3/20/2015
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SAS CUSTOMER DECISION HUB
TAKING THE RIGHT DECISIONS TO CREATE VALUE17 MARCH 2015
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AGENDA SAS CUSTOMER DECISION HUB
CHALLENGES IN A CHANGING WORLD
INSPIRING CASES
BENEFITS
VISION – SOLUTION CONCEPT
CUSTOMER JOURNEY
QUESTIONS & ANSWERS
3/20/2015
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Multiple Touch Points within the
organisation
Multiple Touch Points within the
organisation
MarketingSales
Service
MarketingSales
Service
Multiple Touch Points within the
organisation
MarketingSales
Service
Brand ExperienceBrand Experience
Single View Of Customer With
Coordinated Strategy
Single View Of Customer With
Coordinated Strategy
Brand Experience
Single View Of Customer With
Coordinated Strategy
InfluencersFollowers
InfluencersFollowers
InfluencersFollowers
MANAGE THE CUSTOMER JOURNEYMANAGE THE CUSTOMER JOURNEYCHALLENGE
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DATA FOR INSIGHTS DATA TO COMPLETE THE 360° VIEW
DATA TO TRIGGER EVENTS
TAKE ADVANTAGE OF (BIG) DATACHALLENGE TAKE ADVANTAGE OF (BIG) DATA
3/20/2015
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CHALLENGE ACT ON INCREASED ACCOUNTABILITY
• Impact of recession • Improve business effectiveness• Proof value of actions, measure impact• Create new business processes• Combine art and science
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AGENDA SAS CUSTOMER DECISION HUB
CHALLENGES IN A CHANGING WORLD
INSPIRING CASES
BENEFITS
VISION – SOLUTION CONCEPT
CUSTOMER JOURNEY
QUESTIONS & ANSWERS
3/20/2015
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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB
CUSTOMER DECISION HUB
Sales programs
Service-Activities
Marketing campaigns
Regular communications
Contact strategies
Events, Trigger
Analytical models
Transactional data
Potentials, Risk
History
Contact rules
Strategic decisions
Priorities
Constraints
Channel/Budget restrictions
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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB
Rules
Next-Best-Action (NBA)
Real-Time Analytics
Optimized Offers (NBA)
Real-Time Orchestration using the
Outbound-Suppressions+
1
2
Standard Communication
Request
Reply
Optimization &
OrchestrationDecision Logic
CUSTOMER DECISION HUB
3
3/20/2015
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CUSTOMER DECISION HUB SOLUTION CONCEPT – THE CUSTOMER DECISION HUB
Rules
Next-Best-Action (NBA)
Real-Time Analytics
Optimized Offers (NBA)
Real-Time Orchestration using the
Outbound-Suppressions+
1
2
3
Standard Communication
Request
Reply
Optimization &
OrchestrationDecision Logic
Real-TimeExecution
BatchExecution
OptimizationEngine
DesignEnvironment
CUSTOMER DECISION HUB
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AGENDA SAS CUSTOMER DECISION HUB
CHALLENGES IN A CHANGING WORLD
INSPIRING CASES
BENEFITS
VISION – SOLUTION CONCEPT
CUSTOMER JOURNEY
QUESTIONS & ANSWERS
3/20/2015
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CUSTOMER DECISION HUB VALUE-DRIVEN BEST PRACTICES
-20% Churn
-75% Costs,
+294% ROI
-10% Costs,
+17% ROI
- 25% outbound calls,Planning cycle weeks to days
-20% Time,
+38% profitability
+ 78% Campaign revenue
+ 130% ROI
+25% Campaign revenue,
+20% margin
Reduce costs Increase
profit
Increase share of wallet
Reduce churn
Time to market <3 month
- 665 million pages of paper a year
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AXA VALUE-DRIVEN BEST PRACTICES
-20% Churn
-75% Costs,
+294% ROI
-10% Costs,
+17% ROI
- 25% outbound calls,Planning cycle weeks to days
-20% Time,
+38% profitability
+ 78% Campaign revenue
+ 130% ROI
+25% Campaign revenue,
+20% margin
Reduce costs Increase
profit
Increase share of wallet
Reduce churn
Time to market <3 month
- 665 million pages of paper a year
Initial benefits:
Time to market <3 month
Integration of Direct Mail, Email and Internet
NEW OMNI-CHANNEL APPROACH FOR NEW CUSTOMER SEGMENT
3/20/2015
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COLRUYT VALUE-DRIVEN BEST PRACTICES
-20% Churn
-75% Costs,
+294% ROI
-10% Costs,
+17% ROI
- 25% outbound calls,Planning cycle weeks to days
-20% Time,
+38% profitability
+ 78% Campaign revenue
+ 130% ROI
+25% Campaign revenue,
+20% margin
Reduce costs Increase
profit
Increase share of wallet
Reduce churn
Time to market <3 month
- 665 million pages of paper a year
Initial benefits:
Significant cost savings: -665 million pages/year.
