+ All Categories
Home > Business > Accenture sergey borisov

Accenture sergey borisov

Date post: 13-Jan-2015
Category:
Upload: svmgroup
View: 282 times
Download: 0 times
Share this document with a friend
Description:
 
Popular Tags:
18
Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Sergey Borisov, Moscow, November 2011 Customer-Centric and Real-Time Marketing Decisioning A new wave of Customer Value Management
Transcript
Page 1: Accenture sergey borisov

Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

Sergey Borisov, Moscow, November 2011

Customer-Centric and Real-Time

Marketing Decisioning

A new wave of Customer Value Management

Page 2: Accenture sergey borisov

2

How do YOU communicate with your Customer?

Contextual, Dynamic & Personalised

Dialogue (Customer-Centric Company)

Transaction-Driven Communications

(Product - Centric Company)

Copyright © 2011 Accenture All Rights Reserved.

Page 3: Accenture sergey borisov

3

What is Customer-Centric and Real-Time Marketing

Decisioning?

Of the following statements, which are correct?

Selling a customer anything else we can

Offering a customer something else that may be of value to them

Enhancing the value of a customer to the Company

Offering to customers after they have called or visited us in store

Building a more profitable relationship with our customers

Up-selling and cross-selling all of the time

Up-selling and cross-selling at every opportunity

Multiple Choice

Quiz exercise

or

Copyright © 2011 Accenture All Rights Reserved.

Page 4: Accenture sergey borisov

Definition

Customer Centric Decisioning is the enabler

within a customer-centric operating model to

deliver consistent messages over multiple

channels for every customer in real time and is

therefore the core capability to implement a

branded customer experience.

Customer Centric Decisioning (CCD)

Copyright © 2011 Accenture All Rights Reserved. 4

Page 5: Accenture sergey borisov

Customer-Centric Company . Customer Dialogue: from “To Whom can I sell this ?” to “What is relevant to You ?”

5 Copyright © 2011 Accenture All Rights Reserved.

*“offer” is defined as the next appropriate interaction (not necessarily an attempt to sell)

• Outbound Call

• Direct Marketing

• Email

“I have an

offer …” offer

Traditional Marketing “Let me find the best group of people to

tell about it.”

“Let me find the most relevant offer*

for this person.”

offer

offer

offer

offer

“I have a

customer …”

Customer-Centric Decisioning

All inbound & outbound

channels

Traditional Marketing is:

• Product-Driven

• One-to-Many Campaigns

• Scatter Gun Approach,

• High Volume & Effort

• Low Response Rate

Centralised Decisioning is:

• Customer-Centric

• Needs-Driven

• 1-2-1 Marketing

• Specific, targeted, pertinent

• Right Offer, Right Time, Right Channel

Page 6: Accenture sergey borisov

Why I need Customer-Centric and Real-Time Marketing

Decisioning?

6 Copyright © 2011 Accenture All Rights Reserved.

How to bring your marketing campaigns Response Rate up to 10%?

Creates ongoing,

interactive customer

dialogue through

− deep customer insights

and contextual

information

− multiple channel

communication

− the right timing and

content/ offering

Ensures branded

customer experience by

− translating customer

strategy into customer

treatments

− consolidating all

communication intention

within a company

− Communicating

consistently over multiple

communication channels

Customer Dialogue Management

Database Marketing

Relationship Marketing

One-to-One Marketing

Dialogue Marketing

One-to- Mass

One-to- Target Group

One-to- One

One-to- One Interaction

From … … To Increasing customer relevance

Mass communication, with many over-

contacted and many not-contacted

customers

Target-group specific

communication with more directly suited information

on products or services

One-to-one communication

emphasizing personalized

interactions and product offers

Contextual, dynamic and personalized

communication with treatments

offered at the right time

Response rate: ~4-5%

Response rate: ~1-2%

Response rate: ~2-3%

Response rate: ~10%

Page 7: Accenture sergey borisov

7

In the Trigger Based Marketing Solution, predefined business

rules identify the next best treatment and allow to present a

highly relevant customer offer

At each event, predefined business rules allows your Company to identify the next best treatment

based on the specific customer interaction, the channel used, the customer strategy and taking the

segment affiliation and customer history into account.

Rules are defined based on your Company’s customer strategies

They are categorized under the areas of eligibility, compatibility and prioritization

Operating Model: How it works?

Copyright © 2011 Accenture All Rights Reserved.

