Smarter Customer Conversa.ons Using Your Data for Be1er Inbound Interac6ons September 23, 2015
Steven Noels CTO, NGDATA
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Marke.ng Shi4
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A customer is 4 Fmes more likely to buy from a compeFtor if the problem is service related vs. price or product related.
-Bain Consulting
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Customers’ Expecta.on Shi4
OFFER THE RIGHT
PERSON THE RIGHT
TIME THE RIGHT
CHANNEL THE RIGHT
IMPROVED FREQUENCY
IMPROVED SEPARATION
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Understanding Your Customers
Anonymous Iden.fied Exis.ng customers
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Learning From Your Customers
▪ Data must come from all internal sources to ensure each communication opportunity is relevant
▪ Real-time knowledge must be applied to improve communication as individual preferences evolve over time
▪ Individuals interact with each channel differently, but need relevant and consistent communication with each
▪ Customers expect to be treated as individuals
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Technology Barriers
regard IT roadblocks and lack of technology as barriers to adopFng or improving customer experience
Source: Econsultancy, Digital Marketing Exchange
84%
No SoluFons – No AutomaFon – Manual Work – Low ROI
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Organiza.onal Barriers
“Customer centricity is a culture of puVng the customer at the center of everything you do.”
—BRIAN SOLIS, Principal at Altimeter Group
OrganizaFonal change is required to put the customer front and center.
This means more than just a technological change, it means a desire to put the customer first.
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Make your conversaFons more relevant
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Collect real-‐Fme data from all available sources on the inbound visitor – web, IVR, purchase history, CRM, markeFng program behavior, etc.
Personalize each experience with the right messages and incenFves based on trends, preferences and behaviors found in the individual profiles, regardless of the channel chosen by the customer
Build individual profiles on customers that consist of key, acFonable metrics. Keep track of trends and anomalies. Use this informaFon to support an effecFve mulFchannel experience
Build Strongly Personalized Profiles
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Consistent Regardless of the channel with which your customer interacts with you, make each and every
interacFon consistent
Context Aware More than communicaFng based on Fme and locaFon, but also consider markeFng
pressure and service experience
Relevant Based on behavioral data and
interacFons, every conversaFon and offer must be relevant to the individual
Op.mize Customer Interac.ons
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Ensure Consistency with Customer DNA
a collecFon of 1000s of predefined metrics, calculated in real .me and organized per iden.fied customer
based on a variety of interacFon-‐ and fact-‐based data sources, using a variety of predefined calculaFon, predicFon and/or retrieval methods
providing ac.onable data for markeFng & customer-‐centric applicaFons
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Capture Every Interac.on
M O B I L E A P P
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Capture Every Interac.on
A C C O U N T
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Capture Every Interac.on
W E B
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Capture Every Interac.on
M O B I L E W A L L E T
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Capture Every Interac.on
P U R C H A S E
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Capture Every Interac.on
A T M
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Capture Every Interac.on
C A L L C E N T E R
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Real Time Converted into Core Metrics...
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Real Time Converted into Core Metrics... Online Interac.ons
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Real Time Converted into Core Metrics... ATM
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Real Time Converted into Core Metrics... Mobile Interac.ons
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Real Time Converted into Core Metrics... Call Center
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Real Time Converted into Core Metrics... Payments
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Real Time Converted into Core Metrics... Every Touch
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Revolu.on: Impact Lily Enterprise adds Ac1ons and Precision
Opera.onal Systems
External Data
Contract/Product Data
Customer OperaFonal Data
Reference Data
MarkeFng and Social Data
Customer InteracFon Data
Campaign Data
ERP/CRM Data
Data Warehouse Data
Service Desk
Customer CRM and IVR Systems
Web and Mobile
Mobile Apps
Customer Website
Channel / Campaigns Mail
SMS
Broadcast
MarkeFn
g Campaign Mgt
Sales Office
Agent / Advisor
Social Media
PERSON THE RIGHT
OFFER THE RIGHT
CHANNEL THE RIGHT
TIME THE RIGHT
Feed
back
In
put
(Big) Data Lakes
BI/Analy.cs
Datawarehouses
Customer 360
Monitor Drive
Partner Apps
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5 Key Factors to Customer Experience Management
Customer DNA
Atomic Level View
OperaFonalized AnalyFcs
One SoluFon, MulFple Uses
Omni-‐channel Impact
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Knowing Your Audience is Growing Your Audience
OPPORTUNITY
• Belgium’s largest newspaper business needed to adapt business to compete in the digital age and saw great value in their dramaFcally growing online business
SOLUTION
• Mediahuis connected online visit data with subscripFon data from mulFple systems to quickly create a Customer DNA on each user
• They implemented a targeted subscripFon offer based on behavior and propensity scores found through the Customer DNA to increase subscripFons for two of their brands.
RESULTS
• AcquisiFon models showed significant predicFve power from combined data/Customer DNA, enabling more targeted offers
• Doubling effecFveness of inbound markeFng programs
• Adding more brands to the program and beginning targeted inbound/acquisiFon programs to more effecFvely engage with both known and anonymous users
2x INCREASE IN THE EFFECTIVENESS OF INBOUND MARKETING CAMPAIGNS
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Be[er Service / Lower Costs
OPPORTUNITY
• Essent supplies electricity and gas to 350,000 customers in Belgium, owned by top 5 European (German) energy supplier RWE Group
• They wanted to deliver bejer service to their customers while lowering their call center costs – specifically around inbound calls regarding invoicing -‐ which can be lengthy and costly
SOLUTION
• They created a DNA on each customer from data stored in different systems (CRM – contract, billing, usage, etc., and contact interacFons from inbound and outbound acFviFes – call center, mail, website, etc.) to bejer understand their behaviors and propensiFes when it came to invoicing.
• Once they had the DNA in place, they created a model to enable them to predict which customers were most likely to call about invoices.
• The ones mostly likely to inquire received a personalized video, with informaFon about their current status of usage, which would reflect on their next invoice. Results of views were also fed back into the system for further insights
RESULTS
• Rolling out the personalized videos to the right customers, resulted in call reducFon of 49% for customers who viewed video, directly impacFng call center costs.
• There was an overall call reduc.on of 30% • With the staFsFcal model, there was a li4 of 5.6 in predic.ng the callers
0% CALL REDUCTION 3
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Relevancy – What Customer Experience is All About
OFFER THE RIGHT
PERSON THE RIGHT
TIME THE RIGHT
CHANNEL THE RIGHT
IMPROVED FREQUENCY
IMPROVED SEPARATION
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Are you ready to use Customer DNA to enhance every customer experience? Learn more about how Lily Enterprise can help your company. Schedule an appointment with an NGDATA representaFve to get a personalized walkthrough.
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