Download - Portrait dialogue deck
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ACTION INSIGHT
Understand, Visualize and Predict Customer Behavior
Customer Case Study Snap Shot
Customer Interaction Hub Illustrated Demo
Market Leading Analyst Recognition
The CRM “Customer-centricity Chasm”
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ACTION INSIGHT
Customer Analytics Maturity Model
• Commence at any stage
• Benefit from a clear roadmap to success
(Underpinned by customer data access, generic BI & reporting tools)
Explore Customers
• Uncover areas of interest and opportunities to act
• Ad hoc, thin-client customer data exploration for the business user
Understand & Predict Behavior
• Predict and define ideal target customer segments
• 3D visual customer data mining & automated modeling
Predict Uplift
• Predict persuadability; eliminate sure things, lost causes, sleeping dogs
• Reduce spend 40% while improving outcome 30-300%
Optimize Contacts
• Analytically match customers with right offer, at right time, via right channel, balanced against business constraints
Real-time Scoring
• Eliminate customer lists, mass-scoring
• Up to the second outbound selection accuracy
Real-time Decisioning
• Inbound contextual RTD
• Adaptive learning
AC
TIO
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ACTION INSIGHT
The CRM “Customer-centricity Chasm”
Customer Profile
Transaction
Channel
Lines of Business
Customer Preference
DATA CRM TOUCH POINTS
Infuse customer-specific
insight into touch points
INCREMENTAL CRM
Understand past behavior
Predict future needs
“Hindsight” “Foresight”
What | Why | Next | Change
Right message, right time
Dialogue across touch points
Optimize engagement
“Line of sight”
“Hindsight” “Foresight”
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Optimized Customized Customer Interactions
Your Business
Customer
The Results
• Improved customer experience
• Increased customer satisfaction and advocacy
• Increased customer value, wallet share
• Improved customer retention
• Single source for customer preferences
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ACTION INSIGHT
The CRM “Customer-centricity Chasm”
“What customers expect from us” “What we actually have”
Reality
• Product-centric campaigns
• Operationally focused
• Information & channel silos
• Independent business units
• Customer ad fatigue
• Limited capacity for
engagement
Expectation
• We understand them
• We value their business
• We deliver on our promises
• We remember them
• We strive for relevancy
• We are connected
© 2011 Portrait Software - A Pitney Bowes Business Insight Company
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“Inbound”
Channels “Outbound”
Channels
Web
Kiosk / ATM
IVR
Contact Center
Mobile
INTERACTIVE PROACTIVE
Optimizing Customer Interactions
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ACTION INSIGHT
The Portrait Suite
Explore.
Understand.
Predict.
Optimize.
Orchestrate.
Recommend.
Fulfill.
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ACTION INSIGHT
Immediate increase in customer retention
Reduced marketing costs >DK100,000 PA
Incremental revenue of £48M
Revenue per customer 314% higher
Incremental revenue up 327%
Customer retention up >20%
Reduced marketing costs by >10%
“Immediate increase in renewals”
Customer retention up 300%
Churn decreased by 37.5%
20% reduction in churn
36% increase in churn reduction Products held per
customer up by 50%
Increased revenue by $1.2M per month
ROI from a single campaign
Profitability rose 10%
Uplift doubles customer retention
What’s it Worth?
