Here are some ways customer analytics can help address these scenarios: 1. For fixed line customers likely to lapse, analyze tenure, spend patterns, complaints to identify at-risk customers. Offer bundles, discounts or loyalty programs tailored to their profile to boost retention. 2. For IPTV customers, analyze content viewing behavior, device usage to segment by engagement levels. Offer recommendations, content/device deals, rewards based on their interests to deepen engagement. 3. For broadband users likely to churn, examine usage trends, speed, complaints. Identify pain-points and address them proactively. Analyze usage to see who can be upsold higher speeds/plans. Offer trials/discounts on related services like streaming.

1. Intelligent Customer Engagement™ Suite
Personalising Customer
Engagements through Smarter
Analytics & Marketing
Presenter Name: Anant Choubey and Aurelia Leopold
Date: 20th June, 2014
Right Channel, Right Message. Right Now

2. Company background
• Capillary enables retail marketers and service providers to easily and
quickly manage their customer data, gain insights and personalize
interactions across multiple channels, driving a significant increase in
sales and loyalty
• Cradle-to-grave solution for the entire customer engagement life
cycle
⁻ Customer data capture & management (mobile, social media, online and in
store)
⁻ Deep customer insights served through intuitive interfaces & dashboards
⁻ Personalized customer interactions through powerful big data & analytics
⁻ Integrates with typical retail, payment & marketing solutions
⁻ Integrated platform that’s intuitive, flexible & quickly deployed
• Worldwide leader in cloud-based Customer Engagement Management
solutions
⁻ Customers: 150+ top brands
⁻ Representing 10,000 locations
⁻ Who reach 100M shoppers
• Headquartered in Singapore with 350+ employees globally
• Funded by Sequoia Capital, Norwest Venture Partners, Qualcomm
Ventures and American Express Ventures
Private and Confidential 6/20/2014

3. AFRICA
USA
MIDDLE EAST
INDIA
UK
SINGAPORE
AUSTRALIA
Global presence
Private and Confidential 6/20/2014

4. Awards and Recognitions
Capillary Was Recognized As
• Loyalty & CRM agency of the year
• Consumer Engagement Agency of the year
• Named as a Gartner Cool Vendor
• Named by WEF as a scalable, high growth business
• Named by HBR as leaders in Reverse Innovation in Product Technology
• Named by Forbes as one of 12 hidden gems
• Named by Fortune as 40 under 40 business leader’s venture
• Named by Inc. as one of Top 100 Innovators in product and technology
Our Clients Won
• Best CRM Strategy
• Best Use of Consumer Insights/Analytics
• Best Use of Loyalty Related Technology
• Excellence in Loyalty Marketing
• Excellence in Consumer Insights/Market research
• Excellence in Data-Driven Marketing
• CRM Program of the Year
• Best use of Incentives and Rewards
• Best Direct Response Campaign
• Best Location-based Marketing
• Customer insight project of the year
Private and Confidential 6/20/2014

5. Our solutions are purpose built for retail omni-
channel consumer engagement
Private and Confidential 6/20/2014

6. Private and Confidential 6/20/2014
Asia Pacific Customers on the Lead
54.7%52.2%
47.5%47.6%

7. Private and Confidential 6/20/2014
Connected Consumers Hold the Power
Consumer at
the Heart
Consumer are
the decision
makers
This means higher
ROI for you

8. Private and Confidential 6/20/2014
Times Have Changed
Click
Before Today
Buy
Enjoy!
Sign Up
Showrooming
Informed
Social Media
Recommendations from
friends
Knows the best price
Shares experiences
instantly
Shopping
24X7
Exceptional
services
Wants relevant
offers
Present at
all channels
And More!
Customers took the effort to
connect with the brand
Brand has the responsibility to
connect with the customer
Social Media
Social Media
Social Media
Social sfb
Social sfb
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy

