LEVERAGE BIG DATA ANALYTICS TO IMPROVE CUSTOMER EXPERIENCE
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1 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. LEVERAGE BIG DATA ANALYTICS TO IMPROVE CUSTOMER EXPERIENCE ASEAN BANKER FORUM 2014 MARK ESCAURIAGA MARK.ESCAURIAGA@SAS.COM
2 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezoz, Amazon
3 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. The Future of Customer Experience Management?
4 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. MARKETING TRANSFORMATION LANDSCAPE EMPOWERED CONSUMERS: Proliferation of Digital Channels EXPLOSION OF DATA: Big Data vs. Right Data EVOLVING CMO ROLE: Dual Mindset analytical creative
5 THE VISION A CLOSED LOOP CUSTOMER EXPERIENCE MANAGEMENT
6 CUSTOMER JOURNEY SAS DECISION HUB CONCEPT CUSTOMER DECISION HUB
7 OMNI-CHANNEL MARKETING SOLUTION CONCEPT THE MARKETING DECISION HUB Marketing campaigns Service-Activities Sales programs Ad-hoc-actions CUSTOMER DECISION HUB Regular communications Contact strategies
8 OMNI-CHANNEL MARKETING SOLUTION CONCEPT THE MARKETING DECISION HUB CUSTOMER DECISION HUB Priorities Strategic decisions Contact rules Constraints Channel restrictions Budget-Limits Contact Permissions
9 OMNI-CHANNEL MARKETING SOLUTION CONCEPT THE MARKETING DECISION HUB CUSTOMER DECISION HUB Transactional data Analytical models Events Context Scores Risk Potentials History
10 OMNI-CHANNEL MARKETING SOLUTION CONCEPT THE MARKETING DECISION HUB Real-Time Orchestration using the CUSTOMER DECISION HUB Request 1 Next-Best-Action (NBA) Optimized Offers (NBA) Reply 2 3 Real-Time Analytics Decision Logic Optimization & Orchestration Rules Standard + Outbound-Suppressions Communication
11 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. YOUR CUSTOMERS DATA AS YOUR BIGGEST ASSET Demographics Customer Life-Stage Life-Cycle Stage Who They Are Their Loyalty Product Relationship H/W, Usage Plans VAS Apps / Content What They Buy Their Value Current Future Usage Patterns Key Events Their Usage 360 CUSTOMER INTELLIGENCE EXPERIENCE Their Potential Products Services New Offerings Social Network Role Social Value Channels Content, Process Timing, Location Who They Influence How They Interact What They Feel & Say Commentary Observations Questions
12 Exploration = Insighting Insighting = Empowerment
13 Mobile App Web Browser In-memory Analytics
14 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. SAS VISUAL ANALYTICS DEMONSTRATION 3 BUSINESS QUESTIONS 1. Where can we find the growth opportunities for the business? 2. How do we maximize growth while managing risk? 3. What can we offer to delight our best customer?
15 SAS VISUAL ANALYTICS DEMONSTRATION
16
17 TIME FOR CHANGE Consistent & Optimized Customer Experience Omni-Channel Future-Ready
18 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. BENEFITS OF CUSTOMER EXPERIENCE FOCUSED ORGANIZATION Minimize CUSTOMER COMPLAINTS Who They Are Their Loyalty Increase CUSTOMER ACQUISITION UP-SELL/ CROSS-SELL What They Buy Their Value Maximize REVENUE Increase TRANSACTIONS Their Usage CUSTOMER EXPERIENCE Their Potential Decrease CHURN Improve CUSTOMER RETENTION Minimize RISK Who They Influence How They Interact What They Feel & Say Boost PRODUCT/SERVICE USAGE
19 Copy right 2012, S AS Ins titute Inc. A ll rights reserve d. LEVERAGE BIG DATA ANALYTICS TO IMPROVE CUSTOMER EXPERIENCE ASEAN BANKER FORUM 2014
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