Financial Services Telecommunications
Insurance
Emerging Markets
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ACTION INSIGHT
INSIGHT DATA STRATEGY COMMUNICATION
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Pre
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Qu
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The ONLY vendor on all 5 Magic Quadrants
CCCM
PA/DM
DOCCM
IQ
The ONLY vendor on all 4 Waves
PBBI – Customer Communications Management
MCCM
CDM
CCCM DI
DQ
Gartner
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ACTION INSIGHT
Foundation
Dialogue
Forrester’s View of Inbound & Outbound CM
Interaction Optimizer
Customer Analytics
Interaction
Fulfillment Analytic
Insight
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• Simple Overview
• Case Study: Retention (Telecommunications Example)
• Case Study: Cross-sell (Financial Services Example)
• Case Study: Cross-sell (Retail Example) Optimizing the Customer Lifecycle
Overview
The Portrait Dialogue Difference
Case Studies
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Choreographing the Lifetime Customer Relationship
Acquire > Onboard > Serve > Grow > Retain/
Reconnect
Suspect/
Prospect
Customer Active
Customer
Best
Customer
Recaptured
Customer
Value Rev
enu
e
$0
Optimized Customer Relationship
Typical Customer Lifecycle
Required Competencies
Data Insights (Analytics) Strategy Relationships/Communications
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ACTION INSIGHT
Automate Customer Lifecycle Best Practice
Onboarding
Cross-sell
Loyalty Retention
Winback
Onboarding • Activation
• Welcome Message
• Value Reinforcement
• Preference Solicitation
Cross-sell • Event-triggers
• Persuadability
prediction
• Best-next-offer
Loyalty • Customer feedback
• Satisfaction
• Sentiment
• Product
• Bonus programs
• Referral
Retention • Attrition risk detection
• Predict “the savables”
• Best-next-action
& offer optimization
Winback • Value assessment
• Scored event-
triggered offers
• Opt-out Management
• Preference Management
“Always-on” Customer
Dialogues:
Bi-directional Customer
Dialogue Drives
Engagement
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• Customer “life cycle” triggers
• e.g. new customer, cross-sell, contract expiration
• Customer “life stage” triggers
• e.g. New baby, empty nester, retirement, marriage, birthday, etc
• Transaction behavioral triggers
• e.g. Abnormal changes in transactional purchase patterns, spending
habits, account deposits, etc
• Customer-initiated triggers
• e.g. Inbound interactions, online behavior
• External triggers
• e.g. Socioeconomic & competitive
Event Triggers: Choreographing the Customer Relationship
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ACTION INSIGHT
• Choreograph customer dialogue across
online, offline, mobile and listening channels
Email, web, PURL, SMS, Twitter, Facebook,
direct mail, telemarketing, online survey
• Multi-step, multi-phase dialogue automation
• Connect the “customer conversation” across
all touch points
• Automate customer event-triggers
• Embed customer insight into every interaction
• Achieve real-time performance visibility
• User interface designed for marketers
On-boarding
Develop
Loyalty Advocacy
Win-back
Orchestrate
Customer
Lifecycle Best
Practice
Benefits
• Improve
marketing
effectiveness
• Boost
departmental
efficiency
• Improve the
customer
experience
Portrait Dialogue
Benefits
• Improve
marketing
effectiveness
• Boost
departmental
efficiency
• Improve the
customer
experience
Get customer-centric. Get into the dialogue.
Portrait Dialogue converts disparate customer interactions into a connected two-way dialogue across all channels for greater customer engagement.
ACTION -
ORCHESTRATE
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ACTION INSIGHT
Improve End-to-end Marketing
Efficiency & Effectiveness
Plan Design Execute Monitor Evaluate
Define Your Strategy.
Get Everyone on the
Same Page.
•Resource and task
management
•Activity planning with
calendar
•Define budget &
forecast
•Define offer and
response rules
•Understand customers
through greater insight
Craft Engaging
Customer Dialogues
•Define campaign flow
•Define segments
•Select channels
•Design message
•Define execution
Options
•Create customer lists
•Campaign testing &
delivery
•Prioritize & optimize
Keep Real-time
Performance In View.
•LiveView: Track
dialogue response &
budget performance
across campaigns in
real-time
•Visual indicators push
the most relevant
actionable information
to the surface
Take Action: Improve
Results.
