Developing Complete
Customer Centricity
Jill M. Speirs
John Sahagian

10/15/2013

Copy right ACS Business Solutions Inc.

...
OUR HISTORY

10/15/2013

Copy right ACS Business Solutions Inc.

2
THE GOAL
Investment Savvy

Execution
Baby Boomer

Right Offer
Right Segment
Right Time
Right Channel
New Families

10/15/2...
THE STARTING POINT

10/15/2013

Copy right ACS Business Solutions Inc.

4
NEED THIS
Development of a Customer Centric Data Environment
Central Customer

Existing sources

Data Base

MDM

Data Gaps...
BUSINESS PROBLEM
Business Issues
1

Big Data Issue – No central
repository

2

External dependency for
development of memb...
SOLUTION STEPS
BUSINESS PROBLEM
Business Issues

Steps to Solve

1

Big Data Issue – No central
repository

1

Establish V...
THE VISION
Customer Led / Marketing Driven
Extracting, monitoring
and acting on
customer insights

2

1

Defining customer...
THE ROADMAP
Planning Process

Marketing Process
Marketing Process / Pilot – Quick Hit

CRM Strategy - Roadmap

Actionable ...
THE BUILD
Multi Channel Campaign Management

Two
Solutions

In Parallel – Critical Foundation
Requirements
1
2

Address Ac...
MRM OPTIMIZATION
People

1.

Process

Step by Step Current State Review

10/15/2013

Copy right ACS Business Solutions Inc...
MRM OPTIMIZATION
People

1.

2.

3.

Process

Step by Step Current State Review

Future State Development

Repeatable Proc...
MRM OPTIMIZATION
People

1.

Process

Step by Step Current State Review

2.

3.

4.

Future State Development

Repeatable ...
CAMPAIGN OPTIMIZATION
Data

Technology

Automates File Receipt Processing
1.

Full Campaign Process Automation

• Ability ...
CAMPAIGN OPTIMIZATION
Data

1.

10 Steps Become 5 Steps

Technology

Full Campaign Process Automation

2. Streamlined Proc...
CAMPAIGN OPTIMIZATION
Data

1.

Out of the Box
Recipient Table

Technology

Full Campaign Process Automation

2. Streamlin...
CAMPAIGN OPTIMIZATION
Data

Master Campaign Template

Technology

Targeting

1.

Full Campaign Process Automation

• Stand...
CAMPAIGN OPTIMIZATION
Data

1.

Expanded Communication Capabilities

Technology

Full Campaign Process Automation

• Daily...
NEW OPPORTUNITIES
Finding Gaps & Risks
Integration

10/15/2013

Copy right ACS Business Solutions Inc.

19
ACTIONABLE INSIGHT

10/15/2013

Copy right ACS Business Solutions Inc.

20
ACTIONABLE INSIGHT

4

3

1

2

10/15/2013

Copy right ACS Business Solutions Inc.

21
MARKETING OPTIMIZATION

10/15/2013

Copy right ACS Business Solutions Inc.

22
MARKETING OPTIMIZATION

10/15/2013

Copy right ACS Business Solutions Inc.

23
DRIVING SUCCESS
Actionable Insight – Customer Strategy

Right Marketing Processes

Customer Touch Point Integration

Right...
END STATE
Customer Experience

Channels
Measurement
& Reports

Member Base

Segments
& Target

Actionable Insight

10/15/2...
Q&A

Business Solutions Inc.

10/15/2013

Copy right ACS Business Solutions Inc.

