The document summarizes a webinar on overcoming challenges in using analytics to turn data into profits. It discusses identifying unique customers, differentiating them by needs, interacting with customers efficiently through multiple channels, and customizing experiences. It also covers measuring return on customer and using data to understand lifetime value. Challenges include access to clean, accurate data, leveraging data for high-value activities, and gaining support by proving ROI.
Beyond The Hype: Contact Center AI That WorksAggregage
To say that there has been a lot of hype around AI is an understatement. If AI is a red-hot topic, AI and knowledge management for contact centers is white hot! However, only 4% of respondents said they had even deployed AI, let alone get business benefits from it, according to a Gartner survey. Barriers to adoption include identifying use-cases, getting and sustaining funding, formulating a strategy, and lack of staff skills. Want to know how to overcome these impediments, and succeed with AI in 2019? Register for upcoming webinar “Beyond the Hype: Contact Center AI That Works”. You will learn top trends, proven use-cases, best practices, and real-world at-scale success stories for contact center AI.
The Future of Contact Centers Artificial IntelligenceJim Iyoob
It is not possible to have your company everywhere all the time, right? But today’s customers want it fast, they want it good and they want it their way. Your customer will leave you if it’s not their way; you can expect up to 95% of them to tell their friends, family and co-workers about their bad experience. Matt Rocco and I have put in a lot of work together to write “The Future of Contact Centers”.
Contact Center of the Future: Smart, Selective Human Touch in the Digital Ageaccenture
Is your financial firm prepared to deploy a contact center of the future? In this new Accenture Distribution & Marketing presentation, we explore a customer strategy and contact center interaction design framework to address changing customer engagement preferences and technology advancements. Key to this strategy is balancing digital with the human touch. View the presentation to learn more or read our blog series on the topic: https://accntu.re/2vLYkiT
The Future of the Contact Center: Key Predictions for 2019Calabrio
With every new year comes an opportunity for businesses to surprise and delight customers. And 2019 will be no different. Companies will continue to look for ways to engage customers during every touchpoint on their journey and, in the process, will become wiser to their changing and growing demands. However, in the coming year, it’s imperative that businesses adapt to show customers that they are, in fact, listening. When businesses find the right balance between people and technology, expand how they view data, listen to their customers and meet them wherever they are—they will succeed
COVID-19 has put cloud contact center, otherwise known as Contact Center as a Service (CCaaS), in the spotlight. Even before COVID-19, CCaaS was experiencing explosive growth. There are several significant apparent and not-so-apparent shifts that have CCaaS “trending.” In this presentation, we outline those reasons and help you understand why CCaaS may be your next move to the cloud.
REVOLUTIONIZE CUSTOMER INTERACTIONS WITH CONVERSATIONAL AIEnterprise Bot
Know how industry leaders are leveraging AI to improve
efficiencies, cut down costs and boost revenue.
With this whitepaper, we aim to help global enterprises recognize the power of cutting-edge conversational AI solutions in transforming their customer experience. Our next-gen digital assistant will help enterprises solve real business problems with greater ease and efficiency without losing the human touch.
Boost your NPS in 30 days. Share your use cases with us: https://hubs.ly/H0NXCxL0
Beyond The Hype: Contact Center AI That WorksAggregage
To say that there has been a lot of hype around AI is an understatement. If AI is a red-hot topic, AI and knowledge management for contact centers is white hot! However, only 4% of respondents said they had even deployed AI, let alone get business benefits from it, according to a Gartner survey. Barriers to adoption include identifying use-cases, getting and sustaining funding, formulating a strategy, and lack of staff skills. Want to know how to overcome these impediments, and succeed with AI in 2019? Register for upcoming webinar “Beyond the Hype: Contact Center AI That Works”. You will learn top trends, proven use-cases, best practices, and real-world at-scale success stories for contact center AI.
The Future of Contact Centers Artificial IntelligenceJim Iyoob
It is not possible to have your company everywhere all the time, right? But today’s customers want it fast, they want it good and they want it their way. Your customer will leave you if it’s not their way; you can expect up to 95% of them to tell their friends, family and co-workers about their bad experience. Matt Rocco and I have put in a lot of work together to write “The Future of Contact Centers”.
