Improving customer engagement through Pega’s omnichannel ...
Transcript of Improving customer engagement through Pega’s omnichannel ...
Improving customer engagement through Pega’somnichannel AI technologyDavid Steuer, Managing Director and Global Lead of Accenture’s Intelligent Technology Partner Practices
GLOBAL TRENDS FOR CUSTOMER ENGAGEMENT
OCTOBERTHE FALL CLASSIC
3
野球
Copyright © 2019 Accenture. All rights reserved.
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SABERMETRICS:PREDICTING THE NEXT BEST ACTION FOR BASEBALL
HOW PEGA &
ACCENTURE
HELPED
WHAT
WERE THE
RESULTS?
CONTEXT &
CHALLENGE
NORTH AMERICAN TELECOMMUNICATION GIANTUSING AI TO IMPROVE CUSTOMER EXPERIENCE
Client is a Tier 1 Telco in North America, offering wireless plans & products to 50+ million postpaid and prepaid subscribers. In early 2015, client defined clear objectives to reduce postpaid churn within a hyper-competitive and commoditized environment.
• 500+ personalized customer treatments
• Significant reduction in abuse of credits by agents through more personalized offers and customer-level budgets resulting in reduced cost of retaining customers.
• Outlier management resulted in 75%+ net offer rate for NBA by agents.
• Improved retention by 14%.
• Improved transactional NPS by 40%.
• Increased add-a-line by 8%.
• Increased upgrade rate by 4%.
• Increased insurance up-sell by 19%.
• Defined operating model and stood up Command
• Helped client define strategy to expand & deploy NBA to Care, Retail and Digital channels, reaching over 43,000 agents, as well as implementation of NBA Outbound Marketing.
• Developed the Reporting strategy and provided support for designing the operational and executive reports and daily dashboards.
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PERSONALIZATION ENABLEMENT OUTCOMES
NBX
Human Centered Design – Customer & Employee Experience
Stakeholder Alignment – channels, marketing ops, analytics,
Change Management – communication, impact, adoption, incentives
Financial Control
Earn Premium through Experience
Surprise and Delight
PersonalizationEverywhere
{{{Culture of Customer
First
Cross Channel Contact Strategy & Expansion
Right Time Digital
Personalized Service Experiences
Always on Marketing & Service
Dat
a, In
sigh
ts, E
ven
ts
Center
Chat
Online
IVRSocial
Partners
Devices
OutboundApps
Smart
Assistant
Chat Bot
OP
TI-C
HA
NN
EL S
TRA
TEG
Y
ENGAGEMENT
GLOBAL MARKETING TRENDMOVING FROM PUSH TO PULL
D2DD2D
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VALUE ACHIEVED FROM PERSONALIZATIONEIGHT EXAMPLES ACROSS FIVE VALUE LEVERS
Example Clients
Improve retention
Reduce cost to retain
Improve NPS
Increase revenue
Decrease time to market
Improve FCR
14% reduction in churn
30% improvement in cost to retain
20% increase in NPS
25% (8bps) reduction in disconnect rate
for save desk
9 day decrease in bringing an offer
to market
15%reduction in repeat calls
Large NA CSP 1
Large NA CSP 2
Large European CSP 1
Large European CSP 2
40% reduction in churn
300% increase in offer acceptance
3 monthsfrom project start to first tangible results
Large European CSP 3
14% reduction in churn
70% increase in retention campaigns
success rate
Large ANZ Media
14% improvement in retention
33% growth in items per transaction
20% incr program sales rev
Large NA Bank
67% decrease in account setup
40% increase
40% increase in revenue per customer (base management)
60% increase in cross sell revenue
20% increase in upsell
20% reduction in cost per offer
29.7% reduction in cost to retain
55% increaseService to sale
38% conversion rate12.3% revenue
per sale
Large S. America CSP
6.3% increase in retained revenue
(cancel + discount) for $115M revenue
increase
35% to 80%increase in x-sell
campaigns success rate
<12 monthsto achieve ROI on
implementation project
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HOW
ACCENTURE
HELPED
WHAT
WERE THE
RESULTS?
CONTEXT &
CHALLENGE
AUSTRALIAN MEDIA COMPANYPEGA AI HELPS REDUCE COST TO SAVE
Client provides subscription television services across Australia, via Satellite, cable, and streaming. Client’s core business focus remains on it’s television offering, but in 2015 the company branched out into broadband services; offering it’s customers the opportunity to bundle both services together. In addition, Accenture is implementing a real-time event campaign environment based on usage data, geolocation, top-up, etc. all to help the following:
• Targeted Offer Savings
• Improved customer churn via better recognition of customer value
• To provide a consistent customer experience across touchpoints with lower reliance on agents
• To create new revenue streams by enabling sales conversations in the traditional call center environment
• 70% save rate with substantial improvement in high CLV subscribers
• 29% reduction in average offer costs
• 20% reduction in repeat offer costs
• 8% cost saving for retention offer
BUSINESS ACTIVITIES• Leveraged 400+ customer attributes to derive the optimal
offers for the customer
• Derived a customer budget using customer life time value, churn risk model etc. to optimize offer cost spent
• Integrated customer real time context with the customer historic information to derive the optimal recommendations on the call.
