taking the right decisions to create value · solution concept – the customer decision hub rules...

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SAS CUSTOMER DECISION HUB

TAKING THE RIGHT DECISIONS TO CREATE VALUE11 MARCH 2015


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AGENDA SAS CUSTOMER DECISION HUB

CHALLENGES IN A CHANGING WORLD

INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS

VISION – SOLUTION CONCEPT

DEMO CUSTOMER JOURNEY

ROADMAP


3

Multiple Touch Points within the

organisation


organisation

MarketingSales

Service

MarketingSales

Service


organisation

MarketingSales

Service

Brand ExperienceBrand Experience

Single View Of Customer With

Coordinated Strategy



Brand Experience



InfluencersFollowers



MANAGE THE CUSTOMER JOURNEYMANAGE THE CUSTOMER JOURNEYCHALLENGE


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DATA FOR INSIGHTS DATA TO COMPLETE THE 360° VIEW

DATA TO TRIGGER EVENTS

TAKE ADVANTAGE OF (BIG) DATACHALLENGE TAKE ADVANTAGE OF (BIG) DATA


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CHALLENGE ACT ON INCREASED ACCOUNTABILITY

• Impact of recession • Improve business effectiveness• Proof value of actions, measure impact• Create new business processes• Combine art and science


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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP


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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB

CUSTOMER DECISION HUB

Sales programs

Service-Activities

Marketing campaigns

Regular communications

Contact strategies

Events, Trigger

Analytical models

Transactional data

Potentials, Risk

History

Contact rules

Strategic decisions

Priorities

Constraints

Channel/Budget restrictions


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Rules

Next-Best-Action (NBA)

Real-Time Analytics

Optimized Offers (NBA)

Real-Time Orchestration using the

Outbound-Suppressions+

1

2

Standard Communication

Request

Reply

Optimization &

OrchestrationDecision Logic


3


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Rules

Next-Best-Action (NBA)

Real-Time Analytics

Optimized Offers (NBA)

Real-Time Orchestration using the

Outbound-Suppressions+

1

2

3

Standard Communication

Request

Reply

Optimization &

OrchestrationDecision Logic

Real-TimeExecution

BatchExecution

OptimizationEngine

DesignEnvironment



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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP


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CUSTOMER DECISION HUB VALUE-DRIVEN BEST PRACTICES

-20% Churn

-75% Costs, +294% ROI

-10% Costs, +17% ROI

- 25% outbound calls,Planning cycle weeks to days

-20% Time,+38% profitability

+ 78% Campaign revenue

+ 130% ROI

+25% Campaign revenue, +20% margin

Reduce costs Increase

profit

Increase share of wallet

Reduce churn

Time to market <3 month

- 665 million pages of paper a year


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AXA VALUE-DRIVEN BEST PRACTICES

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial benefits:

Time to market <3 monthIntegration of Direct Mail,

Email and Internet

NEW OMNI-CHANNEL APPROACH FOR NEW CUSTOMER SEGMENT


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HEMA VALUE-DRIVEN BEST PRACTICES

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial benefits (live 2014):

First step: Synchronised messaging between mass

folder and personalised email communication leads to revenue increase and

improved customer loyalty

IMPROVE CUSTOMER EXPERIENCE


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COLRUYT VALUE-DRIVEN BEST PRACTICES

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial benefits:

Significant cost savings: -665 million pages/year.

“New approach has greatly increased the success of our

promotional campaigns.” Bart Van Roost, Head of Analytics

IMPROVE EFFICIENCY OF LOYALTY SCHEME PROMOTIONS


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NORDEA VALUE-DRIVEN BEST PRACTICES

-25% Churn

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial benefits:

+130% ROI

First phase: Omni-channel with only 10 events

Second phase: Extension to hundreds of events will

introduce Optimization

OMNI CHANNEL EVENT-BASED MARKETING


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3SUISSES VALUE-DRIVEN BEST PRACTICES

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial Benefits

Decrease 10% of the communication costs, while improving the revenue with

17% through better targeting of print and email communication

(contact policy driven by centralised contact and

response history)

DECREASE COST BY BETTER TARGETTING


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ABN AMRO VALUE-DRIVEN BEST PRACTICES

