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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/ ...

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