presentaties ilounge dm 2.0

Welkom bij de iLounge Direct Marketing 2.0

DDMA iLounge

Direct Marketing 2.0

26 september 2007, De Balie Amsterdam

Sponsoren:

Programma

- Opening

- Overhandiging Handboek Direct Marketing 2.0

- Inleiding Allard Frederiks, hoofdredacteur Adforesult

- Paul Postma, PPMC & auteur Handboek Direct Marketing 2.0

- Hugo Koopmans, Chordiant

- Richard Verhoeff, Centerparcs

- Samenvatting & discussie

- Borrel 1e verdieping De Balie

Overhandiging Handboek Direct Marketing 2.0

Allard Frederiks- Hoofdredacteur Adforesult -

Paul Postma- PPMC & auteur Handboek Direct Marketing 2.0 -

iLounge Paul Postma DM 2.0

De klant heeft niets in te brengen

Paul Postma Marketing Consultancy B.V.Postbus 323, 3430 AH Nieuwegeintel: 030-259 [email protected] www.ppmc.nl

DDMA iLoungeDe Balie, Amsterdam

26 september 2007

Is ons vakgebied anders dan 10 jaar geleden?

Ja, nog nooit zoveel media om de klant te

• bereiken

• reageren

• meten

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen

Is ons vakgebied anders dan 10 jaar geleden?

Nee, alle principes zijn gelijk

De combinatie laat de kracht kwadratisch toenemen


Geen reden om in de war te raken

• Het is gewoon een vak

• Maar je moet ervan houden

• Ordnung muss sein


14-02-2002 13

Postma’s hersensystemen en Kahneman’s cognitieve systemen


systemen

Mag ik even uwventrale striatum prikkelen?


Theorie

Attention

Interest

Desire

Action

Realiteit

Action

Desire

Interest

Alibi

Hoezo AIDA?


Belangstelling voor onze nieuwsbrief? Meld u aan via www.ppmc.nl/aanmelden

Wie is er nou eigenlijk aan de macht

Klant? Best wel een beetje

Hoewel? Laat het u niet overkomen!

Verleiding kent geen grenzen

50% tot 70 % conversie dankzij intelligente machines


‘De klant is de baas’

Een mooie illusie die u niet mag verstoren

Maar:

Leer de klant beter kennen dan deze zichzelf kent

Daartoe dient Direct Marketing 2.0


19

Dank voor uw aandacht!Dank voor uw aandacht!

Paul Postma Marketing Consultancy B.V.

Postbus 323, 3430 AH Nieuwegein

tel: 030-259 8488

[email protected] www.ppmc.nl

Paul Postma Marketing Consultancy B.V.

Postbus 323, 3430 AH Nieuwegein

tel: 030-259 8488

[email protected] www.ppmc.nl

Hugo Koopmans- Cordiant -

Contents

1. O2 Customer Promise

2. The Next Best Action paradigm

3. Vision

4. Conclusion

5. Chordiant Centralized Decisioning

O2 Customer Promise

At O2 we keep things simple. In a complicated

world of rapidly emerging technologies, we’re a

breath of fresh air. We listen to what you, our

customers, want and do everything we can to

make sure you get it.

It’s your O2 – for business or pleasure. If we

make a promise, we stick to it. We don’t just

say we’re going to put you first: We do it. All

the time.

Customer Promise

Best range of devices

Great Value, No Catch

Best Place to Shop

The service you deserve

Easy to use products and services

People who care

A network and systems you can rely on

The Next Best Action paradigm


Trivial Next Best Action Strategy

MMSMMSPropensityPropensity

BroadbandBroadbandEligibilityEligibility

Travel ServicesTravel ServicesPropensityPropensity

BroadbandBroadbandPropensityPropensity

Travel ServicesTravel ServicesEligibilityEligibility

MMS MMS EligibilityEligibility

BroadbandBroadbandPropositionProposition

Travel ServicesTravel ServicesPropositionProposition

MMS MMS PropositionProposition

Best OfferBest Offer

BestBestActionAction

Credit RiskCredit RiskPredictionPrediction

Risk MitigationRisk MitigationStrategyStrategyIs there a credit risk?Is there a credit risk?

If so, how to respond?If so, how to respond?

