omnichannel customer experience · customer insights personalized marketing intelligent decisioning...
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SAS® FORUMOSLO 2019
Omnichannel Customer ExperiencePowered by Advanced Analytics
Helene Hellesø-Knutsen
Senior Advisor, Customer [email protected]
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SAS® FORUMOSLO 2019
Digital Transformation In Every Customer Dialogue
“ The link between Online- and Off-line-Sales for a seamless customer experience of those worlds is key for future success ”
Oliver Bäte, Chairman of the Board, Allianz2
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SAS® FORUMOSLO 2019
WEB CONTENT SEARCH MOBILE SOCIALADVERTISING
PR DIRECT MAIL EMAIL PROMO CALL CENTER
Database Marketing
Digital Marketing
WEB CONTENT SEARCH MOBILE SOCIALADVERTISING
PR DIRECT MAIL EMAIL PROMO CALL CENTER
HybridMarketing
Fast Secure CompliantFlexible
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Digital Transformation RequiresHybrid Marketing
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SAS® FORUMOSLO 2019
CUSTOMER INSIGHTS PERSONALIZED MARKETING INTELLIGENT DECISIONING
CUSTOMER ANALYTICS
DIGITAL BEHAVIOUR
ARTIFICIAL INTELLIGENCE
PLANNING, OPERATIONS &
REPORTING
TEST & LEARN ATTRIBUTION & CUSTOMER JOURNEY
OPTIMISATION
PERSONALIZATION & RECOMMENDATIONS
OFFSITE TARGETING
STREAMING CUSTOMER DATA
REAL-TIME CUSTOMER EXPERIENCE
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SAS® FORUMOSLO 2019
CUSTOMERINSIGHT
PERSONALIZEDMARKETING
CUSTOMERDECISIONING
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SAS® FORUMOSLO 2019
PLANWorld Leading Workflow & Planning
Web/Mobile Data without Compromise
DISCOVER
Omni-channel Customer Journey Management
ENGAGE
SAS CUSTOMER INTELLIGENCE
360
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SAS® FORUMOSLO 2019
PLANWorld Leading Workflow & Planning
Web/Mobile Data without Compromise
DISCOVER
Omni-channel Customer Journey Management
ENGAGE
SAS CUSTOMER INTELLIGENCE
360
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SAS® FORUMOSLO 2019
Consistent, efficient and effectivelymanagement of:
• Marketing activities• Budget• Assets• Resources
360 Plan
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SAS® FORUMOSLO 2019
PLANWorld Leading Workflow & Planning
Web/Mobile Data without Compromise
DISCOVER
Omni-channel Customer Journey Management
ENGAGE
SAS CUSTOMER INTELLIGENCE
360
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SAS® FORUMOSLO 2019
360 Discover & Data Capture
Navigations
Identity
Preferences
Conversions
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SAS® FORUMOSLO 2019
Page load Focus change Served HTML Form field Watch video
Research online
Find a branch
Read blog post
Check on order
Customers
Visitors
Sessions
Interactions
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SAS® FORUMOSLO 2019
Enhanced Customer View Process
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SAS® FORUMOSLO 2019
Analytics in ActionVisualize, explore, predict and simulate
Decision Trees / Logistic Regression / … Sankey Diagram
Forecasting / Scenario Analysis / Optimization Clustering
Targeting with Relevance Conversions / Path Analysis / Cross-Channel Behavior
Media Mix Allocation / Attribution Customer Insight / Personalization
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SAS® FORUMOSLO 2019
PLANWorld Leading Workflow & Planning
Web/Mobile Data without Compromise
DISCOVER
Omni-channel Customer Journey Management
ENGAGE
SAS CUSTOMER INTELLIGENCE
360
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SAS® FORUMOSLO 2019
Customer Journey
Offline & Online Channels
Customer Insight
Advanced Analytics
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SAS® FORUMOSLO 2019
Customer Journey example
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SAS® FORUMOSLO 2019
PLANWorld Leading Workflow & Planning
Web/Mobile Data without Compromise
DISCOVER
Omni-channel Customer Journey Management
ENGAGE
SAS CUSTOMER INTELLIGENCE
360
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SAS® FORUMOSLO 2019
Direct Marketing
ENGAGE: DIRECT
World Leading Workflow & Planning
PLAN
Web/Mobile Data without Compromise
DISCOVERSAS CUSTOMER INTELLIGENCE
360 Digital Marketing
ENGAGE: DIGITAL
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SAS® FORUMOSLO 2019
Direct Marketing
ENGAGE: DIRECT
World Leading Workflow & Planning
PLAN
Web/Mobile Data without Compromise
DISCOVERSAS CUSTOMER INTELLIGENCE
360 Digital Marketing
ENGAGE: DIGITAL
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SAS® FORUMOSLO 2019
Digital customer journey
Eligible segments
Triggeredevents
Offersreceived
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SAS® FORUMOSLO 2019
Customer journey optimization
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SAS® FORUMOSLO 2019
Direct Marketing
ENGAGE: DIRECT
World Leading Workflow & Planning
PLAN
Web/Mobile Data without Compromise
DISCOVERSAS CUSTOMER INTELLIGENCE
360 Digital Marketing
ENGAGE: DIGITAL
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SAS® FORUMOSLO 2019
360 Engage: DirectHybrid Approach
• Hybrid approach unites the best of SAS capabilities to deliver Omni-channel Marketing
• Data model and IP stays on-premise
• Drag and drop interface in cloud
• Enables frequent (e.g. monthly) updates
User Interface
SAS Platform
Campaign Agent
“Satellite”App Server
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SAS® FORUMOSLO 2019
What Are The Key Changes With SAS CI 360?
