The Customer Experience: Delivering in High · PDF fileThe Customer Experience: Delivering in...

The Customer Experience: Delivering in High Definition

Mark SwensonDirector, Customer Management PracticeTeradata Europe Middle East Africa

Teradata Confidential; created by Mark Swenson; slide 2

agenda

• opportunities for impacting the customer experience

• classic: new types of event-based marketing

• automated: real-time next-best offers

• interactive: social media


little decisions add up

“We judge leaders by how well they make big, strategic decisions. But

corporate success also depends on how well rank-and-file employees

make thousands of small decisions.

• Do I give this client a special price?

• How do I handle this customer’s complaint?

• Should I offer a seat upgrade to this passenger?

“By themselves, such daily calls – increasingly made with the help of

enterprise decision-management technology – have little impact on

business performance. Taken together, they influence everything from

profitability to reputation.”

– Frank Rohde, “Little Decisions Add Up,” Harvard Business Review, June 2005


High value customer with 3 delayed flights in the last 6 trips

Wife didn’t get special treatment even though hubby flies 100k miles per year

Reading light malfunctioning

Elite flier in economy whilst on leisure holiday package

Passenger qualifies for gold tier with this flight

Involuntarily bumped to this connecting flight

After tight connection, not sure her bag made this flight

You could’ve said something…


You said too much…

browse city pair online

starts booking; abandons

email: 15% offer

visits travel agent

mailer with 20% off

Foursquare check-in

mobile: 25% coupon

online offline mobile phoneFri 17:00

Sat 9:00

Sat 11:00

Sat 11:15

Sat 9:10

Groupon €25 offerSat 8:50

contact optimisationa contact optimisation engine could have automatically filtered these contacts by type, strategy & recency of other contacts,

across channels, allowing only the best one(s) to go out


a leap in thinking

legacy CRMManage

My data for your benefit

You contact me when you want, NOT when I want

You want to control the conversation

Your staff are trained to help you – not me

today’s CRMEngage

My data for my benefit

I will engage when I want to

I control the conversation

Your staff are geared up to help me, and also you

trust me

empower me

engage me


latest step in the marketing continuum

List-basedselections

Models &Profiles

Events &Next-Best

Offer

1980 1990 2000 2010

InteractiveWeb

Marketing

2010+

Velo

city

& R

OI

Active MarketingEco-System


from manage to engage

List basedselections

Models &Profiles

Events &Next Best

Offer

1980 1990 2000 2010

InteractiveWeb

Marketing

2010+

Velo

city

& R

OI

Active MarketingEco-System

CRM “Manage Me” now:

“Engage Me”

now: “Engage Me”


provide a customer experience

• Customers will have an experience

• Customers leave behind clues in their behaviour

• Does the customer see a picture similar to what you see?

• Does your competitor see the customer better than you do?


high definition customer engagement

Help me with my travel experience.

I’ve shown my loyalty to you – how will you show your loyalty to me?

I share my travel experiences with my friends.

PROACTIVENESS• I know you have my data. Why don’t you use it?• Why can’t you see what I just did on the web?• I complained, but nobody did anything.

RELEVANCE• What can you offer me?• What am I entitled to?• Don’t you know how much I fly?

MY WORLD• I like you enough to friend you.• I’m in control; I say what I think to anybody online.• I trust what my friends think more than your

marketing department.

CLASSIC• event-triggered marketing• web data, unstructured data

AUTOMATED• next-best offer• based on real time web behaviour

INTERACTIVE• interactive/social-ready CRM


event-based marketing

Deliver message to any channel

1. Timely

data from channels

2. Define rules for what you

want triggered

3. Link action to trigger

automatically

Shift focus from airline transactions onto the customer

What experiences found in data do

you want to know?


updating your event triggers

you’re likely doing these:• bought ticket without hotel

& car• misconnected last flight• baggage issue • renewed gold• flown this route last 4