•Drill down into performance
data to quickly uncover and
resolve issues
•Live-Edit mode allows
marketers to easily suspend
& update campaigns on the
fly
•Share results across group
•Re-use most effective
assets
Automate Customer
Communications
•Select from operation
modes including
event-triggered,
scheduled and batch
•Real-time scoring
•Capture Response
•Automatically Route
Leads
Plan Design Execute Monitor Evaluate
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ACTION INSIGHT
Keep Pending
Campaigns
Clearly In View
• Reduce time-to-
market
• Identify trouble-
spots before
they impact
deadlines
Real-time
Performance
View
• Critical
information
pushed to
surface
• Live drill-down
provides
campaign level
performance
status
Campaign
Calendar
• Pending and
active programs
clearly in view
• Shared view
across
stakeholders
Focus & Unify
Planning &
Collaboration
• Personal tasks
• Delegated tasks
• Heat-mapped
information
alerts to areas of
concern
A single location for direct marketing activity
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ACTION INSIGHT
My View: Personalized View of Work and
Campaigns
Open & Recent Work Clearly In View • Reduce time-to-
market • Identify trouble-
spots before they impact deadlines
Stay on-top of Assigned & Delegated Tasks • Visual insight into
status, due date and priority
• Delegated tasks provide visibility into % complete
• Linked seamlessly with MS Outlook
“Watch” Campaigns • Visual indicators
provide insight into performance and trend for target and budget
• Clear view into % complete
Everything at Your Fingertips
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ACTION INSIGHT
Monitor – Drill down to Campaign Performance
• Monitor
Campaign
Performance
• Compare against
budget and target
• Create any
custom report
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ACTION INSIGHT
Orchestration of the customer journey
Choreograph Cross-
channel Dialogue
Across All Customer
Touch Points
• Online: Email, customer web, PURL
• Social: Twitter & Facebook
• Mobile: SMS, MMS
• Offline:
Transpromo, Direct mail,
telemarketing
• Listening: Integrated online surveys,
preference management,
feedback management
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ACTION INSIGHT
Selected target audience (Identified in Portrait Customer Analytics)
Split by channel
Design
Divide into segments
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The Portrait Dialogue Difference • An HQ -- not a dashboard
HQ is a central place to have all
critical campaign planning and real
time performance information at
your fingertips. HQ LiveView goes
beyond generic dashboards with
the ability to detect issues as
they’re happening via real-time
views, diagnose via drilldown, and
then immediately take action.
• Guided Dialogue
Empowers basic, casual and
remote users to design campaigns
and dialogues without extensive
training. Guides users to effective
campaigns and enables advanced
functions which can still be modified
at a later date.
• Customer Cards
The only solution to go beyond a
“360 degree” data view and deliver
a true “customer portrait” for greater
customer understanding, including
key customer KPIs.
• Real-time scoring Eliminate static list management and improve relevancy. Live on-demand analytics ensures up-to-the-minute campaign selection accuracy.
• X-channel Response Attribution More than just click-through tracking. Offers are linked seamlessly with channel, campaign & message activity for granular cross-channel response attribution.
• MS Office integrated task management For greater access and availability, critical campaign tasks are pushed directly to the users’ MS Outlook environment.
• Inbound/outbound fusion Enables shared offers, scores and more for a seamless dialogue across all outbound and inbound customer touch points.
Offer
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ACTION INSIGHT
Dialogue Requires Real-time Relevance
p
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Generate Response
Models
Score all customers against all
models
Create and Manage Lists &
Scores
Enter Lists & Scores to System
Event-triggers Activate
System executes marketing action
Weekly/monthly reports provide
visibility into results
Typical Event-Triggered Campaign Management
LATENCY, MAINTENANCE & WASTED STORAGE
Very labor
intensive
Events occur on customers’
time frame, not the business
-- may occur months later
(or never at all)
Requires
advanced analytic
resource
Very labor
intensive. Dated
information.
Manual
process Information may be
drastically out of
date
Too late to
take action
INACTION
Generate Uplift & Optimization
Models
Upload Models to System
Event-triggers Activate
System executes marketing action
Real-time Performance
View
Portrait Dialogue
At time of Action, System
Scores ONLY the
Customers Affected, Using
Latest Data
Automated
Modeling
Seamless
Upload
On-demand Real-time Scoring
Enter Live-edit mode, affect
outcome
Take Action.
