The Why

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The Why

  1. 1. The Why Behind the What How to Achieve Deeper Customer Insight Jane Hendricks Product Marketing, SPSS Inc.
  2. 2. Common Questions 1. Will I be able to get copies of the slides after the event? 2. Is this web seminar being taped so I or others can view it after the fact? 3. Can I ask questions during this event? 2 Copyright 2003-4, SPSS Inc.
  3. 3. Common Questions 1. Will I be able to get copies of the slides after the event? Yes 2. Is this web seminar being taped so I or others can view it after the fact? Yes 3. Can I ask questions during this event? Yes 3 Copyright 2003-4, SPSS Inc.
  4. 4. Topics for This Session A Case Study Completing the Customer View Enterprise Feedback Management Inside SPSS Data Collection
  5. 5. Cablecom Improves Retention of Profitable Customers Background Swiss Telco and TV operator Over 54% of Swiss television households receive cable service from Cablecom Results Business Goals Reduce the number of profitable customers Identification of key business who defect to competitors issues from customers’ own Understand customer behavior words Anticipate market trends Improved effectiveness of predictive models Solution Now keep retention rates high Surveyed existing customers, including 51% of Cablecom dissatisfied loyalty metrics and open-ended questions customers became company promoters (very satisfied Added text mining to data mining through customers) after two months Text Mining for Clementine to better understand the reason for churn
  6. 6. Data About People Customer Contact Channels Web Site Email Agent Mail Phone PDA Branch ATM Interaction Attitudinal Data Data Click Streams Opinions Offers Preferences Results Needs Context Desires Notes Moods Behavioral Descriptive Data Data Orders Attributes Transactions Characteristics Payment History Self-declared Info Usage History (Geo)demographics Location Operational Attitudinal Marketing Web Call Center Social Networks Interaction Enterprise Data Sources
  7. 7. Bridging Customer Insight Activities Attitudinal Analysis Behavioral Analysis Issue: Isolated, empty feedback Issue: No holistic view of the data Enterprise Feedback Management Centralized, Standardized, Integrated
  8. 8. The Case For Attitudinal Data BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS Married Single Married Single Men Males < 30 Males < 30 Men > 30 > 30 564 Product A 31 19 645 Same demographics Same demographics 69 950–but different behavior?? Product B 92 22 – but different behavior?? Product C 602 91 887 76
  9. 9. The Case For Attitudinal Data BUYING BEHAVIOR DEMOGRAPHIC SEGMENTS Married Single Married Single Men Males < 30 Males < 30 Men > 30 > 30 564 Product A 31 19 645 69and different behavior Same behavior 950 demographics?? Product B 92 22 Same –– and different demographics?? 602 91 Product C 887 76
  10. 10. The Case For Attitudinal Data Married Men, Under 30 Married Men, Over 30 Product A Product C
  11. 11. The Case For Attitudinal Data Married Men, Under 30 Prefers red over yellow Prefers sweet over sour Environmentally aware A trendsetter Married Men, Over 30 “The Why Behind The What” Product A Product C
  12. 12. Acting With Precision Attract Risk Cross-sell and Assessment of Risk Up-sell Offers via at the Point of Data the Web Site Entry Interaction Attitudinal Data Data Fraud Descriptive Behavioral Data Data Real-time Identification of Suspicious Transactions Sales Offers Presented via the Call Center Real-time Retention Actions via Chat Grow Messages Retain
  13. 13. Enterprise Feedback Management (EFM) Capturing the Why A centralized system that allows organizations to fully engage with their current or prospective customers… through targeted feedback programs or by asking questions during naturally occurring interactions and… to utilize that information throughout the organization to drive customer-centricity and business improvement. Voice of the Customer Other “Enlightenment” Data Opinions Click streams Needs & Desires Notes/text/unstructured Preferences (Geo)demographics Moods Satisfaction Customer Data Location Characteristics Interactions
  14. 14. SPSS Supports Enterprise Feedback Management (EFM) EFM DELIVERS SPSS PROVIDES Increased quality, frequency and One survey for all respondents value of customer interactions with across all channels with a single very little marginal cost system asdfasdf Feedback cycles are greatly Immediate, accessible insight reduced so action can be taken in a across all modes and channels blah blah timely manner Data collection process is Single feedback system providing standardized with necessary secure access to data and survey compliance oversight tools across the enterprise Single feedback system for all Consolidation on a central feedback platform saves money and allows survey needs with centralized control integration with IT infrastructure over survey assets
  15. 15. One Survey for All Touchpoints Online By Phone In Person On Paper
  16. 16. True Multi-Modal Data Collection
  17. 17. Single Platform for all Feedback Needs Authoring Collection Accessible to non-survey expert Secure data storage Assets centralized and reused Single system for all modes Power and flexibility behind an Single survey for all modes and intuitive interface all languages Online By Phone Author once, In Person Field everywhere, Data Any Language In any language Research Tools Security Assets Insight Delivered Analysis and Integration 60% 50% 40% Secure access to tools 30% 20% and individual research projects Data available for real-time Deliver insight to 10% on desktop or via web 0% analysis Excellent Very Good Good Fair Poor key stakeholders Incorporate survey data with any quickly to incorporate feedback in Online or Desktop process other data sources decision making Any language Secure Presentation Ready
  18. 18. Questions? Jane Hendricks Product Marketing- Dimensions SPSS Inc. Chicago, IL P. 800.543.2185 extension 3026 e-mail: jhendricks@spss.com website: www.spss.com

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