Intelligent Customer Engagement™ Suite

Personalising Customer Engagements through Smarter

Analytics and Omni-ChannelDriven Marketing in Asia

Presenter Name: Anant Choubey and Aurelia LeopoldDate: 20th June, 2014

Right Channel, Right Message. Right Now

SingleCustomer

View

IntelligentData

Capture

IntelligentCustomer

View

IntelligentCampaigns

Let’s quickly recap - Foundations of ICE

20 June, 2014

IntelligentCustomer

Engagement

2

Intelligent Data Capture

• InStore

• InTouch

• Social Connect

Single Customer

View

• Conquest

RDBMS

• Conquest

Query

Intelligent Customer

View

• Customer

Intelligence

• Life Cycle

Marketer

Intelligent Campaigns

• InStore

• InTouch

Foundation contents

POS Integration

Intelligent Data Capture

20 June, 2014

Social Media

Paper Based

SMS

£ $Map Transactions

to Individuals

RewardSchemes

Clienteling

Record Matching

Single Customer View

20 June, 2014

Multiple Data Types, Sources & Formats

CustomerRecords

Sales/POS History

ProductMaster

CampaignHistory

Other data that mighthelp identify & predict

customer behaviour

Transfer

Hosting

Mapping Health Check

Cleansing

Consolidation

Meta-dataReportingSecurity

Integrated single view of allfiles in one optimised data model

De-duplicationManagement

Intelligent Customer View - Analysis

20 June, 2014

Lapsation

Cluster Lifecycle

Campaign PerformanceCustomer

Lifecycle & Loyalty

Channel Performance & Basket Analysis

RFM & DashboardsLatencyDrop Rate

Product Life Cycle

Segmentation

Repeat Purchase Profile,

Cross Selling

Intelligent Campaigns

20 June, 2014

ROI Projections

Predicted and ForecastedConversion Rates

Frequency Campaigns

Email, SMS& Direct Mail Social Media

Real-timeClientelling Offers

Data CaptureResults Integration

PrioritisationRecommendations

Real-time Offers at POS

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Customer Buying Journey

Inspire• Photos• Recommend

ations• Sales

Focus• Search &

browses• Reviews• Availability

Locate• Store

locations• Hours• In stock

Obtain• Locate store• Find sizes• Variations

Evaluate• Price

comparison• Reviews

• Detailed information

Act• Save• Buy• Abandon• Share

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Decision Influencers

Information from the brand(adverts, sales people, promotions, events)

Get information by themselves(friends, family, reviews)

Before

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Decision Influencers

Information from the brand(adverts, sales people, promotions, events)

Get information by themselves(friends, family, reviews)

Today

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410

Customer Buying JourneyTake another look

Inspire

• Photos

• Recommendations

• Sales

Focus

• Search & browses

• Reviews

• Availability

Locate

• Store locations

• Hours

• In stock

Obtain

• Locate store

• Find sizes

• Variations

Evaluate

• Price comparison

• Reviews

• Detailed information

Act

• Save

• Buy

• Abandon

• Share

As consumers increasingly prize the opinions of friends and family, it is

important to monitor and understand the pulse of various channels like social media, digital communities

and mobile footprint

Let’s go to where It all starts

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•Intelligent data capture•Single customer view•Intelligent analytics•Intelligent campaigns

•Personalized customer experiences•Increased loyalty•Additional sales•Increased engagement•Higher customer satisfaction

What bridges the gap?

An Omni-channel Customer Company

Intelligent Customer Engagement

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Three pillars of Omnichannel marketing

Mobile Social Online

Get them right to get your right customers

Store

Mobile

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1

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• Smartphone users to grow by 25% in 2014 (as compared to 2013)

• 57% of users wont recommend companies with poor mobile site

• SMS coupons are redeemed 8 times more than emailed offers

• 59% people find mobile search ads useful

Why Mobile – What Asian statistics speak

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Let’s take an example: How mobile intelligence facilitates real time personalization

By following a 3-tier algorithms, you can find the right customer to target with the right promotions at the right time and place so that your costs are minimized and your customers’ delight are maximized!