Page 8: Accenture sergey borisov

Customer Decision Engine is a key enabler for Customer-

Centric and Real-Time Marketing Decisioning

8

Customer Interaction

Customer Data & Preferences

• Customer value

• Behavioral Models

(Churn Propensity,

Predictive Models, etc)

• Specific requests

• Available Offers

• …

Business Strategies

• Retention Budget definition

• Customer Segmentation

rules definition

• Incentives rules

• Customer messages

guidelines

• …

Customer Decision Engine

Touch points

Intent

• Outbound calls

• Call Center

• Web Site

• Shop

• …

• Enquire

• Purchase

• Advice

• Use

• …

The Customer Centric Decisioning asset is based on a Customer Decisioning Engine which

relies on data, business rules and strategies, models and channel execution

Outbound and Inbound Communication

Call centre Retail E-Mail

SMS Direct mail Website

Copyright © 2011 Accenture All Rights Reserved.

Page 9: Accenture sergey borisov

Main Applications are used over Customer Lifecycle

9

By leveraging Accenture proprietary assets and patents, different applications have been built to

maximize Customer Value in different scenarios.

Key applications are:

• Next Best Action - leverage all inbound interactions and transform

them into sales opportunities

• Deal Negotiator - Personalize retention and up-selling through

individual budgets

• Event Based Marketing - Keep customers engaged through

personalized and non intrusive communication

Personalized and

optimized through wide

use of Accenture

Analytics.

Copyright © 2011 Accenture All Rights Reserved.

Page 10: Accenture sergey borisov

Examples of Intelligent Offer Decisions

Events Offers

A customer with a data plan of 300MB

per month has consumed 250MB in the

first 15 days

Up-sell to the data plan of 1GB/month

A customer with an average frequency

of recharges of 20€/month didn’t

recharge in 40 days

Recharge 20€ during the next 3 days

and get 5€ for free

A customer with a new 3G terminal has

no data activity in the first 7 days

Service call to explain him how to use

the data services

A customer is calling a particular number

10x more times than the average in the

last month

Add this number to “My favorite

numbers” plan

10 © 2011 Accenture. All rights reserved.

Page 11: Accenture sergey borisov

What kind of events can we monitor?

trends and spikes “the customer has decreased the outgoing calls by

30% in the last month compared to the average of the

last 6 months”

inactivity “the customer didn’t make any outgoing call during the last

5 days”

simple events “the customer has called the competitor call-center to request

a portability”

patterns

“the customer had these events in sequence”

11 © 2011 Accenture. All rights reserved.

Page 12: Accenture sergey borisov

European Telco:

Estimated Euro 3.3 million in cost

savings for consumer business p.a.

Accenture has a successful track of records in implementing CCD

solutions for leading telcos and banks worldwide

Increase/

Save

Revenue

Increase Sales Opportunities

(make every customer contact a

sales opportunity)

Increase Sales Rate

(increase the number of conversions)

Increase Customer Retention

(save profitable customers)

Key Performance Objectives Benefits

Reduce Cost to Save Customers Reduce

Costs

European Telco:

Euro 17 million additional sales

opportunities by leveraging inbound

retail & call centre contacts

O2, a UK Telco*:

15 times increase in sales

conversions

9% increase in customer value

UK Telco:

2% increase in customer retention

*Source: Direct Marketing Review

Copyright © 2011 Accenture All Rights Reserved. 12

Page 13: Accenture sergey borisov

Accenture provides a comprehensive suite of services to

maximize the value of the customers along the entire lifecycle

Accenture offers a complete range of services which can be used to rapidly

develop, test, prove and manage marketing analytics and campaigns

13

Gather and collect customer-related data from

different legacy systems, perform data

integration, classification, normalization and

enrichment in order to build a single integrated

customer database to provide meaningful and

usable customers’ info.

Analyze Customer socio-demographic,

attitudinal and behavioral information, through

statistical and Data Mining techniques, in order

to obtain a deeper knowledge of the Customer.

Define and implement commercial initiatives in

order to maximize customer value, customer

retention and customer satisfaction; develop

solutions aimed at interacting with customers

directly, and continuously by digital channels.

Services

Cleansing and normalization

Data quality

Data enrichment and geo-referencing

Integrated view of customer build

Customer DB outsourcing

Services

Customer profiling and analysis

Customer Segmentation

Customer retention and churn propensity

prediction

Sales analysis and prospecting

Product Basket analysis

New product launch analysis

Customer analytics build

Customer analytics outsourcing

Services

Campaign design

Campaign mangement

Loyalty program design and implemetation

Multichannel Campaign Execution

Customer

Centric

Data Mart

Integrated View of Customer

Predictive Modeling

0

50

100

150

200

250

300

350

400

0 25 50 75 100

Campaign Management

Campaign Wave 1

Campaign Wave 2

Campaign Wave 3

Segmentation Intelligent Interactions

Campaign Management and Insight Driven Interactions

Customer Analytics Customer Data Management

Copyright © 2011 Accenture All Rights Reserved.

