deep dive into cx samuel johnson · 2019. 6. 10. · machine learning, large market data sets,...
TRANSCRIPT
#TMSA2019
Deep Dive into CxA Holistic Approach
Samuel Johnson, Sachs Horace Janson
#TMSA2019
Introduction
Vice President / Partner
Sachs | Horace | Janson
Countries
Dominica, Trinidad & Tobago, Canada, USA
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SHJINC.COM
#TMSA2019
Transportation & Travel
Non-Profit/AssociationsPharma
Food & Beverage
Public Sector
Analytics, Research Insights & Strategy
Customer ExperienceRetention & Loyalty
Operations & Supplier Relations
Marketing Services & Lead Generation
Innovation & Product Management
Sachs|Horace|Janson: Who We Serve
#TMSA2019
Cx: Management Framework
§ VoC & Customer Insights§ Program Alignment & Mgmt§ Campaign Execution
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Customer Insight: multi-channel VoC
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Customer Insight: @Moments that MatterOpportunity Won
Lost
Onboard Service Delivery/Annual
Lost /Former Customer
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1
3 4 5
Positive Negative
• Promoters• Brand advocates• Case studies• White papers• Cross-sell• Referrals
• Issue resolution• Customer care
opportunities• SFDC escalations• Follow up to evaluate issue
resolution
VoC ActionsGrow Retain
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Customer Insight: Data Driven Campaigns
Next Best Offer (NBO)Migration / Expansion
CLTV Lifetime Valuation
Look-alikeGetting more that fit
ChurnBranch level Predictions
Model Technique Sample Campaigns
Early Renewal, Surprise and Wow, Great8
Customer Advisory BoardsCorporate & Local events
Cross-Sell / Up-Sell / Share of Wallet Campaigns
Email / Cookie Campaigns to pure prospects
Random Forest, K-means clustering, and Association analysis
Advanced regression to identify key drivers of attrition
Random Forest, K-means clustering, and Association analysis
Machine Learning, Large market data sets, publicly available
variables, and external suppliers
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Employee Engagement: Customer AlignmentExecutive Customer Council
Steering Committee
Customer Loyalty
Leadership Council
KeyInitiatives
Teams(SMEs)
Customer Journey Mapping
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Employee Engagement: Training at all levelsMoments That Matter
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Employee Engagement: Awareness & Rewards
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Customer Programs: Segment Specific
CLTV Model Equation: [1- Probability to Churn ] x [Estimated Margin (yearly) ] x [# of years for contract to expire]
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Customer Programs: Recognition & Value Prop reinforcement
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Customer Programs: Lifecycle Comm.Actionable, consistent and triggered based on customer’s lifecycle stage
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Results
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Results
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Questions?
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Results not reports