ValueValuePredictionPrediction

ChurnChurnPredictionPrediction

RetentionRetentionProposition 1Proposition 1

RetentionRetentionProposition 2Proposition 2

ChampionChampionChallengerChallengerRetentionRetention

MatrixMatrix

Is there a churn risk?Is there a churn risk?If so, should we invest If so, should we invest in retention? If so, how in retention? If so, how

to retain?to retain?

If there are no risks, If there are no risks, what sales proposition what sales proposition should be made and in should be made and in

what way?what way?

What is Vision?Vision is an application to assist advisors to make the most appropriate and relevant offers to our customers.

Vision uses real-time customer intelligence based on the history of the customer’s behaviour with O2 (tenure, tariff, usage, customer type, etc) along with the context of the conversation they are having with the advisor (the reason they called us) to calculate the most appropriate and relevant offers to make to the customer.

How does VISION work?

Upselling products and services to customers

• After the advisor enters the Customer ID and the call context, VISION runs propensity models and business rules against each of the 37“product” offers, using multiple fields from the available 500+ fields in the Data warehouse, and taking into account any recent VISION decision history, scores and ranks each offer, and then displays the top 3 most appropriate and relevant offers/actions to the advisor

Data Warehouse

Business rules around usage, customer and product data

Propensity Models

Vision recommendation to

advisor

Call Context, Customer

Responses


Vision for up sell opportunities

Group acct noGroup nameGroup code

Postcode

Account typeBAM/BRM

Reward taken

Flex account

Company acct noCompany name

Company code

Account noAccount name

JBU8045021

JBU8048231

SME

CT3 3EQ

No

Boltons

Marley Group

JBU6821588Marley Waterproofing

MPN 07860349815

Tenure (months)

First prog. award

CONTRACT

LOYALTIES

Current tariff

Agreement no

ITS

252

No

Net 100 R/T

Marley Floors &Waterproofing Top offers for MPN are displayed.

Offers take into account the call context and the caller’s decisioning authority.

Group acct noGroup nameGroup code

Postcode

Account typeBAM/BRM

Reward taken

Flex account

Company acct noCompany name

Company code

Account noAccount name

JBU8045021

JBU8048231

SME

CT3 3EQ

No

Boltons

Marley Group

JBU6821588Marley Waterproofing

MPN 07860349815

Tenure (months)

First prog. award

CONTRACT

LOYALTIES

Current tariff

Agreement no

ITS

252

No

Net 100 R/T

Marley Floors &Waterproofing

If no offer is made, this is recorded by pressing ‘Not offered’ button.

Click on an offer to select it. The script helps the advice discuss the offer and provides a tailored justification

If offer is made, customer’s response is recorded by pressing appropriate ‘response’button.


Vision for Retention

Objective in Retention

We wanted to re-align our investment to retain our best customersWith manual systems, it was very difficult to change advisor behaviour, and the focus had always been on a single target which was volume

Valu

e of

re-s

ign

inve

stm

ent

Customer Value

Every customer receives a totally personalised experience

Standard PracticeUpgrade investment by matrix bands

– Spend range + tenureSave combos via briefed rules

– Limited systems control or reportingRefer to billing to see customer usageRefer to devices website for handset infoCommission helps delivers on-target overall subsidy cost

With Vision Deal CalculatorIndividual investment value for every customer based on their

monthly spend

No save rules – just an investment target cost and maximum –much more flexibility for agents and cost management for O2

One screen view and recommended offersVision handset wizard helps match phones to needVision shows commission by transaction and performance to target

Meeting customer demand for advice and re-assurance can help us tailor packages that fulfil their needs, but also manage our costs

Advice

Managing costs

Managing Cost

Agent selects chosen save tools

Chosen save tools are added to the shopping basket

Remaining balance is re-calculated

Conclusions–We’re able to optimise inbound contacts by having relevant conversations with customer and offering the right products and services at that moment

–In retention we’re now able to control our retention spend by customer valueThe dynamic solution

Good knowledge of customers and great processes help us to invest in fantastic customer experiences…. resulting in incremental revenue

and an increase in customer satisfaction

Self Service Contact Center

Retail Branch

Centralized DecisioningAt the heart of improving “Customer Experience”

• Hugo Koopmans• Principal Consultant Decisioning • [email protected]

Richard Verhoeff- Centerparcs -

Vragen & Discussie

Algemene Ledenvergadering DDMA11 oktober, VNO-NCW Den Haag

‘Management update public affairs’

Dag van de Datakwaliteit &Data Quality Award

oktober

www.ddma.nl

Afsluiting & Borrel

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