How Decisioning and Analytics Brings Colourful Customer Centricity to Your Businesses

MR AND MRS AVERAGEA black and white approach

What does an average customer look like? Many utility companies segment their consumer customer bases using dimensions such as socio-demographic factors, LTV, contract life stages, marketing-defined customer types, and so on.

Utility companies try to make the best matches for propositions and service offerings to those segments so that they can increase revenue and maintain or improve market position against a rapidly changing landscape of competitors and consumer value perception.

However, dealing with averages means that they are unable to really answer questions about their customers such as: Which ones are the most profitable? Which ones will accept their offers?

It also means that they have to define and implement average customer processes and actions because they cannot be sure to match marketing, sales or customer service action against a specific customer’s needs.

Find the right type of customers and offer them the most relevant and attractive offers.

As more data is analysed look at margins for each product and service for each customer, choose the best channels.

Take proactive actions and apply differentiated strategies to mitigate the risks of a customer entering the collections cycle.

Take preemptive and proactive actions to retain the most valuable customers and extend the customer's lifetime value.

CAMPAIGN BASED APPROACH

WHICH CUSTOMERS ARE MOST PROFITABLE?

UTILITY COMPANIES ACHIEVE AVERAGE RESULTS AT BEST, WHICH ARE FAR FROM WHAT THEY NEED IN ORDER TO MEET THE EXPECTATIONS OF THEIR SHAREHOLDERS AND THE MARKET IN GENERAL.

Each customer is an individualInstead of using averages and broad segmentation to guess the best actions and offers for customers – the equivalent of seeing customers in just black and white.

TREAT EACH CUSTOMER AS AN INDIVIDUAL.

USE CUSTOMER HISTORY AND CONTEXT TO PREDICT NEXT-BEST-ACTION.

Using predictive and adaptive analytics and sophisticated decision management, utility companies can treat each customer as an individual, using their history and context to predict the Next-Best-Action that will satisfy their individual needs while achieving business objectives.

NEXT-BEST-ACTION OFFERS

YOU CAN VISUALISE YOUR CUSTOMER PROCESSES TO MAKE THEM MORE SPECIFIC, MORE RELEVANT, MORE PROACTIVE AND MORE EFFECTIVE FOR THE INDIVIDUAL CUSTOMER.

A LIFETIME OF INSTANCESTo derive the maximum value from understanding the nuances of each customer, you need the ability to apply colour to all your customer processes, all of the time and across the full customer lifecycle.

WITH PEGA'S COLOUR ENGINE, YOU CAN PAINT VIBRANT CUSTOMER INTERACTIONS WITH EACH AND EVERY CUSTOMER, WITH EVERY OFFER, ACROSS EVERY CHANNEL AND IN EVERY CIRCUMSTANCE.

Pega Colour EnginePega’s unique Next-Best-Action Marketing allows our utility clients to deliver colourful customer centricity to their businesses. It enables them to use the vast volumes of customer data that they already have to use the uniqueness of each customer to their advantage. Our clients are able to apply customer colour in real time to each customer interaction to make the conversation meaningful, relevant and within the context.

Our clients use Pega Next-Best-Action Marketing to add colour to each action within unified processes that deliver on their promises. They apply colour to processes across any channel, across the silos of back-offices operations, in real time and over time.

They deliver consistent and coherent user experiences through inbound and outbound communications, through traditional channels (phone, retail, mail) and new channels (social media, mobile, interactive TV, etc.) Most importantly, they deliver seamless execution by making the right promises in the front office while automating fulfilment in the back office.

WANT TO KNOW MORE?WWW.PEGA.COM

Pegasystems revolutionises how leading organisations optimise customer experience and automate operations. Our patented Build for Change® technology empowers business people to create and evolve their critical business systems. Pegasystems is the recognized leader in business process management and is also ranked as a leader in customer relationship management software by leading industry analysts. For more information, please visit us at www.pega.com.

ABOUT PEGASYSTEMS

Customer Acquisition:

ANALYTICSfor Targeted Offers

ANALYTICSfor Differentiated Customer Service

ANALYTICSfor X-Sell and Up-Sell

ANALYTICSfor Risk Mitigation

ANALYTICSfor Customer Churn

Customer Optimisation:

Customer Value Growth:

Customer Risk: Customer Retention:

3

1

THE OUTCOME?

2

VIEW EACH CUSTOMER IN VIVID COLOURS.

JUST WHAT I NEED! PERFECT! THANK

YOU!

OFFER 1

OFFER 2

OFFER 3

WHICH CUSTOMERS WILL ACCEPT OFFERS?

INCONSISTENT CUSTOMER SERVICE

POOR CONVERSION RATES

HIGH CHURN UNHAPPY CUSTOMERS

PLEASE HOLD...

THE POWER OF

CUSTOMER INTERESTS COME IN LOTS OF COLOURS

SMART METER

BETTER INSURANCE

BETTER TARIFF

As you gain the customer's trust, increase cross-selling and up-selling, but only with relevant offers delivered at the right time.