track 1-3 고객분석을 통한 고객접점 의사결정 최적화 - …©2013 ibm corporation...
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© 2013 IBM Corporation
Track 1-3 소셜 시대, 고객분석을 통한고객접점 의사결정 최적화
박찬재 차장 | 한국IBM 비즈니스 애널리틱스 사업부
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고객의 행동 패턴과 요구사항에 대한 정보를더 많이 확보할 수 있게 됨
Our world is becoming more
INSTRUMENTED
Virtually all things, processes and ways of working are becoming more
INTELLIGENT
더 빠르고 정확하게 시장 변화에 대응할 수있고, 예측과 최적화를 통해 더 나은비즈니스 결과를 낼 수 있게 됨
전혀 새로운 방법으로 예전보다 더 활발히고객과 양방향으로 소통할 수 있게 됨
Our world is becoming more
INTERCONNECTED
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“평균화된”고객만족만을목표로하던시대는이제끝났음. Analytics를활용하여개별고객에게맞춤형메시지를전달해야함
83%
기타기업
95%
뛰어난기업
“고객과 더욱 더 친밀해지기” 선택
14%more
고객과더욱더친밀해지기
직원의능력
Insight와 Intelligence
기업모델변화
위험관리
산업모델변화
매출모델변화
88%
81%
76%
57%
55%
54%
51%
앞으로 5년간 집중해야 할 항목들
“우리의고객들은개인화된서비스를원한다. 이것은결국
한사람을위한시장에관한얘기다.”
Tony Tyler
CEO, Cathay Pacific Airways, Hong Kong
Source: IBM 2010 Global CEO Study Q13 Which of the following dimensions will you focus on more to realize your strategy in the new economic environment over the next 5 years? n=1,523, n=303
“고객을놀라게하는것은다양한시각을가진많은
사람들과의상호작용을통해서나오는예상밖의
아이디어에서나온다”Shukuo Ishikawa
President &CEO, NAMCO BANDAI Holdings, Inc. Japan
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고객 성공 사례
Research
Product
Purchase
Product
Use
ProductGet Customer
Service
Advocate
Product
Marketing
Sales
Support/Services
Feedback Management
Social Intelligence
Attract
Retain
Grow
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AttractAttract신규고객확보
Targeted
Offers
Collect baseline
attitudes and
track purchases
Analyze and
predict best sales
strategies
Target offers to
select new
customersEngage in
lifecycle through
dialogue
Global Car Rental Agency
비용효율적이고타겟팅된이메일캠페인을
기획하여, 적절한시점에적절한접촉을통해고객
유지율을높임
•고객을세분화하고마케팅비용을집중할수있는역량을키움
•마케팅비용은 50% 가량절감하고매출은증가
•고객에대한이해를바탕으로, 적절한시점에개인화된커뮤니케이션을하여고객의충성도를높임
RetainRetainGrowGrow
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GrowGrowAttractAttract고객관계향상
A
B
C
Best channelBest time
Multi Channels Multi OffersMulti Times
Predictive
Model
200
90
Margin
32%
54%
Response
probability
Business
rules
B
A
Potential
actions
64
49
Expected
value
C
Best offer
Major Retail Bank
예측분석기반의멀티채널을활용한마케팅및
영업으로교차판매와상승판매를늘림
•예측모델기반의타겟팅으로 DM 발송비용을 20% 줄임
•직접반응률을 3.1% 향상시킴
•고객니즈에맞는최적의상품을추천함
RetainRetain
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RetainRetainGrowGrow
CustomersProfitable Customers
At-Risk Profitable CustomersAt-Risk Profitable Customers
고객 유지
Customer Knowledge
Non-Customers
InterventionIntervention
Cable & Telco Provider
고객이탈율을낮추고고객만족도를높이기위한
Customer Intimacy 전략으로텍스트마이닝과예측
분석을활용해고객피드백관리를함
•브로드밴드고객들의이탈율이 19% 에서 2%로감소
•고객들중 50%이상이서비스에대한만족도가증가함
•23%의불만고객이충성고객으로바뀜
AttractAttract
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Predictive
Analytics& Optimization
Collaboration Environment
Business Rules
& Events
Operational Systems & Point of Interactions
Process, Event & Case Orchestration
Data & Content Infrastructure
Business Intelligence
Planning & Forecasting
•Warehouse Management•Transportation Management•Supply Chain Visibility•Sterling Collaboration Network/B2B Services
•Product Optimization•Inventory Optimization•Network Optimization•Transportation Optimization
•Analytics•Segmentation•Reporting•Search Optimization•Mobile
•Resource Mgmt •Campaign Mgmt•Marketing execution •Performance•Analysis
•Cross-Channel Order Capture, Cart & Catalog•Customer-centric Shopping Experience•B2C/B2B Storefronts•Precision Marketing
IBM은기업들의고객관계향상을도울수있는혁신적인솔루션들과컨설팅서비스를제공함
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더미루지말고, 바로지금부터C
�전략을세우세요!
–향후 3개월내에개선시키고자하는영역을선정
�적합한솔루션을선택하세요!
–접근이용이하고, 유연하고, 개방적이고, 사용하기쉬운솔루션인지?
�성과를측정하고, 문서화하고, 성공사례를공유하세요!
–전사적인모멘텀을만들고, 성과에대해인정받기
�계속해서적용하고, 발전시키세요!
–피드백을참고하여의사결정을수정
19 © 2013 IBM Corporation
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