how do your customers ‘experience’ your business? intelligence-based marketing the company knows...
TRANSCRIPT
How Do Your Customers ‘Experience’ Your Business?
Intelligence-based marketing
The company knows who you are, what you prefer, and communicates with
relevant, timely messages, using the power of analytical
intelligence to detect patterns, decode strands of information and create
meaningful offers and value
‘Schizophrenic’ marketing
The company has delusions about who you are, forgets what
you prefer, and tries to reach you with off-
target communications that alienate you –
based on fragmented data & inadequate
faculties, resulting in confusing, chaotic
‘multiple personalities’
Who are my most loyal customers and what promotions are most effective?
Do you treat your loyal customers differently than your others?
When a customer touches your business, do you have the capability to engage them with targeted messages?
How do you determine the level of personalization you give?
Which of your profitable customers are at risk of leaving?What are the buying habits of my best customers? Are you matching products and services to the right channels?Can you detect behavioral events and provide timely and relevant customer communications?
Customer Relationships & CRM - More Complex Than Ever Before
Who are your most valuable customers and what are their attributes?
What products do my customers purchase and what do they crossover purchase?
What will my customers want next?What product promotions increased sales,
transaction size, frequency and crossover?
acquireDo you know what constitutes a good
customer?
Are you using customer lifestyle/lifestage data to find prospects?
Can you match customers to the right products and services?
Can you use the above knowledge with your current prospect lists to target your marketing efforts?
grow the relationship
reward loyalty
retain customers
Today’s marketers have a lot to manage!
Manage the Total Communications
Environment with Analytical CRM
Direct Mail
E-Mail/Fax
ATM/Kiosk
Call Center
Agent
Store /Branch
Analytical CRM
InsightInsight
Inter-Inter-ActionAction
Timely Messages
Disk array
DataWarehouse
IntelligenceIntelligence
Operational CRM Systems
Capture Capture DataData
All Channels All Touchpoints
ATMInternetExtranet
E-Mail/Fax
Sales/ Store /Branch
Direct Mail
KioskAgent/Call
Center
Lead With Analytical CRM Lead With Analytical CRM For Mission-Critical Intelligence For Mission-Critical Intelligence
ActionActionAnalytics and Modeling
Personalize Communication
Communication Delivery
Communication Planning
Customer Optimization
Relevant Offers
Timely Messages
How Analytical CRM Functions
Analysis
• Analyze customer profiles & behavior
• Target customers
• Evaluate response
• Event Analysis
Communication• Plan continuous
communication dialogues
• Define batch and real-time event rules and trigger
Optimization
• Prioritize and limit communications by channel
• Regulate frequencyand quantity of contacts by channel
• Optimize customer communicationsthrough contact modeling
Personalization • Generate personalized
offers by customer• Build personalization
Rules
Modeling
• Build and analyze predictive models
• Score customers
Interaction• Deploy outbound
or manage pending inbound/event-driven communications
• Manage workflow of interactions
• Personalization Merge
• Real-time personalization
Data Warehouse
Industry LDM
ALL CUSTOMER INTERACTION DATA