• Build Pega’s machine learning and adaptive models to continuously optimize the customer interactions
• Enabled same offer strategies across channels leading to consistent customer experience across all touchpoints
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LEADING EUROPEAN BANK
PEGA CUSTOMER DECISIONING HUB PROVIDES REAL-
TIME & CONTEXTUAL OFFERS TO CUSTOMERS
Client / Business Challenges Accenture Role High performance Delivery
▪ The Client vision is to provide contextual offers across multiple channels and make it data driven;
▪ Make offers relevant to real time customer behavior and keep it consistent across multiple channels;
▪ Push offers to relevant customer group and improve relevancy of the offers using Pega’sMachine Learning and Artificial Intelligence capability.
▪ Provided thought leadership, Senior level oversight and development capabilities;
▪ Leverage Accenture CDH knowledge for faster time to market (Go-Live with MVP-1 in less than 3 month);
▪ Used latest decisioning features in Pega Infinity version to their best potential;
▪ Working in close collaboration with the client and Pega systems to deliver business value;
▪ Leveraging Accenture marketing experience for future implementations.
✓ Dramatic increase in the offer relevancy leading to the increase of sales opportunity, evidenced by doubling of click ratios by the customers;
✓ Visibility into offer relevance and acceptance rate on custom dashboard;
✓ Provided customized reports to help business team in Offer Administration;
✓ Live on the web & mobile channel to the entire customer base (8 – 10 Million customers);
✓ Serving Real Time NBA’s within SLA of 200ms for both Web and Mobile;
✓ Planning to roll-out on Call Center channel in coming months & outbound offers by end of 2019.
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SUCCESSFUL AI ENABLED NBA PROGRAMS STRATEGY, TECHNOLOGY, & BUSINESS OPERATIONS
DATA
BUSINESS RULES
OFFLINE MODELS
CHANNELS
SMS
Accenture Confidential Material
1
Program Leadership
PMOChange Mgmt.
Governance
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VISION EXAMPLEEVENT DRIVEN AND RELEVANT
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Streamline service operations and decrease AHT & TTR
PEGA IS A CUSTOMER ENGAGEMENT ENGINEDELIVERING AI OMNI-CHANNEL CUSTOMER ENGAGEMENT & OPERATIONAL EFFICIENCY
REALTIME AI AND NEXT-BEST-ACTION
END-TO-END INTELLIGENT
AUTOMATION
VALUE LED ROBOTIC
ENABLEMENT
INTELLIGENT WORK
MANAGEMENT
SEAMLESS OMNI-CHANNEL SALES &
SERVICEPIV
OTI
NG
TO
TH
E N
EW
Deepen relationships and increase cross/up-sell
Increase sales effectiveness
Increase retention, customer loyalty & NPS
Deliver predictive and proactive omni-channel customer service
Acquire more customers Drive Operational cost savings and decreased cost per transaction
Enable improved quality and decreased manual efforts
Increased throughput and productivity with unlimited
scale
24/7 Operation
Shift existing resources up the Value Curve
CustomerEngagement
Digital Process Automation
Create frictionless, personalized customer experiences across all
touchpoints
WORKFORCE TRANSFORMATION
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Multi tenant solution using future facing technologies, ideated and implemented by Accenture, has exceedingly improved the product offering and created new business opportunities for our client.
Pega CRM – Health Insurance Example
What was the opportunity?
Client is a Healthcare Technology firm who provides software solutions and services to Healthcare Payer companies across The United States. The client needed to replace legacy call center applications at multiple Payer firms.
How did Accenture help?
Accenture provided the strategic thought leadership and tactical delivery leadership towards a multi-tenant solution with a suite of products that creates synergy and benefits for all involved.
✓ New revenue ($15 M every year) to the business from new clientele generated from the industry leading solution
✓ Increased speed to market and reduced implementation costs (70%) for the clients (Payer firms) of the technology firm
✓ Reduced operating costs (30%) to the call centers via the improvements to core KPIs attained by the enhanced product
✓ Betterment of end-user and customer satisfaction via enhanced journeys across intake channels and across enterprise applications
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3. Framework focussed Architecture• Base Emphasized Technology stack• Common Enterprise class Structure• A La Carte Ruleset strategy
5. Specialization• Annual upgrade strategy • Multi-level security measures• Abstraction of data variations
across clients
1. Omni Channel State Maintenance• Transfer work between intake
channels• Collate work across channels • Social Media, CTI/IVR, Text, email,
Portals, Content Mgr.
