SAS Customer Decision Hub: migliora l’engagement con i tuoi clienti analizzando dati di marketing in real-time
•Télécharger en tant que PPTX, PDF•
0 j'aime•594 vues
Con SAS Customer Decision Hub puoi disegnare una customer experience rilevante e coerente, in tempo reale e in qualsiasi touch point, attraverso un sistema decisionale centralizzato per la gestione e l’orchestrazione di tutte le logiche di interazione con i tuoi clienti.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à SAS Customer Decision Hub: migliora l’engagement con i tuoi clienti analizzando dati di marketing in real-time
Similaire à SAS Customer Decision Hub: migliora l’engagement con i tuoi clienti analizzando dati di marketing in real-time (20)
Plus de SAS Italy
Plus de SAS Italy (11)
Dernier
Dernier (20)
SAS Customer Decision Hub: migliora l’engagement con i tuoi clienti analizzando dati di marketing in real-time
- 1. Contextual Customer Engagement Next-Generation 1 to 1 Marketing Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved.
- 2. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Agenda What core capabilities are required? What does it look and feel like? Why bother? What are we talking about? Why is it important? 2
- 3. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. What are we talking about? It sounds simple… the right thing for the right customer at the right time in the right place Doing exactly 3
- 4. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Source: Microsoft Attention Span, Spring 2015 4 9 the average attention span of a goldfisch 12 the average human attention span in 2000 8 the average human attention span in 2013
- 5. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. What‘s the consequence? 5 As consumers are exposed to more messaging across devices, they’re starting to look for ways to simplify, “switch off”, and identify what’s most important. Messaging needs to be tailored and relevant to cut through the clutter
- 6. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. So, how should you respond? Relevance Convenience Acceptance + = 6
- 7. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. What makes up context? Customer Relationship Context Real-Time Context - Situation Personal Context Relevance 7
- 8. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. The Big Picture To customer-initiated actions and events indicating need Listen01 Their full profile and history, apply contextual analytics to identify the best action Understand02 Engage in a timely, convenient and consistent way. Real-time or right-time Act03 8
- 9. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Practical Example - Bank Customer 9
- 10. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Practical Example - Bank Customer 10
- 11. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. what does it look like? 11
- 12. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. CORE CAPABILITIES CONTEXTUAL CUSTOMER ENGAGEMENT Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved.12
- 13. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Context: Defined by Customer Profile Their loyalty Their value Who they are Who they know Where they are now What they feel & say How they interact What they buy 13
- 14. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. SAS Customer Decision Hub CUSTOMER DECISION HUB Branch / Agent Mobile Call-Center Direct Mail Website Email Social-Media Advertisement (Print, TV) 360º Customer View Event Detection Advanced Analytics Strategic Priorities Constraints Contact Rules Marketing-Campaigns Event-Based Activities Customer Journey
- 15. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Putting it all together CUSTOMER DECISION HUB 16 Marketing Campaigns Service Analytics Sales Programs Ad-hoc Actions Regular Communications Contact strategies Priorities Strategic Decisions Contact Rules Contracts Channel restrictions Budget Limits Contact Permissions Transactional data Analytical models Events Context Scores Risk Potentials History
- 16. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Rules Decision Logic 1 Real-Time Analytics 2 Request Reply Next-Best Action 3 Customer Decision Hub Specific Refinement + Campaign Orchestration Putting it all together 17
- 17. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Start with the easiest scenarios Check and integrate available data Integrate analytics and channels incrementally Deliver incremental value and build the expansion case Modular, Roadmap-driven Evolution 18
- 18. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. THANK YOU! CONTEXTUAL CUSTOMER ENGAGEMENT 19
Notes de l'éditeur
- We‘ve been talking about this for years. And years. We ALL know its what we should be doing and conceptually its very simple, but practically, it has been very, very hard to achieve. Why? Even with great analytics in play, there have always been critical missing insights, especially around interactions and opinions, which meant that we couldn‘t know for certain what might be the most important thing for each customer at any point in time. And the development of insight and the use of analytics to define the best response, has been distinctly slow and batch-driven in nature, as has been the delivery of that best offer we identified. So we may get the message right, but we probably dont deliver it in a timely, consistent way, which has a dramatic impact on our customers responsiveness and on our marketing effectiveness So in today‘s connected, always on, highly-opinionated world, we need to be a little sharper if we are going to meet our customer‘s basic expectations, never mind surprising, delighting, or impressing them While the concept is even more important than ever, we need to improve our execution dramatically... And that‘s just what we at SAS have been working on. Providing all the advanced capabilities you need to deliver truly excellent Contextual Engagement and as you will see, our approach has delivered some truly impressive results in the marketplace.
