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)

Copyright © 2016, SAS Institute Inc. All rights reserved.3

customer experience

is now where you win or lose customers loyalty


“experiences designed for everyone satisfy no one”

Bruce Temkin, Customer Experience Transformist

Copyright © 2016, SAS Institute Inc. All rights reserved.

The increasing demand for quality customer experiences

5


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


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


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


What are the capabilities required?

Company Confidential - For Internal Use OnlyCopyright © 2016, SAS Institute Inc. All rights reserved.9


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


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


The centralized marketing “brain”

Integrate channels and automate campaigning

Orchestrate strategy, priorities & rules

Centralise customer 360 & analytics

Enable & arbitrate real-time contextual

decisions


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


Ru

les

Decision Logic1

Real-Time Analytics2

Request

Reply Next-Best Action3

Customer Decision Hub

Specific Refinement+

Campaign

Op

timisatio

n


14

Optimized Offers (NBA)


Ru

les

Decision Logic1

Real-Time Analytics2

Request

Reply Next-Best Action3

Customer Decision Hub

Specific Refinement+

Campaign

Op

timisatio

n


15

Contextual Real Time DecisionManagement

Omni-Channel OutboundMarketing

Op

timisatio

n



CUSTOMER DECISION HUB

16


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


Sample MA screen shots

18


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?


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


this sounds great

so where’s the value?


Customer Experience built on Moments of Truth

Source: Experience Radar: Lessons learned from the Airline industry. PWC, October 2013

Copyr i g ht © SAS Ins t i tu t e Inc . A l l r ights reser ved .

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


* 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

24

Incremental Revenue Increase €10M

Payback MONTHS

Take Rate 5x Business As Usual 24%


The future of digital customer engagement



Challenges - One device, many channels, one customer

Click to edit Master title style


Dubai

Market



Dubai

Market



3/4/16 Shop Entrance Frequent Shop Twice the points today only!

1/4/16 Monthly Newsletter Frequent Shop Specials this month!

Dubai

Market


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

33

at what point does this get creepy?


DaTAA


Things are changing

• % of customers Who share location data

Willing to share location data?


THANK YOU!Baie Dankie!Ngiyabonga!

شكرا

38

Delivering Contextual Customer ExperiencesCustomer Journey actions Campaign Plannning Event-based...

Documents

Transcript of Delivering Contextual Customer ExperiencesCustomer Journey actions Campaign Plannning Event-based...