Souvik Roychoudhury. Author Title. Director BPM CoE Cognizant. Rexy Joseph Technology Leader Pega CoE Cognizant Pegasystems Inc.

Transcription

1 Presentation Accelerating Business Title Presentation Decisions Title Second Through Line Pega CRM Souvik Roychoudhury Author Title Director BPM CoE Cognizant Rexy Joseph Technology Leader Pega CoE Cognizant 2016 Pegasystems Inc.

2 We Are Cognizant Founded in 1994 (CTSH, Nasdaq) Headquarters: Teaneck, NJ 221,700 employees (Dec 2015) 20,000+ Projects in 40 countries Revenue $12.41 Bn in 2015 (up 21% YOY) 100+ Global Delivery Centers Revenue Mix NA: 78.4%, UK: 9.5%, Europe: 6.7%, RoW: 5.5% 35+ Regional Sales Offices 1,500+ active customers Ranked 9 th among the Forbes Fast Tech 25 Member of the Fortune 500 Ranked at #288 on list Ranked at #281 in FT Global 500 in 2015 Leader in The Forrester Wave : North American Applications Outsourcing Services, Q Global Leader and Star Performer in Healthcare Payer IT Outsourcing 2

3 Pega in Cognizant Pega Technology Specializations PegaWORKS PRPC implementations PegaWORKS to PRPC migrations PRPC industryspecific frameworks: Smart Dispute Smart Investigate Collections Customer Process Manager New Frameworks: KYC SFA PUMA PCS Servicing Global Clients & Providing Innovative Industry Solutions for 15+ Years Global Platinum Partner Business Transformation Award 2015 Winner Track Record of winning Awards in the last 10 years Product Experts Certified Associates Reducing Operational Costs & Processes Automation Disclaimer: All Trademarks & Registered Trademarks are the property of their respective owners Indicative Benefits Snapshot Ensuring Enterprise Risk and Compliance Control & Monitoring Enabling Real-Time Services, Improved Efficiency & Enhancing ROI 100+ Pega Customers Pega Projects Pega Releases 30+ Solutions & Accelerators Workflow Implementation, Contact Center Optimization & Modernization and Paperless Office Industry Solutions Celerity Provides a platform for converting sales leads to actual sales, through a seamless and compliant onboarding process Bank of Today Tomorrow Creating a superior customer experience, transcending devices, channel and location constraints, with closed loop feedback in near/real-time, that can modify customer behavior Digital Insurer A Lead Management & Digital Customer Experience solution that supports seamless process & experience across Channels and promotes Social Collaboration 3

4 How Broken Leg & Broken Photo Frames Can Lead To Customer Bonding 4

5 A Real Life STORY 5

6 While playing basketball I fell down and broke my leg! Bedridden with plastered Leg L 6

7 1 2 3 Started ordering photo frames from different online retailers Placed orders with retailer 1 & 2 but didn t check out with retailer 3 (remained in the Cart) 7

8 Many frame/glass came broken. Now, need to return/replace/ refund the broken staff 8

9 Online retailer 1: Take the frame to courier store pay from pocket scan & sent receipt get courier reimbursed Return / Refund Process Online retailer 2: Initiate return Retailer provides a voucher Print the voucher Take the frame and voucher to courier store Return process requires me to go to a nearby courier store to drop the packet Felt helpless as couldn t walk/drive 9

10 Profile pictures also showed my broken Leg Felt frustrated with room full of broken photo frames Shared the story in social media 10

11 3 Sir! We will pick up the broken piece at doorsteps and please no need to go to any story, we will provide the best product. Hi! Well to learn this. Thank you! Retailer 3 noticed items in the cart Also found the story in social media Retailer 3 CSR called me to assure better quality Highlighted they would pick up at doorsteps if frames were broken. 11

12 Placed order in Retailer 3 Few frame did come broken Retailer brought replacement & collected return from my home 12

13 Decorated the walls with the Photo frames. With photos of my sports activities. Felt happy!! Since then I only use Retailer 3 for ALL my online orders!!! 13

14 How Customer Decision Hub Could Have Helped Retailers 1 & 2 Retain Me 14

15 What Retailer 3 did but Retailer 1 & 2 Didn t? ü Spotted non-checked-out items in Cart ü Analyzed my search patterns and price ranges to determine I was set for a big spending ü Found my posts in social media on issues with return / refund with other retailers ü Found my physical state from pictures & status ü Found I am a frequent online buyer who posts items purchased and does regular reviews ü Evaluated me as a customer to acquire & retain ü Determined shipping return from doorstep can open the doors for them ü Had inter department coordination to reach out to me and close the deal. Didn t pay any attention to my physical state or the posts made in social media Didn t address my core issue of going to stores Didn t analyze the mails I wrote on returns just replied with company policies & procedures Didn t give any credit to my previous years of purchase history with them Didn t realize that they are at a risk of losing me Even after I cancelled other orders and opted for refund (not replace), no alarm bell rang. Didn t show anything that made me feel I am a special customer to them Even after I stopped ordering suddenly, didn t come back to me with offer to get me back. 15