Contact Center of the Future: Smart, Selective Human Touch in the Digital Ageaccenture
Is your financial firm prepared to deploy a contact center of the future? In this new Accenture Distribution & Marketing presentation, we explore a customer strategy and contact center interaction design framework to address changing customer engagement preferences and technology advancements. Key to this strategy is balancing digital with the human touch. View the presentation to learn more or read our blog series on the topic: https://accntu.re/2vLYkiT
The Future of the Contact Center: Key Predictions for 2019Calabrio
With every new year comes an opportunity for businesses to surprise and delight customers. And 2019 will be no different. Companies will continue to look for ways to engage customers during every touchpoint on their journey and, in the process, will become wiser to their changing and growing demands. However, in the coming year, it’s imperative that businesses adapt to show customers that they are, in fact, listening. When businesses find the right balance between people and technology, expand how they view data, listen to their customers and meet them wherever they are—they will succeed
COVID-19 has put cloud contact center, otherwise known as Contact Center as a Service (CCaaS), in the spotlight. Even before COVID-19, CCaaS was experiencing explosive growth. There are several significant apparent and not-so-apparent shifts that have CCaaS “trending.” In this presentation, we outline those reasons and help you understand why CCaaS may be your next move to the cloud.
REVOLUTIONIZE CUSTOMER INTERACTIONS WITH CONVERSATIONAL AIEnterprise Bot
Know how industry leaders are leveraging AI to improve
efficiencies, cut down costs and boost revenue.
With this whitepaper, we aim to help global enterprises recognize the power of cutting-edge conversational AI solutions in transforming their customer experience. Our next-gen digital assistant will help enterprises solve real business problems with greater ease and efficiency without losing the human touch.
Boost your NPS in 30 days. Share your use cases with us: https://hubs.ly/H0NXCxL0
Enhancing customer experience through Digital TransformationYASH Technologies
Is digital transformation only about digitizing existing services? It is much more than just that. Read more to understand the importance of digital core in today's era.
Our research identified four distinct
CIO Mandates, each reflecting a different way that organisations view
the role of IT in meeting their business goals
Legacy HR systems & processes have a significant impact on Diversity Hiring. Headstart & Accenture are bring a new proposition to market focused on significantly improving Diversity Hiring.
People are buying experiences not products. Experience Businesses outperform their peers in business metrics spanning the entire customer journey. Experience Business leaders invest deliberately in initiatives and technologies that support strong Customer Experiences. Sultan explores the key building blocks of an Experience Business and share stories behind some leading brands that successfully teamed up with Adobe and Capgemini and are making experience their business
The Digital Customer Experience: Why the Future of the Communications Industr...Brian Solis
Brian Solis and amdocs explore the impact of connected customers on the traditional funnel and the need for designing digital customer experiences (DCX). Today’s customers don’t think in terms of channels nor do they see departments. Digital customers simply want to interact with service providers in a consistent manner — wherever, whenever, and via whatever device they’re using. Even though the customer is changing, business models and approaches aren’t keeping up. Operators are not fully equipped technologically or philosophically to personalize customer touchpoints based on behaviors.
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
These slides were presented in October 2012 to accompany the launch of Flexible Contact Center, an international cloud-based and multimedia contact center solution. More at: http://oran.ge/XZwqsr
Beyond the Customer Satisfaction Survey - 35 ideas for customer insightPaul Hopkins
Looking to get more information then just the standard customer satisfaction survey, for your big data or customer experience project? In this presentation, I explain where to in a multi channel retail, you can find rich customer insight to deliver you better customer insight.
Presentation at 2013 ACORD LOMA Conference on moving insurance to a world of digital congress, from electronic apps to e-signatures, straight through processing, and image management. Presented in partnership with AXA Equitable's Nick Intrieri
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Consumers are smarter today than ever before. In fact, today's consumers own your brand. Their shopping expectations are higher, they make decisions faster, and they research thoroughly and independently. Consumers also know they have a lot of choice regarding when and where to purchase. Added to the mix are consumers who are increasingly technology savvy, more demanding, and are making tradeoffs by focusing on value, transparency and accountability. If retailers are unable to provide the convenience or service consumers expect, loyalty will evaporate, competitive advantage will erode, and retailers’ value proposition will crumble.
In this webcast you will discover how to satisfy the smarter consumer by providing a seamless customer experience that reaches across all touch points, spanning human, digital, social and mobile modes of access that are optimized according to customer preferences...a customer experience that delivers products and services flawlessly to keep customers coming back for more.
Learn how Best Buy responds to customer control and demands and how the electronics and home appliances retailer is tackling issues with mobile, digital, social media, inventory availability, fulfillment flexibility and convenience.
Once consumers get a taste of the seamless shopping experience, they expect it. It doesn’t matter what your product or service is. Join us and learn how to put your business back in control of the shopping experience.
Enhancing customer experience through Digital TransformationYASH Technologies
Is digital transformation only about digitizing existing services? It is much more than just that. Read more to understand the importance of digital core in today's era.