Affect
Outcome.
Better prediction
Reduced overhead
Free up resources
Greatest relevancy
Immediate actionability
Improved results
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ACTION INSIGHT
• Simple Overview
• Case Study: Retention (Telecommunications Example)
• Case Study: Cross-sell (Financial Services Example)
• Case Study: Cross-sell (Retail Example)
Volkswagen (Automotive)
Thomas Cook (Travel)
A-Pressen (Publishing)
3 Mobile (Telco)
Customer
Case
Studies
Optima (MSP)
Chess (Telco)
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Client Example : Thomas Cook
• Over 1m customers and 2.8m travel bookings
• Sending 2 million messages per week
• Managing 10,000 surveys per week
• Over 1m customer dialogue movements per week
• Approximately 600 active Content Objects to
create personalized multi language content
integrated with Web Services for latest data retrieval
• Multi site installation
4 installations, in each Scandinavian country
•Thomas Cook (Northern Europe) travel agency
•Use Portrait Dialogue to deliver
• Newsletters
• Pre-travel information and cross-sells
• Post-travel satisfaction surveys
• Ad hoc campaigns
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© 2010 Portrait Software - A Pitney
Bowes Business Insight Company
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ACTION INSIGHT
Business Challenge: Need for ongoing communication to existing customers to build brand
loyalty and to prospect base of 20,000 to build relationship and drive
conversion (vehicle sales via Dealer network)
Volkswagen Group Australia services
approximately 250,000 existing customers with
30,000 new per year. Customers are indirect with
retail activity (vehicle sale) via independent
Dealership franchises.
Implemented Consona products include Customer
Management and Portrait Campaign Manager.
Manage Brochure Request and Test Drive Request
Forms as part of corporate website
Brochure Request Dialogue selects prospects that
have selected brochures for deliver via mail and
sends extract to fulfillment house
Delivers electronic copy in form of pdf
Welcome Pack dialog for new and existing customers
Selects new customers on a weekly basis and
sends extract to marketing fulfillment house
Quarterly Magazine dialog selects customers matching a
required profile and delivers magazine via email and/or
Customer Recall Notifications dialog matches customers
with vehicle recalls and generates 1st, 2nd and 3rd recall
notices
Customer Self Service Portal as part of VW Corporate
Site with ability to maintain customer details
Customer Case Studies – Volkswagen Group Australia
Portrait Campaign Manager used
for all aspects of life cycle from
prospecting, customer loyalty
and customer service
page 27
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Business Challenge: Manage new customers more effectively – improve the experience and
increase revenues
Rikstoto was established in 1982 as an independent
organization dedicated to promoting equine sport
in Norway. Norsk Rikstoto has a turnover
surpassing NOK 3.5 billion a year.
Portrait was selected based on a live proof of concept to
deliver personalized and automated intelligent customer
communications. Rikstoto wanted to improve the
customer experience for new customers and increase
revenues. A multi-stage ‘Welcome dialogue’, with multi-
channel capability, was created using PCA and PCM.
The campaign delivered a number of tangible benefits
within months of go-live.
Benefits
The new target group had a betting average of 212%
more than non-targeted customers
Average revenue per customer was 314% higher in the
targeted customer compared to the control group
Implementation took just 26 days
Ten-fold ROI within 10 months for this project
Reduced operational costs
Customer Case Studies
“The Portrait solution enables us to achieve
our goal to increase revenues whilst building
better customer relationships”
Line Hofsæth, CRM Manager,
Norsk Rikstoto
page 28
Portrait Customer Analytic Solutions
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Business Challenge: Decrease the amount of outbound calls, reduce costs and focus on retaining
subscribers
A-Pressen is one of Norway’s three major daily
press publishing houses comprising of over 30
regional daily newspapers.
