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  

Print  

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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