BSI team recommends the Contact Center be connected to Teradata to drive better, faster call resolution, accelerate call handling, and increase customer convenience. For more info go to: http://www.facebook.com/bsiTeradata

1. HOW WE DID THE The Sad Case of
INVESTIGATIONS StagnoBank – Part 2

2. Prelude – Part 2
This deck accompanies the
Sad Case of StagnoBank - Part 2 Video
at http://youtu.be/gd3397mfirQ
You find this case by searching with keywords
“BSI” “Teradata” “Case” and “StagnoBank”.
This deck is designed to answer questions about
the Teradata technologies shown in the story.
For best effect, run it in Powerpoint animation
mode.
2

3. Note from the Investigators
Hi Everybody,
We’re the brains behind the scenes and wanted to answer your
questions about “how did you do the StagnoBank brainstorming
so fast?”
This write-up will give you an idea of our clients’ architecture
and some details of the BI screens.
Take a look, and if you still have questions, send them to us at
the www.bsi-teradata.com FB page!
Yours truly,
Mercedes Marple and
Jodice Blinco
3

4. Scene Synopsis
• Jodice‟s Office at BSI HQ – Simon explains the situation,
shows Jodice KPIs and reports, and commissions the work
• Jodice kicks off the Project with Max, Mercedes, and Mathieu
4 Weeks Later
• BSI Conference Room – readout of ideas for Better
Marketing (Max), Better Customer Service (Mercedes), and
Mobile Apps (Matt)
• This deck show‟s Mercedes’ work – Part 2
• See also Part 1 for Max‟s ideas, and Part 3 for Matt‟s
4

5. Jodice Assigned Mercedes the Area of
Better Customer Service
5

6. A Little Background about StagnoBank
• Major European bank, established in the 1800s
• Major player up until 1960s when it fell out of favor with
some consumers. Rebounded in the 1970s-1990s but now is
again perceived as “old”, “stodgy”, “for older people”.
• As a consequence, growth has stalled or shrunk in many of
the Lines of Business. Commercial banking is the best
division, consumer banking the worst.
• With some new management, they have now invested in
Teradata but have not yet started getting all the benefits
they could. StagnoBank is intrigued, but does not yet
understand, Aprimo and Teradata Aster technologies.
• New CMO, wants to shake things up!
6

7. Mercedes Initial Findings:
Poor Customer Service
• Mercedes‟ interviews and the data show that
StagnoBank has been shunting even high-value
customers to de-personalized channels, and
when people do come in to a branch or call the
care center, they aren‟t served that well:
> long waits
> lots of handoffs
> repeated requests for the same information
• And when customers do get through, the customer service agent
doesn‟t know enough context about the customer and what
they‟re trying to do. Plus usually the customer service agent
doesn‟t know much at all about the customer‟s relationship with
the bank. All can be fixed!
7

8. Mercedes Runs BI on Contact Center Data
Study: Wait and Talk Times with Agents
• Times are getting worse – average Call is 10+ minutes, of
which Queue Wait Time is 6+ minutes. Overall trend is bad:
Average Call Duration, in Minutes
8

9. Contact Center – Call Drop Analysis
• And…you don‟t even see 22% of the calls, because people drop
off before getting to the agent!
9 % of Calls Dropped, by Stage of Call

10. Mercedes Drills Into A Typical Reason for
Account Closure
• People get really angry with extra fees, and call in after they
get statements to ask for a Fee Reversal. For many, that‟s
the last straw leading into Account Closure.
• To understand this, Mercedes used Aster Golden Path
analysis for ATTRITION, instead of Marketing Product
ACQUISITION (like Max did in Part 1), and saw that people
touch many channels of the bank before they cancel
Stagnobank accounts because of fee charges
• What she finds is that there are several paths which lead to
Account Closure and frankly it is difficult for her to discern
from all these paths which are the important paths that she
should focus on.
10

11. Paths Showing All Events Preceding Account
Closure
11

12. Mercedes Drills Into Top 10 Reasons for
Account Closure
• Of the several paths that lead to account closure, Mercedes
focuses on the paths containing the top 10 events.
• She does this by iterating through the previous Golden Path
Analysis in the Teradata Aster platform, this time by
narrowing the event types.
• This reveals a much more understandable set of patterns –
which are the most frequently occurring before Account
Closure.
12

13. Top 10 Events Preceding Account Closure
Interactive Analytics
SELECT * FROM npath (
ON (
SELECT …
WHERE u.event_description IN (
SELECT aper.event FROM attrition_paths_event_rank aper
Reducing the “Noise” to
ORDER BY aper.count DESC LIMIT 10)
)
…
PATTERN ('(OTHER|EVENT){1,20}$')
SYMBOLS (…) RESULT (…) find the “Signal”
)
) n;
13