Implementing Portrait meant a-pressen could automate
more meaningful and personalized communications with
its subscribers leading to overall increased customer
satisfaction and lower operational costs.
Benefits
ROI was achieved within 3 months of implementation
Annual customer churn reduced by 13%
The effect of decreasing churn yields a 20% incremental
annual gross average revenue
Profitability rose 10% during the first 2 years
Ability to manage increased customer interaction
volumes with a 10% reduction in staff and a 15%
increase in overall capacity
More accurate and up-to-date customer data in held
centrally
Customer Case Studies
“Using Portrait Campaign Manager to automate
follow-up services with our retail outlets we have
shifted our organisational focus and capacity to
delivering highly targeted sales and marketing
campaigns. Additionally we have reduced staff by
10% whilst increasing our marketing activity by
15%.”
Mr Henning Evensen, Head of Circulation.
A-Pressen
page 29
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Business Challenge: Acquiring and retaining higher value contract customers while increasing
average revenue per user and reducing churn
3Denmark has more than 408,000 subscribers.
Being first to market in Denmark with mobile
broadband, the company maintains its clear market
leader position on data traffic usage with a 46.4%
market share.
Implementing Portrait enables 3Denmark to develop
and execute personalized, multichannel campaigns,
eliminate manual processes and implement dialog
marketing.
Benefits Lower customer churn and increased customer
satisfaction among panel members compared to the total
customer base
Improved customer experience
Rich customer insight gained at individual level
Reduced marketing costs; Customer Panel surveys and
Customer Satisfaction surveys are now run internally,
and, thanks to SMS and email marketing, direct mail has
been replaced where possible.
Customer Case Studies
“It is a powerful, tactical and easy-to-use tool and is instrumental to our long term success in
engaging in a one-to-one dialog with our customer base. We hope to continue to bring
increased customer satisfaction, reduced customer churn and increased ARPU by increasing
the members in the customer panels and using Portrait Campaign Manager tools even more
intelligently”
Klaus B. Johansen, Project Manager CRM,
3 Denmark
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Business Challenge: Retain customers in a competitive market while increasing average revenue
per user (ARPU)
Chess Communications is the 3rd largest supplier of
mobile services in Norway with a market share of
7.4%. The company focuses primarily on attractive
basic mobile services.
Portrait allows Chess to create a meaningful and
relevant dialog with its customers, automate both
inbound and outbound communications on a
personalized level and help augment the barrier to
churn.
Benefits Overall churn reduced by 15.8% year-on-year
ROI achieved within just 3 months
Churn decreased by 37.5% during the first quarter alone
Additional data was gathered on 25% of its customers
Improved proficiency of marketing staff
Customer Case Studies
“We moved from time consuming manual tasks to automated, structured
and measurable campaign management..... we are now able to
communicate regularly with more of our customers and focus our
expensive telemarketing efforts on our top 5% of customers”
Mr Ernest Fredrik Nygaad, CRM Manager,
Chess Communications
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Business Challenge: Differentiate by providing customers with greater customer insight, increased
response rates, reduced wastage and increased customer value
Optima, based in Edinburgh is the fastest growing
and most advanced MSP in the UK. Optima Value
Group distinguishes itself by bringing together
experienced retail marketing practitioners with
customer value management experts, and
combines this with outstanding customer analytics
and technology capability.
The entire Portrait suite is licensed by Optima to assist
its customers in targeting marketing messages to the
right customers, reach them most effectively and
automate engagement for higher ROI campaigns.
Benefits •Through a blend of big thinking, cutting-edge analysis and
best-of-breed technology, Optima enables their client
organizations to understand who their best customers are;
what the company should be offering those customers; and
which communication channel offers should be made.
A selection of their customers:
Customer Case Studies
“Portrait’s combination of powerful analytic
segmentation and easy to use campaign management
was beyond that of its competitors, and was a key
factor in the company's decision to select the Portrait
solution.“
Ian Rippin, Managing Director, Optima
Portrait Customer Analytic Solutions