Graphical User Interface in Cloud
Monthly Feature Updates
Campaign Language& Concepts
Global Customer Success Team
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SAS® FORUMOSLO 2019
Customer Journey
Offline & Online Channels
Customer Insight
Advanced Analytics
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SAS® FORUMOSLO 2019
Direct Marketing
ENGAGE: DIRECT
World Leading Workflow & Planning
PLAN
Web/Mobile Data without Compromise
DISCOVERSAS CUSTOMER INTELLIGENCE
360 Digital Marketing
ENGAGE: DIGITAL
ENGAGE: EMAILDigital Email Execution
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SAS® FORUMOSLO 2019
Streaming data analytics
EVENT STREAM PROCESSING
Centralizing customer experience
INTELLIGENT DECISIONING
SAS INTELLIGENTDECISIONING
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SAS® FORUMOSLO 2019
ApplicationsCall Center, Websites, Mobile App,
Streaming data
2. Execute a decision process
1. Request a customer decision
3. Make a decision using business rules, analytics, and data lookups
Reply sent via web service
4. Receive decision and take action
Request sent via web service
SAS® Intelligent Decisioning
1. Business Logic/Rules
2. Execute a SAS model, in
memory, including self-learning models
3. Look up data from one or more (external) data sources
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SAS® Intelligent Decisioning
Real Time
Real Time
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SAS® FORUMOSLO 2019
CUSTOMER ANALYTICS
DIGITAL ANALYTICS
ARTIFICIAL INTELLIGENCE
PLANNING, OPERATIONS &
REPORTING
TEST & LEARN
SEGMENTATION, OPTIMISATION &
ATTRIBUTION PERSONALIZATION & RECOMMENDATIONS
OFFSITE TARGETING
STREAMING CUSTOMER DATA
REAL-TIME CUSTOMER EXPERIENCE
PERSONALIZEDMARKETING
CUSTOMERINSIGHT
CUSTOMERDECISIONING
HYB
RID
CLO
UDC
LOU
DH
YBR
ID
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DemoOmnichannel Customer Journey
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Shopping Center
Stop 1
▪ Customer is on a shopping spree.
▪ When entering shop three customer receives a notification: “You are running out of money.”
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ATM
Stop 2
▪ Customer tries to withdraw more money
▪ Credit limit reached again→ credit risk scoring→ credit increase again
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Digital
Stop 3
▪ Personalized Email with a consolidation LOAN offer → Click Link on Email
▪ Instant Application→ Preapproval in seconds→ Dynamic interest rate
DEBT
DEBTDEBT
DEBT`
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Branch
Stop 4
▪ Agent knows all the details (Shopping Center, ATM, discussion)
▪ Continues seamlessly the conversation
▪ Contextual real-time NBA based on information
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DemoOmnichannel Customer Journey
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SAS® FORUMOSLO 2019
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Omnichannel Customer Journey - Demo
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SAS® FORUMOSLO 2019
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Customer Experience Drives Value
INCREASE MARKET SHARE
VALUED RELATIONSHIP
SUPERIOR CUSTOMER EXPERIENCE
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Thank you!