9. Private and Confidential 6/20/2014
The Customer – Service Provider Disconnect
Best
Products
Best
Prices
Available
24X7
More
Options
Right
Channel
Right
Offers
Get More
Fans
Get More
Followers
Offline +
Online
Higher
ROI
Latest
Technology
Higher
registrations
Beat
Competition
Get More
Loyalty

10. Future of Personalization is More Than This
Private and Confidential 6/20/2014

11. Private and Confidential 6/20/2014
Where do You Stand?
Henry
• Male, 28 – 32 yrs
• Data packages
• Post-paid customer
• Preferences
•4G
•At least 1GB per month
•Frequent traveler; ideal
for roaming plans
• Discount Seeker: No
• Preferred Channel for
Transaction: Online
• #non customer family members: 3
• Average Billing: $350
• Segment: New services lover
How many of you know your customers so well?
How many of you can use all of this information to market better?
How many of you can do this at realtime and at any channel?

12. Private and Confidential 6/20/2014
Before
Your Customer You
Engaging Customers = Difficult Task
Customers took the effort to
connect with the brand

13. Private and Confidential 6/20/2014
Your Customer You
Engaging Customers = Difficult Task
Now
Brand has the responsibility to
connect with the customer

14. Customers willingly provide these data in one way or the other
giving retailers the chance to engage better with them
Customers are leaving data behind –
Retailers need to make most of it
Private and Confidential
8/11/201
4
13

15. Data
Insights
Engagement
Communication
POS
Online Order
Call Centres
Spend behaviour
Time of
Purchase
Typical Items
orderedDiscounts
Points
Rewards
Offers/Combos
Email
Mobile
Apps
Social Media
In- store
The Circle to Create Richer Insights, Richer Experiences
Private and Confidential
8/11/201
4
14

16. Private and Confidential 6/20/2014
How does Customer
Intelligence help?

17. Customer Centric Intelligence – The Key to Retail Growth
Gather Data – Both
instore and online
Segment in accordance to
various characteristics
Microsegment to arrive at
unique customer profiles
Analyze past behaviour,
preferences, likes etc to
predict next steps
Interact with customer
with the right message at
the right time
Respond to their actions
at realtime
More sales from
campaigns
Gather feedback Deliver improved
experiences
6/20/2014Private & Confidential

18. Big Data Analytics to Create Richer Insights, Richer Experiences
•PoS
•Associates
Offline Data
•Email
•Messages
•Apps
•Demographics
•Service Centers
•Satisfaction Levels
Additional Data
Predict
Headroom
Finding
Preferences
Understanding
Triggers
How much do customers spend
in the industry?
How much do customers spend
in a shopping trip?
What items in a typical basket
does a customer not buy at DJ?
What do similar customers
buy?
What does this customer
usually buy?
When is a customer most likely
to respond to an offer?
What kind of offers work better
at POS vs. offline?
Insights
•Ecommerce
•Social Media
Interactions
Online Data
Big Data
Analytics
6/20/2014Private & Confidential

19. Customer Segmentation – The stepping stones of personalization
Identifying separate clusters of similar-behaving customers based on their behavioral and
transactional data
23 Customized campaign for
customer based on their model
scores
1
Targeted promotions
and campaigns
deliver higher ROI
and ensure
maximum customer
participation

20. Customer Lifetime Value to discover your top target customers
CLV: Total net income that can be obtained from the customer during their time in the
system
a) Effective products –
Discounted price plans – Up
selling
Enhance Value
a) High-end services with
waivers cross-selling
Ensure
Satisfaction
a) Retention campaigns
b) Customized offers
Enhance Loyalty
a) Collection of
outstanding bills
b) Control on cost drivers
Enhance Profit
HIGH
LOW
LOW HIGH
Likelihood of Stay
CLV
Nurture Maintain
Retain

