HPMC 2014 - Optimizing customer value - Pega Systems
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Presented during the High Performance Marketing Conference 2014, organized by Accenture on January 23rd, 2014.
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HPMC 2014 - Optimizing customer value - Pega Systems
- 1. Optimizing Customer Value and Experience through Next Best Action: Customer Stories from the Trenches Peter van der Putten peter.van.der.putten@pega.com Director Decisioning and Marketing Solutions WW © 2014, Confidential, Pegasystems Inc. Amsterdam, January 23, 2014
- 2. 2 2 © 2014, Confidential, Pegasystems Inc.
- 3. The Grim Reality 3 3 © 2014, Confidential, Pegasystems Inc.
- 4. 4 4 Photo by Pascal Sebah (1823-1886) © 2014, Confidential, Pegasystems Inc.
- 5. Build for Change® Pega software revolutionizes how leading organizations optimize the customer experience & automate operations 5 5 © 2014, Confidential, Pegasystems Inc.
- 6. Optimise Customer Experience Decision Why/What 360° 6 6 + Data Who + High Definition 720° 360° 1080° Automate Operations © 2014, Confidential, Pegasystems Inc. Process When/Where/How 360°
- 7. On Processes (Muscle) and Decisions (Brain) Unifying Two Strengths 7 7 © 2014, Confidential, Pegasystems Inc.
- 8. Next-Best Action Marketing 8 8 Sales Force Pega CRM Automation © 2014, Confidential, Pegasystems Inc. Customer Process Manager
- 9. Next-BestActionMarketing 9 9 Sales Force Automation © 2014, Confidential, Pegasystems Inc. Customer Process Manager
- 10. Next-Best-Action Optimizing Value And Experience For Each Customer Channels Growth Contextual Service Timely Relevant Customer Needs Consistent 10 10 Business Objectives 1:1 Business Case © 2014, Confidential, Pegasystems Inc. Retention Risk
- 11. NBA Addresses Marketing Execution Gaps Channels Execution Gaps 1 Contextual Customer Needs Difficult to adapt and change Consistent 11 11 Growth Service Static and disconnected channels Timely Relevant Optimize One-size-fits-all Strategies with marketing Next-Best-Action Business Objectives Retention Risk © 2014, Confidential, Pegasystems Inc.
- 12. 1 12 12 Next Best Action Knowing when to sell to a customer (and what/how) …. © 2014, Confidential, Pegasystems Inc.
- 13. 1 Next Best Action … or not to sell but to best negotiate a collections deal …. 13 13 © 2014, Confidential, Pegasystems Inc.
- 14. 1 Next Best Action … or not to sell but to best service the customer …. Thank you for calling we have received your payment for 35 euros today at 10 am ID & V IVR Pass MSISDN 14 14 Return relevant message © 2014, Confidential, Pegasystems Inc.
- 15. 1 Next Best Action Decision Strategy Example Decide on a proactive next-best-action • Address a collections issue or risk, or • Address a retention issue or risk, or • Make a sales recommendation, or • Thank the customer 15 15 © 2014, Confidential, Pegasystems Inc.
- 16. NBA Addresses Marketing Execution Gaps Channels Execution Gaps 1 Contextual Service Static and Personalize disconnected Across Channels channels Customer Needs Difficult to adapt and change Consistent 16 16 Growth 2 Timely Relevant Optimize One-size-fits-all Strategies with marketing Next-Best-Action Business Objectives Retention Risk © 2014, Confidential, Pegasystems Inc.
- 17. 2 Personalize Experience Across Channels Two way conversations in outbound, inbound & event trigger Channels 17 17 © 2014, Confidential, Pegasystems Inc.
- 18. 2 18 18 Personalize Experience Across Channels Retail Example – Blended Agent-Customer Experience © 2014, Confidential, Pegasystems Inc.
- 19. 2 Personalize Experience Across Channels Listen and Respond on Mobile Channels 19 19 © 2014, Confidential, Pegasystems Inc.
- 20. 2 Personalize Experience Across Channels Orchestrate real time cross channel journeys 1. Communicate through preferred or most successful channels 3. We should also listen for responses on inbound channels 2. How long to listen and wait for a response? 4. Listen and react to responses in real time, at customer level 5. Close the loop by fulfilling accepted offers 20 20 © 2014, Confidential, Pegasystems Inc.
- 21. NBA Addresses Marketing Execution Gaps Channels Execution Gaps 1 Optimize One-size-fits-all Strategies with marketing Next-Best-Action Contextual Customer Needs 3 Monitor, Difficult to Control, and adapt and Adapt change Consistent 21 21 Service Static and Personalize disconnected Across Channels channels 2 Timely Relevant Growth Business Objectives Retention Risk © 2014, Confidential, Pegasystems Inc.
- 22. 3 Continuously Monitor, Control, and Adapt Manage marketing effectiveness across all channels, segments, and products in real time Measure the return on NBA Excellence and Drivers – Test & Learn Next-Best-Action Adapt and learn from customer feedback Automate the Test & Learning with Adaptive Analytics 22 22 © 2014, Confidential, Pegasystems Inc.
- 23. Next-Best-Action Delivers Marketing Agility 1 Optimize Marketing with Next-Best-Action Strategies 2 Personalize in Real-Time, Across Inbound & Outbound Channels 3 Continuously Monitor, Control, and Adapt Measure Simulate Learn Unparalleled Marketing Agility Closed loop marketing that increases operational effectiveness, reduces time-to-value, and drives massive returns. 23 23 © 2014, Confidential, Pegasystems Inc.
- 24. EverythingEverywhere From optimizing inbound retention and sales through centralized decisioning to transitioning the customer base into the new EE brand 24 24 © 2014, Confidential, Pegasystems Inc.
- 25. ABN AMRO (Alfam) Business Command and Control to Optimize Loan Sales and Credit Risk 25 25 © 2014, Confidential, Pegasystems Inc.
- 26. 26 26 © 2014, Confidential, Pegasystems Inc.