-25% Churn

-20% Churn

-75% Costs, +294% ROI





+ 130% ROI



profit


Reduce churn



Initial benefits:

-75% costs, +294% ROI

> 10 Mio. Euro/year

CHANGE FROM PRODUCT- TO CUSTOMER CENTRICITY


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LOCAL REFERENCES CUSTOMER STORIES

Reduce churn

• http://www.sas.com/en_be/customers/colruyt.html

• http://www.sas.com/en_be/customers/manutan0.html

• http://www.sas.com/en_be/customers/ing-belgium.html

• http://www.sas.com/en_be/customers/record-bank.html

• http://www.sas.com/en_be/customers/zapfi.html


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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP


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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP


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CUSTOMER DECISION HUB CLOSED LOOP CUSTOMER PROCESS

Manage Rules & Model Repository

Campaign/Action design & definition

Define , Execute and Monitor Actions

Explore data & predict

Deploy in batch or in (near)‐real time

360° customer viewprofile

Monitor actions & responses

Orchestrate& OptimizeActions


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CUSTOMER DECISION HUB SUPPORTS ALL TYPE OF INTERACTIONS

TIME

Push - Pull

RO

MI

Email

SMS

Social Media

MobileC

usto

mer

S

egm

enta

tion

1-1

Cam

paig

ns

Eve

nt D

riven

Cam

paig

ns

Om

ni-C

hann

el R

eal-T

ime

Dia

logu

es

Mas

s

MARKETING FATIGUE

Print

Opt

imis

edC

ampa

igns


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CUSTOMER DECISION HUB … AND BE ABLE TO INTEGRATE OUTBOUND AND INBOUND

Outbound / Batch DecisionOutbound / Batch Decision Real Time DecisionReal Time Decision

Start selecting thousands of customers Segment them based on existing

information into groups Assign an offer to a group Perform outbound contact

One single customer appears at a touchpoint

Information in real time is passed Based on his interaction reason ( the

current event) a decision is made to find the right offer

Offer is known Right Customers need to be selected

Customer is known Right Offer needs to be returned


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CUSTOMER DECISION HUB … AND INCREASE RELEVANCY TO CUSTOMERS

IntrusiveOutbound Campaign

Convenient

Real‐Time Dialogue40%

5%

Timely

Triggered Contact20%

Source : Gartner


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CUSTOMER DECISION HUB MAKING USE OF ANALYTICS

Response Modeling

Customer Lifetime Value

Market Basket Analysis

Cross and Up Selling

Web Mining

Customer Link Analytics

Churn Prediction

Credit Scoring

Social Media Analytics

Customer Segmentation

Fraud Detection

Location Analysis

KPI Forecasting

Marketing Optimization

Marketing Mix Analysis


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CUSTOMER DECISION HUB IMPACT ON PEOPLE AND PROCESSES

Effective & Efficient ManagementWith systematic use of available knowledge and data, a large number of simple processes and case procedures can be automated. In this way, the resources can be prioritized, and the effort can be targeted on where the need or risk is most significant.

Coherent Customer ExperienceBy means of Customer Intelligence, you automatically use the organization’s knowledge of customers and companies. This means that your communication

becomes targeted and effective acrosschannels, and you ensure relevance with the right message at the right time.

Data Collection and InsightContinous monitoringBy capturing responses on interactions with customers you gain an overall view of your customer. You are able to see the effect of your improvement measures and compare the results against your benchmarks. At the same time,you get a basis for decision-making built on facts.

Better Service for CustomersCustomers and companies gain better insight, and you can offer relevant and up-to-date recommendations automatically at each step of a case procedure. By doing so, you are able to provide better service and spare both your organization and the customer from wasting time.

COMMUNICATION

PROCESSES

INTERNAL EXTERNAL


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CUSTOMER DECISION HUB THE SAS® CUSTOMER DECISION HUB


For the first time the

enables Organizations to establish value driven marketing

with a true contextualOmni-Channel-Communication

across all channels


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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP


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2016 2017 2018


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INSPIRING CASES

BENEFITS

QUESTIONS & ANSWERS



ROADMAP

taking the right decisions to create value · solution concept – the customer decision hub rules...

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