Real time customer interactions right time, right place, right channel

28th April 2015

Karel Jaborník

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What really matters ?

© 2014 Teradata

There are only two sources of competitive advantage:

The ability to learn more about our customers faster than the

competition

and

the ability to turn that learning into action faster than the competition.

(Jack Welch, former CEO General Electric)

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Most companies have the same or similar strategy

• What is unique about your business ?

– Your data is one of the few assets you own that is different to the competition

– Integrate it, Exploit it and Use it or lose out

• Logically, you must become a data driven company to survive and compete

© 2014 Teradata

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Why is this relevant to this audience? Because we live in the world of Omni-Channel Customers...

Single Channel Multi-Channel Cross-Channel Omni-Channel

- Customers experience a single type of touch-point

- Companies have a single type of touch-point

- Customer sees multiple touch-points acting independently

- Companies’ channel knowledge and operations exist in technical &

functional silos

- Customer sees multiple touch-points as part of the same brand

- Companies have a single view of the customer but operate in functional silos

- Customers experience a brand, not a channel within a brand

- Companies leverage their single view of the customer in coodinated and strategic ways

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Changing perception of inbound marketing

OUTBOUND Controlling the decision making process

Optimizing the amount of offers/messages needed to be

sent to reach the target

Managing segments, suppressions

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Changing perception of inbound marketing

OUTBOUND IN

Controlling the Letting go of decision making process

Optimizing campaigns based on customer experience

the amount of offers/messages needed to be sent to

reach the target

Managing rules, business objectives and strategies

segments, suppressions

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Overlap between outbound and inbound

OUTBOUND INBOUND

Offers

Reports

Contact

History

Segments

Decisions

Forecasts

Suppressions and Limits

Channels

Individuals

Rules

Simulations

Strategies and Objectives

Predictive Analytics

Touch Points

Context

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Omni-Channel Challenges How to Identify Consumer throughout User Decisions

Kiosks

• Product research

• Orders and transactions

Company Interest Boards • Posts, pins and likes

• Followers and following

• Forums

User Generated Content • Brand Channels

• Viewers and posters

• Embed activity

Physical Locations • Home

• Transactions

• Education, classes

Direct Mail • Email offers and response

• Coupons, invitations

• Newsletters, magazines, catalogs

Digital Media • Banner ad click response

• Paid search

• Affiliates

Traditional Media • Radio, TV,

• Advertisements

• Newspaper

• Billboards

Programs • Clubs and contests

• Samples

• Product rebates and warranty

Company Social Sites • Friends and fans

• Followers, following, likes

• Influencer networks

• Buy button activity

• Customer Service

Customer Care • Call notes, reservations

• Issue resolution

• Surveys

Web Channel • Transactions, back orders, abandons, cancels

• On Line

• Surveys

• Wish lists, shopping lists

Mobile Channel • Purchases, Lists, Searches

• POS transactions

• WiFi Network

Company

Company

Company

Company

Company

Company

Company

Company

Company

Company

Company

Company

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• The Internet enables you but it also causes serious challenges

• You need to understand how

customers behave online, in

detail before forming a strategy

• You need to act in real-time when you know what the right decision is - and keep learning….

• You need a Data Driven, Omni-channel strategy

• Customers choose when, where and how to contact you - you don’t get to choose anymore…

• You need to be ready when they call, email and visit (online and in a shop)

What does that mean for you ?

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Why adopt an Omni-Channel Strategy ?

• The Brand, Product and Service is just not enough anymore

• Omni-channel is ‘table stakes,’ if you don’t do it then you don’t get to play

• Your existing competitors are already investing…

• Your new competitors are too…

• Customers know this and take advantage

© 2014 Teradata

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Why Real-Time ? Our view

• You may only get one chance to influence a customer when they decide to interact with you so:

– You had better be ready and intelligent with your response

– When you are it had better be relevant and timely

– It needs to form part of a cohesive, omni-channel, integrated communication strategy - Covering both inbound and outbound

- Covering all channels

– Whatever offer you make should not conflict with other messaging or offers that may automatically be sent out just after the inbound interaction

• In summary, you need to be ahead of the competition otherwise customers will move their business

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The «Objective» view on Real Time marketing & Customer Experience

The Analyst view

Marketing campaigns are dead. Why? Because people despise and distrust push-style marketing methods that interrupt or

intercept them — 49% of consumers don't trust digital ads;

38% don't trust emails; 36% don't trust information in branded apps.

What consumers want is genuine value from

their interactions with brands, but most marketers fail to deliver it.

#Forrester 2014

McKinsey

Up to 10 times responserates

Sources: https://www.forrester.com/Forresters+Forum+For+Marketing+Leaders/-/E-EVE6359

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It has positive impact on Marketing Efficiency

© 2014 Teradata

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“This kind of personalization

can deliver

five to eight times the ROI

on marketing spend and

lift sales 10 percent or more.”

© 2014 Teradata

It has positive impact on Marketing Efficiency

Source: McKinsey, 2014

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REAL TIME DECISIONING WITH RTIM

WEBSITE RETAIL CALL CENTER

WEB

CHAT KIOSK EMAIL

DYNAMIC PROFILING

BUSINESS RULES

MULTI-DIMENSIONAL ANALYTICS

MESSAGE STRATEGIES

• Demographics

• Offline Data

• Contextual Data

• Campaign activation

and qualification • Offer governance • Offer history

• Message prioritization

• Likelihood estimation

• Response prediction

• Align customer interests

and business objectives

• Balances channel and

marketing

Customer interacts

with the channel The channel

requests a

message from

RTIM

Response captured &

analytics “self-learn”

Prioritized best set of

messages delivered

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RTIM makes the best decision, for each customer interaction - right now & across all channels?

According to Gartner customer who initiate

an inbound interaction are 10 times more likely to respond.

• What do I know about her?

• How profitable is she?

• What offers do I have available?

• What is she eligible for?

• Have we offered these offers to her before?

• How likely is she to accept those offers?

• Which offer do I suggest first?

RTIM decides what to offer based on:

• What will make her happiest? (NPS)

• How long is the call centre/

• shop queue?

• How much is she likely to spend?

• Do I know how to sell this?

• What are our business objectives?

AND

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Intelligent Business Rules Sample Rules and Flow

Eligibility

•Customer does not already own product

•Customer value is at least medium

•Customer has good credit

Contextual

•Interacting with an agent who has sales training

•Transaction type

•Call reason is not complaint

•No open cases

Contact History

•Has not rejected the offer in the last 60 days

•Has not seen any related offers in any channel in the last week

Strategy

•Prioritize messages by expected revenue

•Prioritize retention messages higher than cross-sell

•Maximize customer satisfaction

Cross-Sell Best Messages Loyalty Up-Sell Informational

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Example use Case: Multichannel Interaction

Website Contact Center

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How does this work ?

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Expect the unexpected

© 2014 Teradata