financial impact of digital disruption on your cx...#17pace 1 financial impact of digital disruption...

1#17PACE

Financial Impact of

Digital Disruption on Your CX

2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL

Brandon Sailors

Executive Director, Financial Services Vertical

CSG International

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Today’s Conversation

Digital Disruption: Is it Costing You?

Applying Business Intelligence

to Know Your Customer

Success Stories


3#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL

WE ARE LIVING IN A DIFFERENT ERA

Products Products + Services Customer Centric Relationship Centric

1970s 1990s 2000s Today

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The Math


The Digital Dilemma

Experience

Expectation= Perceived Value

As expectations rise, without changes in experience, perceived value decreases.

Source: Forrester Research

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Mobile Penetration


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Customers Demand Excellent Experiences


Consumers want companies to remember their history and understand their

needs, expectations, and preferences across multiple channels and devices

Source: State of the Connected Customer 2016 - Salesforce

Of consumers are likely to

switch brands if they don’t

receive consistent levels of

service


switch brands if they don’t

receive consistent

experience wherever they

engage them


switch brands if their needs

aren’t anticipated

73% 65% 50%

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Consumerization of Technology


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Competition Your Industry


The last great experience your customer just had…

2017 Tempkin Group Customer Experience Ratings showed that every industry

improved – your competition is getting better…

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The “Now Consumer” Expects


Know me

Make it mobile

Let me do it

Make it digital

Fit into my life

Save me time

Make me smarter

MAKE IT EASY

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Each Generation Has Its Own Language


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And…Make it Personalized


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The High Cost of a Bad Experience

It is 7 times more expensive to acquire a new customer than to keep an existing one

According to an Accenture study:

52% of consumers have switched providers in the past year due to poor customer service

The estimated cost of customers switching due to poor service is $1.6 trillion

68% of consumers who leave a provider will not go back

According to Bain & Company:a 5% increase in customer retention can increase a company’s

profitability by 75%


13#17PACE 2017 PACE CONVENTION & EXPO | APRIL 2-5, 2017 | TAMPA, FL

Turning the

Disruption Corner

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Customer Intelligence: Definition


The ability to assess, synthesize and predict

customer behavior...

Created by applying a range of analytical

techniques to customer data in order to assess or

predict specific outcomes*

* Forrester Research

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Customer Intelligence: Predicting Customer Behavior


What will this customer buy next?

Will this customer pay on time?

What’s this customer’s credit risk?

How important is this customer to me?

What is the best offer I can present to this customer?

Will this customer leave for my competition? When?

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Marketing Hierarchy


Targeting specific sub groups

Messaging entire market

Using predictive analytics to target

customer insight

Integration of analytics with channels

(CSR desktop, statement, web, email, SMS)

“Right time” interactions triggered by events in

customer lifecycle (moments of truth)Automation

Operationalization

Modeling

Segmentation

Mass Marketing

So

ph

isti

ca

tio

n

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Operationalization


Data

…integrating customer insight capabilities with execution channels

Insight Strategy Execution

Billing

Demographics

CRM

Marketing

Network

How valuable is this customer?

Are they satisfied with the service?

What will they buy next?

Are they going to leave for my competition?

Upsell

Retain

Maintain

Collect

Call Center

Statement

Email

Web/Digital

SMS/Mobile

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Developing an Interaction Strategy


- +

-

+

This simple model is based

on a two-factor scoring

approach

Cu

sto

me

r V

alu

e S

co

re

Customer Experience Score

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Developing an Interaction Strategy


- +

-

+C

us

tom

er

Va

lue

Sc

ore

Customer Experience Score

Retain Maintain

UpsellInvest

Elsewhere

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Operationalized Intelligence


Scores

Customer Satisfaction

Product Utilization

Product Fit

Customer Value

Campaigns

Customer profile maintains current scores, contact, identity and preference data

Operational data leveraged in analytical models to derive behavior and segment scores

Customer browsing session registered with Event Manager along with pages served. This is done by embedding web service calls in HTML pages