RELEVANCE RATING

POPULARITY RATING

MAPPING THE RIGHT LOCATION AND TIME

Social Media

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2

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• Over 52.2% of the world’s social media population is from the APAC

• 92% marketers say their social media efforts have generated more exposure for their brands

• Visual assets will be the key to customers’ minds - 70% marketers geared to use more memes, videos and infographics

• In 2013, 52% of marketers acquired customers from facebook, 36% from Twitter and 43% from LinkedIn

Why Social - What Asian statistics speak

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How can you leverage Social Media to your advantage?C

on

ne

ct s

tore

& s

oci

al

me

dia

Instore Recommendations

Targeted Campaigns

Instant Rewards M

on

eti

ze y

ou

r so

cial

b

ase Viral referrals

Loyalty displaysPlan right

investments

Soci

al e

nga

gem

en

t p

latf

orm Realtime

engagementLocation based

engagement

Generate constructive engagement

Co

nve

rsat

ion

Su

ite

Single platform

Single click. Multiple channels

Save time, cost and

effort

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Here’s How: A day in your brand’s social media life

Understand when your target customers visit you

on social media

Post an offer/ details on new feature at the right

time

Your customer likes the post but leaves no

comment or message

Wait for a day to give them time to respond

After 24hrs, send them personalized message on

their wall giving more details on the offer/ new

feature

Customer likes the personalized interaction

Makes use of the offer / tries the new feature

Shares her experience with her friends with

#yourbrandname

Your social media engagement just earned

you satisfaction of an existing customer along

with some new ones

Online - Ecommerce

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3

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• 36.5% of worldwide B2C ecommerce sales will come from Asia-pacific in 2014; this is expected to reach 39.7% by 2016

• Estimated ecommerce sales in Asia-pacific is $525.2 Bn in 2014 and is expected to increase to $1052.9Bn by 2017

• Multichannel selling bring big returns

• Mcommerce traffic will take over ecommerce this year

• And BTW – China is the greatest online spender!

Why Online – What Asian statistics speak

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• Combine globalized product offerings with localized selling experiences

• Make your business mobile payment friendly

• Go omnichannel by merging the data on your customers from all your touch points

• If not doing already – engage at realtime (with relevant messages) with your customers online

• Personalize digital experiences by leveraging intelligent customer engagement

How can you leverage the world of Online to your advantage?

Okay so I’ve said a lot.What is the one thing you need to know at

the end of the day?

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Mobile Social Online

Great customer experiences!

An Omni-channel to better engage with customers is a must have for your business today

Store

The Future of Retail: Experiences and Relationships

What it was

Transaction Based

Silo-ed Cumbersome –Paper Based

Bulk Messaging No Feedback

No Virality

Shoppers Yesterday

With customers evolving every day, Shopper Engagement needs to shift to cater better to their needs, create incredible experience and build deeper relationships

Or Or

What it will be

Relationship/Lifecycle Based

Closed Loop –tracking external interactions, feedback and social Listening

Personalized

Seamlessly Omni-Channel

Easy Transaction Across Multiple Channels

Easy to Share Experiences,

Preferences, etc

Shoppers Today

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• Identify how you can improve your offerings

• Confirm if your strengths are actually what you think they are

• Understand what should be included, excluded, emphasized, and/or de-emphasized from the upcoming marketing material

• Social media (especially Twitter) is an ocean of sentiment data

• And obviously – to make customers more loyal to your brand!

Why Customer Sentiment and Satisfaction Analysis Matters

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Net Promoter Scores is a starting point!

•Maps loyalty form a single question•Simple to execute, measure and analyze•Quick follow ups possible•Enable you to strategize more relevantly

Make it All Happen

With Big Data

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• Make sure you are staring at the right metrics

• Map where your customers are visiting from –mobile, tablets or PCs

• Use big data to acquire more customers, up-sell to existing ones, and increase the retention

• Your analytics should be

– Simple

– Accurate

– Actionable

– Yours!

Digital Analytics

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I’ll just do that with Google Analytics, Microsoft Excel and those spare hours I

always have on Friday afternoon!

… Yeah Right!

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Here is how it would work

True power of analytics comes from integrating internal and external data footprints

Analyze what your customers buy, from where and what time

from your data

Track their social media footprint with the help of

a GA or Hootsuite

You see that your customer is talking about

her new favorite song

Merge this insight with your existing pool of

insights

Send a ringtone offer to your customer

Watch the customer delight increase and her sharing the experience wit her friends online

You have all the data and have done your analysis

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Now what?

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Right Product

Right Customer

Right Offer

Right Channel

Right Time

By integrating the unstructured insights you gleaned from your data, better decisions can be made on what to offer, when and to whom, based on probabilistic assessments of offer options,

and affinity

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Targeting right customers

Brick & MortarE-Commerce

Understanding the vertical of the client

Stage 1

Stage 2

Stage 3

Stage 4

Organization

Order based Visit based

RecencyRecency of Customers

Identifying Bands of Customer Groups based on Recency – further customer segmentation

Finding the right to time to target by seeing the behavior of repeat customers/product latency

Identifying Best Product for Active customer, Offering for the Customers – Cross sell

Right Customer

Right Product

Right Time

Right Offer

Stage 5

Customer Group + Best Product + Right Time = Right Offer

Anant ChoubeyVice President, Asia-Pacific

anant@capillarytech.com

+65 (9005) 7483

25-01,OCBC CenterChulia StreetSingapore – 049513