro-questionnaire to be answered directly, no
agent intervention
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Criterion: integrated through POS network
Intranet, mini-apps for Point of Sales integration
Zero-footprint intranet application (low network load and processing power needs). Enables
search and identification of customer, serves the next best micro-questionnaire for the
customer, captures feedback.
1. Customer finalizes a transaction within a POS
(customer is identified automatically or through agent’s data entry)
2. Criterion retrieves latest customer’s profile
From demographics, traffic patterns to communication history and scores.
3. Criterion applies the active business policies (POS policies)
defined and maintained by Business users. In this case, given that:
Customer just applied for a new contract or completed specific transaction
and customer is ‘High value’
and customer’s propensity to buy retail product X is high
and customer has no recent Loyalty Point usage
………………………………………………………….
4. Criterion serves the ‘Customer Experience’ micro-questionnaire to be answered
directly, or at the infokiosk, or through corporate site using the transaction ID
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Criterion: integrated through Customer Care
Customer Care data capture toolkit:
Outbound or Inbound (customers may be motivated after a visit in any POS, a message
included in the monthly bill statement or a loyalty offering) to participate in the ‘program’
(launched as loyalty or similar). Customer calls to the call center, agent executes the micro
questionnaire and captures customer’s feedback.
1. Customer calls customer care
(the case is identified as customer complaint)
2. Criterion retrieves latest customer’s profile
From demographics, traffic patterns to communication history and scores.
3. Criterion applies the active business policies (‘Complaint Handling Policies’)
defined and maintained by business users. In this case, given that:
1. Customer is complaining about expensive Bills
2. and customer is ‘High value’
3. and customer is not in the optimal tariff
4. and customer has no other complaining history
5. ………………………………………………………….
4. Criterion serves the ‘Tariff Awareness’ micro-questionnaire to be answered directly,
or at the infokiosk, or through corporate site using the transaction ID
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Criterion: integrated through Mobile Devices
Mini mobile applications for smart phones
the system may be combined with Loyalty modules thus enabling participating customers
to access micro-questionnaires through several channels including mobile devices.
1. Customer has just completed 2 months since last online transaction
2. Criterion applies the active business policies (‘Portal Usage Monitor’)
defined and maintained by business users. In this case, given that:
Customer is Price sensitive
and customer is a top 10% retail customer
and customer’s online usage has been decreased by 20% or more in the last 6
months
and customer has no other complaining history
………………………………………………………….
3. Criterion serves the ‘Tariff Satisfaction’ micro-questionnaire to be answered via the
mobile device or through the web.
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Criterion: Designing Target Groups
Attributes BrowserList of the attributes available for
segment definition. The list corresponds
to the selected entity (‘Customer’ in this
example)
Rule set summaryList of the rules defined along with the
partial impact (customers affected)
List browserThe list of values corresponding to
the selected attributes, along with
frequencies
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Criterion: Designing Target Groups
datamine ltd
Decision Support Systems
22 Ethnikis Antistasis ave
15232 Chalandri
Athens, Greece
T: (+30) 210 6899960
F: (+30) 210 6899968
http://www.datamine.gr
George Krasadakis
Head of Engineering & Product [email protected]
Contact
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