sas customer decision hub: migliora l’engagement con i tuoi clienti analizzando dati di marketing...
TRANSCRIPT
Contextual Customer EngagementNext-Generation 1 to 1 Marketing
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Agenda
What core capabilities
are required?
What does it look and feel
like?Why bother?
What are we talking about?
Why is it important?
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What are we talking about?
Itsounds
simple…
the right thing for the right customer
at the right time in the right place
Doing exactly
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Source: Microsoft Attention Span, Spring 2015
9the average attention span of a goldfisch 12 the average human
attention span in 20008
the average human attention span in 2013
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What‘s the consequence?
As consumers are exposed to more messaging across devices, they’re starting to look for ways to simplify, “switch off”, and identify what’s most important.
Messaging needs to be tailored and relevant to cut through the clutter
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Establishing a customers context helps us to understand what ‘relevant’ and ‘convenient’ means for them
So, how should you respond?
Relevance Convenience Acceptance+ =
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What makes up context?
Customer RelationshipContext
Real-Time Context - Situation
Personal ContextRelevance
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The Big Picture
To customer-initiated actions and events indicating need
Listen01Their full profile and history, apply contextual analytics to identify the best action
Understand02Engage in a timely, convenient and consistent way. Real-time or right-time
Act03
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Practical Example - Bank Customer
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Practical Example - Bank Customer
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what does it look like?
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CORE CAPABILITIES
CONTEXTUAL CUSTOMER ENGAGEMENT
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Context: Defined by Customer Profile
Their loyalty
Their value
Who they are
Who they know
Where they are now
What they
feel & say
How they
interact
What they buy
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SAS Customer Decision Hub
CUSTOMER DECISION HUB
Branch /Agent
MobileCall-Center
Direct Mail
Website
Social-Media
Advertisement(Print, TV)
360º Customer View Event Detection Advanced Analytics
Strategic Priorities Constraints Contact Rules
Marketing-Campaigns Event-Based Activities Customer Journey
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Putting it all together
CUSTOMER DECISION HUB
Marketing CampaignsService AnalyticsSales ProgramsAd-hoc Actions
Regular CommunicationsContact strategies
PrioritiesStrategic Decisions
Contact RulesContracts
Channel restrictionsBudget Limits
Contact Permissions
Transactional dataAnalytical models
EventsContextScores
RiskPotentials
History
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Rules
ActionsInsight
Decision Logic1
Real-Time Analytics2
Request
Reply Next-Best Action3
Customer Decision Hub
Specific Refinement+Campaign
Orchestration
Putting it all together
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Start with the easiest scenarios
Check and integrate
available data
Integrate analytics and channels incrementally
Deliver incremental value
and build the expansion case
Modular, Roadmap-driven Evolution
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THANK YOU!
CONTEXTUAL CUSTOMER ENGAGEMENT