pizza and great customer experience - sas · 400mb data snack for €2.99 to see you through....
TRANSCRIPT
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Pizza and Great Customer Experience…Increasingly Digital!
David Williams SAS Global Customer Intelligence Practice
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
But our lives have become WAY MORE COMPLEX!
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
But our lives have become WAY MORE COMPLEX!
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
But our lives have become WAY MORE COMPLEX!
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Company Confidential - For Internal Use OnlyCopyright © 2016, SAS Institute Inc. Al l r ights reserved.
CUSTOMER JOURNEY 2017: Digitalization Everywhere
But, 73% of consumers also want access to actual
people, even when digital channels work perfectly.
Source: Steven van Belleghem
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Itsounds
simple…
Customer Experience Expectations?
at the right time in the right place
the right thing for the right customer
Do EXACTLY
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Delivering Effective Contextual Engagement
Combine the context of each interaction with the bigger picture: their full profile and history
2: Understand1: Listen
In real-time to interactions, transactions, events and sentiments. Identify needs
Just do it! Engage the customer in a timely, convenient and consistent way. Real-time or right-time. Omni-channel
4: Act
Use analytics to balance objectives, costs, risks, benefits and constraints to identify the optimal action to take
3: Decide
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Delivering Effective Contextual Engagement
one central brain driving
continous improvement
multi-focus omni-channel
real-time right-time
KPIs
CX
TCO
analytics driven
contextual customer
decisioning
modular delivery
of increasing
value
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Delivering Contextual EngagementMaking SMART Contextual Engagement Happen
Act
Listen
Understand
Decide
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Making Contextual Engagement HappenEnabling Capabilities
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Context: Defined by 360 Customer View
15
Who They Are
What They Buy & How They Use It
How They Interact with Your Brand
What They Feel & Say
Their Common Locations
Satisfaction and Loyalty
Potential to Buy and Consume
More
Current & Future
Value
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Core Capabilities Required
16
Descriptive
Diagnostic
Predictive
Listen: Detect Events
Understand: Integrate Data
Decide: Apply Analytics
Act: Take Action
Online, Offline
Structured, Unstructured
Match, Merge, Purge
First Party, Third Party
Outbound
Inbound / Real-Time
Orchestrated Omni-Channel
Transactions
Channel Interactions
Opinions / Sentiments
Location
Listen / Filter / Trigger
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Effective Contextual EngagementSome Examples
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
* 21M Active Customers, 50K TPS
Take ActionUnderstand
S1
S2
Listen
Real-time triggerLimited contextual data
Rules-driven next best offer
Real-time deliveryPoorly-defined offer
Delayed trigger Broad contextual data
Analytics-driven next best offer
Delayed deliverySophisticated offer
Real-time trigger Broad contextual data
Personalized offer driven by real-time analytics
Real-time deliverySophisticated offer
18
Real-Time Contextual Campaigning (RTCC)Data Throttle Campaign
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
* 21M Active Customers, 50K TPS
Take ActionUnderstand
S1
S2
Listen
19
5% Relevance Convenience Max. Take Rate
5%Relevance Convenience Max. Take Rate
24% Relevance Convenience Max. Take Rate
Real-Time Contextual Campaigning (RTCC)Data Throttle Campaign
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
* 21M Active Customers, 50K TPS
20
Real-Time Contextual Campaigning (RTCC)Data Throttle Campaign
Incremental Revenue Increase €10sM
Payback MONTHS
Take Rate 5x Business As Usual 24%
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
21
Context:
• O2 Blue All-in M
• High Value Customer
• Data usage in the last 48 hours above average
• 5 remaining days until de-throttling
Intelligent Decision:
• Analytically optimised offer
• Individualised price, volume and validity
Action:
• SMS
• App Push
Refinement:
• Based on customer response
• Analytical Model learns continuously
Event:
• Customer exhausted data pack and is throttled
Hi David, we can see you might be frustrated right now, so how about a 400Mb data snack for €2.99 to see you through. Regards
Real-Time Contextual Campaigning (RTCC)Data Throttle Campaign
Hi David, we can see you might be frustrated right now, so how about a 400Mb data snack for €2.99 to see you through. Regards
New BI RTCCInfrastructure
Based on events, RTCC takes the individual customer context into account in real-time:
Contact customers in real-time after an event (e.g. throttle)
Create individual offers through real-time analytics
Enrich customer data with real-time network information
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Banking Use Case - Xmas Shopping
22
Track customer behaviour and look for specific patterns
(i.e. 3 transactions within 30 minutesresulting in low balance)
John is shopping, hisbalance is close to
zero and he is eligible for contact
Apply business logic to
determinebest action
Deliver assistance,
encouragementor offer
3:57 pm
Offer
<1 second3:29 pm
Dress3:46 pm
Jeans3:57 pm
Scarf
Hey John! Your current balance is now €67, but we have good news. Text “Y” to activate a €200 credit extension on your account
Calculate personalized
offer parameters
Shopping =• 3 txns in <30 mins• same debit card
*
t
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Xmas Shopping: Behind the Scenes Decisioning
23
Check for Card w/Headroom
Y: Encourage Card Use
N: Check for Deposit Account
Y: Recommend Transfer
N: Pre-approved O/D available?
