developing complete customer centricity

Developing Complete Customer Centricity

Jill M. SpeirsJohn Sahagian

OUR HISTORY

Copy right: ACS Business Solutions Inc.. 2013

Investment Savvy

Baby Boomer

New Families

Execution

Right OfferRight SegmentRight TimeRight Channel

THE GOAL


THE STARTING POINT


Business IntelligenceTools

ALL CHANNELS

Reporting / Metrics

Marketing Automation / Channel Automation

Data mart

DatamartData mart

Central Customer Data Base

Dat

a G

aps–

Dat

a So

urce

Exis

ting

sour

ces

Data stage

ES

B - R

eal-time

MDM

Analytics/Data mining

Development of a Customer Centric Data Environment

NEED THIS


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

BUSINESS PROBLEMSOLUTION STEPS

Steps to Solve

1 Establish Vision / CRM Strategy

2 Define the Roadmap / Project Scope & ROI

3 Assess the Marketing Processes / Marketing Alignment

4 Develop Customer Insight & Analytics

5 Implement the Marketing Automation

6 All Channel (IB and OB) Customer Targeting Strategy


Defining customer segmentation and

format

1Extracting, monitoring and acting on

customer insights

2

Clearly defining customer service

across formats and channels

3

Establishing a new Promotional Construct (become Marketing-Led)

4

Developing eventing capability

5

Customer communication feedback loop

THE VISIONCustomer Led / Marketing Driven

TechnologyData ProcessPeopleEnablers


Copy right: ACS I Advanced Customer Solutions Inc. 2013

Vision

Customer Data Model / Data Base

Q1Milestone

Q2Milestone

Q 3Milestone

Q4 Milestone

Phased Channel Delivery

Predictive Modeling

CRM

Str

ateg

y - R

oadm

ap

CTP Mapping / Pilot – Quick Hit

Marketing Process / Pilot – Quick Hit

Roll out Phases Roll out Phases

Roll out Phases Roll out Phases

Pilot – Quick Hit Roll out Phases Roll out Phases

Communication / Contact Strategy

Business Case

Road Map

Who / What / Why / When

THE ROADMAP

Planning Process

Customer Data

SegmentationActionable Insight

Marketing Process

Marketing Automation


Copy right: ACS I Advanced Customer Solutions Inc. 2013

Two Solutions

Multi Channel Campaign Management

Marketing Resource Management

In Parallel – Critical Foundation Requirements

1 New Member House holding algorithm developed

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 Actionable Insight – Segmentation & Predictive Modeling

THE BUILD


MRM OPTIMIZATION

ProcessPeople

Step by Step Current State Review1.


MRM OPTIMIZATION

ProcessPeople


Future State Development 2.

Reduction in Steps 30%

3. Repeatable Process - 15 Templates


MRM OPTIMIZATION

ProcessPeople


Future State Development 2.

3. Repeatable Process - 15 Templates

Central Team Repository4.

Reduction in Steps 30%

Ability to Drive an Integrated Marketing Planning Process / Planning Cycle


TechnologyData

1. Full Campaign Process Automation

Automates File Receipt Processing

• 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

CAMPAIGN OPTIMIZATION


TechnologyData

1. Full Campaign Process Automation

2. Streamlined Process & Data Steps

10 Steps Become 5 Steps

1. External data imported2. External data reconciled3. Data from 5-10 tables collected4. Additional data appended5. Filtration process runs to identify final

target6. Final targets used to identify

communication fields7. Final print / email files created using

communication fields8. Files delivered to vendor for

execution9. Creative files delivered to vendors for

execution10.Vendor executes campaign

1 & 2Automated

3,4 & 6Consolidated

7,8 & 9Consolidated



TechnologyData

1.

2.

3.

Full Campaign Process Automation

Streamlined Process & Data Steps

Out of the Box Recipient

May 24, 2013

Out of the Box Recipient Table

• Houses all relevant member information

• Aggregated data from multiple sources now simple to use and execute

• Member data is filtered & consolidated within this table

• Customization allows user to drive communications that best fit the BCU’s needs



TechnologyData

1.

2.

3.

4.


Streamlined Data Steps

Master Campaign Template



Targeting

• Standard and campaign specific filters which are easily copied/adapted for multiple uses

External file integration

• Process reconciles & appends external data to recipients table which allows for filtration & customized treatments based on external data

Delivery• Multiple channels, multi wave

which I can borrow and tweak



75%Pre-defined


TechnologyData

1.

2.

3.

4.


Streamlined Data Steps



Ability to Move to a Daily Campaign Process from a Monthly Process

Expanded Communication Capabilities

• Daily emails, call list, priority mail and trigger campaigns

Dramatically Improved Targeting Methods

• Filtration criteria is now updated daily & 100% accurate through the month

Ability to React to Daily Changes

• Members interact with us daily, we now can communicate daily & report relevant insights

Daily = Increased ROI


Integration

Finding Gaps & Risks

NEW OPPORTUNITIES


ACTIONABLE INSIGHT


4

3

21


ACTIONABLE INSIGHT

Key Enablers: Marketing Automation / Big Data

Right Marketing Processes

Customer Touch Point Integration

Actionable Insight – Customer Strategy

Right Planning Processes

DRIVING SUCCESS


Customer Experience

END STATE

Measurement& Reports

Planning & Process

Channels

Actionable Insight

Member Base

Segments& Target



Q & A

Business Solutions Inc.

Merci / Thank You

www.acssolutions.ca