Page 14: Accenture sergey borisov

Accenture Invention of the Year 2010

Customer Centric Data Mart and Analytics

14

Lug '06 Ago '06 Set '06 Feb '07 Mar '07 Ott '06

Gen '07

Nov '06 Dic '06 Gen '07

Dic '06

Mag '06 Giu '06 Lug '06 Ago '06 Set '06 Ott '06 Nov '06 Dic '06

Nov '06

Apr '06 Mag '06 Giu '06 Lug '06 Ago '06 Set '06 Ott '06 Nov '06

Ott '06

Mar '06 Apr '06 Mag '06 Giu '06 Lug '06 Ago '06 Set '06 Ott '06

Giu '06 Lug '06 Ago '06 Set '06 Feb '06 Mar '06 Apr '06 Mag '06

Customer Centric Data Mart

CAR Generation and Statistical Modeling

Integration with External Systems

Analysis and Predictive Reporting

Copyright © 2011 Accenture All Rights Reserved.

Page 15: Accenture sergey borisov

Accenture Customer Insight Centre - A predefined infrastructure

already up and running to accelerate piloting, implementations and

“Customer Value Management as a Service”

A pre-defined set of software is already available in our centre. It is possible to add new software on-demand

basis to support analytical activities specific to the client.

Copyright © 2011 Accenture All Rights Reserved. 15

Page 16: Accenture sergey borisov

Next Best Action (NBA) application screen shot:

functional walk through of how NBA works

16 Copyright © 2009 Accenture All Rights Reserved.

Customer Profile

Panel

contains useful

information about the

customer (personal,

price plans, usage,

etc)

The information is

driven by Decision

Logic and

Assessment Panel

Contains the actual offers and information about the

offers. It also provides the user options for viewing

the offers relevant for a particular customer

This panel enables customer response capture

Alerts Area

Shows other customer

information such as

churn risk and

customer value

The ‘Next best action’

portion displays the

very top offer for the

particular customer

‘Offers’ Area

Shows the offers for which the

customer is eligible. The default

view shows the top 3 offers

The agent can choose the offer to

present to the customer by

clicking on it here

The green bars represent offer

relevance

Advice Area

Displays useful

information about the

selected offer,

benefits to the

customer, pricing and

tips on how to present

the offer

It also includes the

proposition text

structured into

various sections

Response Buttons

The response buttons enable agents

to record customer

feedback/response to an offer

They include: Accepted, Maybe

Later, Declined and Not Offered

Clicking these creates a record of

the interaction in the database

Only when clicking ‘accept’ is

information sent to the billing

system (provisioning is automatic

only for ‘simple’ offers)

History Panel

Displays the outcome for all the previous

interactions handled through the NBA system

including: offers presented, time/date presented,

customer response, and agent who presented

each offer

Copyright © 2011 Accenture All Rights Reserved. 16

Page 17: Accenture sergey borisov

Questions?

Sergey Borisov, Ph.D Senior Manager Management Consulting, Communications, High-Tech and Media group Lead

Accenture Paveletskaya sqr., 2/2 115054 Moscow Mobile. +7 916 812 6696 [email protected]

Copyright © 2011 Accenture All Rights Reserved. 17

Page 18: Accenture sergey borisov

18

What is Customer-Centric and Real-Time Marketing

Decisioning?

Of the following statements, which are correct?

Selling a customer anything else we can Not necessarily – we don’t want to ‘sell’ something to a customer that is not appropriate

Offering a customer something else that may be of value to them Correct – we want to provide the best possible service to a customer by recommending products and services to

them that they may find useful

Enhancing the value of a customer to the Company Absolutely – the more your customers get from their relationship with your Company, the more likely they are to

stay with you

Offering to customers after they have called or visited us in store Why wait until after they’ve left us? We have an opportunity to help them when they have chosen to interact with us

Building a more profitable relationship with our customers Providing our customers with more services that they find useful will mean that they get more from us, and spend

more with us

Up-selling and cross-selling all of the time It’s not always appropriate to up-sell and cross-sell. We need to identify in what situations we can add the most

value.

Up-selling and cross-selling at every opportunity Real-time Marketing correctly means finding the right offer at the right opportunity – when the customer will

appreciate and benefit from our suggestion the most.

Copyright © 2011 Accenture All Rights Reserved.


Recommended