How to create meaningful real-time customer interactions

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  • MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions

  • Gettingacompleteviewofcustomersatanymomentisanythingbuteasy.

    LetsChangeThat TM

  • Whoshouldreadthiswhitepaper?

    Marketerswhowanttouseanalyticstomakecustomerinteractionsmoremeaningful

    Analystslookingtobetterunderstandacustomerscontextualdatainthemomentsoftruth

    Whatwillyoufind?

    Examplesofcustomizedofferscalculatedinreal-timefromcontextualdata

    Bestpracticesforcapitalizingyourcustomersmomentsoftruth

  • AbouttheAuthorLISALOFTISspecializesincustomerexperiencemanagement(CEM),customerrelationshipmanagement(CRM),businessintelligence(BI)andanalytics,datagovernanceanddatastrategyinitiatives.

    Lisaspeaksfrequentlyatnationalandinternationalconferences,hasco-authoredthebookBuildingtheCustomer-CentricEnterprise(JohnWiley&Sons)andpublishesfrequentarticlesacrossavarietyofindustrypublications

  • Listenmorethanyoutalk.Nobodylearnedanythingbyhearingthemselvesspeak.

    RichardBranson

    Introduction

  • Reactingtoourcustomersmomentsoftruthwillrequireunique,personalizedresponsesinrealtimethattranscendtraditionalmarketingandspanchannelsanddevices.Thisismorethanmarketingmaturity:itsthenewmarketingimperative.

  • TaleofTwoOffersItwasthebestoftimes,itwastheworstoftimes.

    CharlesDickens,ATaleofTwoCities

  • JasonsJourney

    Jasongoesshopping

  • Jasongoesshopping

    Whilewaitingforsalesman,heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,thenswipestocheckingaccountforbalance.

  • Jasongoesshopping

    BanksmobilechannelrecognizesJasonandsendsrequesttoReal-TimeDecisioning Engine(RTD).

    requestedoffer

  • Jasongoesshopping

    RTDappliesbusinessrules eliminatesthetopscoredofferofHELOCbecausethecurrentchannelismobile.Sendsnextbestofferandarelationshipreviewtothemobilechannel.

    InformationaboutJasonisretrievedfromthereal-timedatastoreandsenttoRTD.

  • Jasongoesshopping

    Jasonacceptsofferandsetsanappointment.

    returnedoffer

  • Jasongoesshopping

    Bankstandardautoloanratedoesnotmatchthedealers.Jasongetsloanfromdealership.

    Bankmissesopportunityforautoloan.

  • MomentsofTruth MomentsofNowForeveriscomposedofnows.

    EmilyDickinson

  • JasongoesshoppingIncontext

    Jasongoestoacardealershiptotestdriveandbuyacar.

    JasonsJourneyinContext

  • JasongoesshoppingIncontext

    Heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,andthencomparesthemagainstdealerfinancing.

  • JasongoesshoppingIncontext

    BankdetectsJasonswebactionaseventandsendsinfotoRTD.

    requestedoffer

  • JasongoesshoppingIncontext

    RTDre-ordersscoredpre-optimizedofferstofitsituationalcontext,offersdiscountedautoloanandsuggestedrelationshipreviewtoJasonsphone.

    InformationaboutJasonisretrievedfromreal-timedatastoreincludingthefactthatherecentlypaidoffapriorcarloan.

  • JasongoesshoppingIncontext

    Jasonacceptsoffer getsloanfrombankandsetsappointmentforreviewcall.

    returnedoffer

  • JasongoesshoppingIncontext

    Severaldayslater,JasonlikesthebankonFacebook.

  • UnravelingtheMysteryAwonderfulfacttoreflectupon,thateveryhumancreatureis

    constitutedtobethatprofoundsecretandmysterytoeveryother. CharlesDickens,ATaleofTwoCities

  • Recognizingandreactingtomicro-momentsrequiresaconfluenceofcontextualdata

    JasonsJourneyinContext

  • CustomerRelationshipContext

    Isthesupportofthiscompanyrelevantinthenearfuture?CustomerLifeCycleProducts/ServicesOwnershipPurchaseHistoryPredictiveAnalytics

  • PersonalContext

    Isthisimportanttomeinlife?PreferencesAttitudesSocialConnectionsPsychographicsExpressedNeeds

  • Real-TimeContext- Situational

    IstheresomethingIneedrightnow?WebSearchVisittoWebpagePurchaseCalltoCallCenterMobileAppLocation

  • ThePathtoReal-TimeOptimizationAndabeautifulworldwelivein,whenitispossible,andwhenmany

    othersuchthingsarepossible,andnotonlypossible,butdone. CharlesDickens,ATaleofTwoCities

  • ParticipantsinarecentForbesInsightsStudyreportedthefollowingimpactsfromusinganalyticstooptimizedata-drivenCXinitiatives:

  • Fasterdecisionmaking

    Betteranalyticsmeanbetterdecisions

    62% 51%Betterinsightintoanda

    commonviewofenterprisecustomers

    49%Managersand

    employeesaremoreconfidentabouttheirdecisions

  • Greaterengagementwithcustomers

    Engagedcustomersbuymore

    49% 47%Increased

    sales/revenues

    44%Morerepeatbusiness

    fromcustomers

  • Costsavings/moreeffectiveuseofmarketingbudget

    Improvedorganizationaleffectiveness

    37% 36%Greatercollaborationbetweendepartments

    32%Abilitytoreactmorequicklytomarketchanges

  • MakeoptimizationiterativeMeasureeffectivenessandrefineprocessesbeforeexpandingtheprogram.

    BestPracticesHowtoCapitalizeontheMomentsofTruth

  • PutdatainthedriversseatEstablishingscope,breadthandintegrationofdataforcustomersandinteractionsiscritical.

    BestPracticesHowtoCapitalizeontheMomentsofTruth

  • MapthemomentsoftruthThejourneymapisagoodwaytoidentifythosemomentsoftruththatwillhavesignificantimpactonthecustomerexperience.

    BestPracticesHowtoCapitalizeontheMomentsofTruth

  • InvestinautomationItwouldbevirtuallyimpossibleforalargeormediumsizedcompanytodeliverresultswithoutarobusttechnologyplatform.

    BestPracticesHowtoCapitalizeontheMomentsofTruth

  • sas.com

    MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions

    Getyourfreecopy

    https://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449https://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449