Das Next Best Offer-Konzept

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Das Next Best Offer-Konzept

  1. 1. DasNext Best Offer-KonzeptRobert SchumacherCustomer Intelligence Solutions Manager, SAS SchweizSwiss CRM Forum, Zürich, 24. Juni, 2010 Copyright © 2010 SAS Institute Inc. All rights reserved.
  2. 2. The TV used to be the tribal camp fireand got 100% attention….. 2 Copyright © 2010, SAS Institute Inc. All rights reserved.
  3. 3. … but now it’s just anotherlight source…. doing all kind of otheractivities 3 Copyright © 2010, SAS Institute Inc. All rights reserved.
  4. 4. How the customers used to buyBased on how we used to do outbound promotional marketing Source: Forrester research 4 Copyright © 2010, SAS Institute Inc. All rights reserved.
  5. 5. How the customers buy todayA more disrupted pathway – influenced by ’Signals’ & ’Events’ Usage Market & Competitor Experience Dynamics Recommendations Peer Review and User From Friends Generated Content 5 Copyright © 2010, SAS Institute Inc. All rights reserved.
  6. 6. Higher success rates with Dialoque Marketing Customer Success View RateEnterprise-InitiatedMarketing-Driven Traditional Campaign Intrusive 3%Customer-TriggeredProduct as Service Event Driven Contact Convenient 20%Customer-InitiatedRelationship-Driven Real Time Interaction Appropriate 40% 6 Copyright © 2010, SAS Institute Inc. All rights reserved.
  7. 7. The Next Best Offer-Concept Offer Based Marketing “Let me find a group of people to tell about it.” “I have an offer…” Offer Next Best Offer Concept “I have a person with a “Let me find thebest offer specific need or behaviour…” to fit this persons need.” ‟ offer Offer offer offer Offer offer offer 7 Copyright © 2010, SAS Institute Inc. All rights reserved.
  8. 8. Key Challenges of Next Best Offer“The best determination of a customer‟s „next bestoffer‟, delivered in a controlled, coordinated andflexible manner through all customer facing channels”.SAS Customer Intelligence solutions solves thesechallenges to give: Effectiveness in analytical insight Coordination of the customer contacts Flexibility of decisioning process Integration into all channels Control of deployment 8 Copyright © 2010, SAS Institute Inc. All rights reserved.
  9. 9. What your call centre staff could experience Next Best Offer prompts either embedded into existing call centre applications Or surfaced as an overlay pop-up device as shown Features  Customer profile dashboard  Alert messages  Prior marketing history  Next Best Offers 9 Copyright © 2010, SAS Institute Inc. All rights reserved.
  10. 10. What your customer could experience Personalised offer based on next best offer analyticsSituational Offer based on Marketing Product clickthru campaign or Promotion, based on sponsored search organisational need All coordinated through SAS Customer Intelligence solutions 10 Copyright © 2010, SAS Institute Inc. All rights reserved.
  11. 11. Vodafone AustraliaLive deployment of Next Best Offer in inbound call centresTotal recommendations returned: 9.1%, of which…… » “Yes Upgrade” Responses: 46% response rate » “Maybe” Responses: 24% response rate » “No Happy with Plan” Response: 31% resp rate 11 Copyright © 2010, SAS Institute Inc. All rights reserved.
  12. 12. Expand Next Best Offer-Concept to EventBased Marketing across In- and Outbound 12 Copyright © 2010, SAS Institute Inc. All rights reserved.
  13. 13. A combination of signals defines an event Significant Changes in geo- transactions and demographic purchases, changes profiles, attitudes, in transactional RFM expressed preferences…… Descriptive Transactional Signals Signals Contact External Related Events SignalsComplaints, enquiries, Competitive product registrations, on-line launches, pricevisits, marketing, forum changes, interest involvement……. rate changes…… 13 Copyright © 2010, SAS Institute Inc. All rights reserved.
  14. 14. Klassifikation bedeutsamer Signale Kontext- spezifische Ereignisse Wertpotential Produkt- bezogene Ereignisse Kunden- bezogene Ereignisse Aktuelle Plötzliche Rabattierung Nutzung anderer Komplexitäteines Produktes Filialen Erstmalige Geburtstag Geburt eines Suche im E-Shop Kindes nach „Milch“Wechsel des VerhältnismäßigArbeitsortes geringe Online-Meldung Frequenz Bestellung eines eines Umzugs Newsletters Ungewöhnlich viele Bestellungen Produktlancierung Relativ hoher online Ausgabebetrag 14 Copyright © 2010, SAS Institute Inc. All rights reserved.
