kayak+ dialog & future communication management
DESCRIPTION
TRANSCRIPT
Copyright © Steeri Oy 2012
KayakPlus Dialog: From tracking past communication
Towards planning and managing future dialogue
11/12/122
A Simple Idea
Create and keep updated the forthcoming customercommunication at individual customer level
Why• Allows you effectively plan and manage your customer communication• You can analyze planned communication to
– Detect too much planned in too short period of time
and– Detect too few or none events for specific customer segments (or individuals)
• Business decision makers have time to define how to react (a hard thing to do afterwards ;-) ): – Plan and add new communication for missing segments and – Restrict / prioritize / schedule in case of too much planned communication
How it helps• You can use planned and visible communication tasks as part of criteria for creating new tasks• You can use reports to find too little or none communication planned• You can use Dialog’s Conflict Manager for detecting too much communication and deciding what
to do
Now
From justtrackingwhat hashappened
Into planning andmanagingwhat shouldhappen
Change your view
Past Future
Copyright © Steeri Oy 2012
11/12/123
NPS
Check this offer Ville!
Come and check our
offers!
Welcome to be our customer
Give us some feedback
Best offer to you How are You
Ville?
Test before others
We miss you Ville.
How we can help you Ville?
Come and check our
offers!
Come back!
Happy Birthday Ville!
Order confirmation
One customer:
6/2012 9/2012 1/2013 3/2013 6/2013 9/2013
How implemented: In Kayak+ Dialog you have customer’s future communication tasks visible and available for analysis
11/12/124
How it works
• You define the criteria for creating communication (i.e. to who an event is created) tasks and define the timing (i.e. when it is executed) in Kayak+ Dialog
• Kayak+ Dialog evaluates the criteria and creates the communication tasks at individual level beforehand
• Kayak+ Dialog keeps the forthcoming communication flow updated– As database content is changes new tasks may be added and some tasks may be
passivated (criteria not fulfilled anymore)– For example: Before actual execution of the task the criteria is re-evaluated to
avoid wrong communication (selection rule does not picks some customer it used to pick earlier)
• The personalization of message is done when executing the task using up-to-date database information at that moment
Copyright © Steeri Oy 2012
11/12/125
An implementation example: Case Sanoma UNIIKKIEasy and reliable to obey the promise: max one email or SMS per week
Sanoma News www services:Separate services containing >700 000 consumers& B2B decision makers with marketing permission & profile
UNIIKKI DB:Combined customer informationand profiles from the Sanoma’s www services
Customer
Message using thebrand of the databasewhere customer is based
Email;SMS
Uniikki Sales
Email containinglink to my report
Onlinereport tomy campaign
ReportingAnalyzing
Max 1 email & SMS / week
Target group definition and
booking
Managing customer’s
material
Reaction collecting and reporting
Email & SMS sending
BouncesLink clicks
KayakPlus Dialog: Communication Conflict Manager
11/12/127
Conflict Manager analyses the customer tasks and detects and manages conflicts
How are You Ville?
ConflictedTest before
others
Conflict rule:
If customer has offer and feedback discussion at same week
Conflict action:
Cancel offer
Frequency:
Analyse conflict daily
Results:
Copyright © Steeri Oy 2012
Steeri OyTammasaarenkatu 5
00180 HelsinkiTel. 010 217 6430Fax. 010 217 6420
Email: [email protected]