Developing Complete Customer Centricity

Jill M. Speirs

John Sahagian

10/15/2013 Copy right ACS Business Solutions Inc. 1

OUR HISTORY

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Investment Savvy

Baby Boomer

New Families

Execution Right Offer Right Segment Right Time Right Channel

THE GOAL

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THE STARTING POINT

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Business Intelligence Tools

ALL CHANNELS

Reporting /

Metrics

Marketing Automation /

Channel Automation

Data mart

Data mart

Data mart

Central Customer

Data Base

Data

Ga

ps–

Data

So

urc

e

Ex

isti

ng

so

urc

es

Data

stage

ES

B - R

eal-tim

e

MDM

Analytics/

Data mining

Development of a Customer Centric Data Environment

NEED THIS

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Business Issues

1 Big Data Issue – No central repository

2 External dependency for development of member data

3 External dependency for their Marketing Execution

4 Not leveraging all Channels / Customer Touch points

5 Significant annual cost

6 Inability to act on customer needs

BUSINESS PROBLEM

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Business Issues

1 Big Data Issue – No central repository

2 External dependency for development of member data

3 External dependency for their Marketing Execution

4 Not leveraging all Channels / Customer Touch points

5 Significant annual cost

6 Inability to act on customer needs

BUSINESS PROBLEM SOLUTION STEPS

Steps to Solve

1 Establish Vision / CRM Strategy

2 Define the Roadmap / Project Scope & ROI

3 Assess the Marketing Processes / Marketing Alignment

4 Develop Customer Insight & Analytics

5 Implement the Marketing Automation

6 All Channel (IB and OB) Customer Targeting Strategy

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Defining customer segmentation and

format

1 Extracting, monitoring and acting on

customer insights

2

Clearly defining customer service

across formats and channels

3

Establishing a new Promotional Construct (become Marketing-Led)

4

Developing eventing capability

5

Customer communication feedback loop

THE VISION

Customer Led / Marketing Driven

Technology Data Process People Enablers

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Copy right: ACS I Advanced Customer Solutions Inc. 2013

Customer Data Model / Data Base

Q1 Milestone

Q2 Milestone

Q 3 Milestone

Q4 Milestone

Phased Channel Delivery

Predictive Modeling

CR

M S

trat

egy

- R

oad

map

CTP Mapping / Pilot – Quick Hit

Marketing Process / Pilot – Quick Hit

Roll out Phases Roll out Phases

Roll out Phases Roll out Phases

Pilot – Quick Hit Roll out Phases Roll out Phases

Communication / Contact Strategy

Business Case

Road Map

Who / What / Why / When

THE ROADMAP

Planning Process

Customer Data

Segmentation Actionable Insight

Marketing Process

Marketing Automation

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Vision

Copy right: ACS I Advanced Customer Solutions Inc. 2013

Two Solutions

Multi Channel Campaign Management

Marketing Resource Management

In Parallel – Critical Foundation Requirements

1 New Member House holding algorithm developed

2 Address Accuracy & Standardization process & across all members

3 Environics Prizm logic appended to each member

4 Big Data Solution Completed – MCIF implemented

5 New Streamlined Marketing Business Process developed for 14 core Project Types

6 Actionable Insight – Segmentation & Predictive Modeling

THE BUILD

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MRM OPTIMIZATION

Process People

Step by Step Current State Review 1.

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MRM OPTIMIZATION

Process People

Step by Step Current State Review 1.

Future State Development 2.

Reduction in Steps

30%

3. Repeatable Process - 15 Templates

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MRM OPTIMIZATION

Process People

Step by Step Current State Review 1.

Future State Development 2.

3. Repeatable Process - 15 Templates

Central Team Repository 4.

Reduction in Steps

30% Ability to Drive an Integrated Marketing Planning Process / Planning Cycle

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Technology Data

1. Full Campaign Process Automation

Automates File Receipt Processing

• Ability to process & marry to our internal data

Automates Execution • Data for channels and creative all

in 1 place for automatic delivery

Automates Emails

• Pressure rules & campaign prioritization allows on the fly schedule delivery, prioritize deliveries, filtering different communications

CAMPAIGN OPTIMIZATION

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Technology Data

1. Full Campaign Process Automation

2. Streamlined Process & Data Steps

10 Steps Become 5 Steps

1. External data imported 2. External data reconciled 3. Data from 5-10 tables collected 4. Additional data appended 5. Filtration process runs to identify final

target 6. Final targets used to identify

communication fields 7. Final print / email files created using

communication fields 8. Files delivered to vendor for

execution 9. Creative files delivered to vendors for

execution 10.Vendor executes campaign

1 & 2 Automated

3,4 & 6 Consolidated

7,8 & 9 Consolidated

CAMPAIGN OPTIMIZATION

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Technology Data

1.

2.

3.

Full Campaign Process Automation

Streamlined Process & Data Steps

Out of the Box Recipient

May 24, 2013

Out of the Box Recipient Table

• Houses all relevant member information

• Aggregated data from multiple sources now simple to use and execute

• Member data is filtered & consolidated within this table

• Customization allows user to drive communications that best fit the BCU’s needs

CAMPAIGN OPTIMIZATION

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Technology Data

1.

2.

3.

4.

Full Campaign Process Automation

Streamlined Data Steps

Master Campaign Template

Out of the Box Recipient

Master Campaign Template

Targeting

• Standard and campaign specific filters which are easily copied/adapted for multiple uses

External file integration

• Process reconciles & appends external data to recipients table which allows for filtration & customized treatments based on external data

Delivery • Multiple channels, multi wave

which I can borrow and tweak

CAMPAIGN OPTIMIZATION

75% Pre-defined

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CAMPAIGN OPTIMIZATION

Technology Data

1.

2.

3.

4.

Full Campaign Process Automation

Streamlined Data Steps

Master Campaign Template

Out of the Box Recipient

Ability to Move to a Daily Campaign Process from a Monthly Process

Expanded Communication Capabilities

• Daily emails, call list, priority mail and trigger campaigns

Dramatically Improved Targeting Methods • Filtration criteria is now updated daily &

100% accurate through the month

Ability to React to Daily Changes • Members interact with us daily, we now can

communicate daily & report relevant insights

Daily = Increased ROI

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Integration

Finding Gaps & Risks

NEW OPPORTUNITIES

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ACTIONABLE INSIGHT

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4

3

2 1

ACTIONABLE INSIGHT

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MARKETING OPTIMIZATION

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MARKETING OPTIMIZATION

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Key Enablers: Marketing Automation / Big Data

Right Marketing Processes

Customer Touch Point Integration

Actionable Insight – Customer Strategy

Right Planning Processes

DRIVING SUCCESS

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Customer Experience

END STATE

Measurement & Reports

Planning & Process

Channels

Actionable Insight

Member Base

Segments & Target

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Q & A

Business Solutions Inc.

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