Improving customer engagement through Pega’s omnichannel

Improving customer engagement through Pega’somnichannel AI technologyDavid Steuer, Managing Director and Global Lead of Accenture’s Intelligent Technology Partner Practices

GLOBAL TRENDS FOR CUSTOMER ENGAGEMENT

OCTOBERTHE FALL CLASSIC

3

野球

Copyright © 2019 Accenture. All rights reserved.

Copyright © 2019 Accenture. All rights reserved. 4

SABERMETRICS:PREDICTING THE NEXT BEST ACTION FOR BASEBALL

HOW PEGA &

ACCENTURE

HELPED

WHAT

WERE THE

RESULTS?

CONTEXT &

CHALLENGE

NORTH AMERICAN TELECOMMUNICATION GIANTUSING AI TO IMPROVE CUSTOMER EXPERIENCE

Client is a Tier 1 Telco in North America, offering wireless plans & products to 50+ million postpaid and prepaid subscribers. In early 2015, client defined clear objectives to reduce postpaid churn within a hyper-competitive and commoditized environment.

• 500+ personalized customer treatments

• Significant reduction in abuse of credits by agents through more personalized offers and customer-level budgets resulting in reduced cost of retaining customers.

• Outlier management resulted in 75%+ net offer rate for NBA by agents.

• Improved retention by 14%.

• Improved transactional NPS by 40%.

• Increased add-a-line by 8%.

• Increased upgrade rate by 4%.

• Increased insurance up-sell by 19%.

• Defined operating model and stood up Command

• Helped client define strategy to expand & deploy NBA to Care, Retail and Digital channels, reaching over 43,000 agents, as well as implementation of NBA Outbound Marketing.

• Developed the Reporting strategy and provided support for designing the operational and executive reports and daily dashboards.

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PERSONALIZATION ENABLEMENT OUTCOMES

NBX

Human Centered Design – Customer & Employee Experience

Stakeholder Alignment – channels, marketing ops, analytics,

Change Management – communication, impact, adoption, incentives

Financial Control

Earn Premium through Experience

Surprise and Delight

PersonalizationEverywhere

{{{Culture of Customer

First

Cross Channel Contact Strategy & Expansion

Right Time Digital

Personalized Service Experiences

Always on Marketing & Service

Dat

a, In

sigh

ts, E

ven

ts

Center

Chat

Online

IVRSocial

Partners

Devices

OutboundApps

Smart

Assistant

Chat Bot

OP

TI-C

HA

NN

EL S

TRA

TEG

Y

ENGAGEMENT

GLOBAL MARKETING TRENDMOVING FROM PUSH TO PULL

D2DD2D


VALUE ACHIEVED FROM PERSONALIZATIONEIGHT EXAMPLES ACROSS FIVE VALUE LEVERS

Example Clients

Improve retention

Reduce cost to retain

Improve NPS

Increase revenue

Decrease time to market

Improve FCR

14% reduction in churn

30% improvement in cost to retain

20% increase in NPS

25% (8bps) reduction in disconnect rate

for save desk

9 day decrease in bringing an offer

to market

15%reduction in repeat calls

Large NA CSP 1

Large NA CSP 2

Large European CSP 1



300% increase in offer acceptance

3 monthsfrom project start to first tangible results



70% increase in retention campaigns

success rate

Large ANZ Media

14% improvement in retention

33% growth in items per transaction

20% incr program sales rev

Large NA Bank

67% decrease in account setup

40% increase

40% increase in revenue per customer (base management)

60% increase in cross sell revenue

20% increase in upsell

20% reduction in cost per offer

29.7% reduction in cost to retain

55% increaseService to sale

38% conversion rate12.3% revenue

per sale

Large S. America CSP

6.3% increase in retained revenue

(cancel + discount) for $115M revenue

increase

35% to 80%increase in x-sell

campaigns success rate

<12 monthsto achieve ROI on

implementation project

Copyright © 2019 Accenture. All rights reserved.7

HOW

ACCENTURE

HELPED

WHAT

WERE THE

RESULTS?

CONTEXT &

CHALLENGE

AUSTRALIAN MEDIA COMPANYPEGA AI HELPS REDUCE COST TO SAVE

Client provides subscription television services across Australia, via Satellite, cable, and streaming. Client’s core business focus remains on it’s television offering, but in 2015 the company branched out into broadband services; offering it’s customers the opportunity to bundle both services together. In addition, Accenture is implementing a real-time event campaign environment based on usage data, geolocation, top-up, etc. all to help the following:

• Targeted Offer Savings

• Improved customer churn via better recognition of customer value

• To provide a consistent customer experience across touchpoints with lower reliance on agents

• To create new revenue streams by enabling sales conversations in the traditional call center environment

• 70% save rate with substantial improvement in high CLV subscribers

• 29% reduction in average offer costs

• 20% reduction in repeat offer costs

• 8% cost saving for retention offer

BUSINESS ACTIVITIES• Leveraged 400+ customer attributes to derive the optimal

offers for the customer

• Derived a customer budget using customer life time value, churn risk model etc. to optimize offer cost spent

• Integrated customer real time context with the customer historic information to derive the optimal recommendations on the call.

