CUSTOMER DECISION HUB - Sas Institute · CUSTOMER DECISION HUB SOLUTION CONCEPT –THE MARKETING...
Transcript of CUSTOMER DECISION HUB - Sas Institute · CUSTOMER DECISION HUB SOLUTION CONCEPT –THE MARKETING...
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CUSTOMER DECISION HUB
CUSTOMERS DO NOT KNOW CHANNELS –
THE ANALYTICAL-DRIVEN CUSTOMER EXPERIENCE
Presented to SAS FANS in Trondheim, 11th of November
Kristoffer Kalbekken, Nordic Consulting Manager – Integrated Marketing Management
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CXN
CUSTOMER EXPERIENCE NEWS
WHAT IS HAPPENING IN THE MARKETPLACE?
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THE AGE OF THE
CUSTOMER”THE TIMES, THEY ARE A CHANGEING” – STILL
Customer Initiative
Push to Pull
Unplanned contacts
Time sensitive
Omni-channel
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WE ARE NOT SO
RATIONAL
Too many decisions
”Talk to my feelings”
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RELATIONSHIP TO
EXPERIENCE
FROM CUSTOMER RELATIONSHIP MANAGEMENT
TO CUSTOMER EXPERIENCE MANAGEMENT
Disconnects
”White Spots”
Next Best Message
CXO: Chief Customer Experience Officer
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CUSTOMER DECISION HUB
CUSTOMERS DO NOT KNOW CHANNELS –
THE ANALYTICAL DRIVEN CUSTOMER EXPERIENCE
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CUSTOMER
BEHAVIOR IS
CHANGING
KEY CHALLENGES
Customers expect a consistent customer experience
across all channels – in real-time!
New channels, always on
Digital Transformation
Business/Decision logic separate in every single channel
Marketing/channel departments act as silos
Different tools/systems
Different goals, difficult to synchronize
Marketing activities still often based on gut feel
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THE SAS APPROACH TO OMNI-CHANNEL MARKETING
SAS CUSTOMER DECISION HUB
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CUSTOMER
JOURNEY
AS WE ALL KNOW, THERE ARE MANY TOUCH POINTS
ALONG THE CUSTOMER JOURNEY
Inbound Inbound Outbound Outbound
Actual
demand
Real-Time
Interaction
Next-Best
Action
Real-Time-
Interaction
Sales
Offer
Location
Based
Inbound Inbound
1 2 3 4
1 2
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CUSTOMER
DECISION HUB
SO WE NEED A CUSTOMER DECISION HUB TO MANAGE
THE CUSTOMER JOURNEYS
CUSTOMERDECISION HUB
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CUSTOMER
DECISION HUB
OUR JOURNEY STARTS BY UNDERSTANDING ALL
POSSIBLE ACTIONS THAT CAN OCCUR
CUSTOMERDECISION HUB
Sales programs
Service-Activities
Marketing campaigns
Ad-hoc-actions
Regular communications
Contact strategies
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CUSTOMER
DECISION HUB
FOLLOWED BY USING THE BEST INSIGHT TO INFORM
THOSE ACTIONS
CUSTOMERDECISION HUB Events
Analytical models
Transactional data
Context
Scores
Risk
Potentials
History
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CUSTOMER
DECISION HUB
AS WELL AS KNOWING IN FULL WHAT THE RULES ARE TO
BE MANAGED
CUSTOMERDECISION HUB Contact rules
Strategic decisions
Priorities
Constraints
Channel restrictions
Budget-Limits
Contact Permissions
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CUSTOMER
DECISION HUB
ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER
DECISION HUB TO ENABLE THE BEST DECISIONING
CUSTOMERDECISION HUB
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CUSTOMER
DECISION HUB
ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER
DECISION HUB TO ENABLE THE BEST DECISIONING
CUSTOMERDECISION HUB
Sales programs
Service-Activities
Marketing campaigns
Ad-hoc-actions
Regular communications
Contact strategies
Events
Analytical models
Transactional data
Context
Scores
Risk
Potentials
History
Contact rulesStrategic decisions
Priorities
ConstraintsChannel restrictions