26
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Developing Complete Customer Centricity

  1. 1. Developing Complete Customer Centricity Jill M. Speirs John Sahagian 10/15/2013 Copy right ACS Business Solutions Inc. 1
  2. 2. OUR HISTORY 10/15/2013 Copy right ACS Business Solutions Inc. 2
  3. 3. THE GOAL Investment Savvy Execution Baby Boomer Right Offer Right Segment Right Time Right Channel New Families 10/15/2013 Copy right ACS Business Solutions Inc. 3
  4. 4. THE STARTING POINT 10/15/2013 Copy right ACS Business Solutions Inc. 4
  5. 5. NEED THIS Development of a Customer Centric Data Environment Central Customer Existing sources Data Base MDM Data Gaps– Data Source ESB - Real-time Data stage 10/15/2013 Business Intelligence Tools ALL CHANNELS Reporting / Metrics Data mart Data mart Data mart Analytics/ Data mining Marketing Automation / Channel Automation Copy right ACS Business Solutions Inc. 5
  6. 6. BUSINESS PROBLEM Business Issues 1 Big Data Issue – No central repository 2 External dependency for development of member data 3 External dependency for their Marketing Execution 4 Not leveraging all Channels / Customer Touch points 5 Significant annual cost 6 Inability to act on customer needs 10/15/2013 Copy right ACS Business Solutions Inc. 6
  7. 7. SOLUTION STEPS BUSINESS PROBLEM Business Issues Steps to Solve 1 Big Data Issue – No central repository 1 Establish Vision / CRM Strategy 2 External dependency for development of member data 2 Define the Roadmap / Project Scope & ROI 3 External dependency for their Marketing Execution 3 Assess the Marketing Processes / Marketing Alignment 4 Not leveraging all Channels / Customer Touch points 4 Develop Customer Insight & Analytics 5 Significant annual cost 5 Implement the Marketing Automation 6 Inability to act on customer needs 6 All Channel (IB and OB) Customer Targeting Strategy 10/15/2013 Copy right ACS Business Solutions Inc. 7
  8. 8. THE VISION Customer Led / Marketing Driven Extracting, monitoring and acting on customer insights 2 1 Defining customer segmentation and format Customer communication feedback loop 3 Clearly defining customer service across formats and channels 5 4 Enablers 10/15/2013 People Developing eventing capability Establishing a new Promotional Construct (become Marketing-Led) Process Copy right ACS Business Solutions Inc. Data Technology 8
  9. 9. THE ROADMAP Planning Process Marketing Process Marketing Process / Pilot – Quick Hit CRM Strategy - Roadmap Actionable Insight Who / What / Why / When Segmentation Predictive Modeling Pilot – Quick Hit Roll out Phases Roll out Phases Phased Channel Delivery Marketing Automation Roll out Phases Roll out Phases Customer Data Model / Data Base Customer Data CTP Mapping / Pilot – Quick Hit Vision Roll out Phases Roll out Phases Road Map Business Case Q1 Milestone 10/15/2013 Communication / Contact Strategy Q2 Milestone Q3 Milestone Copy right ACS Business Solutions Inc. Q4 Milestone Copy right: ACS I Advanced Customer Solutions Inc. 2013 9
  10. 10. THE BUILD Multi Channel Campaign Management Two Solutions In Parallel – Critical Foundation Requirements 1 2 Address Accuracy & Standardization process & across all members 3 Environics Prizm logic appended to each member 4 Big Data Solution Completed – MCIF implemented 5 New Streamlined Marketing Business Process developed for 14 core Project Types 6 Marketing Resource Management New Member House holding algorithm developed Actionable Insight – Segmentation & Predictive Modeling Copy right: ACS I Advanced Customer Solutions Inc. 2013 10/15/2013 Copy right ACS Business Solutions Inc. 10
  11. 11. MRM OPTIMIZATION People 1. Process Step by Step Current State Review 10/15/2013 Copy right ACS Business Solutions Inc. 11
  12. 12. MRM OPTIMIZATION People 1. 2. 3. Process Step by Step Current State Review Future State Development Repeatable Process - 15 Templates Reduction in Steps 10/15/2013 Copy right ACS Business Solutions Inc. 30% 12
