studio9a40c5c4-6282-46fe-a31b-9a8bd99f… · tor‘s tool for digitized customer interactions, a...

BSI Business Systems Integration AG 1

studioThe platform for digital customer love stories

Content

Who benefits? p. 3

What can BSI Studio do for you? p. 4

How do you work in BSI Studio? p. 5

Steps – The building blocks of success p. 6

Stories – Telling exciting stories p. 11

From content management to analytics p. 14

Step Store – The ecosystem that comes with BSI Studio p. 17


The curtain rises: BSI Studio is a multi-functional direc-tor‘s tool for digitized customer interactions, a customer journey management platform, a content management tool, and an analytics tool – all in one.

With BSI Studio, you as a corporate leader can make sure that your business is consistently aligned with your customers, while you are simultaneously driving the digital transformation of all customer relationships and business processes.

This condensed overview presents compelling reasons why you, too, ought to be working with BSI Studio. What can BSI Studio do for you? How does the digitization platform work? What are steps? And what are stories? Does BSI Studio have content management and analytics capabilities as well?

Did we pique your interest? Read on or call us for a live demo.

May we introduce... BSI Studio

Zeno Hug, Story Expert+41 56 484 19 [email protected]

mailto:zeno.hug%40bsi-software.com?subject=BSI%20Studio%20Live-Demo


With BSI Studio, marketing and customer experience managers design cinematic customer stories step by step – even across departmental borders and companies. Using data from CRM, ERP, or analytics, BSI Studio iden-tifies appropriate target groups and touchpoints for your campaign and optimizes the parameters in real time, allowing you to map any customer interaction – from a plain newsletter and a classic product launch for your current customers to state-of-the-art storytelling.

This new digitization platform also supports salespeople: BSI Studio generates scores, ratings, or targets and forecasts closing rates. BSI Studio shepherds companies through their digital journey, integrates existing systems and enhances them with business intelligence to ensure that your customers have an unforgettable experience.

...and action!

Who benefits from BSI Studio?

”It’s impressive how you can always keep track of things despite the intricate plot.”Colin Xander, Customer Experience Manager

”Finally, I am no longer a spectator, but I am the director of the customer relationship.”Marta Marks, Marketing Manager

“A lot of action, rather than talk. That’s what software should be like.”Vicky Valetti, Sales Manager


What can BSI Studio do for you?

1 Compelling customer experiences

Design, automate, and optimize stories in real time with BSI Studio across and beyond all touchpoints, and department and company boundaries.

2 Intelligence through data BSI Studio uses every data point from your CRM, ERP,

analytics, to intelligently decide the next step in the story. While Mission Control monitors all your important KPIs.

3 Personalized content BSI Studio offers templates, personalized content,

and rule-based content for all media with spam check, opt-in and device preview.

4 Integrated or stand-alone While it is part of BSI CRM, it is also a powerful stand-

alone solution.

5 More than marketing automation

With BSI Studio, you can fully automate customer care – from lead handling to after-sales service and takes preferences and actual behavior into account in the process.

6 Data security and data protection by design

BSI Studio complies with the GDPR principle of purpose limitation and is available as an on-site cloud application operated by BSI that you can run in your data center.

7 Versatile ecosystem

The Step Store offers individual steps, ready- made customer stories, helpful services, and a strong partner network for BSI Studio.

7Following are seven convincing reasons that speak for BSI Studio. Further compelling arguments we would like to share with you in person. Or, you can see for yourself right now and test BSI Studio for your business case.


1 2

Design Optimize

3

Execute

4

Analyze

1 Design

Pull appropriate steps using drag & drop from the step library and link them together or purchase finished customer stories in the Step Store and modify them to fit your business case.

2 Optimize

Observe your customer story, set up a new version to improve it and set it live. Thanks to the clever versioning concept, this version takes the lead, and the previous one is phased out in the sunset mode.

3 Execute

Review the story you have created in the sandbox mode, then switch to the live mode and test each step manually. You like the result? Push the play button and execute it automatically.

4 Analyze

Measuring success made easy. With Mission Control, it is easy to stay on top of KPIs such as participa-tion numbers, conversion rates, or NPS. You define which KPIs you want to see.

How do you work in BSI Studio?

Once you are done with the creative design phase at the flip chart, you dive right into the tool: BSI Studio designs, automatically executes, analyzes, and optimizes your customer story in real time. And action!


What role do steps play in BSI Studio?

The blue participant steps define the participants and bring them into your customer story in BSI Studio – from your CRM or other linked systems such as the Webshop, social media, or the ERP system. A participant can be a customer, a prospect, or a partner, and can be anonymous or known, depending on the story.

