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Customer Experience Personalization: Enabling Cross Sell/Up Sell and Next Best Actions

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In this session, hear how Prolifics leveraged the events and rules capabilities of WebSphere Operational Decision Manager to create a personalization solution for a leading financial company. Personalization allows for a consistent way of communicating with customers across multiple channels on next-best actions, profiles and preferences, and responding in real time to changes in customers' characteristics across all media (including web assets, call routing, client rep systems, surveys, and correspondence). This allows for improved customer experiences, cross-sell and up-sell opportunities, and better response times. The solution leverages the full predictive cycle, from integration data, to analytics, to operational decisions, to a cached high-performing tag cloud that drives the individual customer experience.

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Customer Experience Personalization: Enabling Cross Sell/Up Sell and Next Best Actions

  1. 1. Decision Management, Personalization Ryan Trollip
  2. 2. Personalization – Quality of Service Automation brought value in cost savings, personalization brings us value in quality of service.
  3. 3. Personalization – In the perfect world  Based On  Profile  Events  Personalized  Prioritized next best actions  Offered exceptions  Target & customized Offers  Consider Preferences  Updates as events happen 3
  4. 4. Personalization – The Evolution  Automation reduces price  Cost savings over quality of service  One size fits all  Impersonal  There is value in both price and quality 4
  5. 5. Personalization – Todays experience  Departments Compartmentalized, no context  Impersonal One size fits all, big boxes  Channels have no context  No cross channel messaging  Annoying nagging upsell  Customer retention issues 5
  6. 6. Personalization A Solution 6
  7. 7. Personalization - The ingredients  Cross sell/up sell  Offers/Incentives & rewards  Next best actions  Customer preferences  Driving interactions based on profile  Targeting of groups  Driving Conversion  Recovering abandonments  Internal Events  Life Events  External Events  Etc. 7
  8. 8. Personalization 8 Source: inspired from James Taylor, Decision Management Solutions
  9. 9. Personalization - Drivers  Events  Interest  Interactions 9
  10. 10. Personalization - Events  Web & other patterns  Abandonment  Interest  Gaming  Life events  Facebook & LinkedIn  External & Internal Events  Credit score changes  Disasters 10
  11. 11. Personalization – Prioritization of interest  Limited Attention/real-estate  Aligned with Goals  Temporal Interest  Based on profile characteristics  Source Dependent 11
  12. 12. Personalization - Interactions  Similar to events but directly related to offering  Feedback on interest  Feedback on State  Owned outside  At Risk  Happy  Suppression or Suppress Until 12
  13. 13. Personalization – Interest 13 100 50 Analytics Web Rep
  14. 14. Personalization – Priority 14 100 50
  15. 15. Personalization The Solution Architecture 15
  16. 16. Personalization – The Tag Cloud » Channel Agnostic Tag 16
  17. 17. Personalization – The Tag Cloud » Channel Agnostic Tag » Service/s exposed to channels » WebSphere Message Broker 17
  18. 18. Personalization – The Tag Cloud » Channel Agnostic Tag » Service/s exposed to channels » WebSphere Message Broker » IBM WebSphere extreme scale 18
  19. 19. Personalization – The Tag Cloud  Highly Available  Fault tolerant  Channel Agnostic  Service or services for types of tags 19
  20. 20. 20 Personalization – Tag Sources  Marketing systems  Offer & Incentive management  Sales Systems  Conversions  Abandonments  At Risk  Analytics  Events patterns  Regulatory Rules  General preference rules
  21. 21. Personalization – Deploying Analytics 21 Copyright © 2009 - 2013 Decision Management Solutions
  22. 22. Personalization – Organizing The Tag Cloud  Tags & Priority  Relevant  Up to date  Tailored to profile, behavior etc. 22
  23. 23. Personalization – Rules & Events 23 Situational Awareness Contextual Decisions WebSphere ILOG BRMS WebSphere Business Events WebSphere Operational Decision Management Your business decisions.  Prioritize  Detect event patterns  Process Interactions
  24. 24. Personalization – Rules and Events  Business Visibility  De-couple from development  Fast changes  Call back to scoring models  Deploy PMML 24
  25. 25. Decoupling of Rules 25
  26. 26. Simple Decision Artifacts Supporting Complex Decisions Rule Flows 26
  27. 27. 28 Call Center Internet Agency Personalization – Events Make a personalized offer Trigger agent call back to assist Prioritize Multi-channel RespondDecideDetect Customer good prospect, find best promotion Determine best product Up the interest Customer requests series of quotes over the last month 2 web quote requests and 1 direct contact in 3 days: 2 or more pages on a product on the same day Event Correlations DecisionsRulesEvents
  28. 28. BPM and Events
  29. 29. Contextual and Situational Awareness Business Rules Business Events Context Result Action Rules Solution Externalized Business Decision Vocabulary Event Correlations Solution 1 Event data Event Data Event Rules F L O W Event Definition Vocabulary Contextual Decision Solution 2 ContextualSituational © IBM 2011 R U L E F L O W Action Rules Action Rules Event Rules
  30. 30. Decision Tables and Scorecards Built-in Gap/Overlap Checking Automatic Rule Generation Actions 31
  31. 31. Natural language syntax Automatic completion Inline error detection Intelligent Rule Editor 32
  32. 32. Actions Condition Values Automatic Rule generation Built-in Gap/Overlap checking Rule Authoring: Decision Trees Visualize decisions and all possible outcomes 33
  33. 33. Function Task Pre/Post Conditions Rule Task Flow Conditions Rule Authoring: Visual Ruleflows 34
  34. 34. Decision Center Console Direct MS edit mode Decision Table in MS Excel Rule Flow in MS Word Action rules in MS Word One click Direct access to MS editing  Action Rules and ruleflow edition through MS Word  Decision Tables edition thru MS Excel Lock of edited elements  Automatic synchronization 35
  35. 35. Multiple Release Management  Enable business users to make changes to a deployed rule application without interfering with work they are doing on an upcoming release  Merge and diff between releases 36
  36. 36. Multiple Release Management Visual Support  Detailed side-by-side graphical difference highlights between releases  Multi directional merge from one release to another 37
  37. 37. 38 Input Data Expected Results Rulset Tests Testing 38
  38. 38. Decision Center Console  Out-of-the-box ruleset testing in Rule Team Server  Business impact simulation in Rule Team Server  Scenario configuration and customization in Rule Studio  Audit - Decision Warehouse in Rule Execution Server 39
  39. 39. Decision Warehouse 40
  40. 40. 41 Personalization – Decision Management IBM Operational Decision Management  Bring Quality of Service  Flexible  Centralize Decisions  Timely and up to date  Control in business hands

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