14. Mercedes Drills Into Typical Reasons for
Account Closure Yesterday
• Drilling further, and correlating with Care Center analysis she
was doing, she finds that yesterday
> 128 people called the Care Center angry about fees.
> 3 of them ended up cancelling their accounts with the bank
• Mercedes used Aster to go back in time and see what those
3 customers had done BEFORE they called the care center
14

15. “Fee Reversal Attrition”
Visualized with Tableau on Aster
Business Question(s) you can answer with Terdata Aster:
• Is there any identifiable pattern of behavior prior to account closure?
• If so, what does this pattern look like?
Remember: “It takes 3x more money to acquire a customer than to retain one.”
15

16. What You Could Do With This Information
• Knowing this, you could potentially use Active event
technology at those upstream points to reduce the irritation
that leads to defection. For example,
> We know that the bank just charged them a fee. Maybe they
saw it when they came to do web banking, or they just got a
statement in the mail. They then bring this up on one of many
channels. We could build –
– A pop-over on a Teller screen so a Teller can waive the fee
– A pop-over on a Web screen for the bank‟s internet site
– An instant message on a mobile phone saying that because you are a
loyal customer, the fee has been waived.
• Obviously, there are also customers who might not deserve
a fee waiver. Again, you would know that by running
Teradata Value Analyzer (TVA) or other BI analytics to study
profitability of individual customers.
• Bottom line: StagnoBank can KNOW and TAKE ACTION
to improve Customer Service
16

17. So What Did Mercedes Come Up With?
Mercedes “One and Customized Same agent
Ideas Done” button call routing
screens for pushes on the
contact Interactive
center agents Voice
Response
17

18. Mercedes‟ Big Idea Overview:
Connect the Contact Center to Teradata
Three parts to the Contact Center Improvements:
• Agents – All info on one screen for the agent, completely up to
date (e.g., you were just on the mobile bank website). Much
faster response times and no handoffs; “One and done” – one
call, complete resolution!
• IVR – Interactive Voice Response – In many cases, if we know
what you were doing, we can reconfigure the button pushes so
the first button is the resolution to the most likely reason for
calling
• ACD – Automatic Call Distributor - if you do need an agent,
why not give you the same one each time if we can, someone
around your same age, maybe?
18

19. Old Way of Call Handling (animated)
Any Agent
Call
ACD
Screen Pop
Monitor
Queue 1 In-
House
Agent 1 Agent
Agent 2
Agent 3
At
IVR Home
Queue 2
Agent 1
ACD
Agent 2
Off
Agent 3 Shore
Same for All
Button Pushes
Too Many Places to Look for Info
Same for All
19
Routing

20. Typical
Layout of
IVR Button
Options
Instead of
one-size-fits-a
ll button
pushes, we‟ll
dynamically
modify for
each caller,
based on their
behavior and
history
20

21. Typical Set of
Software/
Hardware Systems
A message bus, with many
different systems
(including the Contact Where
Center) and its servers Teradata
Could
Help
Many silos of information
about what the customer is
doing – you need to
consolidate!
21

22. New Way of Call Handling
3 Ideas Idea #3:
When Possible
Call I get MyBanker
ACD
Screen Pop
Monitor
Queue 1 In-
House
Agent 1 Agent
Agent 2
Agent 3
At
IVR Home
Queue 2
Agent 1 Idea #1:
ACD All Relevant
Idea #2: Buttons Agent 2
Customized Info on Off
Agent 3 One Screen Shore
For ME
So Calls are
Idea #3: Routing to ONE and DONE
Age-Appropriate Banker,
22
Same One as Before

23. Idea #1: Much Smarter Agent Screens
• All the information is on the first screen so an agent can
quickly assimilate context (and it‟s active, so up to date)
• GOAL: All contextual info on One screen
• The goal is ONE AND DONE – when you have a problem, you
make ONE call, and the agent has all the information so you
can be DONE in one, fast call
Here‟s an example of a mother who was just
on the StagnoBank car loan page – because
her son had an accident with the family car
and she needs to buy a new one!
23

24. Idea #1: Better Contact Center Screens
<
Customer View Renewals: 07/02/12 Acct Age: 7
Affinities: e-Nest3 Last order: 11/15/11
Customer X Product links Last offer: B707
Cheryl Wilkins
68 Prairieville Circle Trigger Personalized offers X
Chicago, IL, 60614 Web- I see you you’ve been looking at our
312-264-5929 Loan online car loan page. Based on your
Customer Value score: 87 banking and credit history, we can
Attrition score: 62 approve the loan today over the
phone and offer you custom terms
Accounts
Email 708009838228
Did you know you were near your
Household CW2929@gmail.c Overdraft overdraft limit last week? Would you
om
Joint account like to discuss overdraft protection?
!
Customer History X
Contact Summary Date My Sales Targets & Scores X
Call Ctr Inbound 01/29/12 Offers Made Sales Approval
email Outbound ! 01/18/12 Target Actual $ Target Handoffs
>
< >
Call Ctr Inbound 01/10/12 75 63 81% 12
24