  15. 15. Kontextspezifische Ereignisse Transaktionsverhalten der Kunden für gezielte Ansprache nutzen Kundenindividuelles Verhaltens- KündigungWert der Transaktion normales Verhaltensmuster änderung „Window of Opportunity“ ZeitÜberweisung (Lohn/Gehalt) Auszahlung (eigener Geldautomat)Überweisung (Geldausgang) Auszahlung (fremder Geldautomat) 15 Copyright © 2010, SAS Institute Inc. All rights reserved.
  16. 16. Case Study: US Bank  US$223 billion (assets)  6th largest in the United States (as of June 30, 2008)  14 million customers  16 million transactions-daily  20,000 bankers 16 Copyright © 2010, SAS Institute Inc. All rights reserved.  193,000 banker leads/month
  17. 17. Signals & events generatingautomated leadsMore proactive with analytically basedevent triggers• Immediately alert branch bankers to up sell or retention opportunities Deliver 193,000 leads and alerts to • When a customers balance significantly increases bankers every month. • When high-value customers are at risk for attrition, shown by significant withdrawals or declining balances 17 Copyright © 2010, SAS Institute Inc. All rights reserved.
  18. 18. Trigger-Leads Drive a Third ofRevenue Gains Source of Revenue Reactive Marketing (customer service suggestions) 17% Banker Alert Relationship Marketing 32% 23% Targeted Marketing (outbound) 28% 18 Copyright © 2010, SAS Institute Inc. All rights reserved.
  19. 19. Customer Value Up 144%*•Predicted an increase of Incremental Revenue Forecast$265 million in incrementalrevenue over a five-yearperiod Dollars in Millions•Currently running about 15percent ahead ofprojections•In the first month,improved lead distributionsaw branch credit card 2004 2005 2006 2007 2008 2009 2010sales increase by morethan 400 percent "We knew wed see lift, but the magnitude was stunning." Rich Martino, Senior Vice President, Market Information and Research * Results are measured based on incremental gains 19 Copyright © 2010, SAS Institute Inc. All rights reserved.
  20. 20. Hmmm…, how to exploit signals and events SAS will help you catch and trap the signals SAS will enable you to:  Understand how signals combine to form events  Understand which events are significant and important  Understand how best to react to each event for each type of customer SAS will work with you to develop Event Based Marketing capability in your company, enabling you to react insightfully to events to deliver the right offer at the right time, including in real time SAS will fuel your sales and marketing strategy! 20 Copyright © 2010, SAS Institute Inc. All rights reserved.
  21. 21. Next Steps – Bringing this to reality Business Case:  An agreed calculation of the financial impact and an understanding of what’s involved Discovery Workshop Event Discovery Workshop:  A facilitated and structured Q&A discussion to understand your Business business drivers and where Case potential exist Pilot Project: Pilot Project  Start implementing first set of Business Rules and Events and iteratively increase number and complexity 21 Copyright © 2010, SAS Institute Inc. All rights reserved.
  22. 22. Take aways Nutzen Sie das Next Best Offer Konzept, in dem Sie das für den jeweiligen Kunden optimale Offering berechnen. Erweitern Sie das Inbound Konzept auf die gesamten Marketing Aktivitäten und setzen Sie dies mit Event Based Marketing um. Die Kombination von Signalen führt zu aussagekräftigen Events, die für Kunden- Treatments relevant sind. SAS hilft Ihnen bei der Einführung und bietet mit der integrierten SAS Marketing Automation Lösung das Framework dazu. Starten Sie jetzt, denn Ihre Kunden hören nicht mehr hin! 22 Copyright © 2010, SAS Institute Inc. All rights reserved.
  23. 23. Vielen Dank für Ihre Aufmerksamkeit! Gespannt auf Ihr Feedback: Robert Schumacher Customer Intelligence Solutions Manager, SAS Switzerland robert.schumacher@sch.sas.com Copyright © 2010 SAS Institute Inc. All rights reserved.

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