- Bis zu 1.500 Mal schauen wir täglich auf unser Handy. Der morgendliche Griff zum Checken des Facebook- und Instagram-Feeds hat mit dem so genannten "Morning Scroll" sogar einen eigenen Namen. Aber wie wirkt sich der digitale Massenkonsum auf unser Gehirn aus? Smartphone Probelem, besonder bei Early Adopter Eine von Microsoft durchgeführte Studie will nun belegt haben, dass sich unsere Aufmerksamkeitsspanne innerhalb von fünf Jahren um vier Sekunden verringert hat. Wer mehr über seine Umwelt weiß, überlebt. Ohne Konzentration können Informationen nicht in Erinnerungen ( = Wissen) umgewandelt werden. Wer sich nicht konzentrieren kann, hat in Sachen Überleben also das Nachsehen. Wissensansammlung belohnt der Körper deswegen mit der Ausschüttung von Glückshormonen, schließlich ist der Mensch darauf ausgelegt das eigene Überleben unter allen Umständen zu sichern. Einem Experiment der
- So as Marketers, to cut through all of that noise and start a dialogue with our customers, we need to keep it SIMPLE We need to pick up the trail of clues that every customer leaves behind them whenever they interact with our organisation. We need to interrogate those clues to understand what a customer is thinking about NOW and what they actually really need. NOW. In other words, what is most RELEVANT to them. Then we need to offer what is most relevant, in a convenient, timely way (i.e. when the need is still fresh, 3 or 4 days later won‘t cut it) allowing them to understand exactly what is being offered and how to respond, And if we can deliver something RELEVANT in a CONVENIENT way, they are quite likely to ACCEPT So, to understand what is relevant for each customer and what might be „convenient“ for them, we first need to understand each customers‘ CONTEXT.
- We’ve already talked about how Relevance and Convenience can be determined by understanding customer CONTEXT, but what makes up CONTEXT? There are three elements: Firstly, their Real-Time CONTEXT (What they do, need or want right now). What is the customer doing or trying to do NOW? If we can observe what they are doing, or how they are engaging, this can give us the most powerful, fully-qualified insights about their need or current issues we are likely to ever get BUT, we really shouldn’t act on the real-time context until we have understood what has gone before – their Relationship CONTEXT (What the customer values most from the relationship: what they think; what they like; how they want to be treated). Here we’re considering things such as: What products they have purchased. How they typically use them What is their history of interacting with our organization What have we offered them in the past – how did we do that and what was their response Putting all of this information together lets us evaluate the customers’ situation holistically and give ourselves the chance of responding correctly. Finally, their Personal Context gives us the detailed insights about HOW we should respond. What do they value in the way the relationship between us and them is conducted? How do they like to be communicated with, through which channels and when? What don’t they want to hear about, or are not interested in? All of these customer dimensions should be considered when establishing CONTEXT(History of product and service purchase and usage, interactions and promotions) - they will play a major part in determining what the offer should be and how it should be delivered
- So what does a Contextual Engagement look like? Lets have a look at how we can use Contextual Engagement to manage a single customer interaction. (NOTE: scripted, industry-specific videos with voiceovers will be provided here. It is anticipated that there will be 2 levels of video provided: Omni-channel overview Generic ‘Visionary’ demo – a la HSBC story copied to Dropbox in July )
- The core of good CONTEXTUAL ENGAGEMENT starts with CONTEXT, so what are the main considerations? We need to broaden the rich offline data we hold, to increasingly consider the more dynamic aspects of the customer relationship – transactions, interactions across all channels, both traditional and digital, opinions and sentiment and customer-to-customer relationships (especially in Telco) Data management plays a key role. Whereas an organization's operational systems will typically manage the organization of Transactional data under specific account, subscription or loyalty ID’s, Interaction data is much more problematic to manage and organize. If we think about interacting with an organization in the digital world, there are a multitude of channels (web, secure web, mobile web, mobile applications) and devices (multiple smartphones, tablets, home and work laptops and desktops) we can use to navigate the interaction. Without powerful data management capabilities, it could be very easy for every interaction through each separate device, to look like an engagement with a different customer or prospect and if these insights are used to drive customer contact, a very fragmented, contradictory experience could result. We also need to increase the amount of behavioural data captured in real-time which will form the basis of increasingly important, contextual triggers But across all elements of the profile, what’s important to consider is: That where necessary, essential dimensions of data can be easily captured in, or near to, real-time That the data captured is detailed and accurate and is fit for purpose to drive analysis and customer communications. Historically, too much data, especially data describing digital interactions, is not available in a readily usable form without significant transformation initiatives which introduce delay into the contextual engagement process That it can be manipulated and enhanced to make analysis and generation of significant new insights, simple And that where necessary, especially in the interpretation of analytics and sentiment, advanced contextual analytics can be deployed in real-time to turn data into insight and enable ACTION, such that satisfies the customers idea of convenience.