21. User Story: Personalized customer engagement
Segment Potential
(Customer)
Recommendation
Target Group 1
21K
Next logical service
(3 way concall)
Target Group 2
22K
Next logical service
(3 way concall/voice station)
Target Group 3
45K
Next logical service
(Voice station / caller or hello tunes)
Target Group 4
68K
Threshold promotion
($ off promotion)
Target Group 5
98K
Threshold promotion
(% off promotion)
Target Group 6
156K
Welcome back
(SMS pack / caller or hello tunes)
For Individual Target Group, Segment Level Analysis is shown in coming slides which
can be replicated across all target groups

22. Analytics allows you to better treat preferred customers
Benefit Up-paid Corporate Post-paid
Image Associations
Psychologically driven
shift to match change in
life style/ stage
Matches the business/
corporate profile. Cues
security & stability
Least important. Image
perceived as ‘best deal’
Expected Usage
More consistent as well as
high usage expected
Similar kind of usage, but
now control exercised with
bill details
Possibly higher usage,
but with lower bills than
before
Convenience
Becomes a fixed monthly
routine without any
hassles of recharging
As easy as possible.
Need for simplest &
smoothest transition
Appreciated but not
critical. Should be aligned
to value perceptions
Value
Critical to convey that
decision well taken
Since mostly not/ partly
paid by self, so of least
importance
Should meet low monthly
budget. No rentals, better
call value & lower call
rates add to VFM appeal

23. Private and Confidential 6/20/2014
Customer insights powers personalization

24. How are smarter campaigns
built?
6/20/2014

25. Customers are Individuals. Campaigns should be too
To boost sales during slow/dull
periods
To Increase New Customer
Registrations and Encourage
Repeat Purchases
To Cross Sell / Upse Encourage
Repeat Purchases ll
& Push Slow moving
products
To Identify and
Reward Loyal
Customers
To increase ROI from
marketing campaigns
Special occasions and loyalty

26. Real-time Dashboards give smarter control over your business
• Quick and easy view of the business
• Details on overall revenues, CRM, Loyalty
program, and region/store level
performance
• Customizable based on time period, views,
and relevant KPIs

27. Delighting customers across the buyer journey – Lifecycle
Marketing
To build long-term value by understanding, measuring, analyzing,
predicting and enabling the entire customer experience
•Identify best customers
similar to current set
•Use customer data more
intensively for increasing
ARPU per customer
•Combine the telecom
operator’s reputation for
excellent products & service
as a loyalty & referral tool
Customer
Acquisition
•Build service & on-boarding
programs that improve
customer bonding
• Derive customer value &
treat customers differently
•Proactive campaigns from
customer management
program to ensure regular
contacts that builds
relationships
Customer
Retention
• Data analytics-driven,
segment-led marketing
• Targeted offers to increase
share of telecom spends –
VAS, ringtones, triple-play
offers etc.
Customer
Growth

28. The Unique Case
of TelcosThe role of customer
analytics to foster loyalty and sales growth
6/20/2014

29. Location
Based
targeting
•Driving
customers to
their nearby
retail store
•Targeted
communication
basis customer
segment/type
Coalition with
retailers
•Providing one
redemption
platform for all
•Loyalty points of
brands to be
converted to
Telco money
and vice versa
Top Customer
Program
•Rewarding and
engaging top
Telco customers
Retail
Customer
Engagement
•Customer
Engagement at
Telco Stores
Partnership Opportunities between Telco and Retailers

30. Typical Use Cases from Marketing
Lets take an example. One of customers We have been
provided the following 3 scenarios from the marketing
team –
1. Fixed Line customer
– We need to identify customers that are likely to
lapse
– Make relevant offers to these customers to
retain them as Telco customers
2. IPTV customers
– Understand engagement of customers across all
products
– Make relevant offers based on their
engagement
3. Broadband Users
– Identify customers that are likely to churn and
devise strategies to engage with them better
– Analyze the usage patterns of the customers
and devise strategies for upsell