CUSTOMER DECISION HUB

Transcription

1 CUSTOMERS DO NOT KNOW CHANNELS THE ANALYTICAL-DRIVEN CUSTOMER EXPERIENCE Presented to SAS FANS in Trondheim, 11 th of November Kristoffer Kalbekken, Nordic Consulting Manager Integrated Marketing Management Copyr i g ht 2012, SAS Ins titut e Inc. All rights res er ve d.

2 EXPERIENCE NEWS WHAT IS HAPPENING IN THE MARKETPLACE? CXN

3 THE AGE OF THE CUSTOMER THE TIMES, THEY ARE A CHANGEING STILL Customer Initiative Push to Pull Unplanned contacts Time sensitive Omni-channel

4 WE ARE NOT SO RATIONAL Too many decisions Talk to my feelings

5 RELATIONSHIP TO EXPERIENCE FROM CUSTOMER RELATIONSHIP MANAGEMENT TO CUSTOMER EXPERIENCE MANAGEMENT Disconnects White Spots Next Best Message CXO: Chief Customer Experience Officer

6 CUSTOMERS DO NOT KNOW CHANNELS THE ANALYTICAL DRIVEN CUSTOMER EXPERIENCE

7 BEHAVIOR IS CHANGING KEY CHALLENGES Customers expect a consistent customer experience across all channels in real-time! New channels, always on Digital Transformation Business/Decision logic separate in every single channel Marketing/channel departments act as silos Different tools/systems Different goals, difficult to synchronize Marketing activities still often based on gut feel Copyr i g ht SAS Ins titut e Inc. All rights res er v ed.

8 THE SAS APPROACH TO OMNI-CHANNEL MARKETING SAS CUSTOMER

9 JOURNEY AS WE ALL KNOW, THERE ARE MANY TOUCH POINTS ALONG THE CUSTOMER JOURNEY 1 2 Actual demand Real-Time Interaction Location Based Next-Best Action Real-Time- Interaction Sales Offer Inbound Inbound Inbound Outbound Inbound Outbound

10 SO WE NEED A CUSTOMER TO MANAGE THE CUSTOMER JOURNEYS CUSTOMER

11 OUR JOURNEY STARTS BY UNDERSTANDING ALL POSSIBLE ACTIONS THAT CAN OCCUR CUSTOMER Marketing campaigns Service-Activities Sales programs Ad-hoc-actions Regular communications Contact strategies

12 FOLLOWED BY USING THE BEST INSIGHT TO INFORM THOSE ACTIONS CUSTOMER Transactional data Analytical models Events Context Scores Risk Potentials History

13 AS WELL AS KNOWING IN FULL WHAT THE RULES ARE TO BE MANAGED CUSTOMER Priorities Strategic decisions Contact rules Constraints Channel restrictions Budget-Limits Contact Permissions

14 ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER TO ENABLE THE BEST DECISIONING CUSTOMER

15 ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER TO ENABLE THE BEST DECISIONING CUSTOMER Marketing campaigns Service-Activities Sales programs Ad-hoc-actions Regular communications Contact strategies Priorities Strategic decisions Contact rules Constraints Channel restrictions Budget-Limits Contact Permissions Transactional data Analytical models Events Context Scores Risk Potentials History

16 ORCHESTRATION AND OPTIMISATION BASED ON MARKET LEADING ANALYTICS IS AT THE HEART OF THE SOLUTION Analytics based Optimization Orchestrate Actions

17 SAS CONCEPT

18 CUSTOMER Rules

19 SOLUTION CONCEPT THE MARKETING Real-Time Orchestration using the CUSTOMER Request 1 Next-Best-Action (NBA) Optimized Offers (NBA) Reply 2 3 Real-Time Analytics Decision Logic Optimization & Orchestration Rules Standard Communication + Outbound-Suppressions

20 SOLUTION CONCEPT THE MARKETING Real-Time Orchestration using the CUSTOMER 1 Request Real-Time 2 Reply 3 Next-Best-Action (NBA) Execution Real-Time Analytics Decision Logic Optimized Offers (NBA) Optimization & Optimization Engine Orchestration Design Environment Rules Standard Batch + Communication Outbound-Suppressions Execution

21 Real-Time Orchestration using the CUSTOMER 1 Request Real-Time 2 Reply 3 Next-Best-Action (NBA) Execution Real-Time Analytics Decision Logic Optimized Offers (NBA) Optimization & Optimization Engine Orchestration Design Environment Rules Standard + Communication Batch Execution Outbound-Suppressions

22 KEY BENEFITS CONSISTENT Omni-Channel implementation CENTRAL decision logic for all customer interactions UNIFIED user interface across departments VALUE-BASED marketing management LEVERAGE business know how through SAS Advanced Analytics Copyr i g ht SAS Ins titut e Inc. All rights res er v ed.

23 THE CUSTOMER PROVEN SAS CUSTOMER INTELLIGENCE TECHNOLOGIES Copyr i g ht 2012, SAS Ins titut e Inc. All rights res er ve d.

24 WITH SAS CUSTOMER INTELLIGENCE Planning and Orchestration Actions Optimization Scenarios Campaign design and Action definition Central Rules Repository Real-Time Customer Interactions Analyse & Insight Monitoring, Analyzing & Optimization of all Customer Interactions Marketing Planning, Workflow & Approvals Copyr i g ht SAS Ins titut e Inc. All rights res er v ed.

25 WITH SAS CUSTOMER INTELLIGENCE Planning and Orchestration Actions Optimization Scenarios Execution Planning Campaign design and Action definition Central Rules Repository Real-Time Customer Interactions Marketing Planning, Workflow & Approvals Analyse & Insight Optimization Monitoring, Analyzing & Optimization of all Customer Interactions Copyr i g ht SAS Ins titut e Inc. All rights res er v ed.

26 GROWTH PATH TO EVOLVE 1 Central Rules repository Contact Policy Rules, Constraints, Limitations, Optimization Objectives 2 Continuous Implementation of dedicated Inbound-and Outbound-Scenarios 3 Enhancements More Scenarios, Channels, Types of Interactions Copyr i g ht SAS Ins titut e Inc. All rights res er v ed.

27 THE SAS CUSTOMER For the first time the CUSTOMER enables Organizations to establish value driven marketing with a true contextual Omni-Channel-Communication across all channels

28 QUESTIONS? SAS SOLUTIONS FOR INTEGRATED MARKETING MANAGEMENT (IMM) Kristoffer Kalbekken Nordic Consulting Manager - IMM kristoffer.kalbekken@sas.com Copyr i g ht 2012, SAS Ins titut e Inc. All rights res er ve d.

29 THANK YOU! sas.com