Our research identified four distinct
CIO Mandates, each reflecting a different way that organisations view
the role of IT in meeting their business goals
Legacy HR systems & processes have a significant impact on Diversity Hiring. Headstart & Accenture are bring a new proposition to market focused on significantly improving Diversity Hiring.
People are buying experiences not products. Experience Businesses outperform their peers in business metrics spanning the entire customer journey. Experience Business leaders invest deliberately in initiatives and technologies that support strong Customer Experiences. Sultan explores the key building blocks of an Experience Business and share stories behind some leading brands that successfully teamed up with Adobe and Capgemini and are making experience their business
The Digital Customer Experience: Why the Future of the Communications Industr...Brian Solis
Brian Solis and amdocs explore the impact of connected customers on the traditional funnel and the need for designing digital customer experiences (DCX). Today’s customers don’t think in terms of channels nor do they see departments. Digital customers simply want to interact with service providers in a consistent manner — wherever, whenever, and via whatever device they’re using. Even though the customer is changing, business models and approaches aren’t keeping up. Operators are not fully equipped technologically or philosophically to personalize customer touchpoints based on behaviors.
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
These slides were presented in October 2012 to accompany the launch of Flexible Contact Center, an international cloud-based and multimedia contact center solution. More at: http://oran.ge/XZwqsr
Beyond the Customer Satisfaction Survey - 35 ideas for customer insightPaul Hopkins
Looking to get more information then just the standard customer satisfaction survey, for your big data or customer experience project? In this presentation, I explain where to in a multi channel retail, you can find rich customer insight to deliver you better customer insight.
Presentation at 2013 ACORD LOMA Conference on moving insurance to a world of digital congress, from electronic apps to e-signatures, straight through processing, and image management. Presented in partnership with AXA Equitable's Nick Intrieri
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Consumers are smarter today than ever before. In fact, today's consumers own your brand. Their shopping expectations are higher, they make decisions faster, and they research thoroughly and independently. Consumers also know they have a lot of choice regarding when and where to purchase. Added to the mix are consumers who are increasingly technology savvy, more demanding, and are making tradeoffs by focusing on value, transparency and accountability. If retailers are unable to provide the convenience or service consumers expect, loyalty will evaporate, competitive advantage will erode, and retailers’ value proposition will crumble.
In this webcast you will discover how to satisfy the smarter consumer by providing a seamless customer experience that reaches across all touch points, spanning human, digital, social and mobile modes of access that are optimized according to customer preferences...a customer experience that delivers products and services flawlessly to keep customers coming back for more.
Learn how Best Buy responds to customer control and demands and how the electronics and home appliances retailer is tackling issues with mobile, digital, social media, inventory availability, fulfillment flexibility and convenience.
Once consumers get a taste of the seamless shopping experience, they expect it. It doesn’t matter what your product or service is. Join us and learn how to put your business back in control of the shopping experience.
PR Congress 2011 | Plenary 5 - Have They Come Back for Seconds?prcongress2011
Plenary 5 of the 18th National PR Congress last 22 to 23 September dealt with Customer Relationship Management. Customer service has now evolved from merely addressing customer queries to maintaining relationships with them. It is not just a matter of acquiring customers, but more importantly, it is about retaining them.
The session underscored the importance of trust-based discussions and sharing mutually-beneficial objectives in customer relationship management. Panelists’ inputs revolved around strategies, obstacles, and imperatives in building customer trust.
Topic Presenter:
Ms. Ichay Bulaong, CRM Head, ABS-CBN
Moderator:
Ms. Angelica Esguerra-Petterson, Executive Director, Australia New Zealand Chamber of Commerce Philippines
Topic Discussants:
Ms. Sandra Puno, Director for Communications, Nestle Philippines
Dr. Francisco Tranquilino, Advisor to the Ethic Committee, Pharmaceutical and Healthcare Association of the Philippines
Smartare kunder kräver smartare affärerIBM Sverige
Att alla affärer börjar med en kund är en gammal sanning. Men nu håller en ny typ av kunder på att förändra kraven och dynamiken mellan köpare och säljare. Kundernas ställning stärks genom ökande social interaktion och tillgång på information på nätet.
Per Ankarås, Smarter Commerce Lead Nordic, IBM Svenska och IBM Business Partner Fiwe
Retaining & nurturing customers (Igniter breakfast seminar, 2008)Paul Roberts
The summary notes from a breakfast seminar I presented in 2008, on how to identify, engage and delight customers.