Y: Offer O/DN: Run Credit
Risk Check
Overdraft
M,L: Evaluate Potential Offers
H: Warning
Personal Loan
Credit Card
Advise: Mobile App / Branch
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Digital CRM - Project Objectives
25
An innovative marketing architecture enables Commerzbank to run a cost efficient, scalable and fully complete „state of the art“ user experience across multiple touch points. Delivering effective 1:1 dialogs:
the right message, at the right time, in the right structure, on the customer preferred device.
Technology View• Single technology - all channels • Platform drives innovation and
faster time to market• Machine & rule based learning
drives effectiveness
Execution Excellence• Efficient marketing operations • Avoid integration complexity • Avoid redundancy • Process scalability • Centralized workflows and
content de-coupling Integrated Marketing
• The RIGHT data and analytics• Intelligent 1-1 marketing via co-
ordinated multi-channel campaigns
• Seamless & relevant user experience across all channels
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Real-Time Creative Marketing: An Example
Customer: British AirwaysAgency: OgilvyCustomer Analytics: SAS
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Real-Time Creative Marketing: An Example
https://www.youtube.com/watch?v=ftyl4JBCPd0
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
And Really Taken to Extremes… Guerilla Marketing!
https://www.youtube.com/watch?v=SkGaFRwIs7c&t=4s
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Making Contextual Enablement HappenNew Capabilities
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Core Capabilities Required
30
Descriptive
Diagnostic
Predictive
Listen: Detect Events
Understand: Integrate Data
Decide: Apply Analytics
Act: Take Action
Online, Offline
Structured, Unstructured
Match, Merge, Purge
First Party, Third Party
Outbound
Inbound / Real-Time
Orchestrated Omni-Channel
Transactions
Channel Interactions
Opinions / Sentiments
Location
Listen / Filter / Trigger
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
CUSTOMER INTELLIGENCE
360Managing Personalized Digital Interactions
for Customers and Visitors
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Orchestrate Digital Customer Journeys
Contextual Analytical Helpers
Cloud Based SaaS
CUSTOMER INTELLIGENCE
360
Digital Data Hub
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
CUSTOMER INTELLIGENCE
360Dynamic Data
Capture
Digital Data Model
Visual Exploration & Reporting
Digital Orchestration & Execution
Standalone or Hybrid Deployment
Analytical Decision Helpers
Discover Engage
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Collect All Behavioural Interactions
TransformJourneys Into
Insights
See The Full Customer
Picture
Take The Right Action For Every
Customer
CI360 Discover
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Collect Digital Behavioral Interactions From Websites
Collection at the browser by just adding one single-line code insert, that never changes, to each page of your site:
<script id="ob-script-async" type="text/javascript" src="/js/ot_async.js" a=" [account-id]">
Default Event Collection (mobile and desktop browser)
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Examples of Collected Web Behavioral Interactions
Page TitleFull URL
Meta Data Tags
Client Information
Referrer
Page Content
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Field Interaction
Link Clicked
Form Submit
Captured when focus is moved away from form field
• Value• Form ID and Name• Field ID and Name• Number of changes
• HREF (link location)• Alt Text / Inner Text• Link location in page
(DOM PATH and CSS Selector Path)
• Value• Form ID and Name• Field ID and Name
Examples of Collected Web Behavioral Interactions
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Controlling Data Capture and Collection
System Administrator controls which elements are collected
Individual fields can be excluded from selection
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Collected Mobile Behavioral Interactions
•Mobile Browser•Visitor User behavior
• Users, Sessions, …
•Event detection• Page views, Shopping Cart
•Mobile App (iOS; Android)•Usage (Online & Offline)•App Experience & Engagement
• Sessions, Page Views, Product Views, Shopping Cart
•Events• Login / Identity events• Location events (beacon discovered, geofence entry, exit)
The SDK for SAS Digital Intelligence is a supporting library that enables you to add support for event collection and ad displays to native mobile applications.
