managing customer experiences in real-time...sas.com company confidential –for internal use only...

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Managing customer experiences in real-timeExperiences on omni-channel marketing

Krzysztof Skaskiewicz

SAS

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Why banking business cares so much for real-time omnichannel?

… more interactionsin last 2 years3x

…of active customersused the mobile banking app(comparing to 8% three years ago)

70% … less branch visitsover last three years3x

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Utilize every contact opportunity

TRUSTBuild

SELL

INFORMSUPPORTCustomer

BEHAVIORImpact

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Online Banking Login

1 2 3 4 5

10 9 8 7 6

Money Transfer(Utilities)

Online Banking Logout

Mobile Banking Login

ATM(Almost No Money)

Credits Tab

Call Center inbound call

Haven t logged for relatively long time

Child Care Payment

Salary inflow

11 12 13 14 15

High Inflow

Start Money Transfer (same Customer)

Export Reciepents List

Login cumulation

Low money prior to Salary

1 2 3 4 5

6

The Goal:

Context-aware& History-aware

Smart Communication

78910

1514131211

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Comparing to…My personal experience in the other Bank

Day 1Day 2

Day 3High InflowSaving

accountCA lowbalanceDay 61

Day 82

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Case Study 1Bank (Top 5)

4+ million retail customers

Project: Implementation of Real-Time Omnichannel Marketing System (on top of existing Campaign Management System)

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1. Customer inserts the card to the ATM/launches Mobile App.2. Decision engine makes a decision on offers to be presented, based on:

a. Customer profile (e.g. marketing consent)b. Real-time customer behaviorc. Pre-calculated offersd. Offer presentation business rules (including offer presentation & offer response history)

3. The information on offers to be presented is returned to the channel & presented to the customer by the ATM/Mobile App.

4. The Customer response is registered

First Phase of Implementation(2013)

SAS Customer Decision Hub

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NBO logic – conceptual sketchExternal

Real-timeEvent

Eligibility

RecentEvent

CM-based offers

Arbitrationfor NBO

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No

Yes

MyBank ATM

We pay 100 EUR for new account!!!

Interested?

Closing the loopExample

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No

Yes

MyBank ATM

Please provide your telephone number

We will call you today!

123456789

Closing the loopExample

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Operational ExcellenceExample

Send lead to priority CC queue

Send confirmation SMSto the Prospect Customer

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Current situation

„We want to be the partner for our customers in everyday customer decision”

Complete omni-channel solution Real-time events handling

Context-aware, history-aware

High-volume, efficient

100+ Interaction places

5+ Source systems

40+ Event types

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Case Study 2Bank (Top 3)

Project approach: Agile

SAS support: Members of scrum teams (minority)

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Case Study 3Telecommunication Company

~15 million active SIM cards

Project approach: Waterfall

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Real-Time EventsImplementation Focus of Phase 1

Key takeaways:1. Real-time

is right-time2. Business expects the

flexibility3. Expect the „event

tide”

React to Customer Events

• Get initially filtered technical events• Apply business logic• Fire appropriate action

20 million events processed daily in real-time (avg. processing time <100ms)

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PROJECTBest Practices

Think forward - Have a vision

Start with Small/Moderate initial stage & Improve

Stay focused

Operational Excellence

Align channel capabilities

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Current & Future developments• Real-time everything • Manage massive event streams to spot customer opportunities, add new

banking functionalities & manage interactions even better

sas.com

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Thank you