The orange data steps are the links to other systems and are a bridge to your master data management system, such as BSI CRM. You use them to create new customers, define scores or ratings, and create communications and next best actions. The orange data steps write data from BSI Studio into your linked systems.

The green logic steps add intelligence to your story. They branch and filter data, select the best communication channel, delay processing, or wait for an event. The BSI machine learning community currently trains neural networks that handle specific tasks exceptionally well and can support you in your work. Soon, we will be offering logic steps that will access these “brains.”

The brown push steps interact with the participants of the customer story. They send newsletters, e-mails, or SMS messages, create landing pages, Facebook posts, and ads, and transmit data to the letter shop.

Search New customers REST import Youtube Advertising block Due date Range Approval

Filter Delay Trends REST decision

Coincidence Staggering Fork Amount

Wait for weather First time Duplicate check Detect collision

Constraint A/B random Join Sample

Best A/B rule Union Hand overto story

Limit Weather forecast Intersection Best channel

Voucher Task Scan text

Create portal user Business Data transfer

Find customer Communication Reference

Register customer Set attribute Changetarget group

Set advertisingblock

Modify attribute Set score

Set interest Forget Set rating

Case Correct address Next Best Action

E-mail Facebook (Post) Portal Content

SMS Youtube (Post) Outbound call

Letter Youtube (Ad) Lead

CSV export Landing pageDealmaker

Lettershop Redirect App content

OptivoManagenewsletter

REST

Newsletter Facebook (Ad) EventInterest Trigger App Xing

Manual Change POS LinkedIn

Target group Advisedcustomer

Webshop IVR

Score Card Shopping cart Mailbox

Rating CSV import Facebook Incoming SMS

All customers From story Twitter QR scan






















REST




Webshop IVR

























REST




Webshop IVR




With BSI Studio, you can design customer stories step by step. Steps are the smallest units in BSI Studio: You can create entire customer journeys from these smart building blocks. While BSI Studio currently comes with more than 60 steps, we are constantly adding more steps, which you can purchase in the Step Store. There are four categories of steps:


The “CSV import” StepWith the participant step called “CSV import,” it is easy to import contacts that are not yet in BSI Studio from a CSV file: You can configure the format and columns of your imported contact data as you like and just the way you need it in BSI Studio for your customer story.Use Case Example: You have a CSV file of prospects that are interested in your newsletter. With just a few clicks, you can import it into BSI Studio using the “CSV import” step.

The “Interest” StepDuring the search for appropriate participants for your customer story, the participant step called “Interest” provides a practical entry point: If you would like to start your search with any customer with a particular interest in BSI CRM, you can integrate this step into your story to ensure a successful start. You now have all customers with a particular interest as a starting point and can continue to refine your search from here.

Use Case Example: Out of all your customers, have the system display those customers in BSI CRM whose interest is “Annual Report,” and add them to your customer story as participants.

The “Webshop” StepVisitors to your Webshop are interested parties, pro- spective new customers, or repeat customers – and are therefore important to your company. The participant step called “Webshop” helps you get participants from your Webshop to your customer story in BSI Studio. The Webshop can transfer data such as first names, last names, and customer and product numbers to BSI Studio.Use Case Example: As a follow-up measure, you are planning an invitation for a test drive for customers who visit your Webshop, have logged in, and get information about your e-bike. To create this initiative, the relevant customers have to be moved from your Webshop to BSI Studio as participants in the customer story.

Participant Steps – A sample


One, two, three... logic steps

The “Wait for weather” StepMake sure you send messages at a time when the information they contain is the most relevant to the recipients! The logic step called “Wait for weather” is your weather forecast: It checks the temperature or the weather at a particular address. This step makes sure that your newsletter, e-mail, or SMS message is not sent until the selected weather event occurs at the defined location.Use Case Example: You are planning a newsletter campaign with ice cream vouchers to be redeemed at one of your sales locations. For this initiative, you want to make sure that your contacts receive this voucher on the day the temperature rises higher than 30 °C for the first time at their place of residence.

The “A/B random” StepCompanies use A/B testing to determine the best website design or the most suitable communication channel. The logic step called “A/B random” helps you design your customer story in a way that ensures a positive effect on leads and conversion rates. Using this step, you can test two or more versions of a planned campaign and compare the success rates.

Use Case Example: You want to do a trial where you contact 20 customers from your existing customer base by SMS, while all your other customers receive the customary e-mail. You then use the communication channel with more favorable results for your customer story.

The “Range” StepIf you would like to divide the participants in your customer story into groups according to a specific criterion and have them take different courses then, you can do so with the logic step called “Range.” You can define the range (from/to) according to which you want to divide your contacts. The number of employees in a company or a company’s revenue are two examples of criteria you could use.Use Case Example: You want to divide your customers into two groups called “SME” and “Corporations” based on the number of employees. Depending on the type of company, you then continue your customer story accordingly.