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Collect All Behavioural Interactions
TransformJourneys Into
Insights
See The Full Customer
Picture
CI360 Discover
Take The Right Action For Every
Customer
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Transformation
Maps events to online data mart
Easy-to-use wizards to navigate the
website
Page Loads
Clicks
Form Submits
Text Changes
Media Interactions
Page Elements
Content Changes
Collection
Online Data Mart
Out of the box VA
Reporting
Real-time Session
State
Outputs
Digital Data Transformation
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Digital Data Transformation User Interface
Select Goal Configuration from Configuration Menu
Business Goal Created on URL for Online Tracking
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
CI360 Discover
Collect All Behavioural Interactions
TransformJourneys Into
Insights
See The Full Customer
Picture
Take The Right Action For Every
Customer
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Interactions
Sessions
Visitors
Customers
Digital Customer View
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Demonstrating The Enhanced Customer View
Activity added to ECV record 1689 under cookie ABC
• Consolidated customer behavior across multiple cookies and devices• Creates and merges customer records retrospectively based on current understanding• Provides customer online activities and behaviors for all sessions
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
CI360 Discover
Collect All Behavioural Interactions
TransformJourneys Into
Insights
See The Full Customer
Picture
Take The Right Action For Every
Customer
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Enable marketers to benefit
from approachable and
actionable advanced
analytics to make more powerful
decisions within today’s complex
and interconnected business
environments.
CI360 Analytics Vision
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
PersonalizationCustomer Journey Analytics
Content Optimization
Anatomy of SAS Decisions At Scale
Key Analytical Pillars
Company Conf ident ia l - For Internal Use OnlyCopyr ight © 2017, SAS Inst itute Inc. Al l r ights reser ved.
Personalization
A/B Testing, Self-Learning Optimized Tests (MAB), Multi-Variate Testing
+
Product & Customer Recommendations
+
Testing-
Recommendations-
Segmentation-
Prediction- Personalization driven by individual prediction (e.g., Shopping Cart Abandonment prediction, Goal Achievement prediction)
+
Building out a fuller picture of the user or customer group
+
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Engage: Blue Box Analytics
Automatically discovered, most distinguishing segment criteria, but also supports marketer-defined criteria
Compare members of the selected focus segment against the comparative group to identify key segment characteristics
Company Conf ident ia l - For Internal Use OnlyCopyr ight © 2017, SAS Inst itute Inc. Al l r ights reser ved.
Customer Journey Analytics
Understand cross channel customer interactions+Digital Intelligence & Customer Analytics
-
Given the choice of 2 or more company/marketer defined journeys which one is better?
+Customer Path Testing
-
Customer Journey Analysis
- Discover (bottom up) and analyze paths to conversion (at touchpoint level)
+
Marketing Attribution
- Understand important touchpoints, prediction and scenario analysis
+
Customer Journey Optimization
- Self-learning approach discovers levers that influence goal achievement
+
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Customer Journey Analytics
A handy by-product of algorithmic attribution is a means to automatically discover conversion and non-conversion paths.
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Customer Journey Optimization2018: The Machines Take Over
The best (and already optimized) ‘play’ or plays is determined for every interaction
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Prospects to Customers. Remarket.
tim
e
Susp
ect
Pro
spe
ctC
ust
om
er
Incentivize!
Track!
Build Profile
Interest. Personalize / Test
Engagement by Source. Re-evaluate Spend.
Track!
Link!
Site Engagement. Redesign.
Site Issues. Remarket.
Track!
Target X-Sales. Omni-Channel.
Early Churn Indicators. Predict & Act.
Engagement Issues. Proactive Service Action.
CI360 Use Cases
Copyright © SAS Inst i tute Inc. A l l r ights reserved.
Enabling Effective Contextual Engagement
60
Important Considerations
Contextual Data & Analytics
End-to-End Journey Management
Multi-Focus Decisioning
Real / Right-Time Execution
Land and Expand
Omni-Channel