1. iSuggest
© 2011 Tieto Corporation
Martijn Feekes
Marketing & Business Development
Tieto, DTC NL
martijn.feekes@tieto.com

2. Inboundmarketing is HOT
US Market Forecast
Global Market Forecast
Forecast by
Marketing
Functional
Segment
© 2011 Tieto Corporation

3. The dream of all B2C suppliers
We want you We want to
as our stay with
supplier! you!
I am going to
I want to tell everybody,
spend more I love your
with you than service!
your
competitor!
3 © 2011 Tieto Corporation 2011-10-05

4. Customer interaction: KPI’s
We want you We want to
Customer value
as our stay with
supplier! you!
 Customer Value
Leads
Leads Suspect Conversion
% Konversionsrate
 Share of wallet

Retention Rate
I am going to
I want to tell everybody I
spend more know that I
with you than love your
your service! 
Cost to Serve
competitor!
Time
© 2011 Tieto Corporation

5. iSuggest: Converts
your inbound traffic
© 2011 Tieto Corporation
5 2011-10-05

6. When a customer contacts you
• It’s the timing of his/here choice
• The customer is actively engaged
• The customer wants something from you
• The Customer is because of that more open to discuss
his/here needs
“Inbound marketing techniques have about 10 times the response rate
of non-targeted outbound campaigns.”
– Gartner, “Five Business Benefits to Be Gained From CRM Multichannel Campaign
Management Inbound/Outbound Integration” , Adam Sarner, Gareth Herschel
© 2011 Tieto Corporation

7. Imagine your potential
• How many clients contact you, day by day:
• online, by phone, in person?
• What would happen with your profitability, when at least
10% of them would respond to an offer ?
Customer Support “My” domain Out There
© 2011 Tieto Corporation

8. What is iSuggest?
“iSuggest is a real-time decisioning solution that provides best-next-action
recommendations for each customer, wherever and whenever they choose to
interact. It takes contextual and situational customer behaviour into account. It is
delivered from the cloud (software as a service) with a pay as you go pricing model”
Benefits • Analytically determines the right message or offer for each customer, at
the moment of interaction (contextual and situational)
• Convert cost-
• Engage customer dialogue across inbound channels (Web, IVR, Call
centres into
Center, Branch, Kiosk, ATM)
profit centres
• Connect the customer “conversation” across all customer touch points
• Low CAPEX
• Reach opt-outs and other unreachable customers
• Easy and fast
implementation • Make every agent as good as your best
• Leverages up-to-the-second customer data
• IT is taken care
of by Tieto • User interface designed for marketers
8 © 2011 Tieto Corporation 2010-09-27

9. Recommendations on the Web
Pre-built
salesforce.com
client applet
Recommendations
in online banking
environment
© 2011 Tieto Corporation

10. Recommendations: service desk
© 2011 Tieto Corporation 27 februari 2010

11. Recommendations: mobile
Uw electriciteitsverbruik lag deze maand
10% hoger dan gemiddeld, maak nu
gebruik van onze aanbieding voor LED
© 2011 Tieto Corporation

12. NPS: Not only sales improves
• You can gather more contact and profile information and get
marketing permissions (opt-in)
• Customer satisfaction increases because the dialogue is
focussed on the customer not on the internal process
• Churn signals can be identified earlier and a retention offer
can be made on the spot
© 2011 Tieto Corporation

13. In practice the results are beyond
expectation
• Nationwide Building Society:
• 15% Conversion,
• 40% Sales increase
• Meryll Lynch:
 35% increase in revenues
 55% improvement in client satisfaction
 14% improvement in agent productivity
 26% increase in customer retention
 16 week implementation
© 2011 Tieto Corporation

14. ANWB
Inbound Outbound
• 125 million hits per year on • Large investments are
ANWB.NL site made to generate leads to
• 1,5 million contacts per year in our channels, via;
the ANWB Contact Centers • Mass Media Advertising
• 9 million visitors per year visit • DM and e-mail marketing
our stores.
• In-Store Advertising
• 4 million members have access
to magazines. • SEO, Social Marketing and
web marketing
• All these contacts are already
paid for and channels are • Cost per Order is
optimized continuously for costs increasing each quarter.
per contact.
14

15. Not only sales increased.....
• Add contact information
• Profiling Now is the
time!
• Marketing permissions
• Opt-in
• Focussed on contact with customer, not merely on
processes
• Customer satisfaction
• Churn identified, retention suggestion
•  Customer loyalty
15 © 2011 Tieto Corporation 2010-11-03

16. Still: few succesful IM cases
• No IT Focus: IM seldomly gets high enough on the IT priority
list (compliancy, complexity and cost cutting items
prioritized)
• High Capex: Average investment is $600K for the manned
channel and $350K for self service channels........ just for the
licenses
• Complexity: Difficult to keep focus after the first small steps,
high maintenance for each campaign, with high involvement
of both IT, Marketing and Channels
© 2011 Tieto Corporation

17. So, why iSuggest?
• Inbound traffic meets conversion
• Situational and contextual approach are key to
conversion
• Blog’s, search engine optimation and social
media are creating a fast growing source of
inbound traffic
• Customer Service changes from cost cutting to
customer experience and value creation
• Time to leverage: basics are now installed in
web & customer service support
• Low Capex:
• Inbound Marketing now delivered as a service
• no investment in software, just pay as you use
• immediately available
• easy to test in a pilot campaign
• No Complexity:
• limited IT impact
• ©Tieto and partners can take care of both
2011 Tieto Corporation

18. Value Proposition
Cross and Upsell
20% x-sell in customer base
Efficiency
3x faster ramping of inbound
marketing at less than 20% of the
investments in in-house solutions
Customer Experience
15% more retention
4 © 2011 Tieto Corporation 2011-04-15

19. iSuggest
Martijn.feekes@tieto.com
© 2011 Tieto Corporation
19 2011-10-05