How to create meaningful real-time customer interactions

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<ul><li><p>MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions</p></li><li><p>Gettingacompleteviewofcustomersatanymomentisanythingbuteasy.</p><p>LetsChangeThat TM</p></li><li><p>Whoshouldreadthiswhitepaper?</p><p> Marketerswhowanttouseanalyticstomakecustomerinteractionsmoremeaningful</p><p> Analystslookingtobetterunderstandacustomerscontextualdatainthemomentsoftruth</p><p>Whatwillyoufind?</p><p> Examplesofcustomizedofferscalculatedinreal-timefromcontextualdata</p><p> Bestpracticesforcapitalizingyourcustomersmomentsoftruth</p></li><li><p>AbouttheAuthorLISALOFTISspecializesincustomerexperiencemanagement(CEM),customerrelationshipmanagement(CRM),businessintelligence(BI)andanalytics,datagovernanceanddatastrategyinitiatives.</p><p>Lisaspeaksfrequentlyatnationalandinternationalconferences,hasco-authoredthebookBuildingtheCustomer-CentricEnterprise(JohnWiley&amp;Sons)andpublishesfrequentarticlesacrossavarietyofindustrypublications</p></li><li><p>Listenmorethanyoutalk.Nobodylearnedanythingbyhearingthemselvesspeak.</p><p> RichardBranson</p><p>Introduction</p></li><li><p>Reactingtoourcustomersmomentsoftruthwillrequireunique,personalizedresponsesinrealtimethattranscendtraditionalmarketingandspanchannelsanddevices.Thisismorethanmarketingmaturity:itsthenewmarketingimperative.</p></li><li><p>TaleofTwoOffersItwasthebestoftimes,itwastheworstoftimes.</p><p> CharlesDickens,ATaleofTwoCities</p></li><li><p>JasonsJourney</p><p>Jasongoesshopping</p></li><li><p>Jasongoesshopping</p><p>Whilewaitingforsalesman,heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,thenswipestocheckingaccountforbalance.</p></li><li><p>Jasongoesshopping</p><p>BanksmobilechannelrecognizesJasonandsendsrequesttoReal-TimeDecisioning Engine(RTD).</p><p>requestedoffer</p></li><li><p>Jasongoesshopping</p><p>RTDappliesbusinessrules eliminatesthetopscoredofferofHELOCbecausethecurrentchannelismobile.Sendsnextbestofferandarelationshipreviewtothemobilechannel.</p><p>InformationaboutJasonisretrievedfromthereal-timedatastoreandsenttoRTD.</p></li><li><p>Jasongoesshopping</p><p>Jasonacceptsofferandsetsanappointment.</p><p>returnedoffer</p></li><li><p>Jasongoesshopping</p><p>Bankstandardautoloanratedoesnotmatchthedealers.Jasongetsloanfromdealership.</p><p>Bankmissesopportunityforautoloan.</p></li><li><p>MomentsofTruth MomentsofNowForeveriscomposedofnows.</p><p> EmilyDickinson</p></li><li><p>JasongoesshoppingIncontext</p><p>Jasongoestoacardealershiptotestdriveandbuyacar.</p><p>JasonsJourneyinContext</p></li><li><p>JasongoesshoppingIncontext</p><p>Heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,andthencomparesthemagainstdealerfinancing.</p></li><li><p>JasongoesshoppingIncontext</p><p>BankdetectsJasonswebactionaseventandsendsinfotoRTD.</p><p>requestedoffer</p></li><li><p>JasongoesshoppingIncontext</p><p>RTDre-ordersscoredpre-optimizedofferstofitsituationalcontext,offersdiscountedautoloanandsuggestedrelationshipreviewtoJasonsphone.</p><p>InformationaboutJasonisretrievedfromreal-timedatastoreincludingthefactthatherecentlypaidoffapriorcarloan.</p></li><li><p>JasongoesshoppingIncontext</p><p>Jasonacceptsoffer getsloanfrombankandsetsappointmentforreviewcall.</p><p>returnedoffer</p></li><li><p>JasongoesshoppingIncontext</p><p>Severaldayslater,JasonlikesthebankonFacebook.</p></li><li><p>UnravelingtheMysteryAwonderfulfacttoreflectupon,thateveryhumancreatureis</p><p>constitutedtobethatprofoundsecretandmysterytoeveryother. CharlesDickens,ATaleofTwoCities</p></li><li><p>Recognizingandreactingtomicro-momentsrequiresaconfluenceofcontextualdata</p><p>JasonsJourneyinContext</p></li><li><p>CustomerRelationshipContext</p><p>Isthesupportofthiscompanyrelevantinthenearfuture?CustomerLifeCycleProducts/ServicesOwnershipPurchaseHistoryPredictiveAnalytics</p></li><li><p>PersonalContext</p><p>Isthisimportanttomeinlife?PreferencesAttitudesSocialConnectionsPsychographicsExpressedNeeds</p></li><li><p>Real-TimeContext- Situational</p><p>IstheresomethingIneedrightnow?WebSearchVisittoWebpagePurchaseCalltoCallCenterMobileAppLocation</p></li><li><p>ThePathtoReal-TimeOptimizationAndabeautifulworldwelivein,whenitispossible,andwhenmany</p><p>othersuchthingsarepossible,andnotonlypossible,butdone. CharlesDickens,ATaleofTwoCities</p></li><li><p>ParticipantsinarecentForbesInsightsStudyreportedthefollowingimpactsfromusinganalyticstooptimizedata-drivenCXinitiatives:</p></li><li><p>Fasterdecisionmaking</p><p>Betteranalyticsmeanbetterdecisions</p><p>62% 51%Betterinsightintoanda</p><p>commonviewofenterprisecustomers</p><p>49%Managersand</p><p>employeesaremoreconfidentabouttheirdecisions</p></li><li><p>Greaterengagementwithcustomers</p><p>Engagedcustomersbuymore</p><p>49% 47%Increased</p><p>sales/revenues</p><p>44%Morerepeatbusiness</p><p>fromcustomers</p></li><li><p>Costsavings/moreeffectiveuseofmarketingbudget</p><p>Improvedorganizationaleffectiveness</p><p>37% 36%Greatercollaborationbetweendepartments</p><p>32%Abilitytoreactmorequicklytomarketchanges</p></li><li><p>MakeoptimizationiterativeMeasureeffectivenessandrefineprocessesbeforeexpandingtheprogram.</p><p>BestPracticesHowtoCapitalizeontheMomentsofTruth</p></li><li><p>PutdatainthedriversseatEstablishingscope,breadthandintegrationofdataforcustomersandinteractionsiscritical.</p><p>BestPracticesHowtoCapitalizeontheMomentsofTruth</p></li><li><p>MapthemomentsoftruthThejourneymapisagoodwaytoidentifythosemomentsoftruththatwillhavesignificantimpactonthecustomerexperience.</p><p>BestPracticesHowtoCapitalizeontheMomentsofTruth</p></li><li><p>InvestinautomationItwouldbevirtuallyimpossibleforalargeormediumsizedcompanytodeliverresultswithoutarobusttechnologyplatform.</p><p>BestPracticesHowtoCapitalizeontheMomentsofTruth</p></li><li><p>sas.com</p><p>MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions</p><p>Getyourfreecopy</p><p>https://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449https://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449</p></li></ul>