  13. 13. MRM OPTIMIZATION People 1. Process Step by Step Current State Review 2. 3. 4. Future State Development Repeatable Process - 15 Templates Central Team Repository Reduction in Steps Ability to Drive an Integrated Marketing Planning Process / Planning Cycle 10/15/2013 Copy right ACS Business Solutions Inc. 30% 13
  14. 14. CAMPAIGN OPTIMIZATION Data Technology Automates File Receipt Processing 1. Full Campaign Process Automation • Ability to process & marry to our internal data Automates Execution • Data for channels and creative all in 1 place for automatic delivery Automates Emails • Pressure rules & campaign prioritization allows on the fly schedule delivery, prioritize deliveries, filtering different communications 10/15/2013 Copy right ACS Business Solutions Inc. 14
  15. 15. CAMPAIGN OPTIMIZATION Data 1. 10 Steps Become 5 Steps Technology Full Campaign Process Automation 2. Streamlined Process & Data Steps 10/15/2013 1. 2. 3. 4. 5. External data imported External data reconciled Data from 5-10 tables collected Additional data appended Filtration process runs to identify final target 6. Final targets used to identify communication fields 7. Final print / email files created using communication fields 8. Files delivered to vendor for execution 9. Creative files delivered to vendors for execution 10.Vendor executes campaign Copy right ACS Business Solutions Inc. 1&2 Automated 3,4 & 6 Consolidated 7,8 & 9 Consolidated 15
  16. 16. CAMPAIGN OPTIMIZATION Data 1. Out of the Box Recipient Table Technology Full Campaign Process Automation 2. Streamlined Process & Data Steps 3. Out of the Box Recipient • Houses all relevant member information • Member data is filtered & consolidated within this table • Aggregated data from multiple sources now simple to use and execute • Customization allows user to drive May 24, 2013 communications that best fit the BCU’s needs 10/15/2013 Copy right ACS Business Solutions Inc. 16
  17. 17. CAMPAIGN OPTIMIZATION Data Master Campaign Template Technology Targeting 1. Full Campaign Process Automation • Standard and campaign specific filters which are easily copied/adapted for multiple uses Streamlined Data Steps External file integration 3. Out of the Box Recipient • Process reconciles & appends external data to recipients table which allows for filtration & customized treatments based on external data 4. Master Campaign Template 2. 10/15/2013 75% Predefined Delivery • Multiple channels, multi wave which I can borrow and tweak Copy right ACS Business Solutions Inc. 17
  18. 18. CAMPAIGN OPTIMIZATION Data 1. Expanded Communication Capabilities Technology Full Campaign Process Automation • Daily emails, call list, priority mail and trigger campaigns Dramatically Improved Targeting Methods 2. Streamlined Data Steps • Filtration criteria is now updated daily & 100% accurate through the month 3. Out of the Box Recipient Ability to React to Daily Changes 4. • Members interact with us daily, we now can communicate daily & report relevant insights Master Campaign Template Ability to Move to a Daily Campaign Process from a Monthly Process 10/15/2013 Daily = Increased ROI Copy right ACS Business Solutions Inc. 18
  19. 19. NEW OPPORTUNITIES Finding Gaps & Risks Integration 10/15/2013 Copy right ACS Business Solutions Inc. 19
  20. 20. ACTIONABLE INSIGHT 10/15/2013 Copy right ACS Business Solutions Inc. 20
  21. 21. ACTIONABLE INSIGHT 4 3 1 2 10/15/2013 Copy right ACS Business Solutions Inc. 21
  22. 22. MARKETING OPTIMIZATION 10/15/2013 Copy right ACS Business Solutions Inc. 22
  23. 23. MARKETING OPTIMIZATION 10/15/2013 Copy right ACS Business Solutions Inc. 23
  24. 24. DRIVING SUCCESS Actionable Insight – Customer Strategy Right Marketing Processes Customer Touch Point Integration Right Planning Processes Key Enablers: Marketing Automation / Big Data 10/15/2013 Copy right ACS Business Solutions Inc. 24
  25. 25. END STATE Customer Experience Channels Measurement & Reports Member Base Segments & Target Actionable Insight 10/15/2013 Copy right ACS Business Solutions Inc. Planning & Process 25
  26. 26. Q&A Business Solutions Inc. 10/15/2013 Copy right ACS Business Solutions Inc. 26

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