• Build Pega’s machine learning and adaptive models to continuously optimize the customer interactions

• Enabled same offer strategies across channels leading to consistent customer experience across all touchpoints


LEADING EUROPEAN BANK

PEGA CUSTOMER DECISIONING HUB PROVIDES REAL-

TIME & CONTEXTUAL OFFERS TO CUSTOMERS

Client / Business Challenges Accenture Role High performance Delivery

▪ The Client vision is to provide contextual offers across multiple channels and make it data driven;

▪ Make offers relevant to real time customer behavior and keep it consistent across multiple channels;

▪ Push offers to relevant customer group and improve relevancy of the offers using Pega’sMachine Learning and Artificial Intelligence capability.

▪ Provided thought leadership, Senior level oversight and development capabilities;

▪ Leverage Accenture CDH knowledge for faster time to market (Go-Live with MVP-1 in less than 3 month);

▪ Used latest decisioning features in Pega Infinity version to their best potential;

▪ Working in close collaboration with the client and Pega systems to deliver business value;

▪ Leveraging Accenture marketing experience for future implementations.

✓ Dramatic increase in the offer relevancy leading to the increase of sales opportunity, evidenced by doubling of click ratios by the customers;

✓ Visibility into offer relevance and acceptance rate on custom dashboard;

✓ Provided customized reports to help business team in Offer Administration;

✓ Live on the web & mobile channel to the entire customer base (8 – 10 Million customers);

✓ Serving Real Time NBA’s within SLA of 200ms for both Web and Mobile;

✓ Planning to roll-out on Call Center channel in coming months & outbound offers by end of 2019.


SUCCESSFUL AI ENABLED NBA PROGRAMS STRATEGY, TECHNOLOGY, & BUSINESS OPERATIONS

DATA

BUSINESS RULES

OFFLINE MODELS

CHANNELS

SMS

Accenture Confidential Material

1

Program Leadership

PMOChange Mgmt.

Governance


VISION EXAMPLEEVENT DRIVEN AND RELEVANT


https://mediaexchange.accenture.com/media/t/1_ddg6eeuc

Streamline service operations and decrease AHT & TTR

PEGA IS A CUSTOMER ENGAGEMENT ENGINEDELIVERING AI OMNI-CHANNEL CUSTOMER ENGAGEMENT & OPERATIONAL EFFICIENCY

REALTIME AI AND NEXT-BEST-ACTION

END-TO-END INTELLIGENT

AUTOMATION

VALUE LED ROBOTIC

ENABLEMENT

INTELLIGENT WORK

MANAGEMENT

SEAMLESS OMNI-CHANNEL SALES &

SERVICEPIV

OTI

NG

TO

TH

E N

EW

Deepen relationships and increase cross/up-sell

Increase sales effectiveness

Increase retention, customer loyalty & NPS

Deliver predictive and proactive omni-channel customer service

Acquire more customers Drive Operational cost savings and decreased cost per transaction

Enable improved quality and decreased manual efforts

Increased throughput and productivity with unlimited

scale

24/7 Operation

Shift existing resources up the Value Curve

CustomerEngagement

Digital Process Automation

Create frictionless, personalized customer experiences across all

touchpoints

WORKFORCE TRANSFORMATION


Multi tenant solution using future facing technologies, ideated and implemented by Accenture, has exceedingly improved the product offering and created new business opportunities for our client.

Pega CRM – Health Insurance Example

What was the opportunity?

Client is a Healthcare Technology firm who provides software solutions and services to Healthcare Payer companies across The United States. The client needed to replace legacy call center applications at multiple Payer firms.

How did Accenture help?

Accenture provided the strategic thought leadership and tactical delivery leadership towards a multi-tenant solution with a suite of products that creates synergy and benefits for all involved.

✓ New revenue ($15 M every year) to the business from new clientele generated from the industry leading solution

✓ Increased speed to market and reduced implementation costs (70%) for the clients (Payer firms) of the technology firm

✓ Reduced operating costs (30%) to the call centers via the improvements to core KPIs attained by the enhanced product

✓ Betterment of end-user and customer satisfaction via enhanced journeys across intake channels and across enterprise applications



3. Framework focussed Architecture• Base Emphasized Technology stack• Common Enterprise class Structure• A La Carte Ruleset strategy

5. Specialization• Annual upgrade strategy • Multi-level security measures• Abstraction of data variations

across clients

1. Omni Channel State Maintenance• Transfer work between intake

channels• Collate work across channels • Social Media, CTI/IVR, Text, email,

Portals, Content Mgr.

2. Pega Products Suite • Knowledge Management• Customer Decision Hub• Appeals and Grievance• Claims Work Station

4. Flexible hosting options• On Premise • Cloud based• Client hosted• Hybrid models

INTELLIGENT TECHNOLOGIESTECHNOLOGY CHOICES TO ENABLE A MULTITENANT SOLUTION



Increase in revenue by $15 M/year, for our client, with potential for more growth

35% reduction in Call center operational costs at the Payer, via KPI gains

Reduction in Cost of implementation, for each Payer -70% potential

Business Gains

Client base has increased from 7 to 36 (Blues Plans) with potential to also expand to non-Blues

4 new product offerings created due to the synergy derived in the architecture – KM, Concierge with CDH and CM, A&G

New flexibility in product sales – A la carte selection of features or suite of products; starter product or SAAS

Product Advancement

Improved core Call Center KPIs – ACHT (30% reduction), FCR (25% gain), new CSR enablement time (down 40%)

Realization of aspirational KPIs – AI guided Advisories campaigns, Call volume reduction, common application with end-end journeys for front-back office teams

Concurrency of product with technological, social, industry innovations

Program Improvement

Speed to market improvement by 75%

Large gains in quality of the product; Defects rate in production reduced by 60% compared to other applications

Standardized-repeatable governance model across implementations

Fiscal Gains:

MULTI-TENANT CRMOUTCOMES DELIVERED


COMMUNICATION EXAMPLETRANSFORMING THE CUSTOMER JOURNEY

PHYSICAL DOMAIN ACCESS

CONNECTIVITY & CLOUD INFRASTRUCTURE

REAL TIME SERVICE MANAGEMENT

NETWORK SERVICE PLATFORMS

NETWORK AND INFRASTRUCTURE EXPOSURE

SYSTEM OF RECORDS ABSTRACTION

SYSTEM

S OF IN

SIGH

TSP

ega N

ext-Be

st-Actio

n-A

dviso

r

X.0

TECH

NO

LOG

IES(A

R/V

R, D

igital Twin

, Blo

ckchain

, etc.)

DIGITAL ECOSYSTEM

SERVICE PLATFORM

DIGITAL BUSINESS PLATFORM

PARTNERSCHANNELS

B2B2X Partners (M2M, IoT)

Self-ServicePortal

DedicatedSupport

Salesteam

Apps Employees(B2B2C Model)

B B C

Enterprise Experience Marketing Intelligence Partner Enablement

TRADITIONAL BSS/OSS

SERVICEORCHESTRATION

INTELLIGENTOPERATIONS

GLOBAL TELCO

PLATFORM

E2E TOPOLOGY

Creation

Fulfilment

Assurance (Fault, Perf., TTM)

Billing

CONNECTED INDUSTRY ORCHESTRATOR

CONNECTED INDUSTRY

Auto

motive

Health

Care... Govern

ment

X.0 Connected Industry Platform

Legacy stack Decoupling layers Digital stack Ecosystem services

INTELLIG

ENT A

UT

OM

AT

ION

Pe

ga Ro

bo

tics

Omni Channel Sales & Service (Digital Experience)

Lean Architecture

CY

BE

RS

EC

UIR

TY

1

1

3

5

5

6

2

Platform Play4

4

Data Insights

5

Journey to Cloud3

Intelligent Operations

6

Omnichannel integrated sales and service capabilities decoupled from the underlying complexity of the legacy system of records and extending B2B2x value chain

Combined with API & Microservices architecture to decouple from system of records to create a lean architecture

2

Help CSP to minimize the Capex and Opex to enable Cloud

Enable CSP’s to build platforms to monetize the services in IoT, B2B2x services, etc

7

8

5

Enable Intelligent Operations through AI & RPA for Service Assurance, IT Operations, Customer Care, etc

Enable Intelligent Operations through AI & RPA for Service Assurance, IT Operations, Customer Care, etc

Technology Vision7

Next Generation Technology Support through Extended Reality, Bloch Chain, etc

Network Services8

Enable Software Defined Networks at the core network layer to virtualize network operations

Pega CRM Suite (Pega Customer Service, Pega Sales Automation, Pega Marketing)

Pega Robotics Pega Artificial Intelligence

16

Copyright © 2017 Accenture. All rights reserved.

17

ありがとう非常に

Pega enables customer transformation

Take advantage of AI-enabled Next Best Action.

Improve customer service by using Pega to bring information from the back office into the front office.

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Improving customer engagement through Pega’s omnichannel