Using Big Data for Positive Customer Engagement - Pallavi Swaroop, Capgemini Invent

Pallavi Swaroop
MANAGER
CAPGEMINI INVENT
NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN
#DigiMarConIndia
Using Big Data for Positive
Customer Engagement
KEYNOTE

October 2019
B I G D A T A F O R
P O S I T I V E C U S T O M E R
E N G A G E M E N T

3Capgemini Invent 2019. All rights reserved |
We are all aware of the digital disruptions…
No Self
Owned
Assets or Product
Rapid
Innovation
Free Product –
Revenue
from
Advertisement
Revenue
Earned from
Commission
Fee
Threat from shared economy
concept - customer advertising
rental residences
Free HR software doubling
up as insurance scheme
aggregators
Mobile Apps
based transport
Energy storage product
at a fraction of the
current cost

No Self
Owned
Assets or Product
Rapid
Innovation
Free Product –
Revenue
from
Advertisement
Revenue
Earned from
Commission
Fee
Threat from shared economy
concept - customer advertising
rental residences
Free HR software doubling
up as insurance scheme
aggregators
Mobile Apps
based transport
Energy storage product
at a fraction of the
current cost
What is the one thing common
amongst these disruptors?

They all focus on Customer Engagement!

Why is prioritizing Customer Engagement so important?
Let us look at Retail as a case-in-point!
So what are the customers looking for?
1
Customers are unhappy with the
current state of retail stores 2
Customer Expectations with retail
stores are on the rise
Source: Capgemini Digital Transformation Institute analysis

Let us look at two examples in action…
1 Omnichannel in Telecom 2 Smart Store of the Future

1 Omnichannel in Telecom

2 Smart Store of the Future

How do you
influence the
customer journey
to engage?

Consumer journey does not flow through a process
Influence &
Comparison
Commerce –
Final
Purchase &
Payment
Community –
Ratings,
Recos, Upsell
&
Cross-sell
Awareness
Source: Capgemini Invent analysis

Consumers no longer want to be pushed
“I want to go / see /
do”
“I need to buy / do”
“I need this RIGHT
NOW and urgently”
(Micro-moments)
“Have you heard of this
cool new product?”, “I just
got this new thing that is
fantastic”
I saw this great ad in-store
or on TV / internet / radio /
social media
PUSH PULL

Modern customer journey is dynamic - from the first
point of contact to purchase and beyond
Influence &
Comparison Commerce –
Final
Purchase &
Payment
Community –
Ratings,
Recos, Upsell
&
Cross-sell
Awareness

How are organizations using Big Data to make a great
first impression?
Its extremely crucial to make the right first impression to engage with customers early on
1 Cancer Moonshot Program 2 Coca-Cola Drinkable Advertising

Influence &
Final
Purchase &
Payment
Community –
Ratings,
Recos, Upsell
&
Cross-sell
Awareness

Influence & Comparison
This company
offers great pricing
packages suitable
for my budget
This brand has a
great post-
purchase servicing
model
I have heard
fantastic reviews
about this from my
friends and family
This product has
the most diverse
and all-inclusive
features than any
other”

Content everywhere – for every screen, for every
device, on every platform driven by Big Data
1 Recommendations 2 Social Media Ads and Online ads
3 Lifestyle Content 4 Customer Data – towards Brand Loyalty

Content everywhere
Cleanipedia

Influence &
Final
Purchase &
Payment
Community –
Ratings,
Recos, Upsell
&
Cross-sell
Awareness

Digital Payments
1
No Checkouts (Amazon Go)
With Deep Learning and IOT) 2 Credit Card Fraud Detection - AmEx
3 Casino Machines 4 Connected Bag

Digital Payments
Smart Connected Bag

Influence &
Comparison
Commerce –
Final
Purchase &
Payment
Community –
Ratings,
Recos, Upsell
&
Cross-sell
Awareness

Companies review consumer sentiments and use big data
to target the problem
1 Delta – Track my Bag 2 Police 3 PMO Initiatives

The “WHAT” was
interesting!
But the “HOW”
is why we are
here! 

