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Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Sergey Borisov, Moscow, November 2011
Customer-Centric and Real-Time
Marketing Decisioning
A new wave of Customer Value Management
2
How do YOU communicate with your Customer?
Contextual, Dynamic & Personalised
Dialogue (Customer-Centric Company)
Transaction-Driven Communications
(Product - Centric Company)
Copyright © 2011 Accenture All Rights Reserved.
3
What is Customer-Centric and Real-Time Marketing
Decisioning?
Of the following statements, which are correct?
Selling a customer anything else we can
Offering a customer something else that may be of value to them
Enhancing the value of a customer to the Company
Offering to customers after they have called or visited us in store
Building a more profitable relationship with our customers
Up-selling and cross-selling all of the time
Up-selling and cross-selling at every opportunity
Multiple Choice
Quiz exercise
or
Copyright © 2011 Accenture All Rights Reserved.
Definition
Customer Centric Decisioning is the enabler
within a customer-centric operating model to
deliver consistent messages over multiple
channels for every customer in real time and is
therefore the core capability to implement a
branded customer experience.
Customer Centric Decisioning (CCD)
Copyright © 2011 Accenture All Rights Reserved. 4
Customer-Centric Company . Customer Dialogue: from “To Whom can I sell this ?” to “What is relevant to You ?”
5 Copyright © 2011 Accenture All Rights Reserved.
*“offer” is defined as the next appropriate interaction (not necessarily an attempt to sell)
• Outbound Call
• Direct Marketing
“I have an
offer …” offer
Traditional Marketing “Let me find the best group of people to
tell about it.”
“Let me find the most relevant offer*
for this person.”
offer
offer
offer
offer
“I have a
customer …”
Customer-Centric Decisioning
All inbound & outbound
channels
Traditional Marketing is:
• Product-Driven
• One-to-Many Campaigns
• Scatter Gun Approach,
• High Volume & Effort
• Low Response Rate
Centralised Decisioning is:
• Customer-Centric
• Needs-Driven
• 1-2-1 Marketing
• Specific, targeted, pertinent
• Right Offer, Right Time, Right Channel
Why I need Customer-Centric and Real-Time Marketing
Decisioning?
6 Copyright © 2011 Accenture All Rights Reserved.
How to bring your marketing campaigns Response Rate up to 10%?
Creates ongoing,
interactive customer
dialogue through
− deep customer insights
and contextual
information
− multiple channel
communication
− the right timing and
content/ offering
Ensures branded
customer experience by
− translating customer
strategy into customer
treatments
− consolidating all
communication intention
within a company
− Communicating
consistently over multiple
communication channels
Customer Dialogue Management
Database Marketing
Relationship Marketing
One-to-One Marketing
Dialogue Marketing
One-to- Mass
One-to- Target Group
One-to- One
One-to- One Interaction
From … … To Increasing customer relevance
Mass communication, with many over-
contacted and many not-contacted
customers
Target-group specific
communication with more directly suited information
on products or services
One-to-one communication
emphasizing personalized
interactions and product offers
Contextual, dynamic and personalized
communication with treatments
offered at the right time
Response rate: ~4-5%
Response rate: ~1-2%
Response rate: ~2-3%
Response rate: ~10%
7
In the Trigger Based Marketing Solution, predefined business
rules identify the next best treatment and allow to present a
highly relevant customer offer
At each event, predefined business rules allows your Company to identify the next best treatment
based on the specific customer interaction, the channel used, the customer strategy and taking the
segment affiliation and customer history into account.
Rules are defined based on your Company’s customer strategies
They are categorized under the areas of eligibility, compatibility and prioritization
Operating Model: How it works?
Copyright © 2011 Accenture All Rights Reserved.
Customer Decision Engine is a key enabler for Customer-
Centric and Real-Time Marketing Decisioning
8
Customer Interaction
Customer Data & Preferences
• Customer value
• Behavioral Models
(Churn Propensity,
Predictive Models, etc)
• Specific requests
• Available Offers
• …
Business Strategies
• Retention Budget definition
• Customer Segmentation
rules definition
• Incentives rules
• Customer messages
guidelines
• …
Customer Decision Engine
Touch points
Intent
• Outbound calls
• Call Center
• Web Site
• Shop
• …
• Enquire
• Purchase
• Advice
• Use
• …
The Customer Centric Decisioning asset is based on a Customer Decisioning Engine which
relies on data, business rules and strategies, models and channel execution
Outbound and Inbound Communication
Call centre Retail E-Mail
SMS Direct mail Website
Copyright © 2011 Accenture All Rights Reserved.
