The document summarizes an event about Direct Marketing 2.0 held on September 26, 2007 at De Balie in Amsterdam. It includes an agenda with an opening, presentations from Allard Frederiks, Paul Postma, Hugo Koopmans and Richard Verhoeff, and a discussion session and networking reception. The event focused on how the field of direct marketing has changed over the last 10 years with more media available to reach, interact with and measure customers.

1. Welkom bij de iLounge Direct Marketing 2.0

2. DDMA iLounge
Direct Marketing 2.0
26 september 2007, De Balie Amsterdam

3. Sponsoren:

4. Programma
- Opening
- Overhandiging Handboek Direct Marketing 2.0
- Inleiding Allard Frederiks, hoofdredacteur Adforesult
- Paul Postma, PPMC & auteur Handboek Direct Marketing 2.0
- Hugo Koopmans, Chordiant
- Richard Verhoeff, Centerparcs
- Samenvatting & discussie
- Borrel 1e verdieping De Balie

5. Overhandiging Handboek Direct Marketing 2.0

6. Allard Frederiks
- Hoofdredacteur Adforesult -

7. Paul Postma
- PPMC & auteur Handboek Direct Marketing 2.0 -

8. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
DDMA iLounge
Paul Postma Marketing Consultancy B.V.
Postbus 323, 3430 AH Nieuwegein De Balie, Amsterdam
tel: 030-259 8488 26 september 2007
paul.postma@ppmc.nl www.ppmc.nl

9. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Is ons vakgebied anders dan 10 jaar geleden?
Ja, nog nooit zoveel media om de klant te
• bereiken
• reageren
• meten

10. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Is ons vakgebied anders dan 10 jaar geleden?
Nee, alle principes zijn gelijk
De combinatie laat de kracht kwadratisch toenemen

11. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Geen reden om in de war te raken
• Het is gewoon een vak
• Maar je moet ervan houden
• Ordnung muss sein

12. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen

13. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Postma’s hersensystemen en Kahneman’s cognitieve systemen
systemen
14-02-2002 13

14. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Mag ik even uw
ventrale striatum
prikkelen?

15. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Hoezo AIDA?
Theorie Realiteit
Attention Action
Interest Desire
Desire Interest
Action Alibi

16. Belangstelling voor onze nieuwsbrief? Meld u aan via www.ppmc.nl/aanmelde

17. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
Wie is er nou eigenlijk aan de macht
Klant? Best wel een beetje
Hoewel? Laat het u niet overkomen!
Verleiding kent geen grenzen
50% tot 70 % conversie dankzij intelligente machines

18. iLounge Paul Postma DM 2.0
De klant heeft niets in te brengen
‘De klant is de baas’
Een mooie illusie die u niet mag verstoren
Maar:
Leer de klant beter kennen dan deze zichzelf kent
Daartoe dient Direct Marketing 2.0

19. Dank voor uw aandacht!
Paul Postma Marketing Consultancy B.V.
Paul Postma Marketing Consultancy B.V.
Postbus 323, 3430 AH Nieuwegein
Postbus 323, 3430 AH Nieuwegein
tel: 030-259 8488
tel: 030-259 8488
paul.postma@ppmc.nl www.ppmc.nl
paul.postma@ppmc.nl www.ppmc.nl
19

20. Hugo Koopmans
- Cordiant -

21. Contents
1. O2 Customer Promise
2. The Next Best Action paradigm
3. Vision
4. Conclusion
5. Chordiant Centralized Decisioning

22. O2 Customer Promise
At O2 we keep things simple. In a complicated
world of rapidly emerging technologies, we’re a
breath of fresh air. We listen to what you, our
customers, want and do everything we can to
make sure you get it.
It’s your O2 – for business or pleasure. If we
make a promise, we stick to it. We don’t just
say we’re going to put you first: We do it. All
the time.

23. Customer Promise
Best range of devices
Great Value, No Catch
Best Place to Shop
The service you
deserve
Easy to use products
and services
People who care
A network and systems
you can rely on

24. The Next Best Action paradigm
The Next Best Action
paradigm

25. Trivial Next Best Action Strategy
Risk Mitigation
Credit Risk
Is there a credit risk? Strategy
Prediction
If so, how to respond?
Value Retention
Prediction Proposition 1
Is there a churn risk?
Best
Champion
If so, should we invest Retention
Challenger
Action
Matrix
in retention? If so, how
to retain? Churn Retention
Prediction Proposition 2
Broadband Broadband
Broadband
Eligibility Proposition
Propensity
If there are no risks,
what sales proposition Travel Services Travel Services Travel Services
Best Offer
should be made and in Propensity Eligibility Proposition
what way?
MMS MMS MMS
Propensity Eligibility Proposition

26. What is Vision?
Vision is an application to assist advisors to make the
most appropriate and relevant offers to our customers.
Vision uses real-time customer intelligence based on
the history of the customer’s behaviour with O2
(tenure, tariff, usage, customer type, etc) along with
the context of the conversation they are having with
the advisor (the reason they called us) to calculate the
most appropriate and relevant offers to make to the
customer.