“New approach has greatly increased the success of our
promotional campaigns.” Bart Van Roost, Head of Analytics
IMPROVE EFFICIENCY OF LOYALTY SCHEME PROMOTIONS
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NORDEA VALUE-DRIVEN BEST PRACTICES
-25% Churn
-20% Churn
-75% Costs,
+294% ROI
-10% Costs,
+17% ROI
- 25% outbound calls,Planning cycle weeks to days
-20% Time,
+38% profitability
+ 78% Campaign revenue
+ 130% ROI
+25% Campaign revenue,
+20% margin
Reduce costs Increase
profit
Increase share of wallet
Reduce churn
Time to market <3 month
- 665 million pages of paper a year
Initial benefits:
+130% ROI
First phase: Omni-channel with only 10 events
Second phase: Extension to hundreds of events will
introduce Optimization
OMNI CHANNEL EVENT-BASED MARKETING
3/20/2015
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ABN AMRO VALUE-DRIVEN BEST PRACTICES
-25% Churn
-20% Churn
-75% Costs,
+294% ROI
-10% Costs,
+17% ROI
- 25% outbound calls,Planning cycle weeks to days
-20% Time,
+38% profitability
+ 78% Campaign revenue
+ 130% ROI
+25% Campaign revenue,
+20% margin
Reduce costs Increase
profit
Increase share of wallet
Reduce churn
Time to market <3 month
- 665 million pages of paper a year
Initial benefits:
-75% costs, +294% ROI
> 10 Mio. Euro/year
CHANGE FROM PRODUCT- TO CUSTOMER CENTRICITY
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LOCAL REFERENCES CUSTOMER STORIES
Reduce churn
• http://www.sas.com/en_be/customers/colruyt.html
• http://www.sas.com/en_be/customers/manutan0.html
• http://www.sas.com/en_be/customers/ing-belgium.html
• http://www.sas.com/en_be/customers/record-bank.html
• http://www.sas.com/en_be/customers/zapfi.html
3/20/2015
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AGENDA SAS CUSTOMER DECISION HUB
CHALLENGES IN A CHANGING WORLD
INSPIRING CASES
BENEFITS
VISION – SOLUTION CONCEPT
CUSTOMER JOURNEY
QUESTIONS & ANSWERS
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John has just bought his new car and must take out insurance
3/20/2015
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Calculator
Breakdowns
Contact
My Data
Arriving home, he logs in the mobile application from his insurer
ecurecar
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He selects the app calculator
Calculator
Breakdowns
Contact
My Data
ecurecar
3/20/2015
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ecurecar
My Data
Man07/06/1983French
Card Date Issue: 02/03/2009
Tervuren, 3080
Car DetailsCar Details
Update dataUpdate data
As he has already downloaded the app, it shows his data
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ecurecar
My Data
Man07/06/1983French
Card Date Issue: 02/03/2009