SCRIPTING THE CUSTOMER CONVERSATION USING ANALYTICS ANDREW PEASE, GLOBAL COE ANALYTICS PLATFORM

Transcription

1 SCRIPTING THE CUSTOMER CONVERSATION USING ANALYTICS ANDREW PEASE, GLOBAL COE ANALYTICS PLATFORM

2 PERSONAL INTRO Andrew Pease SAS Global Center of Excellence Analytics Platform - Based in Belgium - Listener - Analyst - Performer

3 CUSTOMER CONVERSATION SCRIPT Scripting the Customer Conversation The Value of Data and Analytics Driving A Superior Customer Dialogue Some Experiences Conclusions

4 HOLLYWOOD HOW DOES SCRIPTING WORK? Collect team Explain vision SHOOT Idea Let your ideas mate! Financial crisis + Interesting parable Execute Research Write drafts Test drafts Rewrite Write Read similar scripts Analyze all scripts Get buy-in

5 ORGANIZATIONS HOW DOES SCRIPTING WORK? Collect team Explain vision SHOOT Idea Let your ideas mate! Social Media + Voice of the Customer Execute Research Write drafts Test drafts Rewrite Write Read similar scripts Analyze data Get buy-in

6 SCRIPTING MAKING STRATEGIC INSIGHTS OPERATIONAL GLOBAL OPERATIONS PRICING DECISIONS MARKETS STRATEGIC PRODUCT LINES OPERATIONAL

7 CUSTOMER CONVERSATION SCRIPT Scripting the Customer Conversation The Value of Data and Analytics Driving A Superior Customer Dialogue Some Experiences Conclusions

8 Copyright Copyright 2011, 2012, SAS SAS Institute Inc. Inc. All All rights rights reserved. reserved.

9 ANALYTICS RETAIL STOCK OPTIMIZATION Site stocker has smart device Based on current-day purchases, combined with all available super/store/ warehouse stock data and forecasts, give optimized replenishment schedules and pricings Lots of real-time Data combination Model combinations Results Value: Service, Retention, Sales, Less Waste Lots of data Current Sales Stocks and Orders Forecast Trends Product Hype Social Media

10 CASES CONSUMER PACKAGED GOODS GLOBAL FORECASTING Worldwide CPG companies need synchronized forecasts Right product at the right place at the right time Lots of Data combination Model combinations Computations Reconciliations Value: Revenue, Working Capital, Planning Time/Efficiency, Customer Satisfaction Lots of data Historical Sales Promotion Plan Macro-economic Product evolutions

11 CUSTOMER CONVERSATION SCRIPT Scripting the Customer Conversation The Value of Data and Analytics Driving A Superior Customer Dialogue Some Experiences Conclusions

12 ANALYTICS DRIVING A SUPERIOR CUSTOMER DIALOGUE Make each and every operational decision point, a point to balance business instinct with data-driven experience

13 MARKETING AND RISK ALLIGNMENT Large Automobile Insurer BETTER CROSS-ORGANIZATIONAL DECISIONING Key Requirements Make sure all channel offers reflect current organizational risk appetite Process Success Factors Clear role definition for IT and for Business Integrate past analytic successes Combine with identified strategic objective Data Claims, Customer, GPS

14 BALANCING RISK AND MARKETING INITIATIVES Large Bank and Insurer BETTER LOAN PROVISIONING Key Requirements Predictive models to identify risk Universal rules application All Channels Online Call center Branch Value Win more loan bids In line with organizational risk appetite

15 RETAIL MARKETING Large Oil Company and Fuel Retailer COUPON AND VOUCHER MANAGEMENT Key Requirements Easy to use rules authoring interface Changing customer loyalty profiles/policies The Effort Defining cross-department strategies Capturing rules and trends Success Criteria Centralized contact policies and rules Synched channel approach

16 CUSTOMER CONVERSATION SCRIPT Scripting the Customer Conversation The Value of Data and Analytics Driving A Superior Customer Dialogue Some Experiences Conclusions

17 CASE #1 PHARMACEUTICAL WEB MONITORING Global biopharmaceutical company Chronic diseases Patient centric Key Opinion Leaders Sentiment Analysis Competition Regulation Adverse Events

18 CASE #1 PHARMACEUTICAL WEB MONITORING Data sources: Community websites, pubmed Words Associations SAS Text Mining Create the taxonomy Exploration SAS Information Retrieval Studio Input Sources Document Repository Text Analytics Enhance SAS Content Category Mobile Devices WWW Results

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25 CASE #2 DEMAND FORECASTING Global CPG Organization Right product at the right place at the right time Cornerstone of brand recognition, loyalty, value Availability is King, but... Excess is loss

26 CASE #2 BUILDING THE DEMAND PLAN Gather historical data Clean history Forecast base demand Add influencers Final Consensus Demand Plan

27 Seasonal CASE #2 FORECAST BASE DEMAND Original Trend Cycle Irregular

28 CASE #2 ADD INFLUENCERS Quantify Operationalize

29 CASE #2 FINAL CONSENSUS PLAN Forecast drives: Procurement Production Distribution Promotions

30 CUSTOMER CONVERSATION SCRIPT Scripting the Customer Conversation The Value of Data and Analytics Driving A Superior Customer Dialogue Some Experiences Conclusions

31 CUSTOMER CONVERSATION CONCLUSIONS The customer is speaking through the data Data volumes are drowning out the voice Script a better conversation through analytics Drive it through all channels

32 Q&A MERCI