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Authenticity, a Left Brain ApproachPeter van der Putten<br />Designfor ConversionUnconference<br />Cologne, September 23 2...
Personalization & Customization<br />BrandValues & Promises<br />One to one marketing<br />Messaging & Mass Marketing<br /...
Talk Context: Next Best Action Driven Intelligent Conversations to Optimize the Customer Experience<br />Acquisition<br />...
Principles for Authentic Interactions<br />On Authenticity<br />You’re authentic if you’re true to oneself – know who you ...
On being ONE<br />
Vodafone Example<br />
Multi channel consistency,both a problem and opportunityfor authentic personalized experiences<br />
Service<br />Operational & Business<br />Constraints<br />Branch<br />Internet<br />Contact Centre<br />Self-Service<br />...
On Being Reliableand trustworthy<br />
“Welcome to My T-Mobile, your personal website!”<br />
Service<br />Operational & Business<br />Constraints<br />Branch<br />Internet<br />Contact Centre<br />Self-Service<br />...
Unstructured Data<br />Cross and up sell propensities<br />Competitors<br />Churn and Save modelling<br />3rd Party Demogr...
Next Best Action Strategy Covering All Business Issues<br />Call <br />reason<br />Service <br />Strategy<br />Best Servic...
Tactics for Authentic, Reliable Recommendations<br />Being knowledgeable<br />Being specific and personalized<br />Being d...
On co-designing experiences<br />
35<br />
On Avoiding the uncanny valley<br />
$<br />
The Uncanny Valley in Robotics and Marketing<br />
The Uncanny Valley in Robotics and Marketing<br />Personalized Experiences<br />Generic Experiences<br />On Becoming Succe...
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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/ 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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Transcript of "Authenticity, a left brain approach"

  1. 1. Authenticity, a Left Brain ApproachPeter van der Putten<br />Designfor ConversionUnconference<br />Cologne, September 23 2010<br />
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  11. 11. Personalization & Customization<br />BrandValues & Promises<br />One to one marketing<br />Messaging & Mass Marketing<br />Customer Interactions<br />Next Best Action<br />Product & Business Concepting<br />Decisioning<br />Predictive Analytics<br />Moodboards Arts & Crafts<br />Talk Phrenology<br />
  12. 12. Talk Context: Next Best Action Driven Intelligent Conversations to Optimize the Customer Experience<br />Acquisition<br />Operational & Business<br />Constraints<br />Branch<br />Internet<br />Contact Centre<br />Self-Service<br />Retention<br />Any Other<br />Business<br />Objectives<br />Customers’<br />Needs<br />Cost of service, profitability,<br /> margins, risk, …<br />Risk<br />Sales<br />Any Other<br />Balance customers’ needs with competing business objectives<br />to determine the “Next Best Action™” during any inbound or outbound interaction<br />driving the customer experience and lifetime value<br />2010/9/29<br />
  13. 13. Principles for Authentic Interactions<br />On Authenticity<br />You’re authentic if you’re true to oneself – know who you are, and be who you say you are<br />You don’t become authentic just by saying you are, you will become perceived authentic because of what you do<br />Authenticity is a social or even a personal construct<br />As applicable to one to one marketing as to mass marketing<br />Principles<br />On Being One<br />On Being Reliable and Trustworthy<br />On Co-Designing Experiences<br />On Avoiding the Uncanny Valley<br />
  14. 14. On being ONE<br />
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  22. 22. Vodafone Example<br />
  23. 23. Multi channel consistency,both a problem and opportunityfor authentic personalized experiences<br />
  24. 24. Service<br />Operational & Business<br />Constraints<br />Branch<br />Internet<br />Contact Centre<br />Self-Service<br />Retention<br />Any Other<br />Business<br />Objectives<br />Customers’<br />Needs<br />Cost of service, profitability,<br /> margins, risk, …<br />Risk<br />Sales<br />Any Other<br />The Next Best Action<br />Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise<br />
  25. 25. On Being Reliableand trustworthy<br />
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  27. 27.
  28. 28. “Welcome to My T-Mobile, your personal website!”<br />
  29. 29. Service<br />Operational & Business<br />Constraints<br />Branch<br />Internet<br />Contact Centre<br />Self-Service<br />Retention<br />Any Other<br />Business<br />Objectives<br />Customer<br />Needs<br />Cost of service, profitability,<br /> margins, risk, …<br />Risk<br />Sales<br />Any Other<br />The Next Best Action<br />Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise<br />
  30. 30. Unstructured Data<br />Cross and up sell propensities<br />Competitors<br />Churn and Save modelling<br />3rd Party Demographics<br />Lifetime Value modelling<br />Social Network<br />Risk and Loss prediction<br />Real Time Contextual Data<br />Response Modeling<br />Case History<br />Needs Based Segments<br />Behavior and Transactions<br />Fused Survey Data<br />Customer Profile<br />
  31. 31. Next Best Action Strategy Covering All Business Issues<br />Call <br />reason<br />Service <br />Strategy<br />Best Service Strategy<br />Service<br />VALUE <br />prediction<br />Final decision on Next Best Action considering service, credit risk, churn and selling opportunities<br />VALUE <br />Strategy<br />LATE PAYMENT <br />Strategy<br />Predictive <br />Assessment<br />Best Credit Strategy<br />Debt <br />management<br />CREDIT RISKprediction<br />CREDIT<br />Strategy<br />RETENTION<br />Strategy 1<br />CHURN prediction<br />Best Retention Offer<br />CHURN<br />Champion challenger<br />Retention<br />RETENTION<br />Strategy 2<br />DIRECTORY prediction<br />DIRECTORY<br />Strategy<br />DIRECTORY<br />Switch<br />Prio = Propensity * NPV<br />Best Sales Offer<br />SMS prediction<br />SMS<br />Strategy<br />SMS<br />Switch<br />Selling<br />DATA prediction<br />DATA<br />Strategy<br />DATA<br />Switch<br />Prio = Propensity * NPV / AHT<br />
  32. 32. Tactics for Authentic, Reliable Recommendations<br />Being knowledgeable<br />Being specific and personalized<br />Being dynamic<br />Being contextual<br />Being justified<br />Being open<br />Being outside in and customer centric<br />
  33. 33. On co-designing experiences<br />
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  35. 35. 35<br />
  36. 36. On Avoiding the uncanny valley<br />
  37. 37. $<br />
  38. 38. The Uncanny Valley in Robotics and Marketing<br />
  39. 39. The Uncanny Valley in Robotics and Marketing<br />Personalized Experiences<br />Generic Experiences<br />On Becoming Successful<br />through Personalized, Authentic Customer Experiences<br />On Co-Designing<br />On Being Reliable<br />On Being One<br />Authenticity<br />On Avoidingthe Uncanny Valley<br />
  40. 40. thank you for your attention<br />peter.van.der.putten@pega.com<br />

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