THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE

Transcription

1 THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE CREATE DEEPER AND MORE VALUABLE CUSTOMER RELATIONSHIPS TO IMPROVE SALES Vaia Tziagka Customer Intelligence Domain Expert SAS Greece, Cyprus, Bulgaria C o p y r ig ht SAS Insti tute In c. Al l ri gh ts re ser ved.

2 THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE The concept: why bother about Customer Experience Five Steps to an Exceptional Customer Experience 1. Create 360 Customer View 2. Understand Customer 3. Make Marketing Efficient 4. Manage the Brand 5. Deliver Real-Time Experience Why SAS: Software & Technology?

3 THE CONCEPT CUSTOMER EXPERIENCE MANAGEMENT MATTERS Leading-Edge Companies Outperform Laggards Source: Harvard business Review - Lessons from the Leading Edge of Customer Experience Management

4 THE CONCEPT CHANGE OF THE BUSINESS MODEL

5 Distribution Integration Opportunities ANALYTICS ANALYTICS DATA BUDGET THE CONCEPT CHALLENGES No Single Client View Budget Constraints Insufficient Customer Insight Ineffective Segmentation & Profiling Multiple Distribution Channels Lack of Cross- Channel Integration Inefficient Leads Identification

6 THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE The concept: why bother about Customer Experience Five Steps to an Exceptional Customer Experience 1. Build a 360 View of Customer 2. Understand Customer 3. Make Marketing Efficient 4. Manage the Brand 5. Deliver Real-Time Experience Why SAS: Software & Technology?

7 EXCEPTIONAL CUSTOMER EXPERIENCE A Customer-Centric Perspective requires behavioural STEP 1: BUILD A 360 VIEW OF CUSTOMER demographic What They Buy How They Use It Who They Are 360 Customer View Their Loyalty Their Value future - predicted Their Potential merging all existing sources: internally and externally online and offline structured and unstructured What They Say Who They Influence How They Interact online & social

8 EXCEPTIONAL CUSTOMER EXPERIENCE STEP 2: UNDERSTAND CUSTOMERS BETTER THAN ANYONE ELSE Segmentation groups customers based on differences between segments and similarities within segments. Predictive Models provide you with the % probability of each customer to proceed to a specific action e.g. churn or buy a product. Segmentation enables more targeted customer relationships, resulting in higher customer satisfaction and profitability MOVING FROM REAR VIEW TO FORWARD THINKING Monitor & Detect Predict & Act Value: Higher Decision Impact Grow revenue and profitability via improved customer targeting and less cost Understand performance to drive continual improvement On-going iterative learning process

9 EXCEPTIONAL CUSTOMER EXPERIENCE STEP 3: MAKE MARKETING MORE EFFICIENT Automate Marketing Define objectives Define offers Select eligible customers Refine selections with analytics Allocate offers and align to channels Set testing strategies Define automation rules Execute multi-stage, multi channel outbound campaigns Capture contact and response history Optimize Marketing Identify Analytic NBO: Define objectives Define constraints Set contact policy Identify BEST customer / offer combination Understand impact of constraints Conduct what-if / scenario analysis Identify optimal constraint thresholds to maximise returns Provide Agents with Quality Leads triggered by specified events

10 EXCEPTIONAL CUSTOMER EXPERIENCE STEP 4: MANAGE THE BRAND MORE PROACTIVELY Manage Marketing Recourses & Operations Mange the Voice of the Customer

11 EXCEPTIONAL CUSTOMER EXPERIENCE STEP 5: DELIVER A BETTER REAL-TIME EXPERIENCE Provide Real-Time Offers Understand Online Customer Behavior & Navigation & take advantage of Inbound Communications and provide dynamic content

12 THE PATH AS A PROCESS AND KEY CAPABILITIES Customer Responses Tracking & Monitoring Outbound Offers Source Systems Access, Clean & Integrate 360 Customer View Customer Analytics Eligible Offers Optimize Optimal NBO s Inbound Real-Time Offers Marketing Resources & Operations Management In-Channel Insight

13 CUSTOMER SUCCESS STORIES (WORLD WIDE INSURANCE) C o p y r ig ht 201 2, SAS In sti tute In c. Al l r ig hts r ese rve d.

14 THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE The concept: why bother about Customer Experience Five Steps to an Exceptional Customer Experience 1. Create 360 Customer View 2. Understand Customer 3. Make Marketing Efficient 4. Manage the Brand 5. Deliver Real-Time Experience Why SAS: Software & Technology?

15 CUSTOMER EXPERIENCE WITH SAS SOLUTION CONCEPT - THE CUSTOMER DECISION HUB Marketing campaigns Service-Activities Sales programs Regular communications Contact strategies CUSTOMER DECISION HUB Priorities Strategic decisions Contact rules Constraints Channel/Budget restrictions Analytical models Events, Trigger Transactional data Potentials, Risk History

16 THE CUSTOMER DECISION HUB Actions Rules Scenarios Design Campaigns and Define Selections Centrally Manage Rules and sub-conditions Real-Time Customer Interactions Management

17 SAS CUSTOMER DECISION HUB KEY BENEFITS CONSISTENT Omni-Channel implementation CENTRAL decision logic for all customer interactions UNIFIED user interface across departments VALUE-BASED marketing management LEVERAGE business know how through SAS Advanced Analytics

18 Thank you! Thank you! Vaia Tziagka Customer Intelligence Domain Expert SAS Greece, Cyprus, Bulgaria sas.com