25. How Did BSI Implement This?
• All modern contact center systems are built with screen
rendering capabilities based on portlets.
> In the previous screen, there are 4 portlets (sometimes also
called servlets, accessing information in a variety of places).
> This screen rendering engine is really no different from web
rendering engines – they are usually based on SOA (Service
Oriented Architecture) principles, with web service “callouts” to
information sources
• One of those information sources can be Teradata, which in
the previous example provided:
> Customer Value score
> Customer Probability of Attrition score
> Customer History – the 360 degree view of all interactions
> Various “Next Best Activities” and offers. We used Aprimo for
this portlet, specifically a new engine called Aprimo Real Time
Interaction Manager (ARTIM)
25

26. Idea #1: Better Contact Center Screens –
Here‟s an example from another Teradata client, in Telco
26

27. Another Idea (Not shown in the webisode)
• Going back to the Fee Attribution example, we could do
some sophisticated analysis to highlight customers who are
being hit with multiple fees. This segment of At-Risk
Customers could then be used in active mode by the Contact
Center and Marketing groups.
• Two additional Contact Center scenarios.
> Inbound. When customers call in (for some other reason) we
could have an add-on discussion with them about why they are
incurring fees and perhaps guide them to banking products
whereby they can avoid these. This might head off later
defections, proactively. Information about this conversation
would be part of the agent screen.
> The other is that we could queue up outbound calls to selected
customers, again proactively „touching‟ them before they get to
the point of defection.
27

28. Mercedes‟ Idea #2: Intelligent IVR
Care Center IVR (button push system),
specific ordering of buttons for each customer
driven by Teradata insights
• Teradata BI is used to “anticipate” why you
are calling
• We can be at least 80% accurate on the first
button, 90% accurate on the first two IVR
E.g., if you just deposited a check to an ATM,
the system infers that the first reason for
calling might be to see if the check has Idea #2: Buttons
Customized
cleared and you can use the money, so that
For ME
would be Button Number “1”
28

29. Idea #2: Customized Buttons on the
Interactive Voice Response System
• Caller: Kim Maree
• Teradata knows: she deposited a check
from her trophy engraving business this
morning at an ATM
80% of calls can be Teradata system computes top probable
handled by the reasons for calling:
Interactive Voice • #1: “If you‟re calling to see if the check
Response system! for $1562.28 you deposited at 10:02 this
morning has cleared, press 1.”
• #2: “If you‟re calling about your work
direct deposit this week, press 2.”
• #3 “If you‟re calling about your Visa auto-
pay scheduled for tomorrow, press 3.”
• Buttons 4-9 as usual for general bank
services
29

30. Wow! How Did Mercedes Do This?
• StagnoBank has years and years of information about all the
customer interactions. Until they bought Teradata, it wasn‟t
all in one place – but now it is.
• Using standard BI tools, Mercedes took a stab at figuring out
the sequencing of activities (just like the Fee reversal, except
more generally). When people call the care center, what are
they asking about?
• Do enough of these and you will see the patterns – then you
can anticipate WHY someone is calling before they even say
a word – and backmap that capability (and often the
complete answer to their question) upstream to the IVR
device.
• Like the contact center rendering engines, most IVR systems
today have web service callout capability. One of those
options is the sequence of button pushes, the audio to play,
and the connection to make (including text-to-voice to play
back current balances, for example)
30

31. Idea #2: Teradata drives the IVR buttons
Use BI to calculate the probabilities
• Capture customer events
in the ADW
• Assign scores to customers IVR Scores IVR Port
based on events
• Based on the scores create
Overdraft
alternate IVR Call Flows in Check
Deposit Fee
IVR Designer
• When a new call comes,
route the call to the ATM#2952 $ Details
appropriate call flow based
on the score assigned
• This concept is called
“Dynamic IVR”
31

32. How Teradata Works With the IVR
Use BI to calculate call-in probabilities
• Capture customer events
in Teradata Teradata
• Assign probability scores
IVR Scores
to customers based on
recent events
• Based on the scores
create alternate IVR Call Button IVR Port
Button
Flows in IVR Designer #1 Deposit
#2
Overdraft
• When a new call comes, Cleared? Fee?
run the appropriate call Channel Amount Data/time Channel Amount Fee
flow script based on the
scores assigned
• This concept is called
“Dynamic IVR”
32