EventManager

Workflow, Command & Control

Message TemplateLibrary

Contextual messaging and capture of response data

Retrieve profile and update with response data

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Success Story: Cable Sports Network


Objective Scope Results

Enrich Fan Experience Full Service Program Engaged Fans &

Increased RevenueDevelop Fan insight

Shared across all channels

With real-time availability

To enrich the experience

Hosted analytics database

Multiple data sources

Marketing automation

Ad sales and BI

Predictive model design

New CPM model for ads

Cross-platform analysis

Performance reporting

Targeted ads

Premium product campaigns

Fan value capture

250% increase – registered fans

225% increase – content subscriptions

150% increase – content consumption

300% increase – email campaign response rates

Delivery of ad packages at double CPM rates and elimination of 3rd

party ad networks

More recently, CSG Ascendon has added management of their premium digital experience with

federated identity across multiple properties

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Success Story: OTT Delivery

CSG has vast experience

delivering rich content to

clients’ digital platforms


Bell Canada’s threat to Netflix – Cravetv

All title graphics and metadata fed from CSG

web services in real-time

Metadata automatically ingested into CSG

Ascendon platform from multiple sources

Suggestion Engine provides recommendations

based on affinity groups

CSG International Confidential and Proprietary Information Copyright © 2016 CSG Systems International, Inc. and/or its affiliates (“CSG International”). All rights reserved.

Content Policy, Discovery & Merchandising

WEB SERVICES

ASCENDON METADATA INGESTION FRAMEWORK

Metadata Source

Enhanced

Metadata

Social

Metadata

Studio

Metadata

Content Policy Management

Pricing

Discounting

Packaging

Bundling

Preferences

Personalize

Parental

Controls

Consumer

Entitlements

Device

Filtering

Content Asset Catalog

ID

Mapping

Asset

Manifest

Descriptive

Metadata

Device

Overrides

Delivery

Capabilities

Ratings

Reviews

Content Navigation and Discovery

Search

Browse

Playlists

Discovery

Recommend

Pivot

Smart

Categories

Authentication

Federated

Subscriber Device

Asset Prep

CDN

Staging

Encrypt

Fragment

Asset Download &

Transcode

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Success Story: Credit Card Fraud Notifications Case Study


Situation Solution Benefits Business Results

Fraud notifications

averaged 10-minutes per

case

Solution needed, to

provide a business rules

engine to manage multiple

contact attempts across

multiple communications

channels

Needed to be multi-

channel; not relying on

only people to call

Ability to quickly

identify and act on

suspected fraud

Capability of reaching the

customer during the

transaction

Effectively create two-way

interactive alerts to

customers at POS (Point

of Sale) device

Minimize card usage

disruption and reduce the

need to re-issue cards

Improved cardholder

trust & loyalty and

increase cardholder and

merchant revenue to bank

10% improvement in

customer contact

CSG has 3-5% higher

resolution rate than direct

competitor

Initial solution directly

enabled a call center staff

reduction of 85 FTEs

Reduced fraud

exposure and improved

share of wallet

Prior to solution, 93% of

cases were resolved in 10

minutes. Now 93% are

resolved in 10 seconds

Every 1,000 self-resolved

cases = 1 FTE in savings


TalkTalk is a quad-play communications

service provider (CSP), offering pay

television, voice, broadband, and mobile

services to businesses and consumers in the

United Kingdom. TalkTalk chose Ascendon to

further elevate its TV offering as a competitive

digital service, aligned with consumer demand

for access to video content anytime,

anywhere, across devices

Ascendon will provide an intuitive app-based

storefront and other services that will allow

consumers to access titles from TalkTalk TV’s

video product catalog through the set-top box

or mobile devices


Brandon Sailors

Executive Director, Financial Services

[email protected]

614.271.8683 (mobile) | 402.963.8710 (office)

David Pratt

Sales Director, Financial Services

[email protected]

331.703.2585 (mobile) | 312.385.4671 (office)

For more information please contact…

Q&AThank you

mailto:[email protected]

mailto:[email protected]

financial impact of digital disruption on your cx...#17pace 1 financial impact of digital disruption...

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