Mondays in a row

data required • operations data (missed &

delayed flights, bag issues)• booking data (new travel

patterns)

start doing these:• posts a negative tweet• researches & abandons

same city-pair 23 times• links to Facebook from your

outbound emails• posts comments & reviews• completes survey

data required• unstructured text (emails,

call centre notes, surveys)• online data (abandoned

sessions, searches, reviews)


customers requesting action

• find customers who’ve asked for follow-up in their customer satisfaction survey responses> before: all but a very few of

these requests went unnoticed

• contact these customers to resolve their problem

• improved Net Promoter Scores; 85% say impression of Travelocity is improved

• average customer satisfaction doubled








INTERACTIVE• interactive/social-ready CRM


Dynamic Prediction Scores Eligible Offers

24%

17%

8%

Ranking:• Marketing rules• Sudden priority• Expected value• Inventory

1 or moreoffers

1. Fare Sale

2. Upgrade

3. Premium Economy

ineligible

ineligible

ineligible

X

XX

Upgrade

Lounge Pass

Premium Economy

Fare Sale

Holiday Offer

Purchase Miles

Offers

Arbitration Ranks Offers

real-time inbound next-best offer

Business Rules Determine Eligibility

inactive

Campaigns

XUp-SellCampaign

RetentionCampaign

Cross-SellCampaign

Customer

Automatic optimization

Marketing control

I’d like to book a wedding

anniversary trip…

…but we’re on a budget, so I’m also comparing fares on

an OTA.

On site’s promo page browsing

holiday packages-

…but clicks on link to last minute fare sale & views >3

destinations there.








INTERACTIVE• interactive social-ready CRM


interactive social-ready CRM

• 80% access social media sites throughout the day• 60% use social media to reach family/friends whilst on the road instead of

email & phone• 39% can't live without social media• 33% log on multiple times an hour

how to start1. Get in on online conversations2. Identify & engage influencers to advocate for your brand3. Leverage digital assets (apps, UGC, links, etc.)

3,000 tweets mention a brand or product every minute

Sheraton, Nov 2010


get in on online conversations

• listen to & engage in online social conversations• feed the treasure hunt mentality thru Twitter• direct marketing use case: create segments from Twitter users:

last-minute buyers, price-sensitive customers, socially-engaged


identify & engage influencers

• customers trust customers – not you• 74% of consumers trust peer reviews over advertising• 64% spend >10 minutes reading product reviews before making a

purchase; 33% spend >30 minutes (– Power Reviews)

• direct marketing use case: put frequent reviewers in a VIP segment


empower influencers to advocate for you

• influencers know & impact other customers

• influencers defined by 4 measures:

direct marketing use case:• create segment(s) of influencers • above or below the line• offer special experiences & offers• test new stuff as early adopters• incentivize them to share w/ others

finding influencers empowering influencers


leverage digital assets

• social assets enable sharing travel plans with friends & linking to social media

outbound emails & corporate web social media travel sharing

sites


KLM interactive magazine

share via Twitter, Facebook, Hyves & email; these links enable capture of social media ID

“book now” link

lets me get

involved


publish & leverage digital assets

direct marketing use case:

• link to FF acct• enable reviews• source data into

data warehouse• analyze data• define event

triggers for customer service opportunities

• identify frequent reviewers & influencers


my data for my benefit

example: Wells Fargo My Spending Report

• track where I’ve been• collaborative-filtered recommendations• make aspirational w/ FF points; “get here with

just 4,000 more miles”• easy booking; “stay where I stayed last time”• create wish-list for where you want to go


KQ73VR$1530

M7QQ3Z£122

B27MNP€727

instead of seeing this:

LP69BJTL 455

AMS05P¥14550


re-earned platinum on

this trip

booked online for first time

typically business traveller, but

leisure flier today

see customers in high definition

upset she had to pay change fee

has now taken this flight every Monday

for 4 weeks


It’s all about the data…Teradata

simple intelligent engaging

cost efficient high value-add differentiation

teradata.com/customer-managementMark Swenson, Director, CRM COE EMEA

[email protected], +31 6 4188 1166

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