THE PATH TOWARDS AN EXCEPTIONAL CUSTOMER EXPERIENCE

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THE PATH TOWARDS

AN EXCEPTIONAL CUSTOMER EXPERIENCE

CREATE DEEPER AND MORE VALUABLE CUSTOMER RELATIONSHIPS TO IMPROVE SALES

(2)

THE PATH TOWARDS

AN EXCEPTIONAL CUSTOMER EXPERIENCE



The concept: why bother about Customer Experience



Five Steps to an Exceptional Customer Experience

1. Create 360° Customer View

2. Understand Customer

3. Make Marketing Efficient

4. Manage the Brand

5. Deliver Real-Time Experience

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THE CONCEPT

CUSTOMER EXPERIENCE MANAGEMENT MATTERS

Source: Harvard business Review - Lessons from the Leading Edge of Customer Experience Management

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CHANGE OF THE BUSINESS MODEL

(5)

(6)

THE PATH TOWARDS

AN EXCEPTIONAL CUSTOMER EXPERIENCE



The concept: why bother about Customer Experience



Five Steps to an Exceptional Customer Experience

1. Build a 360° View of Customer

2. Understand Customer

3. Make Marketing Efficient

4. Manage the Brand

5. Deliver Real-Time Experience

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future - predicted

o

nline & social

Who They

Are

What They

Buy

How They

Use It

How They

Interact

What

They Say

Who

They

Influence

Their

Loyalty

Their Value

Their

Potential

360 Customer

View

behavioural

demographic

EXCEPTIONAL

CUSTOMER

EXPERIENCE

STEP 1: BUILD A 360 VIEW OF CUSTOMER

merging all existing sources:



internally and externally



online and offline



structured and unstructured

A Customer-Centric

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EXCEPTIONAL

CUSTOMER

EXPERIENCE

STEP 2: UNDERSTAND CUSTOMERS BETTER THAN

ANYONE ELSE

Predictive Models provide you with the %

probability of each customer to proceed to a

specific action e.g. churn or buy a product.

Monitor & Detect

Predict & Act

Higher Decision Impact

MOVING FROM REAR VIEW TO FORWARD THINKING

Segmentation groups customers based

on differences between segments and

similarities within segments.

Segmentation enables

more targeted customer

relationships, resulting in

higher customer satisfaction

and profitability

Value:

• _{Grow revenue and profitability via improved customer targeting and less cost}

• _{Understand performance to drive continual improvement}

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EXCEPTIONAL

CUSTOMER

EXPERIENCE

STEP 3: MAKE MARKETING MORE EFFICIENT

Automate Marketing

Optimize Marketing

Provide Agents with Quality Leads triggered by specified events

• _{Define objectives}

• Define offers

• _{Select eligible customers}

• Refine selections with analytics

• _{Allocate offers and align to channels}

• Set testing strategies

• _{Define automation rules}

• _{Execute multi-stage, multi channel}

outbound campaigns

• _{Capture contact and response history}

Identify Analytic NBO:

• _{Define objectives}

• _{Define constraints}

• _{Set contact policy}

• Identify BEST customer / offer

combination

• Understand impact of constraints

• _{Conduct what-if / scenario analysis}

• _{Identify optimal constraint}

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EXCEPTIONAL

CUSTOMER

EXPERIENCE

STEP 4: MANAGE THE BRAND MORE PROACTIVELY

Mange the

Voice of the Customer

Manage Marketing

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EXCEPTIONAL

CUSTOMER

EXPERIENCE

STEP 5: DELIVER A BETTER REAL-TIME EXPERIENCE

Understand Online Customer

Behavior & Navigation

… and provide

dynamic content

Provide Real-Time Offers

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Source

Systems

Customer

Responses

Access,

Clean &

Integrate

360 Customer

View

Customer

Analytics

Eligible

Offers

Outbound

Offers

Optimize

Optimal

NBO’s

Tracking &

Monitoring

Inbound

Real-Time

Offers

In-Channel

Insight

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CUSTOMER SUCCESS STORIES

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THE PATH TOWARDS

AN EXCEPTIONAL CUSTOMER EXPERIENCE



The concept: why bother about Customer Experience



Five Steps to an Exceptional Customer Experience

1. Create 360° Customer View

2. Understand Customer

3. Make Marketing Efficient

4. Manage the Brand

5. Deliver Real-Time Experience

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CUSTOMER

EXPERIENCE

WITH SAS

SOLUTION CONCEPT - THE CUSTOMER DECISION HUB

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THE CUSTOMER DECISION HUB

Rules

Centrally Manage Rules and

sub-Conditions

Actions

Design Campaigns and

Define Selections

Scenarios

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KEY 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

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Thank you!

Vaia Tziagka

Customer Intelligence Domain Expert

SAS Greece, Cyprus, Bulgaria

E-mail:

[email protected]