27. How does VISION work?
Upselling products and services to customers
• After the advisor enters the Customer ID and the call context, VISION
runs propensity models and business rules against each of the 37
“product” offers, using multiple fields from the available 500+ fields in the
Data warehouse, and taking into account any recent VISION decision
history, scores and ranks each offer, and then displays the top 3 most
appropriate and relevant offers/actions to the advisor
Business rules
around usage,
customer and
product data
Data
Vision
Warehouse
recommendation to
advisor
Propensity Models
Call Context,
Customer
Responses

28. Vision for up sell opportunities
The Next Best Action
paradigm

29. Group acct no JBU8045021
Group name Marley Group
Group code
JBU8048231
Company acct no
Company name Marley Floors &
Top offers for MPN are displayed.
Waterproofing
Offers take into account the call
Company code
context and the caller’s decisioning
authority.
Account no JBU6821588
Marley Waterproofing
Account name
CT3 3EQ
Postcode
MPN 07860349815
Agreement no
Account type SME
BAM/BRM
Flex account No
CONTRACT
Tenure (months) 252
Current tariff Net 100 R/T
Boltons
No
ITS
LOYALTIES
Reward taken
First prog. award

30. Group acct no JBU8045021
Group name Marley Group
Group code
JBU8048231
Company acct no
Company name Marley Floors &
Click on an offer to select it. The script
Waterproofing
helps the advice discuss the offer and
Company code
provides a tailored justification
Account no JBU6821588
Account name Marley Waterproofing
CT3 3EQ
Postcode
MPN 07860349815
Agreement no
Account type SME
BAM/BRM If offer is made,
Flex account No customer’s response is
If no offer is made, this is
recorded by pressing
recorded by pressing
appropriate ‘response’
CONTRACT
‘Not offered’ button.
Tenure (months) 252 button.
Current tariff Net 100 R/T
Boltons
No
ITS
LOYALTIES
Reward taken
First prog. award

31. Vision for Retention
The Next Best Action
paradigm

32. Objective in Retention
We wanted to re-align our investment to retain our best customers
With manual systems, it was very difficult to change advisor behaviour, and the focus
had always been on a single target which was volume
Value of re-sign investment
Customer Value

33. Every customer receives a totally personalised
experience
Standard Practice With Vision Deal Calculator
Upgrade investment by matrix bands Individual investment value for every customer based on their
monthly spend
– Spend range + tenure
Save combos via briefed rules
No save rules – just an investment target cost and maximum –
– Limited systems control or reporting
much more flexibility for agents and cost management for O2
Refer to billing to see customer usage
One screen view and recommended offers
Refer to devices website for handset info
Vision handset wizard helps match phones to need
Commission helps delivers on-target overall subsidy cost
Vision shows commission by transaction and performance to target

34. Managing Cost
eeting customer
emand for advice
nd re-assurance
an help us tailor
ackages that fulfil
eir needs, but also
anage our costs
Advice
anaging costs

35. Agent selects chosen save
tools

36. Chosen save tools are added Remaining balance is re-
to the shopping basket calculated

38. Conclusions
–We’re able to optimise
inbound contacts by
having relevant
conversations with
customer and offering
the right products and
services at that moment
–In retention we’re now
Good knowledge of customers and great
processes helpto to invest in fantastic customer
able us control our
experiences…. resulting in incremental revenue
and an increase in customer by
retention spend satisfaction
customer value

39. entralized Decisioning
t the heart of improving “Customer Experience”
Self Service Contact Center
Retail Branch

40. • Hugo Koopmans
• Principal Consultant Decisioning
• hugo.koopmans@chordiant.com

41. Richard Verhoeff
- Centerparcs -

42. Vragen & Discussie

43. Algemene Ledenvergadering DDMA
11 oktober, VNO-NCW Den Haag
‘Management update public affairs’

44. oktober
Dag van de Datakwaliteit &
Data Quality Award
www.ddma.nl

45. Afsluiting & Borrel

46. Sponsoren: