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C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE PATH TOWARDS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
CREATE DEEPER AND MORE VALUABLE CUSTOMER RELATIONSHIPS TO IMPROVE SALES
Vaia Tziagka
Customer Intelligence Domain ExpertSAS Greece, Cyprus, Bulgaria
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE PATH TOWARDS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
The concept: why bother about Customer Experience
Five Steps to an Exceptional Customer Experience
1. Create 360° Customer View
2. Understand Customer
3. Make Marketing Efficient
4. Manage the Brand
5. Deliver Real-Time Experience
Why SAS: Software & Technology?
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE CONCEPT CUSTOMER EXPERIENCE MANAGEMENT MATTERS
Source: Harvard business Review - Lessons from the Leading Edge of Customer Experience Management
Leading-Edge Companies
Outperform Laggards
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
CHANGE OF THE BUSINESS MODEL THE CONCEPT
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE CONCEPT CHALLENGESD
AT
A No Single
Client View
AN
ALY
TIC
S
Insufficient
Customer
Insight
Dis
trib
uti
on
Multiple
Distribution
Channels
Inte
gra
tio
n Lack of
Cross-
Channel
Integration
BU
DG
ET
Budget
Constraints
Ineffective Segmentation
& Profiling
AN
ALY
TIC
SO
pp
ort
un
itie
s
Inefficient
Leads
Identification
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE PATH TOWARDS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
The concept: why bother about Customer Experience
Five Steps to an Exceptional Customer Experience
1. Build a 360° View of Customer
2. Understand Customer
3. Make Marketing Efficient
4. Manage the Brand
5. Deliver Real-Time Experience
Why SAS: Software & Technology?
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
future - predicted
online & social
Who They Are
What They Buy
How They Use It
How They Interact
WhatThey Say
WhoThey
Influence
Their Loyalty
Their Value
Their Potential
360 Customer
View
behavioural
demographic
EXCEPTIONAL
CUSTOMER
EXPERIENCE
STEP 1: BUILD A 360 VIEW OF CUSTOMER
merging all existing sources:
internally and externally
online and offline
structured and unstructured
A Customer-Centric
Perspective requires …
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
EXCEPTIONAL
CUSTOMER
EXPERIENCE
STEP 2: UNDERSTAND CUSTOMERS BETTER THAN
ANYONE ELSE
Predictive Models provide you with the %
probability of each customer to proceed to a
specific action e.g. churn or buy a product.
Monitor & Detect Predict & Act
Higher Decision Impact
MOVING FROM REAR VIEW TO FORWARD THINKING
Segmentation groups customers based
on differences between segments and
similarities within segments.
Segmentation enables more targeted customer relationships, resulting in higher customer satisfaction and profitability
Value:
• Grow revenue and profitability via improved customer targeting and less cost • Understand performance to drive continual improvement• On-going iterative learning process
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
EXCEPTIONAL
CUSTOMER
EXPERIENCE
STEP 3: MAKE MARKETING MORE EFFICIENT
Automate Marketing Optimize Marketing
Provide Agents with Quality Leads triggered by specified events
• Define objectives• Define offers• Select eligible customers• Refine selections with analytics• Allocate offers and align to channels• Set testing strategies• Define automation rules• Execute multi-stage, multi channel
outbound campaigns• Capture contact and response history
Identify Analytic NBO:
• Define objectives• Define constraints• Set contact policy• Identify BEST customer / offer
combination• Understand impact of constraints• Conduct what-if / scenario analysis• Identify optimal constraint
thresholds to maximise returns
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
EXCEPTIONAL
CUSTOMER
EXPERIENCE
STEP 4: MANAGE THE BRAND MORE PROACTIVELY
Mange the
Voice of the CustomerManage Marketing
Recourses & Operations
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
EXCEPTIONAL
CUSTOMER
EXPERIENCE
STEP 5: DELIVER A BETTER REAL-TIME EXPERIENCE
Understand Online Customer
Behavior & Navigation
… and provide
dynamic content
Provide Real-Time Offers
& take advantage of Inbound
Communications
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
Marketing Resources & Operations Management
Source Systems
Customer Responses
Access, Clean & Integrate
360 Customer View
Customer Analytics
Eligible Offers
Outbound Offers
OptimizeOptimal NBO’s
Tracking & Monitoring
Inbound Real-Time Offers
In-Channel Insight
THE PATH AS A PROCESS AND KEY CAPABILITIES
C o p y r ig ht © 201 2, SAS In st i tute In c. A l l r ig hts r ese rve d.
CUSTOMER SUCCESS STORIES
(WORLD WIDE INSURANCE)
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE PATH TOWARDS
AN EXCEPTIONAL CUSTOMER EXPERIENCE
The concept: why bother about Customer Experience
Five Steps to an Exceptional Customer Experience
1. Create 360° Customer View
2. Understand Customer
3. Make Marketing Efficient
4. Manage the Brand
5. Deliver Real-Time Experience
Why SAS: Software & Technology?
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
CUSTOMER
EXPERIENCE
WITH SAS
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
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
THE CUSTOMER DECISION HUB
Rules
Centrally Manage Rules and sub-Conditions
Actions
Design Campaigns and
Define Selections
Scenarios
Real-Time Customer Interactions
Management
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .
KEY BENEFITS
CONSISTENT Omni-Channel implementation
CENTRAL decision logic for all customer interactions
UNIFIED user interface across departments
VALUE-BASED marketing management
LEVERAGE business know how
through SAS Advanced Analytics
SAS CUSTOMER
DECISION HUB
C o p y r ig ht © SAS Inst i tute In c. A l l ri gh ts re ser ved .sas.com
Thank you!
Thank you!
Vaia Tziagka
Customer Intelligence Domain ExpertSAS Greece, Cyprus, BulgariaE-mail: [email protected]
Twitter: @TziagkaVaia
