Post on 02-Jun-2020
1#17PACE
Financial Impact of
Digital Disruption on Your CX
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Brandon Sailors
Executive Director, Financial Services Vertical
CSG International
2#17PACE
Today’s Conversation
Digital Disruption: Is it Costing You?
Applying Business Intelligence
to Know Your Customer
Success Stories
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
3#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
WE ARE LIVING IN A DIFFERENT ERA
Products Products + Services Customer Centric Relationship Centric
1970s 1990s 2000s Today
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The Math
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
The Digital Dilemma
Experience
Expectation= Perceived Value
As expectations rise, without changes in experience, perceived value decreases.
Source: Forrester Research
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Mobile Penetration
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
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Customers Demand Excellent Experiences
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Consumers want companies to remember their history and understand their
needs, expectations, and preferences across multiple channels and devices
Source: State of the Connected Customer 2016 - Salesforce
Of consumers are likely to
switch brands if they don’t
receive consistent levels of
service
Of consumers are likely to
switch brands if they don’t
receive consistent
experience wherever they
engage them
Of consumers are likely to
switch brands if their needs
aren’t anticipated
73% 65% 50%
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Consumerization of Technology
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
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Competition Your Industry
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
The last great experience your customer just had…
2017 Tempkin Group Customer Experience Ratings showed that every industry
improved – your competition is getting better…
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The “Now Consumer” Expects
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Know me
Make it mobile
Let me do it
Make it digital
Fit into my life
Save me time
Make me smarter
MAKE IT EASY
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Each Generation Has Its Own Language
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
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And…Make it Personalized
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
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The High Cost of a Bad Experience
It is 7 times more expensive to acquire a new customer than to keep an existing one
According to an Accenture study:
52% of consumers have switched providers in the past year due to poor customer service
The estimated cost of customers switching due to poor service is $1.6 trillion
68% of consumers who leave a provider will not go back
According to Bain & Company:a 5% increase in customer retention can increase a company’s
profitability by 75%
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
13#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Turning the
Disruption Corner
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Customer Intelligence: Definition
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
The ability to assess, synthesize and predict
customer behavior...
Created by applying a range of analytical
techniques to customer data in order to assess or
predict specific outcomes*
* Forrester Research
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Customer Intelligence: Predicting Customer Behavior
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
What will this customer buy next?
Will this customer pay on time?
What’s this customer’s credit risk?
How important is this customer to me?
What is the best offer I can present to this customer?
Will this customer leave for my competition? When?
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Marketing Hierarchy
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Targeting specific sub groups
Messaging entire market
Using predictive analytics to target
customer insight
Integration of analytics with channels
(CSR desktop, statement, web, email, SMS)
“Right time” interactions triggered by events in
customer lifecycle (moments of truth)Automation
Operationalization
Modeling
Segmentation
Mass Marketing
So
ph
isti
ca
tio
n
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Operationalization
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Data
…integrating customer insight capabilities with execution channels
Insight Strategy Execution
Billing
Demographics
CRM
Marketing
Network
How valuable is this customer?
Are they satisfied with the service?
What will they buy next?
Are they going to leave for my competition?
