learn how to transform your relationships with customer dna

Transforming Rela/onships with Customer DNA

May 28th 2015

Steven Noels CTO, NGDATA

2 Copyright 2015 NGDATA®, Inc. ConfidenEal – DistribuEon prohibited without permission

Customers are in the Driver’s Seat Today, gaining and keeping a customer is about the relaEonship. The consumer chooses to interact with brands that take the Eme to meet and exceed his individual needs and expectaEons.


Give Customers What They Expect…

▪ Exceptional customer experiences

▪ Relevant offers and consistent messaging

▪ High quality customer service

▪ Personalized omni-channel experiences

▪ Anticipate and exceed needs − Google, Facebook etc.

Personal

Fast

IntuiEve

Integrated

Everywhere

Relevant

Wow them, or become irrelevant!


Be Relevant – Key to Profitable Customer Rela/onships

OFFER THE RIGHT

PERSON THE RIGHT

TIME THE RIGHT

CHANNEL THE RIGHT

IMPROVED FREQUENCY

IMPROVED SEPARATION


BeIer for Both the Business and the Customer

Efficiency & CollaboraEon

Longer and more valuable relaEonships

Greater revenues

Relevancy & Context

Value

Customer Impact

Happy to be doing business with such a smart vendor


Not about the Status Quo: Insight

Gave up on Customer 360 a[er large investments in

Datawarehouses

Use hindsight in BI/AnalyEcs soluEons building complex

diagnosEc models for customer segmentaEon

Hire an army of data scienEst to use big data and visualizaEon tools to

discover insights

Rely on Rule Engines to apply segmentaEon for recommendaEons and

targeEng

Most Many Several Few

“Digital experience delivery vendors have generally fallen short in their use of predic6ve analy6cs to contextualize digital customer experiences. Many of these vendors offer simple, rules-‐based recommenda6ons, segmenta6on, and targe6ng that are usually limited to a single customer touchpoint.” Rowan Curran, March 2015, Forrester Research


Its About Delivering BeIer Customer Experiences

Who is going to call… and for what?

Who is going to

buy... what?

Who is going to

churn… and when?

How do I add value… for whom, when and through what channel?

Who will buy product X… today?

What omni channel

experience does Customer

A want?

Whom should I contact,

through which channel and with which

offer?

Companies need to find the answers to these valuable quesEons:


Use Data to Deliver More Relevant Customer Experiences

And, build longer lasEng, valuable relaEonships

DATA AVAILABILITY

DATA ACTIONABILITY

DATA ACCESSIBILITY


Data Accessibility

Gathered and combined from many silos

All types of data, from internal and external sources, both structured and unstructured, in one place

Ongoing feeds for conEnued enhancements


Data Ac/onability

ConEnuous calculaEon of acEons and reacEons

Real-‐/me is important for context awareness

Trend more important than value


Data Availability

CUSTOMER LIFETIME ATTRITION ACTIVATION

MARG

IN

PERSONAL ADVISE

CUSTOMER SUPPORT

UP SELLING PERSONAL ADS PARTNER

PROGRAMS RISK

PROGRAMS

CHURN REDUCTION

360 view for advisor Content

recommendaEon

Micro campaigns Anonymous

Call predicEons Script

recommendaEons

Online offers 121 Campaign

Personalized ads Personalized

Social

Support partners apps

Merchant offers

AhriEon programs IdenEfy Fraud

ACQUISITION


Data Governance

Improve traceability and accountability

Centralize efforts for all departments

Create mulE-‐department agreement over key customer metrics


Customer DNA – Deep Dive

What is it? How can we

benefit from it?


Different Types of Customer DNA Metrics

CONTRIBUTED OBSERVED

CALCULATED PREDICTED

DWH

CRM PAYMENTS

SOCIAL

ONLINE

MOBILE

CUSTOM MODELS

MACHINE LEARNING


Lily Customer DNA in Ac/on

Lily Demo


Lily Enterprise – For BeIer Customer Experiences

DNA metrics can be sophisEcated models, coming from SAS, R, SPPS of other staEscal soluEons.

From Data to DNA – 1000s of metrics determine individual customer DNA

Trending – Keep track of historical values and trends of all DNA metrics in the system

Manage Big Data -‐ Breaking down data silos to gain insights on all customer interacEons in one place

From Manual Work Step by Step to Continuous Automation and Atomic Level Data

Alerts in real-‐Eme on all metrics to drive customer interacEon. Sets on DNA metrics to drive campaigns.


Customer DNA is Flexible & Extensible

Lily Common Customer DNA

data sources

Custom metrics e.g. analy6cal view

Lily Data Model Other Customer Non-‐DNA enEEes InteracEon

customers, products, subscripEons, contracts, transacEons, interacEons, market & social data

Industry DNA Extensions

variable calculaEon engine

map / load / transform: interacEons with context & customer source records

Model Based DNA


Adding Value to the Enterprise Architecture

Data/Models

Opera/onal Systems

External Data

Contract/Product Data

Customer OperaEonal Data

Reference Data

Repor/ng / Analy/cs

Enterprise BI and reporEng

Enterprise AnalyEcs ApplicaEons

MarkeEng and Social Data

Customer InteracEon Data

Campaign Data

ERP/CRM Data

Data Warehouse Data

Service Desk

Customer CRM and IVR Systems

Web and Mobile

Mobile Apps

Customer Website

Channel / Campaigns Mail

SMS

Print

Broadcast

MarkeEn

g Campaign Mgt

Sales Office

Agent / Advisor

Structured

Unstructured

Online

Feed

back

External

Social Partner Apps

Partners Apps

Social Media

Structured

Unstructured

Inpu

t

Improving exis6ng BI landscape


Applying Customer DNA to Marke/ng Cases

Inbound Outbound

more relevant & precise target lists

Mass MarkeEng

Individual individual-‐level data-‐driven approach, alerts, using channel preferences, past purchase history

personalizaEon Online

Service Desk

anEcipaEon, guided conversaEon


Why the Big Difference?

“ Simple models and a lot of data trump more elaborate models based on less data”

Peter Norvig,

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0 50 40 30 20 10 5 2 1

Mass Individual

Lily: performance plot reaching > 60%

Current soluEons (e.g. DW/BI)

Aver

age

Targ

etin

g P

reci

sion

Data from a large banking organization using Lily

Segmentation

Trends are more important than Values

OFFER THE RIGHT

PERSON THE RIGHT

TIME THE RIGHT

CHANNEL THE RIGHT

Targeting Precision Increased x10 Spot the right moment for each individual customer


INSIGHTS IMPACT

Improve Your Marke/ng ROI x10

VS

“People belonging to Segment A are likely to buy product X”

“Lily selects top 100 people that are likely to buy product X NOW”

50% 650%


Customer DNA: A Fundamental Break from the Past

Tradi7onal Approaches Lily Opera7onalizes Analy7cs

Real Time ConEnuous

Long Data IntegraEon

Slow Update cycles

Limited Data Volumes

Incomplete customer picture

Manual Work, Limited audience

Expensive

Specialized Staffing

SegmentaEon, Low precision

Atomic Level Complete View

Automated Learning

Omni Channel Impact

One SoluEon MulE Use


Are you ready to use Customer DNA to gain and keep your customers? Learn more about how Lily Enterprise can help your company. Schedule an appointment with an NGDATA representaEve to get a personalized walkthrough.

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