Toshi Tsuboi and Ian Henderson present the SAS + Ciboodle joint value proposition at SAS's 2010 Customer Intelligence User Conference. Working together, SAS and Ciboodle are enabling organization's to bring customer intelligence to the contact center -creating richer and more profitable interactions for companies and customers alike.

1. SAS ® Real-Time Decision Manager
Updates
Ian Henderson, VP of Strategic Consulting, Sword Ciboodle
Toshi Tsuboi, Product Manager, Customer Intelligence, SAS
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Copyright © 2010, SAS Institute Inc. All rights reserved.

2. Changes in How Customer Makes Decisions
Before Now
Each customer interaction is a moment of truth
“The consumer decision journey,”
mckinseyquarterly.com, June 2009 2
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3. Targeted Customer Interactions
Customer’s
profile
Channel Segmentation
The best
response is
different for
each situation
and for each
Predicted customer Eligibility and
responses policies
Customer’s
preferences
3
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4. Value of Targeted Interactions
Suresh Vittel
Forrester
“Customer intelligence is becoming the
lifeblood of organizations... but marketing
teams often lack the skills or the
technologies to integrate the essential
insights to guide customer interactions”
Head of CRM
Euro Telecomm
“Our intelligence team generates great insights. But
we are constantly struggling to integrate these
insights into our customer and marketing strategy.”
Source: Forrester
4
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5. SAS® Real-Time Decision Manager
Inbound Communications
Smarter Response
Real-time Decision for Inbound Marketing
• The real-time delivery of decisions and recommendations
• That optimize every customer interaction
• To improve revenue, growth and retention.
• Based on analytical insights, contact strategy, business strategy, and
market data
5
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6. Any Data…
“What’s the best offer right now for the customer?”
Historical Data
Real-Time Data
Customer Profile
Real-Time
Optimal Decision
Other System Data
SAS® Real-
Time Decision
Manager
SAS analytics 6
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7. Any Where…
“Better coordination for better customer experience”
Internet
Cellular
Call Center
IVR POS/ATM
SAS® Real-
Time Decision
Manager
7
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8. Any Message…
Traditional Marketing
Find eligible customers Select a channel to
Create an offer
for the offer deliver the offer
Next Best Action
Determine
Business
Customer’s best offer for
objectives,
interest and the channel
policies, and
needs for the
regulations
customer
8
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9. Implementing Next Best Action
Offers are developed for Electronics Clothing Hardware
each product line, E1 E2 E3 C1 C2 C3 H1 H2 H3
division, or business unit
Select
Select best offers for the Electronics Clothing Hardware
customer
E2 C1 C2 H3
Prioritize
Prioritize offers based on
values, propensity score,
C2 E2 H3 C1
etc.
Filter
Select the top offers to
present to the customer C2 E2 H3
9
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10. Keys to Successful Next Best Action
Multichannel integration
Real-time analytics
Delivery to the customer
10
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11. Introducing Sword Ciboodle
Global Leader in Process Centric Customer Service Software
• An established CRM player with proven
technology
• Delivering process-based customer interaction
solutions to contact centers since ‘94
• Global presence with US headquarters in Chicago
• Flexible delivery models including direct, partner
and blend
• International delivery partners include CSC,
Cognizant, Capgemini and Dimension Data
‘Superstah!’
• Customer base spans vertical markets including;
& One to
watch Retail, Insurance, Telecommunications and
Consumer Goods
11
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12. Success!! Money we made for customers!!
Benefits
• Project delivered to 6000+ agents, 14 business lines and
14 contact centers in just 20 months
One of the worlds • 14% reduction in idle time
largest retailers with
almost 4,000 stores • 10% increase in agent connects per hour
across the United
States and Canada
• 9% reduction in AHT
Challenge
“
Strategic rollout of
enterprise-scale Unified
agent desktop. 6000 call Our goal as a company is to be a trusted advisor in the
center seats delivered home…We want to enable agents to break out of their
across 14 contact
centers – supporting 14 silos to perform functions defined by the customer. We
”
business lines and 77 want to do business on their terms.
million calls annually.
Brian Carey, VP Service and Operations, Sears
12
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13. 3 Questions I hear a lot
How do I get the call center to
treat customers according to
my segmentation?
How do I get all my channels
to have the right offer
experience?
How can I target offers based
on customer intent?
13
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14. Two main capabilities
•Multi-channel, real time, offer management
•Differentiated customer request handling
14
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15. Intelligent dialogue in action…
Next Best Action Intelligent
Receives
Real-time request Desktop
with
Scoring customer BPM
data and
executes a
Uses data decision
and Gather
analytics to customer data
determine & requests a
right action decision
for
customer
Returns
decision Cross-Sell
regarding Up-Sell
action to Wrap Up
SAS Real-Time Decision be used Sword Ciboodle Intelligent
Manager Desktop
Real-Time Integration
External Web Services Enterprise Databases Enterprise Applications
• Supplier Inventory • Customer profile • Inventory
• Credit Check • Order history • Fulfillment
• Demographics… • Loyalty program… • Customer Service…
15
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16. The benefits
Matches needs and wants of the customer to Turns the CSR and Contact Center into
the organization: revenue producer:
• Enables cost effective, higher grade of • Maximizes offer uptake, shortens time to
service for high value customers market, improves customer experience and
uses insight to drive change
• Avoids dumb offers or inappropriate actions
• Provides a simplified view of segment and
• Creates a better connection through value
personalization
• Provides better insight for all customer
interactions
• Simple link from data to action
16
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17. Contact Center Features
Real time marketing
identifies customer
specific cross-sell/up-
sell opportunities
Match offers to
customers’ propensities
– identifying cross-sell
and up-sell
opportunities
Track call outcomes
(mood), post-visit
Analytic customer surveys and other
Improve understanding Differentiated process historical data to infer
management empowers
over time – deepening handling – different customer satisfaction
users to communicate
customer insight with versions for different levels and adjust
and match customer
each purchase & customer segments approach to future calls
buying behavior and
interaction accordingly
expectations 17
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18. Online Features
Real time marketing
identifies customer
specific cross-sell/up-
sell opportunities
Match offers to
customers’
propensities –
identifying cross-sell
and up-sell
opportunities
Analytic customer Integration to online
Close the loop from
management empowers community and contact
offer through to service
users to communicate center – with automated
or sales portal – with
and match customer escalation of questions
full customer or
buying behavior and or issues raised by the
prospect context
expectations community 18
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19. Thank You
Ian Henderson
ian.henderson@sword-ciboodle.com
1.312.447.5600
@ian_c_henderson
Toshi Tsuboi
toshi.tsuboi@sas.com
1.919.531.0578
@ttoshi
Company Confidential - For Internal Use Only
Copyright © 2010, SAS Institute Inc. All rights reserved.