3/20/2015

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SAS CUSTOMER DECISION HUB

TAKING THE RIGHT DECISIONS TO CREATE VALUE17 MARCH 2015

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AGENDA SAS CUSTOMER DECISION HUB

CHALLENGES IN A CHANGING WORLD

INSPIRING CASES

BENEFITS

VISION – SOLUTION CONCEPT

CUSTOMER JOURNEY

QUESTIONS & ANSWERS

3/20/2015

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Multiple Touch Points within the

organisation

Multiple Touch Points within the

organisation

MarketingSales

Service

MarketingSales

Service

Multiple Touch Points within the

organisation

MarketingSales

Service

Brand ExperienceBrand Experience

Single View Of Customer With

Coordinated Strategy

Single View Of Customer With

Coordinated Strategy

Brand Experience

Single View Of Customer With

Coordinated Strategy

InfluencersFollowers

InfluencersFollowers

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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AGENDA SAS CUSTOMER DECISION HUB

CHALLENGES IN A CHANGING WORLD

INSPIRING CASES

BENEFITS

VISION – SOLUTION CONCEPT

CUSTOMER JOURNEY

QUESTIONS & ANSWERS

3/20/2015

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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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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB

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

CUSTOMER DECISION HUB

3

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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB

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

CUSTOMER DECISION HUB

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AGENDA SAS CUSTOMER DECISION HUB

CHALLENGES IN A CHANGING WORLD

INSPIRING CASES

BENEFITS

VISION – SOLUTION CONCEPT

CUSTOMER JOURNEY

QUESTIONS & ANSWERS

3/20/2015

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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

-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

Initial benefits:

Time to market <3 month

Integration of Direct Mail, Email and Internet

NEW OMNI-CHANNEL APPROACH FOR NEW CUSTOMER SEGMENT

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COLRUYT 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

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

-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

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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ABN AMRO VALUE-DRIVEN BEST PRACTICES

-25% Churn

-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

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

3/20/2015

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AGENDA SAS CUSTOMER DECISION HUB

CHALLENGES IN A CHANGING WORLD

INSPIRING CASES

BENEFITS

VISION – SOLUTION CONCEPT

CUSTOMER JOURNEY

QUESTIONS & ANSWERS

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John has just bought his new car and must take out insurance

3/20/2015

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Calculator

Breakdowns

Contact

My Data

Arriving home, he logs in the mobile application from his insurer

ecurecar

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He selects the app calculator

Calculator

Breakdowns

Contact

My Data

ecurecar

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ecurecar

My Data

Man07/06/1983French

Card Date Issue: 02/03/2009

Tervuren, 3080

Car DetailsCar Details

Update dataUpdate data

As he has already downloaded the app, it shows his data

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ecurecar

My Data

Man07/06/1983French

Card Date Issue: 02/03/2009