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CUSTOMER DECISION HUB

CUSTOMERS DO NOT KNOW CHANNELS –

THE ANALYTICAL-DRIVEN CUSTOMER EXPERIENCE

Presented to SAS FANS in Trondheim, 11th of November

Kristoffer Kalbekken, Nordic Consulting Manager – Integrated Marketing Management


CXN

CUSTOMER EXPERIENCE NEWS

WHAT IS HAPPENING IN THE MARKETPLACE?

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THE AGE OF THE

CUSTOMER”THE TIMES, THEY ARE A CHANGEING” – STILL

Customer Initiative

Push to Pull

Unplanned contacts

Time sensitive

Omni-channel


WE ARE NOT SO

RATIONAL

Too many decisions

”Talk to my feelings”


RELATIONSHIP TO

EXPERIENCE

FROM CUSTOMER RELATIONSHIP MANAGEMENT

TO CUSTOMER EXPERIENCE MANAGEMENT

Disconnects

”White Spots”

Next Best Message

CXO: Chief Customer Experience Officer



CUSTOMERS DO NOT KNOW CHANNELS –

THE ANALYTICAL DRIVEN CUSTOMER EXPERIENCE

Copyr i g ht © SAS Ins t i tu t e Inc . A l l r ights reser ved .

CUSTOMER

BEHAVIOR IS

CHANGING

KEY CHALLENGES

Customers expect a consistent customer experience

across all channels – in real-time!

New channels, always on

Digital Transformation

Business/Decision logic separate in every single channel

Marketing/channel departments act as silos

Different tools/systems

Different goals, difficult to synchronize

Marketing activities still often based on gut feel


THE SAS APPROACH TO OMNI-CHANNEL MARKETING

SAS CUSTOMER DECISION HUB


CUSTOMER

JOURNEY

AS WE ALL KNOW, THERE ARE MANY TOUCH POINTS

ALONG THE CUSTOMER JOURNEY

Inbound Inbound Outbound Outbound

Actual

demand

Real-Time

Interaction

Next-Best

Action

Real-Time-

Interaction

Sales

Offer

Location

Based

Inbound Inbound

1 2 3 4

1 2


CUSTOMER

DECISION HUB

SO WE NEED A CUSTOMER DECISION HUB TO MANAGE

THE CUSTOMER JOURNEYS

CUSTOMERDECISION HUB


CUSTOMER

DECISION HUB

OUR JOURNEY STARTS BY UNDERSTANDING ALL

POSSIBLE ACTIONS THAT CAN OCCUR


Sales programs

Service-Activities

Marketing campaigns

Ad-hoc-actions

Regular communications

Contact strategies


CUSTOMER

DECISION HUB

FOLLOWED BY USING THE BEST INSIGHT TO INFORM

THOSE ACTIONS

CUSTOMERDECISION HUB Events

Analytical models

Transactional data

Context

Scores

Risk

Potentials

History


CUSTOMER

DECISION HUB

AS WELL AS KNOWING IN FULL WHAT THE RULES ARE TO

BE MANAGED

CUSTOMERDECISION HUB Contact rules

Strategic decisions

Priorities

Constraints

Channel restrictions

Budget-Limits

Contact Permissions


CUSTOMER

DECISION HUB

ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER

DECISION HUB TO ENABLE THE BEST DECISIONING



CUSTOMER

DECISION HUB

ALL OF THIS IS MADE AVAILABLE TO OUR CUSTOMER

DECISION HUB TO ENABLE THE BEST DECISIONING


Sales programs

Service-Activities

Marketing campaigns

Ad-hoc-actions

Regular communications

Contact strategies

Events

Analytical models

Transactional data

Context

Scores

Risk

Potentials

History

Contact rulesStrategic decisions

Priorities

ConstraintsChannel restrictions

Budget-LimitsContact Permissions


CUSTOMER

DECISION HUB

ORCHESTRATION AND OPTIMISATION BASED ON MARKET

LEADING ANALYTICS IS AT THE HEART OF THE SOLUTION

Analytics based

Optimization

Orchestrate

Actions


CUSTOMER

DECISION HUBSAS DECISION HUB CONCEPT


CUSTOMER

DECISION HUBR

ule

sCUSTOMER DECISION HUB


CUSTOMER

DECISION HUBSOLUTION CONCEPT – THE MARKETING DECISION HUB

Rule

s

Next-Best-Action (NBA)

Real-Time Analytics

Optimized

Offers

(NBA)

Real-Time Orchestration using the

Outbound-Suppressions+

1

2

Standard

Communication

Request

Reply

Optimization &

OrchestrationDecision Logic


3


CUSTOMER

DECISION HUBSOLUTION CONCEPT – THE MARKETING DECISION HUB

Rule

s


Real-Time Analytics

Optimized

Offers

(NBA)



1

2

3

Standard

Communication

Request

Reply

Optimization &


Real-Time

Execution

Batch

Execution

Optimization

Engine

Design

Environment



CUSTOMER

DECISION HUBR

ule

s


Real-Time Analytics

Optimized

Offers

(NBA)



1

2

3

Standard

Communication

Request

Reply

Optimization &


Real-Time

Execution

Batch

Execution

Optimization

Engine

Design

Environment



CUSTOMER

DECISION HUBKEY BENEFITS

CONSISTENT Omni-Channel implementation

CENTRAL decision logic for all customer interactions

UNIFIED user interface across departments

VALUE-BASED marketing management

LEVERAGE business know how

through SAS Advanced Analytics


THE CUSTOMER DECISION HUB

PROVEN SAS® CUSTOMER INTELLIGENCE TECHNOLOGIES


CUSTOMER

DECISION HUBWITH SAS® CUSTOMER INTELLIGENCE

Optimization

Central Rules

Repository

Actions

Campaign design

and Action definition

Scenarios

Real-Time Customer

Interactions

Monitoring, Analyzing & Optimization

of all Customer InteractionsAnalyse &

Insight

Planning and

Orchestration

Marketing Planning,

Workflow & Approvals


CUSTOMER

DECISION HUBWITH SAS® CUSTOMER INTELLIGENCE

Optimization

Central Rules

Repository

Actions

Campaign design

and Action definition

Scenarios

Real-Time Customer

Interactions

Monitoring, Analyzing & Optimization

of all Customer InteractionsAnalyse &

Insight

Planning and

Orchestration

Marketing Planning,

Workflow & Approvals

Planning

Optimization

Execution


CUSTOMER

DECISION HUBGROWTH PATH TO EVOLVE

CentralRules repository

Contact Policy Rules, Constraints, Limitations, Optimization Objectives

1

Implementation of dedicated Inbound-and Outbound-Scenarios

2Continuous Enhancements

More Scenarios, Channels, Types of Interactions

3


CUSTOMER

DECISION HUBTHE SAS® CUSTOMER DECISION HUB


For the first time the

enables Organizations to establish value driven marketing

with a true contextualOmni-Channel-Communication

across all channels


QUESTIONS?SAS® SOLUTIONS FOR

INTEGRATED MARKETING MANAGEMENT (IMM)

+47 900 66 149

[email protected]

http://no.linkedin.com/in/kalbekken

Kristoffer KalbekkenNordic Consulting Manager - IMM

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THANK YOU!

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