managing customer experiences in real-time...sas.com company confidential –for internal use only...
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Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Managing customer experiences in real-timeExperiences on omni-channel marketing
Krzysztof Skaskiewicz
SAS
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Why banking business cares so much for real-time omnichannel?
… more interactionsin last 2 years3x
…of active customersused the mobile banking app(comparing to 8% three years ago)
70% … less branch visitsover last three years3x
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Utilize every contact opportunity
TRUSTBuild
SELL
INFORMSUPPORTCustomer
BEHAVIORImpact
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Online Banking Login
1 2 3 4 5
10 9 8 7 6
Money Transfer(Utilities)
Online Banking Logout
Mobile Banking Login
ATM(Almost No Money)
Credits Tab
Call Center inbound call
Haven t logged for relatively long time
Child Care Payment
Salary inflow
11 12 13 14 15
High Inflow
Start Money Transfer (same Customer)
Export Reciepents List
Login cumulation
Low money prior to Salary
1 2 3 4 5
6
The Goal:
Context-aware& History-aware
Smart Communication
78910
1514131211
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Comparing to…My personal experience in the other Bank
Day 1Day 2
Day 3High InflowSaving
accountCA lowbalanceDay 61
Day 82
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Case Study 1Bank (Top 5)
4+ million retail customers
Project: Implementation of Real-Time Omnichannel Marketing System (on top of existing Campaign Management System)
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
1. Customer inserts the card to the ATM/launches Mobile App.2. Decision engine makes a decision on offers to be presented, based on:
a. Customer profile (e.g. marketing consent)b. Real-time customer behaviorc. Pre-calculated offersd. Offer presentation business rules (including offer presentation & offer response history)
3. The information on offers to be presented is returned to the channel & presented to the customer by the ATM/Mobile App.
4. The Customer response is registered
First Phase of Implementation(2013)
SAS Customer Decision Hub
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
NBO logic – conceptual sketchExternal
Real-timeEvent
Eligibility
RecentEvent
CM-based offers
Arbitrationfor NBO
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
No
Yes
MyBank ATM
We pay 100 EUR for new account!!!
Interested?
Closing the loopExample
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
No
Yes
MyBank ATM
Please provide your telephone number
We will call you today!
123456789
Closing the loopExample
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Operational ExcellenceExample
Send lead to priority CC queue
Send confirmation SMSto the Prospect Customer
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Current situation
„We want to be the partner for our customers in everyday customer decision”
Complete omni-channel solution Real-time events handling
Context-aware, history-aware
High-volume, efficient
100+ Interaction places
5+ Source systems
40+ Event types
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Case Study 2Bank (Top 3)
Project approach: Agile
SAS support: Members of scrum teams (minority)
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Case Study 3Telecommunication Company
~15 million active SIM cards
Project approach: Waterfall
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Real-Time EventsImplementation Focus of Phase 1
Key takeaways:1. Real-time
is right-time2. Business expects the
flexibility3. Expect the „event
tide”
React to Customer Events
• Get initially filtered technical events• Apply business logic• Fire appropriate action
20 million events processed daily in real-time (avg. processing time <100ms)
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
PROJECTBest Practices
Think forward - Have a vision
Start with Small/Moderate initial stage & Improve
Stay focused
Operational Excellence
Align channel capabilities
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Current & Future developments• Real-time everything • Manage massive event streams to spot customer opportunities, add new
banking functionalities & manage interactions even better
sas.com
Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.
Thank you
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