Rapid Deployment of Customer Next Best Action

@jamet123 #decisionmgt © 2017 Decision Management Solutions
James Taylor, CEO
Rapid Deployment of
Customer Next Best Action

@jamet123 #decisionmgt © 2017 Decision Management Solutions 6
Your Goals
▶ Deliver 1:1 marketing and customer centricity
▶ Maximize the value of your customers
▶ By building a customer next best action solution

This Webinar Will Help You
▶ Learn the key elements of next best action solutions
▶ So you can build a shared vision at your company
▶ See the steps that have helped others succeed
▶ So you can get a successful implementation quickly

A Real Example:
From Dream To Wow
Integrate And Deploy
Integrate into production data
infrastructure
Complete results capture and
review
Test and roll-out
Finalize Decision Service
Complete decision model
Add remaining business rules and
analytics
QA, test and simulate
Demonstrate Approach
Develop test and simulation data Integrate with demo environment Show potential
Iterate And Integrate
Extend top-down decision model Add business rules to decisions Add analytics to decisions
Develop Initial Decision Models
Conduct decision discovery Analyze existing materials
Identify decisions in existing
systems

Key To Success: Decisions First
▶ Customer Next Best Action is all about decisions
▶ What to say
▶ When to say it
▶ Where to say it
▶ To succeed, think first about the decisions
▶ Not channels
▶ Not data
▶ Not analytics
▶ Not rules

1. Find the key decisions
What decisions matter in your customer’s journey?
2. Model these decisions
Decision models rapidly show how to maximize customer
value
3. Create business rules
Define these decisions so they are easy to manage, easy
to change
4. Use your customer data
Use analytics and machine learning to improve your
decisions
5. Package as decision services
So you can deliver the best action with cross-channel
precision
6. Close the loop
So you can deliver continuous improvement
A Plan Of Action

1. Find The Key Decisions

Find The Decisions That Matter
In Your Customer Journey
▶ Customer journeys
▶ Are all different
▶ Are multi-channel
▶ Should be
customized
▶ Decisions happen
in every channel
at every stage
▶ Find a Decision
▶ Pick a Decision

Micro Decisions:
Target With Customer-specific Decisions
“Every time you decide what action to
take for a customer, make that Next Best
Action decision be unique to that
customer”

2. Model These Decisions

Decision Models Define Decision Making
▶ Be precise about the decision
▶ Document the components of decision-making
▶ Data
▶ Knowledge
▶ Sub-decisions
▶ Link these decisions to your
business

Decision Models Show How
To Make the Right Decision
Cross-channel
Decision
Channel Specific
Decision
Data, Knowledge
Required
Mechanics of Best
Action Selection
Data, Knowledge
Required

Experience Using Decision Modeling
It’s Rapid
• Much faster than
traditional approaches
• 1 hour “that would
have taken 10”
It’s Engaging
• Business SMEs
participate more fully
• And free up time to
participate more
It’s Enlightening
• Clarifies real
requirements
• Even experienced SMEs
learn something
It’s Open
• Human and automated
decisions
• Any kind of data, any
kind of decision

3. Create Business Rules

Use Business Rules To Define Decisions
So They Are Easy To Manage And Change
Expressive
Graphical
Manage
Complexity
Web-based
Managed
Business and IT
Collaborate
Controlled
Clear Impact
Safe
Agility

Business Rules:
Fundamental To Decisions
Business Rules are
Total Number of
Orders
Most Recent Order Total Orders last
12 months
Lifetime Order
Total
Customer
Status
>= 5 < 90 days > $10,000 Gold
>=10 < 180 days > $20,000 Gold
>= 20 < 360 days > $40,000 Gold
< 180 days > $1,000,000 Gold
> $2,000,000 Gold
“
”
Statements of the actions you should take when
certain business conditions are true.

Decision Models + Business Rules
Business Empowerment, Safe Agility
▶ Decision models define customer treatment
▶ Quick to define each piece with simple business rules
▶ Bonus: Makes it safe and easy to change them
▶ When competitors change
▶ When markets change
▶ When product change
▶ When customers change
▶ …

4. Use Your Customer Data

Use Analytics To Target Customers
▶ Analytics, Machine Learning, AI
▶ Data-driven customer insight
Confirm
Expertise
Discover
Patterns
Identify
Segments
Predict
Trends

Focus On Decisions
Focus Analytics On The Business Problem
▶ We need to be more
customer-centric
▶ Which means making this
Next Best Action decision
more accurately
▶ Which will require these
analytics
▶ Which can be built from
this (Big) data

5. Package As Decision Services

External Data
Big Data
Business
Rules
Continuous
Improvement
▶ Customers use multiple
channels
▶ A common service suggests
actions
▶ Using business rules and
analytics/AI in combination
▶ These are continuously
improved
▶ Managed by a decision model
▶ Automated with business rules
▶ Embedding analytics, AI
Analytics and
AI
Decision Services Deliver Next Best Action
Across All Channels Using Rules & Analytics

6. Close The Loop

Link Business Goals to Decisions
Rapidly Find What You Need To Change
Improve
Cross-Sell
A
Total
Number of
Orders
Most
Recent
Order
Total Orders
last 12
months
Lifetime
Order Total
Customer
Status
1 >= 5 < 90 days > $10,000 - Gold
2 >=10 < 180 days > $20,000 - Gold
3 >= 20 < 360 days > $40,000 - Gold
4 - < 180 days - > $1,000,000 Gold
5 - - - > $2,000,000 Gold
Customer Value Determination

Analyze Decision Effectiveness
See When You Should Change
Decision
Made
Supporting
Decisions
Scores
Business
Results

SUMMARY
▶ Key Elements In Next Best Action
▶ Business rules to define behavior
▶ Advanced analytics to deliver insight
▶ Decision monitoring to manage, improve
▶ A decision model to pull it all together
▶ Steps To Success
▶ Begin with Decisions
▶ Model them
▶ Implement them
▶ Improve them

Your Questions
▶ James Taylor, CEO
▶ james@decisionmanagementsolutions.com
▶ +1 650 400 3029
▶ @jamet123
Enter questions
for the Q&A here

Thank You
▶ More resources for success with
Customer Next Best Action
▶ http://bit.ly/DMSCNBA
Decision Management Solutions works
with clients to improve their business
by applying business rules & analytic
technology to automate & improve
decisions
We can help you rapidly design and
build a custom next best action
solution for your business.

Rapid Deployment of Customer Next Best Action

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