All good things come in threes – Push Steps

The “Landing page” StepMany marketing initiatives require smartly designed landing pages. The “Landing page” push step helps you create customized landing pages in BSI Studio. You select the design, define the relevant content, and customize it with placeholders and so-called news snippets, which are dynamic content elements.Use Case Example: To manage invitations for an event you organized, you would like to set up an attractive, customized registration page.

The “Newsletter” StepCustomized newsletters made easy: With the “News-letter” push step, you can customize and send attrac- tively designed newsletters. You select the newsletter‘s design and its content and set placeholders for individually addressing the recipients. Additionally, you can choose the relevant content for your target group from a list of news snippets and define filter conditions to manage who gets what news.

Use Case Example: Customers under 30 without children are to receive an article on backpacking in Sri Lanka in their newsletter, while customers over 30 with kids are to receive an article on resorts in Italy.

The “Lead” StepDid you win over a prospect? If so, you should work this prospect systematically. Simply incorporate the “Lead” push step into your customer story, and BSI CRM will generate an order with the status of ”Potential” for each participant reaching this step. Now, your salespeople can always keep track of new leads, and you can monitor your marketing success. You can respond to lead status changes or follow up if a lead has not been handled.Use Case Example: As soon as a customer in your customer story arrives at the “Lead” push step, your sales agency receives a notification and takes over from you.


Three data step examples

The “Opt-in/out” StepTo keep track of your contacts’ contact preferences in the days of GDPR and ensure that they will only receive information from you when they want it, BSI has developed the “Opt-in/out” data step. It lets you set up or remove marketing blocks without much of an effort. A marketing block can be inclusive, or channel- or ad-dress-specific, and thus lets you respond flexibly to the individual needs of your leads and customers. Use Case Example: One contact would like to receive your event newsletter, while another one opts out of it; and a third contact no longer wants to receive any communication from you by e-mail.

The “Score” StepTo serve your customers as well as possible, it only makes sense to work with scores. Scores let you cat- egorize your contacts based on criteria such as the likelihood of defection, satisfaction, or purchasing volume. As the last step in a target story, the “Score” step

attributes the determined value to every one of your contacts in BSI CRM. In a subsequent customer story, you can then make a targeted selection of participants based on the scores, and serve them individually.Use Case Example: You want to group your leads based on the likelihood of their defection from your Webstore so that you can plan the next appropriate marketing initiative. Each of your contacts receives a score identifying the likelihood of defection that is stored in the CRM.

The “Detect collision” StepIf several customer stories run in parallel, one of the participants might be included in more than one story simultaneously. The “Detect collision” Step specifically checks for that and will exclude any duplications.Use Case Example: When you send Christmas gifts to your customers, the “Detect collision” Step will ensure that no customer receives your gift twice by preventing participant names from being in more than one target group.


What is the purpose of stories in BSI Studio?

Target Stories: They determine target persons, and define scores and customer values. As a result, these stories transfer data to BSI CRM or another data management system or form target groups for customer stories.

Customer Stories: They create the interaction between people and the company – across and beyond all touchpoints, online and offline. As smartly designed customer journeys that are optimized end-to-end, they implement your business case.

Digitization Stories: Their purpose is the digitization of all business processes. Silo boundaries can be overcome by using BSI Studio’s simple integration option: REST services conveniently connect separate stand-alone solutions.

Stories in BSI Studio meet various needs. They are screenplays that customers or potential customers experience as movies, i.e., as continuous customer journeys. But not only that: They also create processes to identify scores and customer segmentation and help digitize previously manual processes. The stories you design in BSI Studio are clearly displayed in the storyboard – and show their status as live or draft.


The “Customer segmentation“ example

The customer is the king, and no customer equals another. Sending identical offers to different custo-mers is not only inadequate today but also simply inconceivable. Today’s customers expect customized, relevant services and a personal approach. However, categorizing your customers into different segments is not always easy.

This target story, called “Customer segmentation,“ is mostly inspired by the concepts of purchasing frequency and customer value. The term purchasing fre-

quency describes how often your customer buys from you. The second term, customer value, refers to a met-ric that shows this customer’s value to your company. To obtain this value, we analyze the categories and number of purchased products in the shopping cart. The result of this shopping cart analysis is the basis for the databased segmentation that matches your strategic customer profiles and groups your customers based on their purchasing behavior and specific purchasing motives.

Constraint Constraint


The “NPS survey“ customer story

Would you like to find out your customers’ satisfaction level using the Net Promoter Score? The customer story “NPS survey” allows you to do just that. Based on a survey, customers are categorized according to their NPS score and are then contacted through different channels.