Upsell
Retain
Maintain
Collect
Call Center
Statement
Web/Digital
SMS/Mobile
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Developing an Interaction Strategy
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
- +
-
+
This simple model is based
on a two-factor scoring
approach
Cu
sto
me
r V
alu
e S
co
re
Customer Experience Score
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Developing an Interaction Strategy
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
- +
-
+C
us
tom
er
Va
lue
Sc
ore
Customer Experience Score
Retain Maintain
UpsellInvest
Elsewhere
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Operationalized Intelligence
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Scores
Customer Satisfaction
Product Utilization
Product Fit
Customer Value
Campaigns
Customer profile maintains current scores, contact, identity and preference data
Operational data leveraged in analytical models to derive behavior and segment scores
Customer browsing session registered with Event Manager along with pages served. This is done by embedding web service calls in HTML pages
EventManager
Workflow, Command & Control
Message TemplateLibrary
Contextual messaging and capture of response data
Retrieve profile and update with response data
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Success Story: Cable Sports Network
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Objective Scope Results
Enrich Fan Experience Full Service Program Engaged Fans &
Increased RevenueDevelop Fan insight
Shared across all channels
With real-time availability
To enrich the experience
Hosted analytics database
Multiple data sources
Marketing automation
Ad sales and BI
Predictive model design
New CPM model for ads
Cross-platform analysis
Performance reporting
Targeted ads
Premium product campaigns
Fan value capture
250% increase – registered fans
225% increase – content subscriptions
150% increase – content consumption
300% increase – email campaign response rates
Delivery of ad packages at double CPM rates and elimination of 3rd
party ad networks
More recently, CSG Ascendon has added management of their premium digital experience with
federated identity across multiple properties
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Success Story: OTT Delivery
CSG has vast experience
delivering rich content to
clients’ digital platforms
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Bell Canada’s threat to Netflix – Cravetv
All title graphics and metadata fed from CSG
web services in real-time
Metadata automatically ingested into CSG
Ascendon platform from multiple sources
Suggestion Engine provides recommendations
based on affinity groups
CSG International Confidential and Proprietary Information Copyright © 2016 CSG Systems International, Inc. and/or its affiliates (“CSG International”). All rights reserved.
Content Policy, Discovery & Merchandising
WEB SERVICES
ASCENDON METADATA INGESTION FRAMEWORK
Metadata Source
Enhanced
Metadata
Social
Metadata
Studio
Metadata
Content Policy Management
Pricing
Discounting
Packaging
Bundling
Preferences
Personalize
Parental
Controls
Consumer
Entitlements
Device
Filtering
Content Asset Catalog
ID
Mapping
Asset
Manifest
Descriptive
Metadata
Device
Overrides
Delivery
Capabilities
Ratings
Reviews
Content Navigation and Discovery
Search
Browse
Playlists
Discovery
Recommend
Pivot
Smart
Categories
Authentication
Federated
Subscriber Device
Asset Prep
CDN
Staging
Encrypt
Fragment
Asset Download &
Transcode
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Success Story: Credit Card Fraud Notifications Case Study
2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Situation Solution Benefits Business Results
Fraud notifications
averaged 10-minutes per
case
Solution needed, to
provide a business rules
engine to manage multiple
contact attempts across
multiple communications
channels
Needed to be multi-
channel; not relying on
only people to call
Ability to quickly
identify and act on
suspected fraud
Capability of reaching the
customer during the
transaction
Effectively create two-way
interactive alerts to
customers at POS (Point
of Sale) device
Minimize card usage
disruption and reduce the
need to re-issue cards
Improved cardholder
trust & loyalty and
increase cardholder and
merchant revenue to bank
10% improvement in
customer contact
CSG has 3-5% higher
resolution rate than direct
competitor
Initial solution directly
enabled a call center staff
reduction of 85 FTEs
Reduced fraud
exposure and improved
share of wallet
Prior to solution, 93% of
cases were resolved in 10
minutes. Now 93% are
resolved in 10 seconds
Every 1,000 self-resolved
cases = 1 FTE in savings
24#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
TalkTalk is a quad-play communications
service provider (CSP), offering pay
television, voice, broadband, and mobile
services to businesses and consumers in the
United Kingdom. TalkTalk chose Ascendon to
further elevate its TV offering as a competitive
digital service, aligned with consumer demand
for access to video content anytime,
anywhere, across devices
Ascendon will provide an intuitive app-based
storefront and other services that will allow
consumers to access titles from TalkTalk TV’s
video product catalog through the set-top box
or mobile devices
25#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL
Brandon Sailors
Executive Director, Financial Services
brandon.sailors@csgi.com
614.271.8683 (mobile) | 402.963.8710 (office)
David Pratt
Sales Director, Financial Services
david.pratt@csgi.com
331.703.2585 (mobile) | 312.385.4671 (office)
For more information please contact…
Q&AThank you