Main Applications are used over Customer Lifecycle
9
By leveraging Accenture proprietary assets and patents, different applications have been built to
maximize Customer Value in different scenarios.
Key applications are:
• Next Best Action - leverage all inbound interactions and transform
them into sales opportunities
• Deal Negotiator - Personalize retention and up-selling through
individual budgets
• Event Based Marketing - Keep customers engaged through
personalized and non intrusive communication
Personalized and
optimized through wide
use of Accenture
Analytics.
Copyright © 2011 Accenture All Rights Reserved.
Examples of Intelligent Offer Decisions
Events Offers
A customer with a data plan of 300MB
per month has consumed 250MB in the
first 15 days
Up-sell to the data plan of 1GB/month
A customer with an average frequency
of recharges of 20€/month didn’t
recharge in 40 days
Recharge 20€ during the next 3 days
and get 5€ for free
A customer with a new 3G terminal has
no data activity in the first 7 days
Service call to explain him how to use
the data services
A customer is calling a particular number
10x more times than the average in the
last month
Add this number to “My favorite
numbers” plan
10 © 2011 Accenture. All rights reserved.
What kind of events can we monitor?
trends and spikes “the customer has decreased the outgoing calls by
30% in the last month compared to the average of the
last 6 months”
inactivity “the customer didn’t make any outgoing call during the last
5 days”
simple events “the customer has called the competitor call-center to request
a portability”
patterns
“the customer had these events in sequence”
11 © 2011 Accenture. All rights reserved.
European Telco:
Estimated Euro 3.3 million in cost
savings for consumer business p.a.
Accenture has a successful track of records in implementing CCD
solutions for leading telcos and banks worldwide
Increase/
Save
Revenue
Increase Sales Opportunities
(make every customer contact a
sales opportunity)
Increase Sales Rate
(increase the number of conversions)
Increase Customer Retention
(save profitable customers)
Key Performance Objectives Benefits
Reduce Cost to Save Customers Reduce
Costs
European Telco:
Euro 17 million additional sales
opportunities by leveraging inbound
retail & call centre contacts
O2, a UK Telco*:
15 times increase in sales
conversions
9% increase in customer value
UK Telco:
2% increase in customer retention
*Source: Direct Marketing Review
Copyright © 2011 Accenture All Rights Reserved. 12
Accenture provides a comprehensive suite of services to
maximize the value of the customers along the entire lifecycle
Accenture offers a complete range of services which can be used to rapidly
develop, test, prove and manage marketing analytics and campaigns
13
Gather and collect customer-related data from
different legacy systems, perform data
integration, classification, normalization and
enrichment in order to build a single integrated
customer database to provide meaningful and
usable customers’ info.
Analyze Customer socio-demographic,
attitudinal and behavioral information, through
statistical and Data Mining techniques, in order
to obtain a deeper knowledge of the Customer.
Define and implement commercial initiatives in
order to maximize customer value, customer
retention and customer satisfaction; develop
solutions aimed at interacting with customers
directly, and continuously by digital channels.
Services
Cleansing and normalization
Data quality
Data enrichment and geo-referencing
Integrated view of customer build
Customer DB outsourcing
Services
Customer profiling and analysis
Customer Segmentation
Customer retention and churn propensity
prediction
Sales analysis and prospecting
Product Basket analysis
New product launch analysis
Customer analytics build
Customer analytics outsourcing
Services
Campaign design
Campaign mangement
Loyalty program design and implemetation
Multichannel Campaign Execution
Customer
Centric
Data Mart
Integrated View of Customer
Predictive Modeling
0
50
100
150
200
250
300
350
400
0 25 50 75 100
Campaign Management
Campaign Wave 1
Campaign Wave 2
Campaign Wave 3
Segmentation Intelligent Interactions
Campaign Management and Insight Driven Interactions
Customer Analytics Customer Data Management
Copyright © 2011 Accenture All Rights Reserved.
