Create smart customer multi-channel interactions: Business cases and best practices

Julia Touzin, Digital Marketing Consultant, Marketing Applications, Teradata 26 April 2015

Agenda

1. Introduction 2. The logic of omni-channel

interactions 3. Best practices and customer

examples

Consumers engage over more and more channels

© 2014 TERADATA

¾ New touchpoints and contact channels

¾ Understand customer

behavior and preferences

¾ Personalization

¾ Act quickly

Multiple customer journeys

Source : Think with Google

The World is changing - some Stats for Russia

… 94 % of Russian internet users shop on-line at least once a year

… Around 75% of users visit the Internet every day

… Half of the Russian adult population is connected

Sources : ComScore, 2014 ; East-West Digital News & Data Insight at eCommerce Conference, 2014; Emailmonday.com ; ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013

Russian Internet users spend 37 hours per Month online

Source : ComScore, Global E-Commerce Trends, June 6th 2014

Russian internet users spend more than 1 hour per day online What does this mean? � Increased communication via digital channels

� Increased interest in eCommerce

� Increased expectations regarding relevance of information

and seamless digital experience

55% of Russians use their Smartphone to access their Email Accounts

Moscow is going mobile

Sources : ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013

Free Wifi in Moscov underground is an indicator that mobile usage during commuting hours will further increase...

Where interactions happen

EMAIL

SOCIAL

MOBILE

DIGITAL MESSAGING

DISPLAY ADS

SEARCH

WEB

TV

PRINT

ADVERTISING

RADIO

CALL CENTER

DIRECT MAIL

OFFLINE

CATALOGUES

RELATIONSHIP

INTE

RAC

TIVITY

• RELEVANT

• TIMELY

• CUSTOMISED

• CONSISTENT ACROSS CHANNELS

• CHEAP!

Aspiration Awareness Explore and consider Purchase Loyalty

Channel

Lifecycle stage

Direct mail

Email

Social

Call centre

Website

POS

Source: hybris Studienergebnisse: http://www.hybris.com/en/fashioncommerce

have a more positive attitude towards a brand, if a mobile application is available.

of brick and mortar business revenues are based on a prior search on the internet

Loyal consumers are omni-channel

will be more likely to become loyal customers if the user experience is consistent across multiple channels

Today’s consumers demand an experience that is

� consistent, � seamless, � minimal effort, � available over any channel, � recognizing who they are and what journey they are on.

If they don’t get this experience, they move on !

Consistently delivering a great customer experience builds loyal and profitable customers. Æ Customer experience is a sustainable competitive advantage.

Benefits of building omni-channel interactions

When creating interaction,

brands must make sure that they

make it happen with...

Right time

Best channel

Relevant content

Agenda

1. Introduction 2. The logic of Omni-channel

interactions 3. Best practices and customer

examples

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The path to Omni-channel data-driven marketing

Customer Experience

Engagement, Response,

ROMI

Product focused engagement

Acknowledging customers

Recognizing loyalty

Anticipating needs

Offering consistent

experience

Context aware engagements

Customer experience

focus

From Product Centricity to Customer Centricity

Interaction Individual User

Product/Offer Target Group

From Product Centricity to Customer Centricity

Individual

User

Time Content Offer Service Channel

Dem

ogra

phic

s

Tran

sact

ion

Hist

ory

Cont

act H

isto

ry

Life

cycl

e

Valu

e

Beha

viou

r

Affin

ity

Time Content Offer Service Channel

Time Content Offer Service Channel

Interaction

Product Target Group

Purchase/Transactions

Responses

Customer Profile

Mobile & Web

Social Media

Stock/Rates

Affinity Scores

Likely Conversion Path

Customer Behaviour

Attribution Models

Marketing Spend

Campaign Process

Segmentation

Decision

Best Offer

Responsive Content

Customer Preference

Compliance

Delivery

Governance

Customer (Single Customer View)

Operational (Stock & Logistics)

Analytical (Insight & Predictions)

Marketing (DW & Applications)

Data Tools

+

Marketing Challenges Aligning all customer touch points & data

Teradata‘s vision of Data-Driven Marketing helps to realize this

1) Integrate data from digital channels

2) Analyze data, detect patterns and triggers

3) Define Rules for Interaction

4) Outbound and Inbound customer Interactions

5) Track engagement and response

Omni-channel interaction tool

© 2015 TERADATA

Integrated Omni-channel marketing

� Consumer demographics and attributes

� Transaction records

� Communication history

� Response history

� All channels represented

Digital multi-channel life cycle management

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Digital multi-channel life cycle management

22

Digital multi-channel life cycle management

23

Agenda

1. Introduction 2. The logic of Omni-channel

interactions 3. Best practices and customer

examples

Market example : banks combine digital technologies with customer data to create new value for customers

© 2014 TERADATA

¾ Commerce ecosystem with restaurants and retail shops

¾ Cash-back deals appear in online banking platform for registered users

¾ Selected deals take into account � behavior � purchase pattern � location

Source: Bank of America

Campaigns require too much manual work and are too time consuming to launch

25 year old loyalty program with 10 million email contacts

Immature and disparate marketing systems

Data-driven marketing for faster personalised campaigns

Qantas needed to adapt to the growing

complexity of their customer relationships

Data-driven marketing for faster personalised campaigns

Qantas needed to adapt to the growing

complexity of their customer relationships

Turnaround time for campaigns has gone from 5 days to 5 minutes

Build complete customer profile with purchase history, social and mobile data

Segmentations allow Qantas to create and manage highly personalised campaigns

Can now execute customer conversations based on real-time customer information

Needed higher customer engagement across channels

Missing transactional data needed to offer a relevant customer experience

Needed to elevate digital strategy

Data-driven strategy to create a more personalised and effective customer experience

P&G needed to create brand loyalty and communicate directly

with their consumers

Data-driven strategy to create a more personalised and effective customer experience

P&G needed to create brand loyalty and

communicate directly with their consumers

Relevant relationships with 4.8B consumers

Unified system for all customer data in one place

Create a more personalised and effective consumer experience

Leverage campaigns across multiple brands

Hertz optimizes customer experience with tailored services and offers

© 2014 TERADATA

Problem

• With increasing competition, Hertz needed to create better customer value

• Needed to be able to offer 24 hour customer service. • Required pricing by the hour, the day, the week and the month

Solution

• Integrated and standardized all customer data • Analyzed the success of campaigns and offers using the RTIM • Using CIM, delivered personalized messages related to the rental

agreement

Results

• Can make, on average, 56,000 unique offers with peak volumes approaching 80,000.

• Offers and messages can be served-up to their 3,700 call center agents, counter terminals, email, as well as handheld devices

• 95% of Hertz's customer experience is consistent around the globe

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Thank you for listening

Julia Touzin Digital Marketing Consultant International

Julia.touzin@Teradata.com