1. Developing Complete
Customer Centricity
Jill M. Speirs
John Sahagian

2. OUR HISTORY
Copy right: ACS Business Solutions Inc.. 2013

3. Investment Savvy
Baby Boomer
New Families
Execution
Right Offer
Right Segment
Right Time
Right Channel
THE GOAL
Copy right: ACS Business Solutions Inc.. 2013

4. THE STARTING POINT
Copy right: ACS Business Solutions Inc.. 2013

5. Business Intelligence
Tools
ALL CHANNELS
Reporting /
Metrics
Marketing Automation /
Channel Automation
Data mart
Data
mart
Data
mart
Central Customer
Data Base
DataGaps–Data
Source
Existingsources
Data
stage
ESB-Real-time
MDM
Analytics/
Data mining
Development of a Customer Centric Data Environment
NEED THIS
Copy right: ACS Business Solutions Inc.. 2013

6. Business Issues
1 Big Data Issue – No central
repository
2 External dependency for
development of member data
3 External dependency for their
Marketing Execution
4 Not leveraging all Channels /
Customer Touch points
5 Significant annual cost
6 Inability to act on customer
needs
BUSINESS PROBLEMSOLUTION STEPS
Steps to Solve
1 Establish Vision / CRM Strategy
2 Define the Roadmap / Project
Scope & ROI
3 Assess the Marketing Processes
/ Marketing Alignment
4 Develop Customer Insight &
Analytics
5 Implement the Marketing
Automation
6 All Channel (IB and OB)
Customer Targeting Strategy
Copy right: ACS Business Solutions Inc.. 2013

7. Defining customer
segmentation and
format
1Extracting, monitoring
and acting on
customer insights
2
Clearly defining
customer service
across formats and
channels
3
Establishing a new Promotional
Construct (become Marketing-Led)
4
Developing eventing
capability
5
Customer
communication
feedback loop
THE VISION
Customer Led / Marketing Driven
TechnologyDataProcessPeopleEnablers
Copy right: ACS Business Solutions Inc.. 2013

8. Copy right: ACS I Advanced Customer Solutions Inc. 2013
Vision
Customer Data Model / Data Base
Q1
Milestone
Q2
Milestone
Q 3
Milestone
Q4
Milestone
Phased Channel Delivery
Predictive Modeling
CRMStrategy-Roadmap
CTP Mapping / Pilot – Quick Hit
Marketing Process / Pilot – Quick Hit
Roll out Phases Roll out Phases
Roll out Phases Roll out Phases
Pilot – Quick Hit Roll out Phases Roll out Phases
Communication / Contact Strategy
Business Case
Road Map
Who / What / Why / When
THE ROADMAP
Planning Process
Customer Data
SegmentationActionable Insight
Marketing Process
Marketing Automation
Copy right: ACS Business Solutions Inc.. 2013

9. Copy right: ACS I Advanced Customer Solutions Inc. 2013
Two
Solutions
Multi Channel Campaign Management
Marketing Resource Management
In Parallel – Critical Foundation
Requirements
1 New Member House holding
algorithm developed
2 Address Accuracy & Standardization
process & across all members
3 Environics Prizm logic appended to
each member
4 Big Data Solution Completed – MCIF
implemented
5 New Streamlined Marketing Business
Process developed for 14 core Project
Types
6 Actionable Insight – Segmentation &
Predictive Modeling
THE BUILD
Copy right: ACS Business Solutions Inc.. 2013

10. MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
Copy right: ACS Business Solutions Inc.. 2013

11. MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
Future State Development2.
Reduction in
Steps
30%
3. Repeatable Process - 15 Templates
Copy right: ACS Business Solutions Inc.. 2013

12. MRM OPTIMIZATION
ProcessPeople
Step by Step Current State Review1.
Future State Development2.
3. Repeatable Process - 15 Templates
Central Team Repository4.
Reduction in
Steps
30%
Ability to Drive an Integrated
Marketing Planning Process /
Planning Cycle
Copy right: ACS Business Solutions Inc.. 2013

13. TechnologyData
1. Full Campaign Process Automation
Automates File Receipt Processing
• Ability to process & marry to
our internal data
Automates Execution
• Data for channels and creative all
in 1 place for automatic delivery
Automates Emails
• Pressure rules &campaign
prioritization allows on the fly
schedule delivery, prioritize
deliveries, filtering different
communications
CAMPAIGN OPTIMIZATION
Copy right: ACS Business Solutions Inc.. 2013

14. TechnologyData
1. Full Campaign Process Automation
2. Streamlined Process & Data Steps
10 Steps Become 5 Steps
1. External data imported
2. External data reconciled
3. Data from 5-10 tables collected
4. Additional data appended
5. Filtration process runs to identify final
target
6. Final targets used to identify
communication fields
7. Final print / email files created using
communication fields
8. Files delivered to vendor for
execution
9. Creative files delivered to vendors for
execution
10.Vendor executes campaign
1 & 2
Automated
3,4 & 6
Consolidated
7,8 & 9
Consolidated
CAMPAIGN OPTIMIZATION
Copy right: ACS Business Solutions Inc.. 2013

15. TechnologyData
1.
2.
3.
Full Campaign Process Automation
Streamlined Process & Data Steps
Out of the Box Recipient
May 24, 2013
Out of the Box
Recipient Table
• Houses all relevant
member information
• Aggregated data from
multiple sources now
simple to use and
execute
• Member data is filtered
& consolidated within
this table
• Customization allows
user to drive
communications that
best fit the BCU’s needs
CAMPAIGN OPTIMIZATION
Copy right: ACS Business Solutions Inc.. 2013

16. TechnologyData
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Master Campaign Template
Targeting
• Standard and campaign specific
filters which are easily
copied/adapted for multiple uses
External file integration
• Process reconciles & appends
external data to recipients table
which allows for filtration &
customized treatments based on
external data
Delivery
• Multiple channels, multi wave
which I can borrow and tweak
CAMPAIGN OPTIMIZATION
Copy right: ACS Business Solutions Inc.. 2013
75%
Pre-
defined

17. CAMPAIGN OPTIMIZATION
TechnologyData
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Ability to Move to a Daily Campaign
Process from a Monthly Process
Expanded Communication Capabilities
• Daily emails, call list, priority mail and
trigger campaigns
Dramatically Improved Targeting Methods
• Filtration criteria is now updated daily &
100% accurate through the month
Ability to React to Daily Changes
• Members interact with us daily, we now can
communicate daily & report relevant
insights
Daily = Increased ROI
Copy right: ACS Business Solutions Inc.. 2013

18. Integration
Finding Gaps & Risks
NEW OPPORTUNITIES
Copy right: ACS Business Solutions Inc.. 2013

19. ACTIONABLE INSIGHT
Copy right: ACS Business Solutions Inc.. 2013

20. 4
3
21
Copy right: ACS Business Solutions Inc.. 2013
ACTIONABLE INSIGHT

21. Key Enablers: Marketing Automation / Big Data
Right Marketing Processes
Customer Touch Point Integration
Actionable Insight – Customer Strategy
Right Planning Processes
DRIVING SUCCESS
Copy right: ACS Business Solutions Inc.. 2013

22. Customer Experience
END STATE
Measurement
& Reports
Planning & Process
Channels
Actionable Insight
Member Base
Segments
& Target
Copy right: ACS Business Solutions Inc.. 2013

23. Copy right: ACS Business Solutions Inc.. 2013
Q & A
Business Solutions Inc.

24. Merci / Thank You
www.acssolutions.ca