2. Pega Products Suite • Knowledge Management• Customer Decision Hub• Appeals and Grievance• Claims Work Station
4. Flexible hosting options• On Premise • Cloud based• Client hosted• Hybrid models
INTELLIGENT TECHNOLOGIESTECHNOLOGY CHOICES TO ENABLE A MULTITENANT SOLUTION
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Increase in revenue by $15 M/year, for our client, with potential for more growth
35% reduction in Call center operational costs at the Payer, via KPI gains
Reduction in Cost of implementation, for each Payer -70% potential
Business Gains
Client base has increased from 7 to 36 (Blues Plans) with potential to also expand to non-Blues
4 new product offerings created due to the synergy derived in the architecture – KM, Concierge with CDH and CM, A&G
New flexibility in product sales – A la carte selection of features or suite of products; starter product or SAAS
Product Advancement
Improved core Call Center KPIs – ACHT (30% reduction), FCR (25% gain), new CSR enablement time (down 40%)
Realization of aspirational KPIs – AI guided Advisories campaigns, Call volume reduction, common application with end-end journeys for front-back office teams
Concurrency of product with technological, social, industry innovations
Program Improvement
Speed to market improvement by 75%
Large gains in quality of the product; Defects rate in production reduced by 60% compared to other applications
Standardized-repeatable governance model across implementations
Fiscal Gains:
MULTI-TENANT CRMOUTCOMES DELIVERED
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COMMUNICATION EXAMPLETRANSFORMING THE CUSTOMER JOURNEY
PHYSICAL DOMAIN ACCESS
CONNECTIVITY & CLOUD INFRASTRUCTURE
REAL TIME SERVICE MANAGEMENT
NETWORK SERVICE PLATFORMS
NETWORK AND INFRASTRUCTURE EXPOSURE
SYSTEM OF RECORDS ABSTRACTION
SYSTEM
S OF IN
SIGH
TSP
ega N
ext-Be
st-Actio
n-A
dviso
r
X.0
TECH
NO
LOG
IES(A
R/V
R, D
igital Twin
, Blo
ckchain
, etc.)
DIGITAL ECOSYSTEM
SERVICE PLATFORM
DIGITAL BUSINESS PLATFORM
PARTNERSCHANNELS
B2B2X Partners (M2M, IoT)
Self-ServicePortal
DedicatedSupport
Salesteam
Apps Employees(B2B2C Model)
B B C
Enterprise Experience Marketing Intelligence Partner Enablement
TRADITIONAL BSS/OSS
SERVICEORCHESTRATION
INTELLIGENTOPERATIONS
GLOBAL TELCO
PLATFORM
E2E TOPOLOGY
Creation
Fulfilment
Assurance (Fault, Perf., TTM)
Billing
CONNECTED INDUSTRY ORCHESTRATOR
CONNECTED INDUSTRY
Auto
motive
Health
Care... Govern
ment
X.0 Connected Industry Platform
Legacy stack Decoupling layers Digital stack Ecosystem services
INTELLIG
ENT A
UT
OM
AT
ION
Pe
ga Ro
bo
tics
Omni Channel Sales & Service (Digital Experience)
Lean Architecture
CY
BE
RS
EC
UIR
TY
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1
3
5
5
6
2
Platform Play4
4
Data Insights
5
Journey to Cloud3
Intelligent Operations
6
Omnichannel integrated sales and service capabilities decoupled from the underlying complexity of the legacy system of records and extending B2B2x value chain
Combined with API & Microservices architecture to decouple from system of records to create a lean architecture
2
Help CSP to minimize the Capex and Opex to enable Cloud
Enable CSP’s to build platforms to monetize the services in IoT, B2B2x services, etc
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8
5
Enable Intelligent Operations through AI & RPA for Service Assurance, IT Operations, Customer Care, etc
Enable Intelligent Operations through AI & RPA for Service Assurance, IT Operations, Customer Care, etc
Technology Vision7
Next Generation Technology Support through Extended Reality, Bloch Chain, etc
Network Services8
Enable Software Defined Networks at the core network layer to virtualize network operations
Pega CRM Suite (Pega Customer Service, Pega Sales Automation, Pega Marketing)
Pega Robotics Pega Artificial Intelligence
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ありがとう非常に
Pega enables customer transformation
Take advantage of AI-enabled Next Best Action.
Improve customer service by using Pega to bring information from the back office into the front office.