The first step is to determine the most appropriate channel to contact your customer. Then, you send the customer an e-mail, SMS message, or push message via the app with a link to the survey. On the landing page, the customer is asked to determine, on a scale of zero to ten, the likelihood that he/she will recommend your company to others.

While responses between zero and five (detractors) are concerning, it is essential that you follow up with these customers. The story gives you this option, and a business case is automatically opened. Customers that are satisfied with your service receive a “Thank you” e-mail. If a customer’s assessment is particularly positive (promoters), however, you ought to use this opportunity to make an additional sale. You could offer this customer a loyalty card, for example. The Next Best Action that is also part of this customer story will help you make the best decision.

Next Best Action

Next Best Action


How do you design and execute stories in BSI Studio?

New customer, target and digitization stories are created in the storyboard.

By using drag & drop, you “drag” the needed steps from the step library to the storyboard, link them and con-figure them. None of this requires any IT knowledge. It is easy to find the right step in the library using the convenient search tool.

With the grouping function, you can cluster individual steps by color and give the group a title. This yields clearly designed stories structured by themes.

In the settings, you can also select to have the story’s analytics data displayed. This data shows you directly in the storyboard where the participants are in the story currently and how many of them are there, or how many participants altogether took a particular path last week or in the last 24 hours.

Also, the different line thickness indicates on which path the majority of the participants are taken. In the NPS survey example, the majority of participants reach the landing page with the customer satisfaction survey through the SMS link.


How do you analyze stories in BSI Studio?

Everything is under control! With Mission Control, you continue to keep track of your stories. What is their status? How many participants are there? Where is the bottleneck? It helps you optimize stories easily in real time. You maintain control and have the necessary KPIs at hand to measure the success of your campaigns and customer experience efforts: Which story performs best?

On the story level, you can also retrieve the metrics for each step in a straightforward tile format. You can see at a glance how many participants, executions and web views there are.

Story participant

Letterhop / Brochure

SMS / reply via SMS

e-mail / e-mail read

Story participant


SMS / reply via SMS


Story participant


SMS / reply via SMS


Story participant


SMS / reply via SMS


Story participant


SMS / reply via SMS


Now Now Now Now Now

Last activity: 20.09.2018 12:52Responsible: Team Awesome





Newsletter with Double-O... NPS survey Pre Embossed Card... Insurance Protection Check Video Consulting Bank Branch

36'444Participants

1.9MParticipants

4MParticipants

8.4MParticipants

85'687Calls

Best channel

620MRuns

9.1MCalls

0Runs

489MCalls

3MCalls

5.6MCalls

66'626Runs

36'755Calls


How does content management work in BSI Studio?

A content management system is also a convenient component of BSI Studio. Upload any desired image files to the media library, such as PDFs, videos, and other media. In the design area, you manage your company-specific templates, which you either get from your agency or purchase in the Step Store.

Finally, you use the content editor to compile the con-tent for all media based on the selected templates: From personalized newsletters, dynamic news snippets, and classic contact channels like letters or e-mails all the

way to landing pages and websites. The opt-in process, spam check, and device preview are standard features. Depending on the story, BSI Studio adjusts this content at the desired touchpoint depending on the story. It is personalized for each customer with placeholders and rule-based content elements.

The Step Store as BSI Studio’s powerful ecosystem: From smart customer stories to inspiring workshops, the Step Store has everything you need to design customer love stories in BSI Studio, and therefore helps you culti- vate your customer relationships. We offer a wide range of smart and ready-to-use customer stories for your industry in the store – so you do not have to start from scratch: Examples are pull stories such as inquiries, product launches, and returns, and push stories such as

the retargeting or reactivation of inactive customers. Simply purchase them in the Step Store and adapt them to your needs in BSI Studio. We are constantly expanding the Step Store product portfolio with the goal of offering the right customer journey for every industry and count-less life experiences.

Stop by and discover our offers in the Step Store: stepstore.bsi-software.com

The Step Store – BSI Studio’s powerful partner

BSI Business Systems Integration AGbsi-software.com/studiostepstore.bsi-software.com

Would you like to experience BSI Studio live? Or would you rather become the customer journey director? If so, we look forward to hearing from you.

Roll the filmfor your success story

TestBSI Studio!

Zeno Hug, Story Expert+41 56 484 19 [email protected]

Step Store – The shop with everything you need to provide a unique experience to your customers

From steps to intelligent customer stories and inspiring workshops: The Step Store offers everything you need to create customer love stories in BSI Studio, our digitization platform. As a powerful partner to BSI Studio, the Step Store helps you design your customer relationships. Discover the wide range of options available in the Step Store now and treat your customers to a magnificent cinematic experience.

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