developing complete customer centricity
TRANSCRIPT
Developing Complete Customer Centricity
Jill M. Speirs
John Sahagian
10/15/2013 Copy right ACS Business Solutions Inc. 1
OUR HISTORY
10/15/2013 Copy right ACS Business Solutions Inc. 2
Investment Savvy
Baby Boomer
New Families
Execution Right Offer Right Segment Right Time Right Channel
THE GOAL
10/15/2013 Copy right ACS Business Solutions Inc. 3
THE STARTING POINT
10/15/2013 Copy right ACS Business Solutions Inc. 4
Business Intelligence Tools
ALL CHANNELS
Reporting /
Metrics
Marketing Automation /
Channel Automation
Data mart
Data mart
Data mart
Central Customer
Data Base
Data
Ga
ps–
Data
So
urc
e
Ex
isti
ng
so
urc
es
Data
stage
ES
B - R
eal-tim
e
MDM
Analytics/
Data mining
Development of a Customer Centric Data Environment
NEED THIS
10/15/2013 Copy right ACS Business Solutions Inc. 5
Business Issues
1 Big Data Issue – No central repository
2 External dependency for development of member data
3 External dependency for their Marketing Execution
4 Not leveraging all Channels / Customer Touch points
5 Significant annual cost
6 Inability to act on customer needs
BUSINESS PROBLEM
10/15/2013 Copy right ACS Business Solutions Inc. 6
Business Issues
1 Big Data Issue – No central repository
2 External dependency for development of member data
3 External dependency for their Marketing Execution
4 Not leveraging all Channels / Customer Touch points
5 Significant annual cost
6 Inability to act on customer needs
BUSINESS PROBLEM SOLUTION STEPS
Steps to Solve
1 Establish Vision / CRM Strategy
2 Define the Roadmap / Project Scope & ROI
3 Assess the Marketing Processes / Marketing Alignment
4 Develop Customer Insight & Analytics
5 Implement the Marketing Automation
6 All Channel (IB and OB) Customer Targeting Strategy
10/15/2013 Copy right ACS Business Solutions Inc. 7
Defining customer segmentation and
format
1 Extracting, monitoring and acting on
customer insights
2
Clearly defining customer service
across formats and channels
3
Establishing a new Promotional Construct (become Marketing-Led)
4
Developing eventing capability
5
Customer communication feedback loop
THE VISION
Customer Led / Marketing Driven
Technology Data Process People Enablers
10/15/2013 Copy right ACS Business Solutions Inc. 8
Copy right: ACS I Advanced Customer Solutions Inc. 2013
Customer Data Model / Data Base
Q1 Milestone
Q2 Milestone
Q 3 Milestone
Q4 Milestone
Phased Channel Delivery
Predictive Modeling
CR
M S
trat
egy
- R
oad
map
CTP Mapping / Pilot – Quick Hit
Marketing Process / Pilot – Quick Hit
Roll out Phases Roll out Phases
Roll out Phases Roll out Phases
Pilot – Quick Hit Roll out Phases Roll out Phases
Communication / Contact Strategy
Business Case
Road Map
Who / What / Why / When
THE ROADMAP
Planning Process
Customer Data
Segmentation Actionable Insight
Marketing Process
Marketing Automation
10/15/2013 Copy right ACS Business Solutions Inc. 9
Vision
Copy right: ACS I Advanced Customer Solutions Inc. 2013
Two Solutions
Multi Channel Campaign Management
Marketing Resource Management
In Parallel – Critical Foundation Requirements
1 New Member House holding algorithm developed
2 Address Accuracy & Standardization process & across all members
3 Environics Prizm logic appended to each member
4 Big Data Solution Completed – MCIF implemented
5 New Streamlined Marketing Business Process developed for 14 core Project Types
6 Actionable Insight – Segmentation & Predictive Modeling
THE BUILD
10/15/2013 Copy right ACS Business Solutions Inc. 10
MRM OPTIMIZATION
Process People
Step by Step Current State Review 1.
10/15/2013 Copy right ACS Business Solutions Inc. 11
MRM OPTIMIZATION
Process People
Step by Step Current State Review 1.
Future State Development 2.