Presenting my '3 lens' model for retaining and growing the value of your existing customers, it includes case study examples for successful companies and clients.
The seminar was attended by people from several industries, including sport and banking.
3. Competing in a different dimension
Customer
Needs
Satisfied
Custom Centricity
Share of
customer
mer
Product Centricity
Market share
Customers Reached
Competing in a different dimension
Customer Maximizing the value
Needs created by each customer
Satisfied
Custom Centricity
Share of
customer
Maximizing the value
created by each product
mer
Product Centricity
Market share
Customers Reached
3
4. Customers create value in two ways
First, they generate current-period sales and costs
, yg p
But second, they change their intent to buy, or their
likelihood of buying, in the future
Suppose a customer calls you with a complaint…
Competing in a different dimension
Customer
Needs
Satisfied
Custom Centricity
Share of
customer
Relationships are required
Product Centricity
mer
Market share
Customers Reached
4
5. Classic framework for
customer relationships
Identify Differentiate Interact Customize
…customers as …by value, …more cost - …some aspect of
unique addressable behavior and efficiently and the company’s
individuals needs effectively behavior, offerings,
or communications
Classic framework for
customer relationships
Identify Differentiate Interact Customize
…customers as …by value, …more cost - …some aspect of
unique addressable behavior and efficiently and the company’s
individuals needs effectively behavior, offerings,
or communications
Customer Insight Customer Experience
5
6. Return on customer
Profit from investment + Change in value of investment
ROI = Starting value of investment
Profit from customer + Change in value of customer
ROC = Starting value of customer
ROI answers the question:
How much value can I create for the money I have to use?
ROC answers the question:
q
How much value can I create for the customers I have to use?
Which metric to choose depends
on what resource is scarcest
Enterprise value and customer equity
Total lifetime values of all current
and future customers
Customer equity = enterprise value of the firm
Therefore, ROC on customer equity is the same financial
value as “Total Shareholder Return”
Profit from customers + Change in customer equity
ROC = Starting value of customer equity
Company profit + Change in company’s value
= Starting value of company
= Total Shareholder Return
6
7. Leading indicators of LTV change include:
LTV drivers
Churn rate, frequency of purchase, share of customer, service
contract, account penetration level…
Behavioral cues
Changes in account profile, interactions, sales, referrals, returns,
complaints…
Lifestyle changes
New j b retirement, graduation, marriage, moving…
N job, ti t d ti i i
Attitudinal indicators
Willingness to recommend, customer satisfaction, brand preference,
level of trust and confidence…
Technical enablers
1 Multiple connected media and platforms
Major European Wireless provider running dynamically
personalized and linked offers through PDAs, Web, VRI, Call
centers
2 Better technology and newer modeling techniques
Major retail bank treating each customer based on their LTV,
Churn and ROC scores d
Ch d dynamically calculated and di l
i ll l l t d d displayed on
d
customer service agents’ monitor
7
8. Data sources & trends
1 Access and use of new data forms
Combination of transactional, online click-stream, POS, and
customer demographic data with marketing research provides
opportunities for determining customer needs with significantly
higher accuracy
2
Rising customer power
Social media and network analysis require new models for
p
predicting customer value
g
3
Search for a new competitive advantage
Financial crisis forced many firms to further optimize retention
efforts, cost management, and differentiation in service levels
All-State Legal analytics program
Goal
Gaining actionable insight into customers to improve marketing ROI
and sales performance
Results
Quicker and more targeted decisions with a lower marketing
investment
Next steps
p
Use segmentation to redefine the sales model and prioritize
operational processes
8
9. Challenges that companies face include:
Data ACCESSIBILITY, CLEANLINESS
Data and ACCURACY
Mission Having and LEVERAGING the right data
for HIGH-VALUE activities
Ability to GAIN CREDIBILITY for the ROI of
Support the program - especially calculating the
softer benefits
Organizational BREAKING SILOS of conflicting
Structure responsibilities, lack of accountability, etc.