- Stand-alone behaviour capture and analysis capabilities are at the core of successful contextual marketing, but to move from disjointed behavioural listening to a holistic understanding of a clients total context, all of the disparate pieces of insight need to be joined into a coherent whole. It is essential that we can capture and use all of the clues customers leave within each set of interactions initiated via different devices, then use advanced DATA MANAGEMENT to link them all together, to give a coherent picture of customer intent, if we are to really understand CONTEXT. To move from LISTENING to UNDERSTANDING, again data management plays a key role in helping us integrate data from within our own organization, online and offline, structured and unstructured and third party data from outside, again potentially both structured and unstructured. Once we have our behavioural triggers and our coherent, accurate, detailed customer profile, then we can begin to apply analytics to help us understand what is going to the most RELEVANT ACTIONS and CONVENIENT DELIVERY MECHANISM Descriptive Analytics: helps us to segment customers, then explore and visualize their behaviour. These descriptive insights help us to build the communications, programs, offers and creatives which form our reaction options Diagnostic Analytics: helps us to understand behavioural drivers – what sequences of events and behaviours are significant for a particular outcome – this helps us to define and implement more effective triggers in our LISTENING stage. Predictive Analytics: let us understand which communications channels, timings, products and pricing options will be most likely to elicit a response for each customer in a particular CONTEXT And then finally, once we have established CONTEXT and the most suitable RESPONSE, then we need to REACT and deliver it in an acceptable, convenient, manner for our individual customer, wherever they are interacting, ensuring that our response is communicated consistently across all channels and that customer response can be captured and used to modify further activity.
- SAS provides a comprehensive decisioning platform, the Customer Decision Hub, which provides all of the critical capabilities you need to make the concept of Contextual Engagement a reality. But more than that, the capabilities which SAS provides deliver truly EFFECTIVE Contextual Engagement. 24% uplift NOT the 5% delivered by other non-SAS options LISTEN: fit-for-purpose real-time listening / triggering and behaviour data capture and sophisticated contextual analytics UNDERSTAND: expert data integration and management. Full suite of descriptive, diagnostic and predictive analytics to explore behaviour and to identify the most relevant effective actions to implement. Regardless of the specific customer context REACT: full customer engagement platform, managing analytically-driven, real-time and asynchronous, fully orchestrated, inbound and outbound customer communications. With SAS, our solution provides maximum flexibility and returns for your organisation. The SAS Customer Decision Hub provides a broad set of proven, integrated, modular, capabilities which together, form a platform capable of managing all aspects of decisioning across the breadth of every customer relationship, from credit approval to fraud detection to automated CRM program management to proactive service interventions. The SAS Decision Hub can be easily integrated to any channel and avoids the need for bespoke development of decisioning capabilities within an ever-expanding channels portfolio, dramatically reducing the TCO of your decisioning infrastructure, whilst also increasing its effectiveness.
- So how does the SAS Customer Decision Hub deliver Contextual Engagement? (Looking at the right hand areas) The Insight layer provides multiple listening and data integration capabilities, together with the contextual analytics needed to extract insight on potential options. The interaction design environment allows you to link insights with potential engagement ACTIONS (outbound asynchronous campaigns and real-time decisioning / personalization processes), specifying and applying RULES to determine which of the potential actions are actually valid for each customer. Orchestration is the process which merges all of the critical inputs (Insights, Rules and Actions) to determine what should be presented or delivered. (Looking at the left hand areas of the diagram) As customers come in through the inbound channels we listen for their REAL-TIME CONTEXT. We then retrieve the data which describes their RELATIONSHIP and PERSONAL CONTEXTS and apply business rules and decision logic to help us to decide what we should do. In many cases this will involve the deployment and execution of advanced analytics in real-time to evaluate and identify the Next Best Action which is delivered in real-time back into the channel in which we have observed the customer. In many cases, the response does not have to be delivered in real time and we can deliver it, via a traditional outbound campaign using offline or ‘live’ channels (such as field advisors or an outbound call centre), but still in a timely, convenient fashion for the customer.