Reduction in Steps
30%
3. Repeatable Process - 15 Templates
10/15/2013 Copy right ACS Business Solutions Inc. 12
MRM OPTIMIZATION
Process People
Step by Step Current State Review 1.
Future State Development 2.
3. Repeatable Process - 15 Templates
Central Team Repository 4.
Reduction in Steps
30% Ability to Drive an Integrated Marketing Planning Process / Planning Cycle
10/15/2013 Copy right ACS Business Solutions Inc. 13
Technology Data
1. Full Campaign Process Automation
Automates File Receipt Processing
• Ability to process & marry to our internal data
Automates Execution • Data for channels and creative all
in 1 place for automatic delivery
Automates Emails
• Pressure rules & campaign prioritization allows on the fly schedule delivery, prioritize deliveries, filtering different communications
CAMPAIGN OPTIMIZATION
10/15/2013 Copy right ACS Business Solutions Inc. 14
Technology Data
1. Full Campaign Process Automation
2. Streamlined Process & Data Steps
10 Steps Become 5 Steps
1. External data imported 2. External data reconciled 3. Data from 5-10 tables collected 4. Additional data appended 5. Filtration process runs to identify final
target 6. Final targets used to identify
communication fields 7. Final print / email files created using
communication fields 8. Files delivered to vendor for
execution 9. Creative files delivered to vendors for
execution 10.Vendor executes campaign
1 & 2 Automated
3,4 & 6 Consolidated
7,8 & 9 Consolidated
CAMPAIGN OPTIMIZATION
10/15/2013 Copy right ACS Business Solutions Inc. 15
Technology Data
1.
2.
3.
Full Campaign Process Automation
Streamlined Process & Data Steps
Out of the Box Recipient
May 24, 2013
Out of the Box Recipient Table
• Houses all relevant member information
• Aggregated data from multiple sources now simple to use and execute
• Member data is filtered & consolidated within this table
• Customization allows user to drive communications that best fit the BCU’s needs
CAMPAIGN OPTIMIZATION
10/15/2013 Copy right ACS Business Solutions Inc. 16
Technology Data
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Master Campaign Template
Targeting
• Standard and campaign specific filters which are easily copied/adapted for multiple uses
External file integration
• Process reconciles & appends external data to recipients table which allows for filtration & customized treatments based on external data
Delivery • Multiple channels, multi wave
which I can borrow and tweak
CAMPAIGN OPTIMIZATION
75% Pre-defined
10/15/2013 Copy right ACS Business Solutions Inc. 17
CAMPAIGN OPTIMIZATION
Technology Data
1.
2.
3.
4.
Full Campaign Process Automation
Streamlined Data Steps
Master Campaign Template
Out of the Box Recipient
Ability to Move to a Daily Campaign Process from a Monthly Process
Expanded Communication Capabilities
• Daily emails, call list, priority mail and trigger campaigns
Dramatically Improved Targeting Methods • Filtration criteria is now updated daily &
100% accurate through the month
Ability to React to Daily Changes • Members interact with us daily, we now can
communicate daily & report relevant insights
Daily = Increased ROI
10/15/2013 Copy right ACS Business Solutions Inc. 18
Integration
Finding Gaps & Risks
NEW OPPORTUNITIES
10/15/2013 Copy right ACS Business Solutions Inc. 19
ACTIONABLE INSIGHT
10/15/2013 Copy right ACS Business Solutions Inc. 20
4
3
2 1
ACTIONABLE INSIGHT
10/15/2013 Copy right ACS Business Solutions Inc. 21
MARKETING OPTIMIZATION
10/15/2013 Copy right ACS Business Solutions Inc. 22
MARKETING OPTIMIZATION
10/15/2013 Copy right ACS Business Solutions Inc. 23
Key Enablers: Marketing Automation / Big Data
Right Marketing Processes
Customer Touch Point Integration
Actionable Insight – Customer Strategy
Right Planning Processes
DRIVING SUCCESS
10/15/2013 Copy right ACS Business Solutions Inc. 24
Customer Experience
END STATE
Measurement & Reports
Planning & Process
Channels
Actionable Insight
Member Base
Segments & Target
10/15/2013 Copy right ACS Business Solutions Inc. 25
Q & A
Business Solutions Inc.
10/15/2013 Copy right ACS Business Solutions Inc. 26