how to create meaningful real-time customer interactions
TRANSCRIPT
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MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions
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Gettingacompleteviewofcustomersatanymomentisanythingbuteasy.
Let’sChangeThat TM
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Whoshouldreadthiswhitepaper?
• Marketerswhowanttouseanalyticstomakecustomerinteractionsmoremeaningful
• Analystslookingtobetterunderstandacustomer’scontextualdatainthemomentsoftruth
Whatwillyoufind?
• Examplesofcustomizedofferscalculatedinreal-timefromcontextualdata
• Bestpracticesforcapitalizingyourcustomer’smomentsoftruth
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AbouttheAuthorLISALOFTISspecializesincustomerexperiencemanagement(CEM),customerrelationshipmanagement(CRM),businessintelligence(BI)andanalytics,datagovernanceanddatastrategyinitiatives.
Lisaspeaksfrequentlyatnationalandinternationalconferences,hasco-authoredthebookBuildingtheCustomer-CentricEnterprise(JohnWiley&Sons)andpublishesfrequentarticlesacrossavarietyofindustrypublications
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“Listenmorethanyoutalk.Nobodylearnedanythingbyhearingthemselvesspeak.”
– RichardBranson
Introduction
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Reactingtoourcustomer’s“momentsoftruth”willrequireunique,personalizedresponsesinrealtimethattranscendtraditionalmarketingandspanchannelsanddevices.Thisismorethanmarketingmaturity:it’sthenewmarketingimperative.
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TaleofTwoOffers“Itwasthebestoftimes,itwastheworstoftimes.”
– CharlesDickens,ATaleofTwoCities
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Jason’sJourney
Jasongoesshopping
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Jasongoesshopping
Whilewaitingforsalesman,heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,thenswipestocheckingaccountforbalance.
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Jasongoesshopping
Bank’smobilechannelrecognizesJasonandsendsrequesttoReal-TimeDecisioning Engine(RTD).
requestedoffer
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Jasongoesshopping
RTDappliesbusinessrules– eliminatesthetopscoredofferofHELOCbecausethecurrentchannelismobile.Sendsnextbestofferandarelationshipreviewtothemobilechannel.
InformationaboutJasonisretrievedfromthereal-timedatastoreandsenttoRTD.
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Jasongoesshopping
Jasonacceptsofferandsetsanappointment.
returnedoffer
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Jasongoesshopping
Bankstandardautoloanratedoesnotmatchthedealer’s.Jasongetsloanfromdealership.
Bankmissesopportunityforautoloan.
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MomentsofTruth– MomentsofNow“Foreveriscomposedofnows.”
– EmilyDickinson
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JasongoesshoppingIncontext
Jasongoestoacardealershiptotestdriveandbuyacar.
Jason’sJourneyinContext
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JasongoesshoppingIncontext
Heusesthemobilebankingapponhissmartphonetocheckinterestratesforanautoloan,andthencomparesthemagainstdealerfinancing.
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JasongoesshoppingIncontext
BankdetectsJason’swebactionaseventandsendsinfotoRTD.
requestedoffer
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JasongoesshoppingIncontext
RTDre-ordersscoredpre-optimizedofferstofitsituationalcontext,offersdiscountedautoloanandsuggestedrelationshipreviewtoJason’sphone.
InformationaboutJasonisretrievedfromreal-timedatastore–includingthefactthatherecentlypaidoffapriorcarloan.
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JasongoesshoppingIncontext
Jasonacceptsoffer– getsloanfrombankandsetsappointmentforreviewcall.
returnedoffer
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JasongoesshoppingIncontext
Severaldayslater,Jason“likes”thebankonFacebook.
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UnravelingtheMysteryAwonderfulfacttoreflectupon,thateveryhumancreatureis
constitutedtobethatprofoundsecretandmysterytoeveryother.”– CharlesDickens,ATaleofTwoCities
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Recognizingandreactingtomicro-momentsrequiresaconfluenceofcontextualdata
Jason’sJourneyinContext
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CustomerRelationshipContext
Isthesupportofthiscompanyrelevantinthenearfuture?•CustomerLifeCycle•Products/ServicesOwnership•PurchaseHistory•PredictiveAnalytics
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PersonalContext
Isthisimportanttomeinlife?•Preferences•Attitudes•SocialConnections•Psychographics•ExpressedNeeds
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Real-TimeContext- Situational
IstheresomethingIneedrightnow?•WebSearch•VisittoWebpage•Purchase•CalltoCallCenter•MobileApp•Location
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ThePathtoReal-TimeOptimization“Andabeautifulworldwelivein,whenitispossible,andwhenmany
othersuchthingsarepossible,andnotonlypossible,butdone.”– CharlesDickens,ATaleofTwoCities
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ParticipantsinarecentForbesInsightsStudyreportedthefollowingimpactsfromusinganalyticstooptimizedata-drivenCXinitiatives:
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Fasterdecisionmaking
Betteranalyticsmeanbetterdecisions
62% 51%Betterinsightintoanda
commonviewofenterprisecustomers
49%Managersand
employeesaremoreconfidentabouttheirdecisions
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Greaterengagementwithcustomers
Engagedcustomersbuymore
49% 47%Increased
sales/revenues
44%Morerepeatbusiness
fromcustomers
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Costsavings/moreeffectiveuseofmarketingbudget
Improvedorganizationaleffectiveness
37% 36%Greatercollaborationbetweendepartments
32%Abilitytoreactmorequicklytomarketchanges
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MakeoptimizationiterativeMeasureeffectivenessandrefineprocessesbeforeexpandingtheprogram.
BestPracticesHowtoCapitalizeontheMomentsofTruth
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Putdatainthedriver’sseatEstablishingscope,breadthandintegrationofdataforcustomersandinteractionsiscritical.
BestPracticesHowtoCapitalizeontheMomentsofTruth
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MapthemomentsoftruthThejourneymapisagoodwaytoidentifythosemomentsoftruththatwillhavesignificantimpactonthecustomerexperience.
BestPracticesHowtoCapitalizeontheMomentsofTruth
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InvestinautomationItwouldbevirtuallyimpossibleforalargeormediumsizedcompanytodeliverresultswithoutarobusttechnologyplatform.
BestPracticesHowtoCapitalizeontheMomentsofTruth
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MaximizingMomentsofTruthCreatingMeaningfulReal-TimeCustomerInteractions
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