16 How CDH Could Meet the Needs CDH Key Areas Customer identification and matching Customer Event Patterns Customer interaction history / memory Customer profiles and journeys Propensities, scoring, and modeling Action and offer lifecycle management Customer strategies and rules Retailer Needs Identify me among zillions of social profiles using key data items & matching logic Monitor & track my activities and detect key events & sentiments that needs actions Remember all my interactions, my preferences, understand what I do and why Measure my loyalty, analyze my risks, determine my value, perform what-if analysis & simulation Evaluate the Lead, propensity of closure, risk/cost to value comparison, predictive & adaptive modelling Decide what action to take or offers to make, what limits to put and how to validate the result Configure rules behind the key decisions and define process flows to execute the strategy 16

17 The Customer Decision Hub A Quick Look Business users Unified Production Customer touch points PEGA MARKETING Customer Decision Hub 7 areas Customer Strategies & Rules Website (Pega Mashup) PEGA SALES AUTOMATION PEGA CUSTOMER SERVICE OPERATIONS APPLICATIONS Analytic Support System Customer Decision Hub Application Deploy Strategies & Actions Record Customer Data Customer Event Patterns Customer Identification / Matching Propensities, Scoring & Modeling Action & Offer Lifecycle Mgmt. Customer Profile & Journeys Customer Interaction History API Request Best Action ESB (optional) Mobile Applications / Pega or 3 rd Party Contact Centers/IVR (Pega or 3 rd Party) Social Media Pega7 BUILD FOR CHANGE PLATFORM **Social, Open, tracking, logs Any other channels (SFA, Kiosk, ATM, Paid, etc ) Enterprise Interaction History (optional) Real-time streams ODS / EDW Unstructured data Content data Source: Customer Decision Hub in20min pptx 17

18 COGNIZANT S DECISION HUB 18

19 Typical Decision Conundrum Predict Risk Exposure Customer Sentiments and Behavior Products and Services Create Loyalty Program Next Best Action and Offer Continuous Customer Insights Data Enriched Underwriting Marketing based on analytics Fraud Attrition Risk Credit Decisioning Theft / Loss Respond / React Detect 19

20 Decision Hub Putting It Together Next Best Action Marketing Pega Marketing Marketing Sales Force Automation Pega Sales Automation Sales and Leads Pega Customer Service Customer Service Customer and Events DB Decision Hub Customer 20

21 Decision Hub Reusable Decision Strategies What is Decision Hub? A storehouse of decision rules Real-time analytics from live data Custom and standard data sources What Kind of Decisions? Real-time Decisioning and Event processing Regular and Repeatable Low cost and high throughput Intelligent Segmentation of Data Forecasting Behavioral Models How is it Reused? Strategies that subscribe to a specific data model Leveraged packaged data models for Industry solutions Works on existing data models 21

22 Decision Hub Key Components Exchange Server INTEGRATION LAYER Pega CRM Solutions Other Domain Applications Pega Account Sales Automation Pega Marketing Customer Service Insurance Healthcare BFS IVR Pega Call Pega OAUTH Client Pega Chat Decision Strategy Manager (DSM) Predictive Analytics Director (PAD) Adaptive Decision Manager (ADM) Pega 7 Core Layer Visual Business Director (VBD) Service Layer Rule Schema (PegaRULES) Data Schema (PegaRULES) BIG DATA STORE 22

23 Decision Hub Next Best Action Near Real-Time Data Aggregation Static Attributes Gender Age group State Tenure Product Pricing Dynamic Journey Attributes Events / interactions Timestamps Unique Customer IDs Static attributes Dynamic attributes 360⁰ View of customer profile and behavior Churn likelihood Retention action threshold Re-finance Chat Agent Mortgage Statement Web Customer Behavior Loan Application Web Re-finance Approval Mail Trigger Dispute fees Dispute fees Check Balance 2 calls to call center in past 2 days Issue Resolved Next Best Action Retention action: CSR Notified and sent to customer with additional transaction benefits Timing: Immediate response Time 23

24 Our Differentiators 24

25 THANK YOU