Post on 16-Apr-2017
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Developing Complete Customer Centricity
Jill M. SpeirsJohn Sahagian
OUR HISTORY
Copy right: ACS Business Solutions Inc.. 2013
Investment Savvy
Baby Boomer
New Families
Execution
Right OfferRight SegmentRight TimeRight Channel
THE GOAL
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THE STARTING POINT
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Business IntelligenceTools
ALL CHANNELS
Reporting / Metrics
Marketing Automation / Channel Automation
Data mart
DatamartData mart
Central Customer Data Base
Dat
a G
aps–
Dat
a So
urce
Exis
ting
sour
ces
Data stage
ES
B - R
eal-time
MDM
Analytics/Data mining
Development of a Customer Centric Data Environment
NEED THIS
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Business Issues
1 Big Data Issue – No central repository
2 External dependency for development of member data
3 External dependency for their Marketing Execution
4 Not leveraging all Channels / Customer Touch points
5 Significant annual cost
6 Inability to act on customer needs
BUSINESS PROBLEMSOLUTION STEPS
Steps to Solve
1 Establish Vision / CRM Strategy
2 Define the Roadmap / Project Scope & ROI
3 Assess the Marketing Processes / Marketing Alignment
4 Develop Customer Insight & Analytics
5 Implement the Marketing Automation
6 All Channel (IB and OB) Customer Targeting Strategy
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Defining customer segmentation and
format
1Extracting, monitoring and acting on
customer insights
2
Clearly defining customer service
across formats and channels
3
Establishing a new Promotional Construct (become Marketing-Led)
4
Developing eventing capability
5
Customer communication feedback loop
THE VISIONCustomer Led / Marketing Driven
TechnologyData ProcessPeopleEnablers
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Vision
Customer Data Model / Data Base
Q1Milestone
Q2Milestone
Q 3Milestone
Q4 Milestone
Phased Channel Delivery
Predictive Modeling
CRM
Str
ateg
y - R
oadm
ap
CTP Mapping / Pilot – Quick Hit
Marketing Process / Pilot – Quick Hit
Roll out Phases Roll out Phases
Roll out Phases Roll out Phases
Pilot – Quick Hit Roll out Phases Roll out Phases
Communication / Contact Strategy
Business Case
Road Map
Who / What / Why / When
THE ROADMAP
Planning Process
Customer Data
SegmentationActionable Insight
Marketing Process
Marketing Automation
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Two Solutions
Multi Channel Campaign Management
Marketing Resource Management
In Parallel – Critical Foundation Requirements
1 New Member House holding algorithm developed
2 Address Accuracy & Standardization process & across all members
3 Environics Prizm logic appended to each member
4 Big Data Solution Completed – MCIF implemented
5 New Streamlined Marketing Business Process developed for 14 core Project Types
6 Actionable Insight – Segmentation & Predictive Modeling
THE BUILD
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MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
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MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
Future State Development 2.
Reduction in Steps 30%
3. Repeatable Process - 15 Templates
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MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
Future State Development 2.
3. Repeatable Process - 15 Templates
Central Team Repository4.
Reduction in Steps 30%
Ability to Drive an Integrated Marketing Planning Process / Planning Cycle
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TechnologyData
1. Full Campaign Process Automation
Automates File Receipt Processing
• Ability to process & marry to our internal data
Automates Execution
• Data for channels and creative all in 1 place for automatic delivery
Automates Emails
• Pressure rules & campaign prioritization allows on the fly schedule delivery, prioritize deliveries, filtering different communications
CAMPAIGN OPTIMIZATION
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TechnologyData
1. Full Campaign Process Automation
2. Streamlined Process & Data Steps
10 Steps Become 5 Steps
1. External data imported2. External data reconciled3. Data from 5-10 tables collected4. Additional data appended5. Filtration process runs to identify final
target6. Final targets used to identify
communication fields7. Final print / email files created using
communication fields8. Files delivered to vendor for
execution9. Creative files delivered to vendors for
execution10.Vendor executes campaign
1 & 2Automated
3,4 & 6Consolidated
7,8 & 9Consolidated
CAMPAIGN OPTIMIZATION
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TechnologyData
1.
2.
3.
Full Campaign Process Automation
Streamlined Process & Data Steps
Out of the Box Recipient
May 24, 2013
Out of the Box Recipient Table
• Houses all relevant member information
• Aggregated data from multiple sources now simple to use and execute
• Member data is filtered & consolidated within this table
• Customization allows user to drive communications that best fit the BCU’s needs
CAMPAIGN OPTIMIZATION
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TechnologyData
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Master Campaign Template
Targeting
• Standard and campaign specific filters which are easily copied/adapted for multiple uses
External file integration
• Process reconciles & appends external data to recipients table which allows for filtration & customized treatments based on external data
Delivery• Multiple channels, multi wave
which I can borrow and tweak
CAMPAIGN OPTIMIZATION
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75%Pre-defined
CAMPAIGN OPTIMIZATION
TechnologyData
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Ability to Move to a Daily Campaign Process from a Monthly Process
Expanded Communication Capabilities
• Daily emails, call list, priority mail and trigger campaigns
Dramatically Improved Targeting Methods
• Filtration criteria is now updated daily & 100% accurate through the month
Ability to React to Daily Changes
• Members interact with us daily, we now can communicate daily & report relevant insights
Daily = Increased ROI
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Integration
Finding Gaps & Risks
NEW OPPORTUNITIES
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ACTIONABLE INSIGHT
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3
21
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ACTIONABLE INSIGHT
Key Enablers: Marketing Automation / Big Data
Right Marketing Processes
Customer Touch Point Integration
Actionable Insight – Customer Strategy
Right Planning Processes
DRIVING SUCCESS
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Customer Experience
END STATE
Measurement& Reports
Planning & Process
Channels
Actionable Insight
Member Base
Segments& Target
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Copy right: ACS Business Solutions Inc.. 2013
Q & A
Business Solutions Inc.
Merci / Thank You
www.acssolutions.ca