Customer Experience Personalization: Enabling Cross Sell/Up Sell and Next Best Actions

Decision Management,Personalization

Ryan Trollip

Personalization – Quality of Service

Automation brought value in cost savings, personalization brings us value in quality of service.

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Personalization – In the perfect world

Based On Profile Events

Personalized Prioritized next best actions Offered exceptions Target & customized Offers Consider Preferences Updates as events happen

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Personalization – The Evolution

Automation reduces price

Cost savings over quality of service One size fits all Impersonal

There is value in both price and quality

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Personalization – Todays experience

Departments Compartmentalized, no context Impersonal One size fits all, big boxes Channels have no context No cross channel messaging Annoying nagging upsell

Customer retention issues

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Personalization

A Solution

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Personalization - The ingredients

Cross sell/up sell Offers/Incentives & rewards Next best actions Customer preferences Driving interactions based on profile Targeting of groups Driving Conversion Recovering abandonments Internal Events Life Events External Events Etc.

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Personalization

Source: inspired from James Taylor, Decision Management Solutions

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Personalization - Drivers

Events Interest Interactions

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Personalization - Events

Web & other patterns Abandonment Interest Gaming

Life events Facebook & LinkedIn

External & Internal Events Credit score changes Disasters

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Personalization – Prioritization of interest

Limited Attention/real-estate Aligned with Goals Temporal Interest Based on profile characteristics Source Dependent

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Personalization - Interactions

Similar to events but directly related to offering

Feedback on interest Feedback on State

Owned outside At Risk Happy

Suppression or Suppress Until

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Personalization – Interest

100

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Analytics

Web

Rep

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Personalization – Priority

100

50

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Personalization

The Solution Architecture

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Personalization – The Tag Cloud

» Channel Agnostic Tag

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Personalization – The Tag Cloud

» Channel Agnostic Tag » Service/s exposed to channels» WebSphere Message Broker

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Personalization – The Tag Cloud

» Channel Agnostic Tag » Service/s exposed to channels» WebSphere Message Broker» IBM WebSphere extreme scale

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Personalization – The Tag Cloud

Highly Available Fault tolerant Channel Agnostic Service or services for types of tags

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Personalization – Tag Sources

Marketing systems Offer & Incentive management

Sales Systems Conversions Abandonments At Risk

Analytics Events patterns Regulatory Rules General preference rules

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Personalization – Deploying Analytics

Copyright © 2009 - 2013 Decision Management Solutions

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Personalization – Organizing The Tag Cloud

Tags & Priority Relevant Up to date Tailored to profile, behavior etc.

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Personalization – Rules & Events

Situational Awareness

ContextualDecisions

WebSphere ILOG BRMS

WebSphere Business

Events

WebSphere Operational Decision Management

Rules Events

Your business decisions.

Prioritize Detect event patterns Process Interactions

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Personalization – Rules and Events

Business Visibility De-couple from development Fast changes Call back to scoring models Deploy PMML

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Decoupling of Rules

Simple Decision Artifacts Supporting Complex Decisions

Act

ion

Rul

es

Decision

Tables

Rule Flows

Events

ScoreCards

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Spends more than 10 minutes on a page Accepts offer

for a live chat

Places call to call center for product inquiry

Turbulent, Disparate,Non-Deterministic,

Un-sequenced Events

Click through from follow-up email offer

Webpage viewed

Arranges onsite visit

Downloads service guide

External Event Sources

Event Messages

Capture

Generate Actions

WBE RuntimeEvaluations Correlations

Internal Event Sources

!

DatabasesApplicationsOther

Transactions

Business Processes

BAM

Business Analysts

If Events A, B and C Occur within 5 days,

Initiate Actions X and Y

Action MessagesSensors

Personalization – Events

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Call Center

Internet

Agency

Personalization – Events

Make a personalized offer

Trigger agent call back to assist

Prioritize

Multi-channel

RespondDecideDetect

Customer good prospect, find best promotion

Determine best product

Up the interest

Customer requests series of quotes over the last month

2 web quote requests and 1 direct

contact in 3 days:

2 or more pages on a product on

the same day

Event Correlations

Decisions

Rules

Events

BPM and Events

Contextual and Situational Awareness

Business Rules

Business Events

Context

Result

ActionRules

Solution Externalized Business Decision

Vocabulary

Event Correlations

Solution 1

Event data

EventData

EventRules

FLOW

Event Definition

Vocabulary

ContextualDecision

Solution 2

Co

nte

xtu

alS

itu

atio

nal

© IBM 2011

RULEFLOW

ActionRules

ActionRules

EventRules

Decision Tables and Scorecards

Built-inGap/Overlap

Checking

Automatic Rule

Generation

Actions

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Natural language syntax

Automatic completion

Inline error detection

Intelligent Rule Editor

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Actions

Condition

Values

Automatic Rulegeneration

Built-in Gap/Overlap

checking

Rule Authoring: Decision TreesVisualize decisions and all possible outcomes

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FunctionTask

Pre/Post Conditions

RuleTask

FlowConditions

Rule Authoring: Visual Ruleflows

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Decision Center Console Direct MS edit mode

Decision Table in MS Excel

Rule Flow in MS Word

Action rules in MS Word

One click

Direct access to MS editing

Action Rules and ruleflow edition through MS Word

Decision Tables edition thru MS Excel

Lock of edited elements

Automatic synchronization

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Multiple Release Management

Enable business users to make changes to a deployed rule application without interfering with work they are doing on an upcoming release

Merge and diff between releases

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Multiple Release Management Visual Support

Detailed side-by-side graphical difference highlights between releases

Multi directional merge from one release to another

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Input Data

Expected Results

RulsetTests

Testing

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Decision Center Console

Out-of-the-box ruleset testing in Rule Team Server

Business impact simulation in Rule Team Server

Scenario configuration and customization in Rule Studio

Audit - Decision Warehouse in Rule Execution Server

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Decision Warehouse

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Personalization – Decision Management

IBM Operational Decision Management

Bring Quality of Service

Flexible

Centralize Decisions

Timely and up to date

Control in business hands