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Authenticity, a left brain approach
 

Authenticity, a left brain approach

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Presentation on creating authentic customer experiences in next best action marketing. Design for Conversion unconference, september 2010, Cologne. See http://designforconversion.nl/4th-dfc-cologne/ ...

Presentation on creating authentic customer experiences in next best action marketing. Design for Conversion unconference, september 2010, Cologne. See http://designforconversion.nl/4th-dfc-cologne/ for more info.

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  • Presented at the Design for Conversion 'Unconference' 2010 in Cologne (http://designforconversion.nl/4th-dfc-cologne/). For a video recording of this presentation see http://customers.meta-fusion.com/dfc2010/
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    Authenticity, a left brain approach Authenticity, a left brain approach Presentation Transcript

    • Authenticity, a Left Brain ApproachPeter van der Putten
      Designfor ConversionUnconference
      Cologne, September 23 2010
    • Personalization & Customization
      BrandValues & Promises
      One to one marketing
      Messaging & Mass Marketing
      Customer Interactions
      Next Best Action
      Product & Business Concepting
      Decisioning
      Predictive Analytics
      Moodboards Arts & Crafts
      Talk Phrenology
    • Talk Context: Next Best Action Driven Intelligent Conversations to Optimize the Customer Experience
      Acquisition
      Operational & Business
      Constraints
      Branch
      Internet
      Contact Centre
      Self-Service
      Retention
      Any Other
      Business
      Objectives
      Customers’
      Needs
      Cost of service, profitability,
      margins, risk, …
      Risk
      Sales
      Any Other
      Balance customers’ needs with competing business objectives
      to determine the “Next Best Action™” during any inbound or outbound interaction
      driving the customer experience and lifetime value
      2010/9/29
    • Principles for Authentic Interactions
      On Authenticity
      You’re authentic if you’re true to oneself – know who you are, and be who you say you are
      You don’t become authentic just by saying you are, you will become perceived authentic because of what you do
      Authenticity is a social or even a personal construct
      As applicable to one to one marketing as to mass marketing
      Principles
      On Being One
      On Being Reliable and Trustworthy
      On Co-Designing Experiences
      On Avoiding the Uncanny Valley
    • On being ONE
    • Vodafone Example
    • Multi channel consistency,both a problem and opportunityfor authentic personalized experiences
    • Service
      Operational & Business
      Constraints
      Branch
      Internet
      Contact Centre
      Self-Service
      Retention
      Any Other
      Business
      Objectives
      Customers’
      Needs
      Cost of service, profitability,
      margins, risk, …
      Risk
      Sales
      Any Other
      The Next Best Action
      Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise
    • On Being Reliableand trustworthy
    • “Welcome to My T-Mobile, your personal website!”
    • Service
      Operational & Business
      Constraints
      Branch
      Internet
      Contact Centre
      Self-Service
      Retention
      Any Other
      Business
      Objectives
      Customer
      Needs
      Cost of service, profitability,
      margins, risk, …
      Risk
      Sales
      Any Other
      The Next Best Action
      Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise
    • Unstructured Data
      Cross and up sell propensities
      Competitors
      Churn and Save modelling
      3rd Party Demographics
      Lifetime Value modelling
      Social Network
      Risk and Loss prediction
      Real Time Contextual Data
      Response Modeling
      Case History
      Needs Based Segments
      Behavior and Transactions
      Fused Survey Data
      Customer Profile
    • Next Best Action Strategy Covering All Business Issues
      Call
      reason
      Service
      Strategy
      Best Service Strategy
      Service
      VALUE
      prediction
      Final decision on Next Best Action considering service, credit risk, churn and selling opportunities
      VALUE
      Strategy
      LATE PAYMENT
      Strategy
      Predictive
      Assessment
      Best Credit Strategy
      Debt
      management
      CREDIT RISKprediction
      CREDIT
      Strategy
      RETENTION
      Strategy 1
      CHURN prediction
      Best Retention Offer
      CHURN
      Champion challenger
      Retention
      RETENTION
      Strategy 2
      DIRECTORY prediction
      DIRECTORY
      Strategy
      DIRECTORY
      Switch
      Prio = Propensity * NPV
      Best Sales Offer
      SMS prediction
      SMS
      Strategy
      SMS
      Switch
      Selling
      DATA prediction
      DATA
      Strategy
      DATA
      Switch
      Prio = Propensity * NPV / AHT
    • Tactics for Authentic, Reliable Recommendations
      Being knowledgeable
      Being specific and personalized
      Being dynamic
      Being contextual
      Being justified
      Being open
      Being outside in and customer centric
    • On co-designing experiences
    • 35
    • On Avoiding the uncanny valley
    • $
    • The Uncanny Valley in Robotics and Marketing
    • The Uncanny Valley in Robotics and Marketing
      Personalized Experiences
      Generic Experiences
      On Becoming Successful
      through Personalized, Authentic Customer Experiences
      On Co-Designing
      On Being Reliable
      On Being One
      Authenticity
      On Avoidingthe Uncanny Valley
    • thank you for your attention
      peter.van.der.putten@pega.com