Post on 22-Nov-2014
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SAS ® Real-Time Decision Manager Updates
Ian Henderson, VP of Strategic Consulting, Sword Ciboodle
Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights res erved.
Ian Henderson, VP of Strategic Consulting, Sword CiboodleToshi Tsuboi, Product Manager, Customer Intelligence, SAS
Changes in How Customer Makes Decisions
Before Now
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“The consumer decision journey,” mckinseyquarterly.com, June 2009
Each customer interaction is a moment of truth
The best response is
Customer’s profile
SegmentationChannel
Targeted Customer Interactions
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response is different for
each situation and for each
customer Eligibility and policies
Customer’s preferences
Predicted responses
Value of Targeted Interactions
“Customer intelligence is becoming the lifeblood of organizations... but marketing
teams often lack the skills or the technologies to integrate the essential
insights to guide customer interactions”
Suresh VittelSuresh VittelForresterForrester
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insights to guide customer interactions”
“Our intelligence team generates great insights. But we are constantly struggling to integrate these
insights into our customer and marketing strategy.”
Head of CRMHead of CRMEuro TelecommEuro Telecomm
Source: Forrester
SAS® Real-Time Decision Manager
Inbound CommunicationsInbound Communications
Smarter ResponseSmarter Response
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Real-time Decision for Inbound Marketing• The real-time delivery of decisions and recommendations
• That optimize every customer interaction• To improve revenue, growth and retention.
• Based on analytical insights, contact strategy, business strategy, and market data
Smarter ResponseSmarter Response
Any Data…
“What’s the best offer right now for the customer?”
Historical DataReal-Time Data
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SAS® Real-Time Decision Manager
Other System Data
Customer Profile
SAS analytics
Real-Time Optimal Decision
“Better coordination for better customer experience”
Internet
CellularCall Center
Any Where…
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POS/ATMIVR
SAS® Real-Time Decision Manager
Any Message…
Create an offer Find eligible customers for the offer
Select a channel to deliver the offer
Traditional Marketing
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Customer’s interest and
needs
Business objectives,
policies, and regulations
Determine best offer for the channel
for the customer
Next Best Action
Implementing Next Best Action
Electronics
E1 E2 E3
Clothing
C1 C2 C3
Hardware
H1 H2 H3
Select
Electronics
E2
Clothing
C1 C2
Hardware
H3
Offers are developed for each product line, division, or business unit
Select best offers for the customer
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Prioritize
C2 E2 H3 C1
Filter
C2 E2 H3
Prioritize offers based on values, propensity score, etc.
Select the top offers to present to the customer
Keys to Successful Next Best Action
Multichannel integration
Real-time analytics
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Real-time analytics
Delivery to the customer
• An established CRM player with proven
technology
• Delivering process-based customer interaction
solutions to contact centers since ‘94
Global LeaderGlobal LeaderGlobal LeaderGlobal Leader in Process Centric Customer Service SoftwareCustomer Service SoftwareCustomer Service SoftwareCustomer Service Software
Introducing Sword Ciboodle
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solutions to contact centers since ‘94
• Global presence with US headquarters in Chicago
• Flexible delivery models including direct, partner
and blend
• International delivery partners include CSC,
Cognizant, Capgemini and Dimension Data
• Customer base spans vertical markets including;
Retail, Insurance, Telecommunications and
Consumer Goods
‘Superstah!’
& One to
watch
Success!! Money we made for customers!!
One of the worlds
largest retailers with
almost 4,000 stores
across the United
States and Canada
Benefits
• Project delivered to 6000+ agents, 14 business lines and
14 contact centers in just 20 months
• 14% reduction in idle time
• 10% increase in agent connects per hour
• 9% reduction in AHT
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ChallengeStrategic rollout of
enterprise-scale Unified
agent desktop. 6000 call
center seats delivered
across 14 contact
centers – supporting 14
business lines and 77
million calls annually.
“”
Our goal as a company is to be a trusted advisor in the
home…We want to enable agents to break out of their
silos to perform functions defined by the customer. We
want to do business on their terms.
Brian Carey, VP Service and Operations, Sears
3 Questions I hear a lot
How do I get the call center to treat customers according to
my segmentation?
How do I get all my channels to have the right offer
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to have the right offer experience?
How can I target offers based on customer intent?
Two main capabilities
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•Multi-channel, real time, offer management
•Differentiated customer request handling
Intelligent dialogue in action…
Receives request
with customer data and
executes a decisionUses data
and analytics to determine
right action for
customer
Gather customer data & requests a
decision
Next Best ActionReal-time Scoring
Intelligent Desktop
BPM
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External Web Services• Supplier Inventory• Credit Check• Demographics…
Enterprise Applications• Inventory
• Fulfillment• Customer Service…
Enterprise Databases• Customer profile
• Order history• Loyalty program…
SAS Real-Time Decision Manager
Returns decision regarding action to be used
Cross-Sell
Up-Sell
Wrap Up
Real-Time Integration
Sword Ciboodle Intelligent Desktop
The benefits
Turns the CSR and Contact Center into
revenue producer:
Matches needs and wants of the customer to
the organization:
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• Maximizes offer uptake, shortens time to
market, improves customer experience and
uses insight to drive change
• Provides a simplified view of segment and
value
• Provides better insight for all customer
interactions
• Simple link from data to action
• Enables cost effective, higher grade of
service for high value customers
• Avoids dumb offers or inappropriate actions
• Creates a better connection through
personalization
Contact Center Features
Real time marketing identifies customer
specific cross-sell/up-sell opportunities
Match offers to customers’ propensities – identifying cross-sell
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– identifying cross-sell and up-sell
opportunities
Improve understanding over time – deepening customer insight with
each purchase & interaction
Analytic customer management empowers users to communicate and match customer buying behavior and
expectations
Track call outcomes (mood), post-visit surveys and other
historical data to infer customer satisfaction
levels and adjust approach to future calls
accordingly
Differentiated process handling – different
versions for different customer segments
Online Features
Real time marketing identifies customer
specific cross-sell/up-sell opportunities
Match offers to customers’
propensities –
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propensities –identifying cross-sell
and up-sell opportunities
Close the loop from offer through to service or sales portal – with
full customer or prospect context
Analytic customer management empowers users to communicate and match customer buying behavior and
expectations
Integration to online community and contact center – with automated escalation of questions or issues raised by the
community
Thank You
Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights res erved.
Ian Hendersonian.henderson@sword-ciboodle.com1.312.447.5600@ian_c_henderson
Toshi Tsuboitoshi.tsuboi@sas.com1.919.531.0578@ttoshi