- Выстраивание мульти канального взаимодействия, -Интернет статистика по России -Москва идет в мобильный интернет - Лояльные клиенты общаются по многим каналам - Зачем строить омни-канальное взаимодействие - Этапы омни-канального взаимодействия - Ориентируемся на продукт, а не на клиента - Примеры проектов омни-канального взаимодействия

1. ​Create smart customer multi-channel interactions: Business cases
and best practices
​Julia Touzin, Digital Marketing Consultant, Marketing Applications, Teradata
​26 April 2015

2. Agenda
1. Introduction
2. The logic of omni-channel
interactions
3. Best practices and customer
examples

3. Consumers engage over more and more channels
© 2014 TERADATA
New touchpoints and
contact channels
Understand customer
behavior and
preferences
Personalization
Act quickly

4. Multiple customer journeys
Source : Think with Google

5. The World is changing - some Stats for Russia
… 94 % of Russian internet users shop on-line at least once a year
… Around 75% of users visit the Internet every day
… Half of the Russian adult population is connected
Sources : ComScore, 2014 ; East-West Digital News & Data Insight at eCommerce Conference, 2014; Emailmonday.com ; ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013

6. Russian Internet users spend 37 hours per Month online
Source : ComScore, Global E-Commerce Trends, June 6th 2014
Russian internet users spend more than 1 hour per day online
What does this mean?
Increased communication via digital channels
Increased interest in eCommerce
Increased expectations regarding relevance of information
and seamless digital experience

7. 55% of Russians use their Smartphone to access their
Email Accounts

8. Moscow is going mobile
Sources : ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013
Free Wifi in Moscov underground
is an indicator that mobile usage
during commuting hours will
further increase...

9. Where interactions happen
EMAIL
SOCIAL
MOBILE
DIGITAL MESSAGING
DISPLAY ADS
SEARCH
WEB
TV
PRINT
ADVERTISING
RADIO
CALL CENTER
DIRECT MAIL
OFFLINE
CATALOGUES
RELATIONSHIP
INTERACTIVITY
• RELEVANT
• TIMELY
• CUSTOMISED
• CONSISTENT ACROSS CHANNELS
• CHEAP!

10. Aspiration Awareness Explore and consider Purchase Loyalty
Channel
Lifecycle
stage
Direct mail
Email
Social
Call centre
Website
POS

11. Source: hybris Studienergebnisse: http://www.hybris.com/en/fashioncommerce
have a more positive attitude
towards a brand, if a mobile
application is available.
of brick and mortar
business revenues are
based on a prior search
on the internet
Loyal consumers are omni-channel
will be more likely to become
loyal customers if the user
experience is consistent across
multiple channels

12. Today’s consumers demand an experience that is
consistent,
seamless,
minimal effort,
available over any channel,
recognizing who they are and what journey they are on.
If they don’t get this experience, they move on !
Consistently delivering a great customer experience builds loyal and profitable
customers.
Customer experience is a sustainable competitive advantage.
Benefits of building omni-channel interactions

13. When creating interaction,
brands must make sure that they
make it happen with...
Right time
Best channel
Relevant content

14. Agenda
1. Introduction
2. The logic of Omni-channel
interactions
3. Best practices and customer
examples

15. 15
The path to Omni-channel data-driven marketing
Customer Experience
Engagement,
Response,
ROMI
Product focused
engagement
Acknowledging
customers
Recognizing
loyalty
Anticipating
needs
Offering
consistent
experience
Context aware
engagements
Customer
experience
focus

16. From Product Centricity to Customer Centricity
InteractionIndividual User
Product/Offer Target Group

17. From Product Centricity to Customer Centricity
Individual
User
Time Content Offer ServiceChannel
Demographics
TransactionHistory
ContactHistory
Lifecycle
Value
Behaviour
Affinity
Time Content Offer ServiceChannel
Time Content Offer ServiceChannel
Interaction
Product Target Group

18. Purchase/Transactions
Responses
Customer
Profile
Mobile & Web
Social Media
Stock/Rates
Affinity Scores
Likely Conversion
Path
Customer
Behaviour
Attribution
Models
Marketing Spend
Campaign Process
Segmentation
Decision
Best Offer
Responsive
Content
Customer
Preference
Compliance
Delivery
Governance
Customer
(Single Customer View)
Operational
(Stock & Logistics)
Analytical
(Insight & Predictions)
Marketing
(DW & Applications)
Data Tools
+
Marketing Challenges
Aligning all customer touch points & data

19. Teradata‘s vision of Data-Driven Marketing helps to
realize this
1) Integrate data from digital
channels
2) Analyze data, detect patterns
and triggers
3) Define Rules for Interaction
4) Outbound and Inbound
customer Interactions
5) Track engagement and
response

20. Omni-channel interaction tool
© 2015 TERADATA
Integrated Omni-channel marketing
Consumer demographics and attributes
Transaction records
Communication history
Response history
All channels represented

21. Digital multi-channel life cycle management
21

22. Digital multi-channel life cycle management
22

23. Digital multi-channel life cycle management
23

24. Agenda
1. Introduction
2. The logic of Omni-channel
interactions
3. Best practices and customer
examples

25. Market example : banks combine digital technologies
with customer data to create new value for customers
© 2014 TERADATA
Commerce ecosystem
with restaurants and retail
shops
Cash-back deals appear
in online banking platform
for registered users
Selected deals take into
account
behavior
purchase pattern
location
Source: Bank of America

26. Campaigns require too much manual work and
are too time consuming to launch
25 year old loyalty program with 10 million email
contacts
Immature and disparate marketing systems
Data-driven marketing for faster personalised campaigns
Qantas needed to adapt to the growing
complexity of their customer relationships

27. Data-driven marketing for faster personalised campaigns
Qantas needed to adapt to the growing
complexity of their customer relationships
Turnaround time for campaigns has
gone from 5 days to 5 minutes
Build complete customer profile with purchase
history, social and mobile data
Segmentations allow Qantas to create and
manage highly personalised campaigns
Can now execute customer conversations based
on real-time customer information

28. Needed higher customer engagement across channels
Missing transactional data needed to offer a relevant customer
experience
Needed to elevate digital strategy
Data-driven strategy to create a more personalised and
effective customer experience
P&G needed to create brand loyalty and communicate directly
with their consumers

29. Data-driven strategy to create a more personalised and
effective customer experience
P&G needed to create brand loyalty and
communicate directly with their consumers
Relevant relationships with 4.8B consumers
Unified system for all customer data in one place
Create a more personalised and effective consumer
experience
Leverage campaigns across multiple brands

30. ​Hertz optimizes customer experience with
tailored services and offers
© 2014
TERADATA
​Problem
• With increasing competition, Hertz needed to create better customer
value
• Needed to be able to offer 24 hour customer service.
• Required pricing by the hour, the day, the week and the month
​Solution
• Integrated and standardized all customer data
• Analyzed the success of campaigns and offers using the RTIM
• Using CIM, delivered personalized messages related to the rental
agreement
​Results
• Can make, on average, 56,000 unique offers with peak volumes
approaching 80,000.
• Offers and messages can be served-up to their 3,700 call center agents,
counter terminals, email, as well as handheld devices
• 95% of Hertz's customer experience is consistent around the globe

32. 33
Thank you for listening
Julia Touzin
Digital Marketing Consultant International
Julia.touzin@Teradata.com