ioannis stavridis, contextual customer engagement · title: ioannis stavridis, contextual customer...
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ContextualCustomerEngagementNext-Generation1to1Marketing
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Agenda
Whatcorecapabilitiesarerequired?
Whatdoesitlookandfeel
like?Whybother?
Whatarewetalkingabout?
Whyisitimportant?
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What are we talking about?
Itsoundssimple…
therightthing fortherightcustomer
attherighttime intherightplace
Doingexactly
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whyisthatimportant?
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Source:MicrosoftAttentionSpan,Spring2015
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9 theaverageattentionspanofagoldfisch 12 theaveragehuman
attentionspanin20008
theaveragehuman attentionspan in2013
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What‘stheconsequence?
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Asconsumersareexposedtomoremessagingacrossdevices,they’restartingtolookforwaystosimplify,“switchoff”,andidentifywhat’smostimportant.
Messagingneedstobetailored andrelevant tocutthroughtheclutter
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So,howshouldyourespond?
Relevance Convenience Acceptance+ =
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Whatmakesupcontext?
CustomerRelationshipContext
Real-TimeContext - Situation
PersonalContextRelevance
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TheBigPicture
Tocustomer-initiatedactionsandeventsindicatingneed
Listen01Theirfullprofileandhistory,applycontextualanalyticstoidentify thebestaction
Understand02Engageinatimely,convenientandconsistentway.Real-timeorright-time
Act03
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PracticalExample- BankCustomer
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PracticalExample- BankCustomer
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whatdoesitlooklike?
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CORE CAPABILITIES
CONTEXTUALCUSTOMERENGAGEMENT
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Context:DefinedbyCustomerProfile
Theirloyalty
Theirvalue
Whotheyare
Whotheyknow
Wheretheyarenow
Whattheyfeel&say
Howthey
interact
Whattheybuy
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CoreCapabilitiesRequired
Descriptive
Diagnostic
Predictive
Transactions
ChannelInteractions
Opinions/Sentiments
Listen/Filter/Trigger
Listen:DetectEvents
Understand:IntegrateData
Understand:ApplyAnalytics
React:TakeAction
Online,Offline
Structured,Unstructured
Match,Merge,Purge
FirstParty,ThirdParty
Outbound
Inbound/Real-Time
OrchestratedOmni-Channel
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SASCustomerDecisionHub
CUSTOMERDECISIONHUB
Branch/Agent
MobileCall-Center
DirectMail
Website
Social-Media
Advertisement(Print,TV)
§ 360º Customer View§ Event Detection§ Advanced Analytics
§ Strategic Priorities§ Constraints§ Contact Rules
§ Marketing-Campaigns§ Event-Based Activities§ Customer Journey
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Puttingitalltogether
CUSTOMERDECISIONHUB
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MarketingCampaignsServiceAnalyticsSalesProgramsAd-hocActions
RegularCommunicationsContactstrategies
PrioritiesStrategicDecisions
ContactRulesContracts
ChannelrestrictionsBudgetLimits
ContactPermissions
TransactionaldataAnalyticalmodels
EventsContextScoresRisk
PotentialsHistory
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Rules
Decision Logic1
Real-TimeAnalytics2
Request
Reply Next-BestAction3
CustomerDecisionHub
Specific Refinement+Campaign
Orchestration
Puttingitalltogether
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Startwiththeeasiestscenarios
Checkandintegrate
availabledata
Integrateanalyticsandchannels
incrementally
Deliverincrementalvalueandbuildtheexpansioncase
Modular,Roadmap-drivenEvolution
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THANK YOU!
CONTEXTUALCUSTOMERENGAGEMENT
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