33. Idea #3: You Usually Get the Same Agent
ACD
Monitor
Queue 1
Agent 1
Agent 2
Agent 3
Idea #3:
When Possible
I get MyBanker
Idea #3: Routing to
Age-Appropriate Banker,
Same One as Before
33

34. Idea #3: Teradata Drives the ACD to Connect
You to the Same Agent, If Available
• The Care Center Automatic Call Distributor, driven by
Teradata, can connect you to same agent each time when
possible – you get to talk to “your banker” instead of any
random person
• Especially important when you‟re calling back in on the
same day – you probably already spent the time to give
someone the context of what‟s happening – you don‟t want
to start over!
• Teradata can recognize your caller ID or account number
and try to always connect you to the same agent if
available, maybe even tell you the wait time
• If the person is not available, we can give the context on
the care center screen to the agent who picks up
• Or give you the option to leave a message and that agent
will call you back
34

35. Idea #3 - Web Service Callouts to the
Automatic Call Distributor - How This Works
• Use of web services
to integrate ACD
with ADW (knows
who “your usual
agent” is)
• Implementation of
rules in Teradata
Active System
Management to
make sure that Call
Center queries get
highest priority
35

36. Idea #3: How Teradata Works with the ACD
• Calculate scores (based on
subscriber behavior, his
most frequent agent etc.)
in ADW for each customer
and assign them values
from 0 to n (n being the
total number of queues)
• Give the subscriber the
option of waiting “x”
minutes before reaching his
desired agent (who may be
busy) or ask him to hang
up and that particular agent
can call him back. Or can
select “any agent”
• The technology used is
called “Virtual Hold”
36

37. New Way of Call Handling
3 Ideas
Idea #3:
Call
ACD
Screen Pop
Monitor
Queue 1 In-
House
Agent 1 Agent
Agent 2
Agent 3
At
IVR Home
Queue 2
Agent 1 Idea #1:
ACD All Francisco
Idea #2: Buttons Agent 2
Customized Context on Off
Agent 3 One Screen Shore
For Francisco
So Calls are
Idea #3: Routing to ONE and DONE
Personal Banker Justin
37

38. Putting It All Together
Francisco‟s Contact Center Screen
38

39. Mercedes‟ Ideas on Better Customer Service
• Which one would you vote for?
Mercedes’ “One and Customized Same agent
Ideas Done” button call routing
screens for pushes on the
contact Interactive
center agents Voice
Response
Mercedes Mercedes Mercedes
#1 #2 #3
39

40. Vote for Mercedes!
40

41. Check Out Max‟s and Matt‟s Ideas, Too!
(StagnoBank Parts 1 and 3, on YouTube.com)
3 - Matt:
Consumer Apps,
Alerts, Geo
1 - Max:
Better
Marketing
41

42. Summary of Ideas From the BSI Team
(From all 3 areas) – See the other episodes!
Max Ideas Event-based GoldenPath Attribution
campaigns to Analysis to Analytics and
increase increase Digital
relevance channel Marketing
effectiveness Optimization
Mercedes Ideas “One and Customized Same agent
Done” button call routing
screens for pushes on the
contact Interactive
center agents Voice
Response
Matt Ideas “Consumer “My Bank “Geospatial
Intelligence” Looks Out for Apps” to
budget / Me” alerts drive
planning apps customer
education
42

43. For More Information about Teradata and
Active Contact Centers
READ an overview of how Teradata can be
used to help active the Contact Center:
http://apps.teradata.com/tdmo/v07n01/pdf/ar5217.pdf
WATCH this Teradata “Active Contact Center”
video:
http://www.teradata.com/demos/AEI-call-center/
43

44. For More Product Information
• If you‟re in the banking industry, you may want to look at
Teradata offers at http://www.teradata.com/industry-
expertise/financial-services/
• For more Teradata and Aster Data product information, see:
www.teradata.com,
www.asterdata.com
• A good attribution paper is “Integrated Marketing Management:
Using Multi-Touch Attribution for Deeper Insight into the
Customer Journey”
• For more information on Aprimo Relationship Manager, see:
http://www.aprimo.com/Products_.aspx?id=2265
• For more information on Aprimo Real Time Interaction Manager,
see: http://www.aprimo.com/Products_.aspx?id=2266
44

45. Other BSI Episodes???
You can find more episodes at www.bsi-teradata.com or on
YouTube (keywords: BSI Teradata Case):
> Case of the Defecting Telco Customers
> Case of the Misconnecting Passengers
> Case of the Credit Card Breach
> Case of the Retail Tweeters
> Case of the Fragrant Sleeper Hit
> Case of the Dropped Mobile Calls
Corresponding “How We Did It” PowerPoints are available, too,
at www.slideshare.net (keywords: “BSI” “Teradata” “Case”)
45

46. BEST BANKING DECISIONS POSSIBLE