Download - Presentaties iLounge DM 2.0
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Welkom bij de iLounge Direct Marketing 2.0
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DDMA iLounge
Direct Marketing 2.0
26 september 2007, De Balie Amsterdam
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Sponsoren:
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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
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Overhandiging Handboek Direct Marketing 2.0
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Allard Frederiks- Hoofdredacteur Adforesult -
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Paul Postma- PPMC & auteur Handboek Direct Marketing 2.0 -
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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
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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
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Is ons vakgebied anders dan 10 jaar geleden?
Nee, alle principes zijn gelijk
De combinatie laat de kracht kwadratisch toenemen
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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Geen reden om in de war te raken
• Het is gewoon een vak
• Maar je moet ervan houden
• Ordnung muss sein
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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14-02-2002 13
Postma’s hersensystemen en Kahneman’s cognitieve systemen
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
systemen
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Mag ik even uwventrale striatum prikkelen?
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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Theorie
Attention
Interest
Desire
Action
Realiteit
Action
Desire
Interest
Alibi
Hoezo AIDA?
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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Belangstelling voor onze nieuwsbrief? Meld u aan via www.ppmc.nl/aanmelden
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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
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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‘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
iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen
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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
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Hugo Koopmans- Cordiant -
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Contents
1. O2 Customer Promise
2. The Next Best Action paradigm
3. Vision
4. Conclusion
5. Chordiant Centralized Decisioning
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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.
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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
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The Next Best Action paradigm
The Next Best Action paradigm
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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?
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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.
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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
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The Next Best Action paradigm
Vision for up sell opportunities
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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.
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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.
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The Next Best Action paradigm
Vision for Retention
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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
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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
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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
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Agent selects chosen save tools
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Chosen save tools are added to the shopping basket
Remaining balance is re-calculated
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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
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Self Service Contact Center
Retail Branch
Centralized DecisioningAt the heart of improving “Customer Experience”
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• Hugo Koopmans• Principal Consultant Decisioning • [email protected]
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Richard Verhoeff- Centerparcs -
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Vragen & Discussie
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Algemene Ledenvergadering DDMA11 oktober, VNO-NCW Den Haag
‘Management update public affairs’
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Dag van de Datakwaliteit &Data Quality Award
oktober
www.ddma.nl
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Afsluiting & Borrel
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Sponsoren: