ContextualCustomerEngagementNext-Generation1to1Marketing

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Agenda

Whatcorecapabilitiesarerequired?

Whatdoesitlookandfeel

like?Whybother?

Whatarewetalkingabout?

Whyisitimportant?

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What are we talking about?

Itsoundssimple…

therightthing fortherightcustomer

attherighttime intherightplace

Doingexactly

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whyisthatimportant?

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Source:MicrosoftAttentionSpan,Spring2015

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9 theaverageattentionspanofagoldfisch 12 theaveragehuman

attentionspanin20008

theaveragehuman attentionspan in2013

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What‘stheconsequence?

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Asconsumersareexposedtomoremessagingacrossdevices,they’restartingtolookforwaystosimplify,“switchoff”,andidentifywhat’smostimportant.

Messagingneedstobetailored andrelevant tocutthroughtheclutter

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So,howshouldyourespond?

Relevance Convenience Acceptance+ =

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Whatmakesupcontext?

CustomerRelationshipContext

Real-TimeContext - Situation

PersonalContextRelevance

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TheBigPicture

Tocustomer-initiatedactionsandeventsindicatingneed

Listen01Theirfullprofileandhistory,applycontextualanalyticstoidentify thebestaction

Understand02Engageinatimely,convenientandconsistentway.Real-timeorright-time

Act03

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PracticalExample- BankCustomer

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PracticalExample- BankCustomer

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whatdoesitlooklike?

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CORE CAPABILITIES

CONTEXTUALCUSTOMERENGAGEMENT

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Context:DefinedbyCustomerProfile

Theirloyalty

Theirvalue

Whotheyare

Whotheyknow

Wheretheyarenow

Whattheyfeel&say

Howthey

interact

Whattheybuy

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CoreCapabilitiesRequired

Descriptive

Diagnostic

Predictive

Transactions

ChannelInteractions

Opinions/Sentiments

Listen/Filter/Trigger

Listen:DetectEvents

Understand:IntegrateData

Understand:ApplyAnalytics

React:TakeAction

Online,Offline

Structured,Unstructured

Match,Merge,Purge

FirstParty,ThirdParty

Outbound

Inbound/Real-Time

OrchestratedOmni-Channel

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SASCustomerDecisionHub

CUSTOMERDECISIONHUB

Branch/Agent

MobileCall-Center

DirectMail

Website

Email

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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Puttingitalltogether

CUSTOMERDECISIONHUB

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MarketingCampaignsServiceAnalyticsSalesProgramsAd-hocActions

RegularCommunicationsContactstrategies

PrioritiesStrategicDecisions

ContactRulesContracts

ChannelrestrictionsBudgetLimits

ContactPermissions

TransactionaldataAnalyticalmodels

EventsContextScoresRisk

PotentialsHistory

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Rules

Decision Logic1

Real-TimeAnalytics2

Request

Reply Next-BestAction3

CustomerDecisionHub

Specific Refinement+Campaign

Orchestration

Puttingitalltogether

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Startwiththeeasiestscenarios

Checkandintegrate

availabledata

Integrateanalyticsandchannels

incrementally

Deliverincrementalvalueandbuildtheexpansioncase

Modular,Roadmap-drivenEvolution

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THANK YOU!

CONTEXTUALCUSTOMERENGAGEMENT

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