Existing Customer Engagement trends…
CUSTOMER CENTRICTY
DATA
AS THE NEW OIL
END OF STUPIDITY
FIRST TOUCH
SERVICE
MASHED
CONVERGENCE
BEYOND CUSTOMER
NEW
BUSINESS MODEL
02
03
06
05
07
01
04

…are already taken to the next level
ME. NOW. HERE
THE RISE OF
THE BOTS
02
03
THE
SIXTH SENSE
05
CONVERSA-
TIONAL
COMMERCE
THE NEW
AUGMENTED REAL
06 THE ONE
EXPERIENCE
07
ALWAYS.
FASTER. NEW.
01
04

Customers are connected, anytime and
everywhere; Generating Infinite Data…
Businesses need to connect and make sense of Data

Across the consumer
lifecycle
With the right
Algorithms / Analytics
Transactions
Events
History
Context
Big Data Can be Used to capture…

Through tools & Tech like…
Chatbots
Virtual Chats
with brands
Conversational
commerce
QR Codes
Facial
Recognition
Social
Listening
Artificial
Intelligence
Biometric Solution
6P Analysis tools for
E-Commerce
Geo
Targeting
Virtual
Assistants
NFC – Contactless
payments
Mobile Apps
Virtual
mirrors
Analytics
tools
Robot
Assistants
Self
Driven carts
Mobile
wallets

Examples of objectives and possible Analytics
Lifecycle stage Business objective Analytical method
DISCOVER
EXPLORE
BUY
USE
ENGAGE
 Profile customers
 Evaluate prospects
 Analyze customer response
 Optimize marketing mix
 Predict future events
 Expand wallet share
 Drive deeper product use
 Understand context behind
 Learn about drivers of engagement
 Manage defection of customers
ASK
 Segmentation
 Lead scoring
 Offer/contact optimization
 Marketing mix modelling
 Propensity models
 Cross-sell/upsell
 Product and recommendation analysis
 Engagement analysis
 Voice of customer analysis
 Churn models
 Next-best-action models
Source: Capgemini Digital Transformation Institute analysis

Questions can be as straightforward as
 “Do people talk about packaging in social media commentary on Ben & Jerry’s Ice Cream?”
 How consumers talk about eating Ben & Jerry’s.
 Do consumers talk about being with friends or watching a movie when eating Ben and Jerry’s?
 Or do they talk about the weather — sunny or rainy — when they want to have it?
 Or are the conversations linked to their mood and tone?
About 85% of all the conversations on Twitter are about stuff like this.
These might seem like very simple things, but they are the ones that drive purchase decisions.
Shawn O`Neal, former VP Unilever
It is essential to ask the right questions and get quick
answers…
Source: Capgemini Interview

ASSUMPTIONS FINDINGS
People buy ice cream when it is
sunny
“Everyday treat”, sales hold
steady when it is raining or cold
It is an impulse buy, so we should
skew media towards Fri/Sat
A planned purchase and media
is more effective on Wed/Thu
Our customers love our continual
invention of flavours
Consumers were confused by
too many flavours, allowing
optimisation of the NPD
process
Analysis of data from ice cream parlours that identified consumer
preferences…
…launch of cereal based ice cream
Leveraging Big data Insights for Impact

Leading Luxury brand wanted to
transform their in-store customer
experience through advanced
analytics.
 Leveraged Advanced Analytics to
gather insights around:
• Shopper journey
• Shopper inferences
• Store inferences
Transforming the
In-store Experience

Shopper Level Insights

Location Data to localize targeting
VS.

L E V E R A G E B I G
D A T A W I T H R I G H T
M E T H O D S
The needle hasn’t grown
as fast as the haystack!!

Guiding Principles
• Enable your data landscape to manage
humongous data sets from connected
people and connected things
• Create a data science and analytics culture
• Make insight-driven solutions a crucial
business KPI
• Empower your org with insights at the
point of action
Source: Capgemini Invent analysis

ABOUT CAPGEMINI INVENT
This presentation contains information that may be privileged or
confidential and is the property of the Capgemini Group.
Copyright © 2019 Capgemini. All rights reserved.
As the digital innovation, consulting and transformation brand of the Capgemini
Group, Capgemini Invent helps CxOs envision and build what’s next for their
organizations. Located in more than 30 offices and 10 creative studios around the
world, its 6,000+ strong team combines strategy, technology, data science and
creative design with deep industry expertise and insights, to develop new digital
solutions and business models of the future.
Capgemini Invent is an integral part of Capgemini, a global leader in consulting,
technology services and digital transformation. The Group is at the forefront of
innovation to address the entire breadth of clients’ opportunities in the evolving
world of cloud, digital and platforms. Building on its strong 50-year heritage and
deep industry-specific expertise, Capgemini enables organizations to realize their
business ambitions through an array of services from strategy to operations.
Capgemini is driven by the conviction that the business value of technology comes
from and through people. It is a multicultural company of 200,000 team members in
over 40 countries. The Group reported 2017 global revenues of EUR 12.8 billion.
Visit us at www.capgemini.com/invent

Using Big Data for Positive Customer Engagement - Pallavi Swaroop, Capgemini Invent

Using Big Data for Positive Customer Engagement - Pallavi Swaroop, Capgemini Invent

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