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CRM REAL TIME: the new paradigm
Giuseppe Zavattoni
Head of CRM Italy
Milan, 26/9/2013
CRM Italy: evolution to date
2
2011 2012 2013
New Operative CRM
UNICA Fase 0 e 1 (IIH)
UNICA Fase 2 (IH)
�Real Time Communication among Channels
�Connection Events Real Time and Event Factory
�Sessions connection
�Web Online
�Client Info sheet
� IVR
Real Time Events (IH)
Product Centric
95% push commercial initiatives
5% behavior driven (inbound, reactive outbound)
Customer Centric
20% push commercial initiatives
80% client driven initiative (explicit needs, reactive outbound, real time trigger, market events, services)
10 years effort
Starting point
A new paradigm
E2E salesE2E sales
E2E sales for each channel
New multichannel paradigmNew multichannel paradigm
44
33
11
Real Time React
2
Multichannel contacts
Customer needs
listening
3 main levers to activate the paradigm…
Clients
CRM
OBJECTIVE: Increase sales productivity on private Individuals thanks to a new Multichannel integrated contact mode
Description
� Client contact orchestration across channels:
best effectiveness through optimized
interaction paths across channels
Examples of application
� SMS, email, bannering upon interest raised
during contact from Call Center
� Different message contents based on
Customer input
� Full commercial leverage of all spontaneous
interactions (Inbound)
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� Inbound to sale processes for Call Center
on most service calls
� Tracking of clicks online to propose
alternate Multichannel, on-offline paths
� Instant pop up to seller on “ VIP customer
present” at ATM
� Instant outbound call on Online Banking
banner click to adjust dynamically proposals,
scripts, etc.
MULTICHANNEL CONTACTS
The Concept
CUSTOMER NEEDS
LISTENING
REAL TIME REACT
� Constant stimulation of clients to express
needs
� Real Time component to react immediately
to important events, when customer
attention is high
2 examples: Dynamic web site browsing and contextual inbound offer in CC
?
CALL CENTER
WWW
•GreetingsReason for Call
•Resolution..Authentication
?
?
OFFEROFFER
OFFERSimpleQuestion
NAVIGATION OFFER BASEDON NAVIGATION
BASED ONREASON
FOR CALL
AA
BB
Internet Bank
Direct Mail
SMS
Call center
INPUT / OUTPUT
Cust. sheet
Same Time
Kiosk/ATM
Mobile/ push
Web site/ social media
wwwwww
Customer
MM
AA
RR
KK
EE
TITI
NN
GG
&&
CC
HH
AA
NN
NN
EE
LL
II
NN
TT
EE
LL
LILI
GG
EE
NN
CC
EE
Real Time
Real Time
NEW Campaign ManagerReal Time
Near Real
Time
CRM DBEvent Factory RT
Scoring System
The Unica tool suite allows the management of all outbound and inbound channels
Optimized
CustomerFatigue
rules
Product
MarginChannel
cost
Channel
Capacity
What Is Unica Interact?
REALREAL--TIME MARKETINGTIME MARKETING
� Presents personalized messages in realpersonalized messages in real--time time during inbound interactions
� Personalization based on:
– Existing customer data customer data andand new information new information gained during the interaction
– Or, behavioral targeting behavioral targeting of anonymous visitors
� Designed for easy deployment easy deployment and management (“so easy a marketer can do it”)
� Meets the most rigorous performance requirementsmost rigorous performance requirements. Up to:
– 1,000s of transactions per second
– Half-second average response time
Real Time campaigns – Objectives and decisional processUnica Interact
?
OUTPUT:
Winning
offer(s)
ELIGIBILITY
Identify which offers that
segment is eligible for
OFFER DELIVER
Select & pass the required
number of offers from
scored list
SEGMENTATION
Put the customer
into a segment
OUTPUT:
Offers with scores
SUPPRESSION & INCLUSIONConsults “black lists” &
“white lists” to remove or
add candidate offers
OUTPUT:
Preliminary list of
candidate offers
SCORING
Score each offer for that
person (mix of manual and
algorithmic scoring)
OUTPUT:
Segment
AssignedINPUT:
Customer
profile
INPUT:
Session
data
OUTPUT:
Final list of
candidate offers
Interact’s real-time decisioning capabilities (1/2)
Premium Servicesvalue: 40 €
Travel InsuranceValue: 65 €
Match:60%
Match:60%
Match:45%
Match:45%
Match:20%
Match:20%
BEST
OFFER ?
Consistency across all channels
3,75 APR LoanValue: 60 €
Acceptance
LikelihoodPredictive modelsSelf-learning
Interact’s real-time decisioning capabilities (2/2)
Real-TimeProfile
UNICA INTERACT
Enrich
self-learning
models
Results
Records offer presentation
Next
BestOffers
• Session attributes
• Exact account status• Web navigation
• Call reason• Time of day
• Channel• Agent skills
• …
Real-Time contextual data
Real-Time decisioning
Client ID,
Cookie ID
Value,
Segment
Products
owned
…
Business Rules
Real-Time Scoring
Self-Learning
Segmentation
Arbitration
• Customer data
• Marketing data• Interaction history
• Transactions history
• Scores (SAS, SPSS…)
• …
Offline data
Web
Call Center
e
Sales Reps.
POS/Kiosk
Social Medias
Mobiles
Item carted
Time of day
Pages
viewed
The Inbound Marketing process - best offer in each inbound contact
Marketing propositions for inbound channels:
Branches
Sales tips in the Sales and CRM
application in the branches
Web Site
Personalized banners and
commercial text links in
the internet banking
application
Call Centre
CRM application
in the call centre
Real time Campaigns
Dual approach to real time campaigning (Phase 1 e 2)
Interact
Event DB
& CEP
CustomerInteract
Customer
Channels ChannelsCRM, Campaign Mgmt CRM, Campaign Mgmt
Event Driven Campaigns
� Based on Event Library
� Near real time reaction on different channels
� Action on different channels
� It is a case of reactive outbound
� Based on a “conversation” on the same
channel
� Real time reaction
� Action on the same channel
� Mainly for inbound contact
Phase 1 Phase 2
Possible Use Cases - Card withheld by the ATM
Event DB & CEP
Event type: (58) Card withheld by the ATM
Occurrences: 300 per day
Channels:
• Sametime Popup to the advisor (during branch
opening hours)
• SMS to the client (H24)
Unica
ATM
SMS
Real time Events – Use Cases
SametimePoup
The client Mario Rossi 12234341 has had its card 999999 withheld at the ATM of the Branch Trento, via Galilei 1 at 13.32 for timeout reason. The card is blocked
Customer
Advisor
Dear Mario Rossi your Card has been withheld at the ATM of the Branch TRENTO, via Galilei 1 at 13.32 on the 12/10/12. Please contact us on the free number 800.001122
sms
1 2
Possible Use Cases – Stock/Bond sales
Event DB & CEP
Event type : (55) Relevant order for bond sales before
maturity
Occurrences: 500 a day
Channels:• Sametime Popup towards advisor (always)
Unica
BVI
Real time Events – Use Cases
SametimePopup
Mario Rossi 12234341 has inserted an order to sell bonds through OLB for 45.125 EUR at 16.13 on the 12/10/12. Titolo: XS0012323723
Customer
Advisor
OfferingInteractInteract
1 2
Possible Use Cases – Negative current account balance(refresh 30 min.)
Event DB & CEP
Event type: 69. Negative current account balance
(near real time 30 min.)
Occurrences: 8.000 a day
Channels:• Email to the advisor (always)
All channels available
Real time Events – Use Cases
Customer
Advisor
The client Mario Rossi 12234341 has reached a negative account balance on account number 44665892 alle ore 15.13 del 12/10/2012.
Unica
OffertaInteractInteract
1 2
Levels of Targeted Marketing
Individual Events.
Typical Response rate of >30%
30%
Database Segment.
Typical Response rate of 5% – 8%
5%
Complete Database.
Typical Response rate of 0.5% – 1%1%
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Next Steps: Unica Optimize
CONTACT OPTIMIZATION CONTACT OPTIMIZATION software:
� Determines the optimal contact strategy for each
customer
� Uses powerful, integrated algorithms
� Balances business objectives and constraints with
customer preferences and history
� Achieves maximum overall marketing ROI while
satisfying the need of individual product lines and
businesses
The evolution enabled by Unica Optimize
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Today: CampaignPRIORITIZATION
• Address the need to launch
the Campaign with the
highest priority
• The “weights" are defined
mainly at campaign level
• The dimension of offer
profitability is not considered:
all the offers are considered
as profitable
Tomorrow: CampaignOPTIMIZATION
• Address the need to provide
the best possible offer
• It works on the following
dimensions:
• customer,
• channel,
• offer,
• budget,
• time,
• profitability,
• propension,
• Risk,
• Promotional costs,
• Channel capacity,
• customer fatigue
Example: Unica Optimize allows to provide the right answers
Fatigue / Capacity
� Given the limited capacity of the Call
center, what are the Customer that
will receive the offer X ?
� What Customers might receive an
offer today, considering the offers
received in the last 6 months and
the offers planned for the next 3
months?
� Given that the Customer should
receive only one offer each month
(customer fatigue), what offer to
choose among X, Y and Z ?
Margin / Budget
� What customers to target for any
specific offer in order to maximize
the margin ?
� Given that a Customer is eligible for
an offer, what channel to chose in
order to maximize the margin ?
� Given a budget limit, that means not
to exceed the numer of targeted
Customers, what are the Customers
to be excluded ?
Main Dimensions for Optimization (example)
219/20/2013
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� Channel Capacity
� Customer Capacity (margin, customer fatigue, propension, risk,
…)
� Dpendencies among Offers
� Time
� Budget
Constraints
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