bridgei2i - #customeranalytics conference, chicago 2014
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© 2014 BRIDGEi2i Analytics Solutions Pvt. Ltd. All rights reserved
Prithvijit Roy CEO & Co-founder
prithvijit.roy@bridgei2i.com
#CustomerAnalytics Summit
Maruti Peri VP, Business Development
maruti.peri@bridgei2i.com
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“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos
“ It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages.” Henry Ford
In a world of constant change…there is one tenet which hasn’t…Customer Focus
A Customer Centric Organizational Approach
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Marketing
Sales
Operations
Finance
Product Development
Customer Centricity
CUSTOMER CENTRICITY ACROSS BUSINESS FUNCTIONS
Product Profitability
Current Sales
Brand Equity Customer Equity
Market Share Customer Equity
Share
Product NVP Customer NPS
Product Life-cycle Customer-
lifecycle
Strategy driven by Products
Strategy driven by Customer needs
Incentives at product level
Incentives at customer level
METRICS THAT MATTER
Customer Lifetime value
Customer Profitability
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Customer Profile
Segment
Profile
Web
Profile
CRM
Profile
Social
Profile
Market
Research
Data
Web
Data
CRM
Data
Social
Data
Data is key to a Customer Centric Approach
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Customer Analytics Journey
360 degree customer data view to understand customers
Target-marketing models and personalization opportunities
Drive personalized recommendations, operationalize campaigns
Customer Analytics : The Evolution
Market Research Transactional Data
INFORMATION
Offline Sales
Insights
IMPACT
Purchase
Propensity Models
INSIGHT
Segmentation
Social /
Unstructured Data Micro-segmentation
focus Lifetime Value
Real-time
recommendations on
cloud/mobile/web
Operationalize impact
Develop actionable
insights
Diverse Applications of Personalization
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Pervasive Customer Experience Analytics
Customer Lifetime Value
Channel Recommendation
Engine
Case Study Industry Function
Build customer knowledge
Focus
Information Technology- B2B Customer Service
Insight Ecommerce- B2C Marketing
Impact CPG Sales
1. Pervasive Customer Experience Analytics (1/2)
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• Business: Global Provider of IT services to other enterprises.
• Challenges : • Declining Contract renewals • Sliding Premium / Margins • Clueless about what was driving this.
Disparate Data Survey Data Customer
support data Social data
• Why are Customer Satisfaction metrics not reflecting the slide? • Are we measuring our performance right? • What do we do to reverse the slide?
Business Questions?
Rich incidence as well as account level satisfaction
scores
All transcribed customer support data across
calls/email/chats
Reviews/ Blogs/ Opinions/ Expert Analysis
1. Pervasive Customer Experience Analytics (2/2)
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Query across 360 degree customer data view
Identify drivers of customer experience from customer interactions
Prioiritize key actions to focus on
Data Integration Platform
360 degree Customer View Key Driver Analysis Insights and Recommendations
Incidence rate
10% Adoption Rate
10% Support Satisfaction
14%
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• Who will be my most valuable customer in the future? • How do I focus my investments on potential High value Customers? • How do I build Loyalty and move away from deep discounting?
2. Customer Lifetime Value (1/2)
Demographics Past purchases Typical promotions
Marketing Costs Frequency of
purchases Offline to online
transactions
Data Considered for calculating LTV
Business : Global technology B2C ecommerce site. Challenges: • Repeat Purchase rates declining. • Discount seeking customers eroding margin. • Acquisition quality suspected to be lower.
Business Challenges
2. Customer Lifetime Value (2/2)
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• Estimation of an appropriate “future period”
• Capture typical “pathways” to value for different customers
• Statistical models to predict “High Value” segment and non transactors
• Rank order customers from 1- 10 on the basis of future value potential next 2 years
• Ascribe expected value to each LTV segment
• Design loyalty programs to connect with best customers
• Overlaid with current propensity models to assess and refine %
• marketing spend on high revenue customers
High
Med
Low
LTV based Persona New
Customer Or Prospect
SCORING
Modelling Approach Strategy Design Implementation
Target : 5% increase in Repeat Purchase rates. $25 increase in Average Ticket Size
Business : A CPG Giant in ASIA . Sells to 1.5+ M stores through about 50 + sole distributors spread across 1000+ branches
Challenges : • High turnover in Stores and shelf space. • Intense Competition from a transforming market place.
3. Channel Recommendation Engine (1/2)
Data Available
Store level sales data
Store Panel Data Promotion SKUs
Product Rates
Business Questions
• How do we help stores increase their revenues? • How do we capture shelf space to keep competition out? • How do I use distributors and wholesalers to build loyalty for the brand
3. Channel Recommendation Engine (2/2)
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Segmentation of stores based on extent and mix of purchases
Identify stores similar to a given store based on purchase pattern
Define expected purchase behaviour and potential cross sells
High Level Segmentation Define Neighborhood Build Recommendation Rules
Recommendation Hit-rate
45% Revenue uplift
10%
For the Business
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More Customers
More Revenue from Customer
Add Customer at a Lower Cost
For the Customer
A better and more personalized Experience
Evaluate
Purchase
Install
Usage
Marketing
Support
Disposal
Interact
…to enhance customer experience and business impact
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INFORMATION
INSIGHT
IMPACT
Val
ue
for
bu
sin
ess
Actionability
BRIDGEi2i bridges the
gap in customer
understanding from
INFORMATION to
IMPACT through
INSIGHTS.
BRIDGEi2i solves
unstructured problems
by using multiple data
sources, leveraging
technology and
operationalizing the
solution for clients
How BRIDGEi2i transforms the Customer Journey
CUSTOMER INTELLIGENCE Customer Experience Management Analytics | Personalized Lifecycle Marketing Analytics
www.bridgei2i.com
: BRIDGEi2i
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