How to create meaningful real-time customer interactions

Download How to create meaningful real-time customer interactions

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MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractionsGettingacompleteviewofcustomersatanymomentisanythingbuteasy.LetsChangeThat TMWhoshouldreadthiswhitepaper? Marketerswhowanttouseanalyticstomakecustomerinteractionsmoremeaningful AnalystslookingtobetterunderstandacustomerscontextualdatainthemomentsoftruthWhatwillyoufind? Examplesofcustomizedofferscalculatedinreal-timefromcontextualdata BestpracticesforcapitalizingyourcustomersmomentsoftruthAbouttheAuthorLISALOFTISspecializesincustomerexperiencemanagement(CEM),customerrelationshipmanagement(CRM),businessintelligence(BI)andanalytics,datagovernanceanddatastrategyinitiatives.Lisaspeaksfrequentlyatnationalandinternationalconferences,hasco-authoredthebookBuildingtheCustomer-CentricEnterprise(JohnWiley&Sons)andpublishesfrequentarticlesacrossavarietyofindustrypublicationsListenmorethanyoutalk.Nobodylearnedanythingbyhearingthemselvesspeak. RichardBransonIntroductionReactingtoourcustomersmomentsoftruthwillrequireunique,personalizedresponsesinrealtimethattranscendtraditionalmarketingandspanchannelsanddevices.Thisismorethanmarketingmaturity:itsthenewmarketingimperative.TaleofTwoOffersItwasthebestoftimes,itwastheworstoftimes. CharlesDickens,ATaleofTwoCitiesJasonsJourneyJasongoesshoppingJasongoesshoppingWhilewaitingforsalesman,heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,thenswipestocheckingaccountforbalance.JasongoesshoppingBanksmobilechannelrecognizesJasonandsendsrequesttoReal-TimeDecisioning Engine(RTD).requestedofferJasongoesshoppingRTDappliesbusinessrules eliminatesthetopscoredofferofHELOCbecausethecurrentchannelismobile.Sendsnextbestofferandarelationshipreviewtothemobilechannel.InformationaboutJasonisretrievedfromthereal-timedatastoreandsenttoRTD.JasongoesshoppingJasonacceptsofferandsetsanappointment.returnedofferJasongoesshoppingBankstandardautoloanratedoesnotmatchthedealers.Jasongetsloanfromdealership.Bankmissesopportunityforautoloan.MomentsofTruth MomentsofNowForeveriscomposedofnows. EmilyDickinsonJasongoesshoppingIncontextJasongoestoacardealershiptotestdriveandbuyacar.JasonsJourneyinContextJasongoesshoppingIncontextHeusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,andthencomparesthemagainstdealerfinancing.JasongoesshoppingIncontextBankdetectsJasonswebactionaseventandsendsinfotoRTD.requestedofferJasongoesshoppingIncontextRTDre-ordersscoredpre-optimizedofferstofitsituationalcontext,offersdiscountedautoloanandsuggestedrelationshipreviewtoJasonsphone.InformationaboutJasonisretrievedfromreal-timedatastoreincludingthefactthatherecentlypaidoffapriorcarloan.JasongoesshoppingIncontextJasonacceptsoffer getsloanfrombankandsetsappointmentforreviewcall.returnedofferJasongoesshoppingIncontextSeveraldayslater,JasonlikesthebankonFacebook.UnravelingtheMysteryAwonderfulfacttoreflectupon,thateveryhumancreatureisconstitutedtobethatprofoundsecretandmysterytoeveryother. CharlesDickens,ATaleofTwoCitiesRecognizingandreactingtomicro-momentsrequiresaconfluenceofcontextualdataJasonsJourneyinContextCustomerRelationshipContextIsthesupportofthiscompanyrelevantinthenearfuture?CustomerLifeCycleProducts/ServicesOwnershipPurchaseHistoryPredictiveAnalyticsPersonalContextIsthisimportanttomeinlife?PreferencesAttitudesSocialConnectionsPsychographicsExpressedNeedsReal-TimeContext- SituationalIstheresomethingIneedrightnow?WebSearchVisittoWebpagePurchaseCalltoCallCenterMobileAppLocationThePathtoReal-TimeOptimizationAndabeautifulworldwelivein,whenitispossible,andwhenmanyothersuchthingsarepossible,andnotonlypossible,butdone. CharlesDickens,ATaleofTwoCitiesParticipantsinarecentForbesInsightsStudyreportedthefollowingimpactsfromusinganalyticstooptimizedata-drivenCXinitiatives:FasterdecisionmakingBetteranalyticsmeanbetterdecisions62% 51%Betterinsightintoandacommonviewofenterprisecustomers49%ManagersandemployeesaremoreconfidentabouttheirdecisionsGreaterengagementwithcustomersEngagedcustomersbuymore49% 47%Increasedsales/revenues44%MorerepeatbusinessfromcustomersCostsavings/moreeffectiveuseofmarketingbudgetImprovedorganizationaleffectiveness37% 36%Greatercollaborationbetweendepartments32%AbilitytoreactmorequicklytomarketchangesMakeoptimizationiterativeMeasureeffectivenessandrefineprocessesbeforeexpandingtheprogram.BestPracticesHowtoCapitalizeontheMomentsofTruthPutdatainthedriversseatEstablishingscope,breadthandintegrationofdataforcustomersandinteractionsiscritical.BestPracticesHowtoCapitalizeontheMomentsofTruthMapthemomentsoftruthThejourneymapisagoodwaytoidentifythosemomentsoftruththatwillhavesignificantimpactonthecustomerexperience.BestPracticesHowtoCapitalizeontheMomentsofTruthInvestinautomationItwouldbevirtuallyimpossibleforalargeormediumsizedcompanytodeliverresultswithoutarobusttechnologyplatform.BestPracticesHowtoCapitalizeontheMomentsofTruthsas.comMaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractionsGetyourfreecopyhttps://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449https://www.sas.com/gms/redirect.jsp?detail=GMS46832_78449