Accenture Invention of the Year 2010
Customer Centric Data Mart and Analytics
14
Lug '06 Ago '06 Set '06 Feb '07 Mar '07 Ott '06
Gen '07
Nov '06 Dic '06 Gen '07
Dic '06
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Nov '06
Apr '06 Mag '06 Giu '06 Lug '06 Ago '06 Set '06 Ott '06 Nov '06
Ott '06
Mar '06 Apr '06 Mag '06 Giu '06 Lug '06 Ago '06 Set '06 Ott '06
Giu '06 Lug '06 Ago '06 Set '06 Feb '06 Mar '06 Apr '06 Mag '06
Customer Centric Data Mart
CAR Generation and Statistical Modeling
Integration with External Systems
Analysis and Predictive Reporting
Copyright © 2011 Accenture All Rights Reserved.
Accenture Customer Insight Centre - A predefined infrastructure
already up and running to accelerate piloting, implementations and
“Customer Value Management as a Service”
A pre-defined set of software is already available in our centre. It is possible to add new software on-demand
basis to support analytical activities specific to the client.
Copyright © 2011 Accenture All Rights Reserved. 15
Next Best Action (NBA) application screen shot:
functional walk through of how NBA works
16 Copyright © 2009 Accenture All Rights Reserved.
Customer Profile
Panel
contains useful
information about the
customer (personal,
price plans, usage,
etc)
The information is
driven by Decision
Logic and
Assessment Panel
Contains the actual offers and information about the
offers. It also provides the user options for viewing
the offers relevant for a particular customer
This panel enables customer response capture
Alerts Area
Shows other customer
information such as
churn risk and
customer value
The ‘Next best action’
portion displays the
very top offer for the
particular customer
‘Offers’ Area
Shows the offers for which the
customer is eligible. The default
view shows the top 3 offers
The agent can choose the offer to
present to the customer by
clicking on it here
The green bars represent offer
relevance
Advice Area
Displays useful
information about the
selected offer,
benefits to the
customer, pricing and
tips on how to present
the offer
It also includes the
proposition text
structured into
various sections
Response Buttons
The response buttons enable agents
to record customer
feedback/response to an offer
They include: Accepted, Maybe
Later, Declined and Not Offered
Clicking these creates a record of
the interaction in the database
Only when clicking ‘accept’ is
information sent to the billing
system (provisioning is automatic
only for ‘simple’ offers)
History Panel
Displays the outcome for all the previous
interactions handled through the NBA system
including: offers presented, time/date presented,
customer response, and agent who presented
each offer
Copyright © 2011 Accenture All Rights Reserved. 16
Questions?
Sergey Borisov, Ph.D Senior Manager Management Consulting, Communications, High-Tech and Media group Lead
Accenture Paveletskaya sqr., 2/2 115054 Moscow Mobile. +7 916 812 6696 [email protected]
Copyright © 2011 Accenture All Rights Reserved. 17
18
What is Customer-Centric and Real-Time Marketing
Decisioning?
Of the following statements, which are correct?
Selling a customer anything else we can Not necessarily – we don’t want to ‘sell’ something to a customer that is not appropriate
Offering a customer something else that may be of value to them Correct – we want to provide the best possible service to a customer by recommending products and services to
them that they may find useful
Enhancing the value of a customer to the Company Absolutely – the more your customers get from their relationship with your Company, the more likely they are to
stay with you
Offering to customers after they have called or visited us in store Why wait until after they’ve left us? We have an opportunity to help them when they have chosen to interact with us
Building a more profitable relationship with our customers Providing our customers with more services that they find useful will mean that they get more from us, and spend
more with us
Up-selling and cross-selling all of the time It’s not always appropriate to up-sell and cross-sell. We need to identify in what situations we can add the most
value.
Up-selling and cross-selling at every opportunity Real-time Marketing correctly means finding the right offer at the right opportunity – when the customer will
appreciate and benefit from our suggestion the most.
Copyright © 2011 Accenture All Rights Reserved.