Dealing with data issues
High-quality integrated customer data is the basis of
analytics
It is found that less than 10 percent of the companies have a
single, integrated view of their customers
Do not overlook the organizational challenges
Remember: the success of any analytical initiative
depends on the employees
9
10. Mining for gold in the database
Not about data integrity, it was
data overload
Lots of data at the customer level,
but needed the talent and
technology to analytically mine
this data
Our IT team was great at “running
reports” we asked for but could not
analytically answer business
gaps in way for us to take sales
or marketing action
Framework for customer relationships
Identify Differentiate Interact Customize
…customers as …by value, …more cost - …some aspect of
unique addressable behavior and efficiently and the company’s
individuals needs effectively behavior, offerings,
or communications
Customer Insight Customer Experience
10
11. Managing the customer experience
Integrate all customer-
g
facing operations
Optimize by customer, not
by product or channel
Interact Customize
Align enterprise-wide
…more cost - …some aspect of
p
efficiently and the company’s
metrics and incentives
effectively behavior, offerings,
or communications Ensure cultural “buy in” by
all employees
Customer Experience
Customer experience at MCI
US long-distance market, 1992:
Long distance is a commodity-like business
commodity like
MCI saw itself as having a parity product, differentiated
only by perception of value
10 million retail consumers
Aggressive, check
Aggressive “check in the mail” campaigns
mail
Serious retail customer retention problem
Source: Enterprise One-to-One, 1997, Peppers and Rogers
11
12. Retention is seen as a service issue
Marketing task:
Get customers in win them back
in,
Keep pouring customers into the top of the bucket
Sales and Service task:
Hang on to customers
Serve them well, keep them happy
Fix the leaky bucket
Differentiating the customer experience
Top 5% of MCI customers regularly accounted for 40% of
revenue
Roughly $75 a month in long distance
Three needs-based groups of these MVCs, based on
transactional analysis
Frequent travelers
Ethnic callers
Work-at-homes
12
13. “Customer First” program
Customer recognition, membership
Response required to initiate p g
p q program
Staged incentives, benefits, special call center staff
Mechanics
Mailing solicitations to most valuable customers
Customers protected from program solicitations
C t t t df li it ti
Outbound calls to confirm participation
“Customer First” is a great success
Customer attrition falls measurably,
compared t control groups
d to t l
Millions of dollars in increased
customer revenues projected
13
14. And then “Customer First” is killed
Organizational and compensation conflicts:
Product managers need access to best prospects in order
to make product sales goals
Mail and outbound calling channels belong to the
Marketing Department
Customer acquisition rates affect bonuses
Significant cultural obstacles, also
What should MCI have done?
Aligning metrics and compensation with customer
optimization is vital
Customer management: Responsibility for optimizing by
customer must be clear
Fix conflicts between product, channel, and profitability
management
Pay tt ti t
P attention to corporate culture, and the unwritten
t lt d th itt
career-makers and breakers
14
15. Building blocks
Steps to creating an analytics ready organization
1 Setting up the data driven decision making culture
2 Aligning to internal suppliers and customers
3 Hiring and retaining the right people
4 Getting the right tools and resources
Gaining buy-in across the organization
C-Suite Marketing
Sales IT
15
16. The outsourcing option: challenges
Identify and hire the right analytical talent to do the
analytical work
Acquire the technical tools necessary to meet all
requirements of the analytics program
Manage all operational costs
The outsourcing option: drivers
Global Interconnectivity:
Improvements in technology and communications systems allow the integration of
a high-skilled, low-cost, remote workforce with an organization's analysis p
g g y process
Efficient Sourcing:
According to Forrester, through 2008, 25 percent of CRM projects in the U.S.
are estimated to be cancelled or postponed because of the skills shortage in
consultants and systems integrators – outsourcing broadens the pool of potential
resources
Cost Savings:
Outsourcing offers a more cost efficient alternative for both human and t h i l
O t i ff t ffi i t lt ti f b th h d technical
resources.
Cultural Acceptance Shift:
A recent Forrester Research survey of 650 B2B marketing executives in the U.S.
found that 53 aimed to outsource more than half of their marketing activities in
order to focus on their core marketing and operational activities
16
17. How to make a strong case
Focusing on cost savings and value creation is crucial
First and easiest to measure is cost savings
Value creation is more difficult to measure
Find quick wins to gain and keep support
Relate to benchmarks (different or similar industries)
Conduct competitive analysis
Run Voice of Customer studies
Run experiments to prove the point
Or provide sample results, creating the need for more
Disseminate preliminary results even if conflict is on the horizon
How to make a strong case
Find political and financial support
Get a champion at C-level (with an influence on key
C level
executives)
Create allies in other divisions by aligning interests
and objectives
17
18. How to make a strong case
Don’t let the best get ahead of better
Start small and grow carefully
Measuring ROI may necessitate:
a sophisticated information management
a disciplined and focused organization
committed to fact based results and timely deliveries
Consider outsourcing and get help
Don’t try to “boil the ocean”
This isn’t mass media – you don’t need to gamble
everything with each campaign
Instead, devise and assign pilot projects, and publicize
successes
Visualize this as a series of “experiments” using
customer-specific communications
Educate your company public
18