Budget-LimitsContact Permissions
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CUSTOMER
DECISION HUB
ORCHESTRATION AND OPTIMISATION BASED ON MARKET
LEADING ANALYTICS IS AT THE HEART OF THE SOLUTION
Analytics based
Optimization
Orchestrate
Actions
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CUSTOMER
DECISION HUBSAS DECISION HUB CONCEPT
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CUSTOMER
DECISION HUBR
ule
sCUSTOMER DECISION HUB
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CUSTOMER
DECISION HUBSOLUTION CONCEPT – THE MARKETING DECISION HUB
Rule
s
Next-Best-Action (NBA)
Real-Time Analytics
Optimized
Offers
(NBA)
Real-Time Orchestration using the
Outbound-Suppressions+
1
2
Standard
Communication
Request
Reply
Optimization &
OrchestrationDecision Logic
CUSTOMER DECISION HUB
3
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CUSTOMER
DECISION HUBSOLUTION CONCEPT – THE MARKETING DECISION HUB
Rule
s
Next-Best-Action (NBA)
Real-Time Analytics
Optimized
Offers
(NBA)
Real-Time Orchestration using the
Outbound-Suppressions+
1
2
3
Standard
Communication
Request
Reply
Optimization &
OrchestrationDecision Logic
Real-Time
Execution
Batch
Execution
Optimization
Engine
Design
Environment
CUSTOMER DECISION HUB
Copyr i g ht © 2014, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
CUSTOMER
DECISION HUBR
ule
s
Next-Best-Action (NBA)
Real-Time Analytics
Optimized
Offers
(NBA)
Real-Time Orchestration using the
Outbound-Suppressions+
1
2
3
Standard
Communication
Request
Reply
Optimization &
OrchestrationDecision Logic
Real-Time
Execution
Batch
Execution
Optimization
Engine
Design
Environment
CUSTOMER DECISION HUB
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CUSTOMER
DECISION HUBKEY BENEFITS
CONSISTENT Omni-Channel implementation
CENTRAL decision logic for all customer interactions
UNIFIED user interface across departments
VALUE-BASED marketing management
LEVERAGE business know how
through SAS Advanced Analytics
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THE CUSTOMER DECISION HUB
PROVEN SAS® CUSTOMER INTELLIGENCE TECHNOLOGIES
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CUSTOMER
DECISION HUBWITH SAS® CUSTOMER INTELLIGENCE
Optimization
Central Rules
Repository
Actions
Campaign design
and Action definition
Scenarios
Real-Time Customer
Interactions
Monitoring, Analyzing & Optimization
of all Customer InteractionsAnalyse &
Insight
Planning and
Orchestration
Marketing Planning,
Workflow & Approvals
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CUSTOMER
DECISION HUBWITH SAS® CUSTOMER INTELLIGENCE
Optimization
Central Rules
Repository
Actions
Campaign design
and Action definition
Scenarios
Real-Time Customer
Interactions
Monitoring, Analyzing & Optimization
of all Customer InteractionsAnalyse &
Insight
Planning and
Orchestration
Marketing Planning,
Workflow & Approvals
Planning
Optimization
Execution
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CUSTOMER
DECISION HUBGROWTH PATH TO EVOLVE
CentralRules repository
Contact Policy Rules, Constraints, Limitations, Optimization Objectives
1
Implementation of dedicated Inbound-and Outbound-Scenarios
2Continuous Enhancements
More Scenarios, Channels, Types of Interactions
3
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CUSTOMER
DECISION HUBTHE SAS® CUSTOMER DECISION HUB
CUSTOMER DECISION HUB
For the first time the
enables Organizations to establish value driven marketing
with a true contextualOmni-Channel-Communication
across all channels
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QUESTIONS?SAS® SOLUTIONS FOR
INTEGRATED MARKETING MANAGEMENT (IMM)
+47 900 66 149
http://no.linkedin.com/in/kalbekken
Kristoffer KalbekkenNordic Consulting Manager - IMM
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THANK YOU!