Next Best Action in All Digital Channels!

Slide 1!

Slideburst #7! Patrik Svensson, Digital Lead, 2013!

POD Mobile Web Web

Slide 2!

Data is the foundation for Digital Commerce!

Data

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

App

API

Data 1 Data 2 Data 3 Data 4 Data 5

Neo is a new subscriber with a new handset and phone number according to our Customer Profile. Our Usage Analysis alerts us to the fact that Ron has many outgoing calls but very few incoming calls. Product Offering Matching recommends Neo 50 free SMSs to be used only today, so he can send his friends the new number.

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Slide 3!

Case: Neo gets Offering!

Smilla purchased a 200MB data package for 30 days. She has already used 90% of the package, and still has 5 days to go. We will notify Smilla about her balance and offer another personalized package for the remaining days.

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Slide 4!

Case: Smilla gets a personal offering!

Alex is a loyal customer. Using a 2-year-old smartphone he reduced his data usage in the last 2 months, resulting in a 15% ARPU decline. He also called customer care twice in the last month to find out about his bill. Alex can be offered an attractive handset upgrade that includes a data package tailored to his budget.

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Contact Records

Slide 5!

Case: Alex gets a personal offering !

eCRM!

Slide 6!

Customer Profile built based on Analytics and Segmentation techniques!

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Customer Value !Analysis!

Customer Lifecycle Analysis!

Reach

Churn

Attrition

Abandon

Reactivation

Loyalty

Retention

Conversion

Acquisition

Fig . Customer Lifecycle without time axis

Customer Profile!

SSO information objects

Created

Changed

2007-12-03

Drawn by Activity Single Sign-On (SSO)

Scope View

Patrik Svensson

Sweden Information View

-

ID -

Rev 1

ScopeSSO information objects Description

SSO information objects

External application

Application (bold = new)

Interaction

Actor

End-user/Actor

NOTATION:

User Account Credentials

UA Credential ID{Attributes}

User Account

User Account ID{Attributes}

Service Instance

Service Instance ID{Attributes]

Party (Person or Organisation)

Party ID{Any attribute related to the subtypes Person or Organisation}

Party Relationship

Party Relationship ID

{Attributes such as ”Customer relationship”}

Party Identifiers

{Attributes, such as ”Social Security Number”, ”Old Customer ID”, ”Billing Account ID”, ”Order Ids” etc}

Party Role

Party Role ID

{Attributes such as ”Customer”}

Implementing a working customer profile enhanced with segmentation data from customer value and lifecycle analytics is the foundation.

eCRM!

Slide 7!

To fulfill the different customer cases we need data processing!

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Processing usage and events is Partially built in out transaction systems that crunch IP- and Calldata records In our Data Warehouses and new solutions

Welcome Package

Offering 1+ Bonus

E2Conversion

E1Prospect Customer

Newsletter + Invitation to My

Comviq

Activation Communicatio

n

E4Nyckeltals-avvikelse

Targeted Communication

+ Offering

E5Dropping Activity

Development Communicatio

n

Bonus + Offering 3

År 1 År 2

PITCH: Migrering Erbjudande: Migrering Kunder: Hur länge har man varit kund? Hur mycket tankar man ? Produkt: Fastpris limited, utan kreditkontroll

E3Activation Events

Activities

eCRM!

Slide 8!

Making Digital Personal Requires a Next Best Action Thinking !

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Getting the capability of matching events with actions require sense of existing state and next best action. The fulfillment and the actual actions should be based on the customer strategy.

eCRM!

Slide 9!

Making Digital Personal Requires Radical Shift in Architecture!

ARCHITECTURE Next Best Action – R, Mahout or and data infrastructure Customer profile – Start building on existing database Segmentation – mix existing/new tools for our ”big data”

Customer Profile

Usage Analysis

Next Best Action

Customer-focused Action

Action Fulfillment

Event Analysis

Data/API Customer Profile

SSO information objects

Created

Changed

2007-12-03

Drawn by Activity Single Sign-On (SSO)

Scope View

Patrik Svensson

Sweden Information View

-

ID -

Rev 1

ScopeSSO information objects Description

SSO information objects

External application

Application (bold = new)

Interaction

Actor

End-user/Actor

NOTATION:

User Account Credentials

UA Credential ID{Attributes}

User Account

User Account ID{Attributes}

Service Instance

Service Instance ID{Attributes]

Party (Person or Organisation)

Party ID{Any attribute related to the subtypes Person or Organisation}

Party Relationship

Party Relationship ID

{Attributes such as ”Customer relationship”}

Party Identifiers

{Attributes, such as ”Social Security Number”, ”Old Customer ID”, ”Billing Account ID”, ”Order Ids” etc}

Party Role

Party Role ID

{Attributes such as ”Customer”}

Communication •  Differentiate communication

based on customer profile and value

Gamification/Bonus •  Bonus/awards for update of

customer profile •  Bonus for loyalty Benefits •  Differentiated discounts on

selection of goods and services, based on customer value or other factor

Communication •  Welcome package •  Activation communication

Events •  Activitation •  Använder tjänst/er

ATTRACT

ACTIVATE

DEVELOP

RETAIN

Cus

tom

er V

alue

Communications •  SEO •  Banners •  etc

Events •  Conversion

Communication •  Monthly Email •  Mitt Comviq pitch •  Targeted offerings and

communication

Events •  Använder tjänst för lite/

mycket •  Etc

Gamification/Bonus •  Merchandise. etc •  Discount on selection of

goods/services

Activities / Events

New

Active

Growing

Loyal

Segmentation Model 1 Customer LIfecycle

Segmentation Model 2: Customer Value

Segmentation Model N

… -  NPS -  Satisfaction -  Social influence

Welcome Package

Offering 1+ Bonus

E2Conversion

E1Prospect Customer

Newsletter + Invitation to My

Comviq

Activation Communicatio

n

E4Nyckeltals-avvikelse

Targeted Communication

+ Offering

E5Dropping Activity

Development Communicatio

n

Bonus + Offering 3

År 1 År 2

PITCH: Migrering Erbjudande: Migrering Kunder: Hur länge har man varit kund? Hur mycket tankar man ? Produkt: Fastpris limited, utan kreditkontroll

E3Activation Events

Activities

Next Best Action for Each Customer