redefining customer analytics in a digital world (optier - chicago summit)

optier.com

REDEFINING CUSTOMER ANALYTICS

IN A DIGITAL WORLD M A R C H 2 0 1 4

THERE HAS TO BE A BETTER WAY….BUT EVERYONE ACCEPTS “THE GOLDEN RULE”

DATATOOLS (ETL)

DATAWAREHOUSE

MODELING& BI STEP

DATAWAREHOUSE

Applications

WHAT IS THE FUNDAMENTAL ISSUE THAT HAS TO BE ADDRESSED?

Applications

• Data itself needs to be managed differently at the start of the process.

• Applications today save/explode the data associated with a “customer event” all over the data center.

• What is required is a single record for each “customer event” that contains all the relevant data associated with that interaction.

IMAGINE IF THIS APPROACH WAS APPLIED TO A GLOBAL RETAIL BANK

• What would this mean to the business?

• How would this impact IT?

• What would be the impact to the overall cost of delivery?

Banking

Borrowing

Investing

Insurance

Business Units

Real-time view of customer interactions across all digital touch-points

CAPTURING THE DATA WITHOUT MODIFYING ANY APPLICATIONS

• The end-user initiates a transaction.

• Each transaction is uniquely tagged with a “bar-code.”

• The “bar-code” is monitored and used to capture data across each tier of technology.

• 100% of customer event transactions are created and housed in a big data store.

• Transactions are stored in their “raw” state.

FURTHER WORK IS REQUIRED

Example (for discussion purposes) - Record 1

Business Unit Retail Investments

Channel Type Web

Customer Number 135-79-2468

Customer Name John Smith

Customer Type Diamond

Date/ Time 3/1/2015 9:00

Transaction Type Fund Transfer

Account From Investment Account

Amount $1,000,000

Transfer To Fidelity

How Many Times Has This Occurred in Last 90 Days?

3

What other services does the customer use? Mortgage, Credit Cards, Retail Banking

Current Weather Heavy Snowstorms

Dashboards

R E A L - T I M E

STEP 1Initial Data Capture

STEP 2Data Cleansing

STEP 3Augmentation

System Alerts

Third Party

Visualization Tools

THIS CAN BE DONE.CASE STUDY: LARGE NORTH AMERICAN UTILITY

Install software & design analytics

Capture & store 100% of transactions in real-time

Work with tool to “cleanse” transactions

Finalize analytics design and rules

WEEK 6 Produce real-time, interactive dashboards

WEEK 1

WEEK 2-3

WEEK 4

WEEK 5

• Real-time view of customer activity

across all digital touch-points

• Real-time dashboards illustrate

customer behavior’s impact to

satisfaction

• Individual customer activity records

relayed to call centers with past 24

hours of cross-channel activity

optier.com

WHY IS THIS IMPORTANT?

Faster Business

Results

Reduced IT

Risks

Reduced

Costs

OPTIER’S LEGACY

ACT

Founded 2003 Lead end-to-end performancemanagement software industry

Patented ACT technologyDNA for Analytics

• 8 of 15 of the world’s largest banks.

• 4 of 6 of the world’s largest telecommunication companies.

• 2 of 5 of the world’s largest credit card companies.

• 2 of 10 of the largest U.S. insurance companies.

THE OPTIER 8-WEEK ANALYTICS CHALLENGE

In just 8 weeks, OpTier can provide you with a detailed record of every customer

interaction across 2 business units analyzed to address a specific business problem.

Email challenge@optier.com to determine if your company qualifies.