sas + ciboodle @ customer intelligence user conf

SAS ® Real-Time Decision Manager Updates

Ian Henderson, VP of Strategic Consulting, Sword Ciboodle

Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights res erved.

Ian Henderson, VP of Strategic Consulting, Sword CiboodleToshi Tsuboi, Product Manager, Customer Intelligence, SAS

Changes in How Customer Makes Decisions

Before Now

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“The consumer decision journey,” mckinseyquarterly.com, June 2009

Each customer interaction is a moment of truth

The best response is

Customer’s profile

SegmentationChannel

Targeted Customer Interactions

3


response is different for

each situation and for each

customer Eligibility and policies

Customer’s preferences

Predicted responses

Value of Targeted Interactions

“Customer intelligence is becoming the lifeblood of organizations... but marketing

teams often lack the skills or the technologies to integrate the essential

insights to guide customer interactions”

Suresh VittelSuresh VittelForresterForrester

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insights to guide customer interactions”

“Our intelligence team generates great insights. But we are constantly struggling to integrate these

insights into our customer and marketing strategy.”

Head of CRMHead of CRMEuro TelecommEuro Telecomm

Source: Forrester

SAS® Real-Time Decision Manager

Inbound CommunicationsInbound Communications

Smarter ResponseSmarter Response

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Real-time Decision for Inbound Marketing• The real-time delivery of decisions and recommendations

• That optimize every customer interaction• To improve revenue, growth and retention.

• Based on analytical insights, contact strategy, business strategy, and market data

Smarter ResponseSmarter Response

Any Data…

“What’s the best offer right now for the customer?”

Historical DataReal-Time Data

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Other System Data

Customer Profile

SAS analytics

Real-Time Optimal Decision

“Better coordination for better customer experience”

Internet

CellularCall Center

Any Where…

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POS/ATMIVR


Any Message…

Create an offer Find eligible customers for the offer

Select a channel to deliver the offer

Traditional Marketing

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Customer’s interest and

needs

Business objectives,

policies, and regulations

Determine best offer for the channel

for the customer

Next Best Action

Implementing Next Best Action

Electronics

E1 E2 E3

Clothing

C1 C2 C3

Hardware

H1 H2 H3

Select

Electronics

E2

Clothing

C1 C2

Hardware

H3

Offers are developed for each product line, division, or business unit

Select best offers for the customer

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Prioritize

C2 E2 H3 C1

Filter

C2 E2 H3

Prioritize offers based on values, propensity score, etc.

Select the top offers to present to the customer

Keys to Successful Next Best Action

Multichannel integration

Real-time analytics

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Real-time analytics

Delivery to the customer

• An established CRM player with proven

technology

• Delivering process-based customer interaction

solutions to contact centers since ‘94

Global LeaderGlobal LeaderGlobal LeaderGlobal Leader in Process Centric Customer Service SoftwareCustomer Service SoftwareCustomer Service SoftwareCustomer Service Software

Introducing Sword Ciboodle

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solutions to contact centers since ‘94

• Global presence with US headquarters in Chicago

• Flexible delivery models including direct, partner

and blend

• International delivery partners include CSC,

Cognizant, Capgemini and Dimension Data

• Customer base spans vertical markets including;

Retail, Insurance, Telecommunications and

Consumer Goods

‘Superstah!’

& One to

watch

Success!! Money we made for customers!!

One of the worlds

largest retailers with

almost 4,000 stores

across the United

States and Canada

Benefits

• Project delivered to 6000+ agents, 14 business lines and

14 contact centers in just 20 months

• 14% reduction in idle time

• 10% increase in agent connects per hour

• 9% reduction in AHT

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ChallengeStrategic rollout of

enterprise-scale Unified

agent desktop. 6000 call

center seats delivered

across 14 contact

centers – supporting 14

business lines and 77

million calls annually.

“”

Our goal as a company is to be a trusted advisor in the

home…We want to enable agents to break out of their

silos to perform functions defined by the customer. We

want to do business on their terms.

Brian Carey, VP Service and Operations, Sears

3 Questions I hear a lot

How do I get the call center to treat customers according to

my segmentation?

How do I get all my channels to have the right offer

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to have the right offer experience?

How can I target offers based on customer intent?

Two main capabilities

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•Multi-channel, real time, offer management

•Differentiated customer request handling

Intelligent dialogue in action…

Receives request

with customer data and

executes a decisionUses data

and analytics to determine

right action for

customer

Gather customer data & requests a

decision

Next Best ActionReal-time Scoring

Intelligent Desktop

BPM

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External Web Services• Supplier Inventory• Credit Check• Demographics…

Enterprise Applications• Inventory

• Fulfillment• Customer Service…

Enterprise Databases• Customer profile

• Order history• Loyalty program…

SAS Real-Time Decision Manager

Returns decision regarding action to be used

Cross-Sell

Up-Sell

Wrap Up

Real-Time Integration

Sword Ciboodle Intelligent Desktop

The benefits

Turns the CSR and Contact Center into

revenue producer:

Matches needs and wants of the customer to

the organization:

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• Maximizes offer uptake, shortens time to

market, improves customer experience and

uses insight to drive change

• Provides a simplified view of segment and

value

• Provides better insight for all customer

interactions

• Simple link from data to action

• Enables cost effective, higher grade of

service for high value customers

• Avoids dumb offers or inappropriate actions

• Creates a better connection through

personalization

Contact Center Features

Real time marketing identifies customer

specific cross-sell/up-sell opportunities

Match offers to customers’ propensities – identifying cross-sell

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– identifying cross-sell and up-sell

opportunities

Improve understanding over time – deepening customer insight with

each purchase & interaction

Analytic customer management empowers users to communicate and match customer buying behavior and

expectations

Track call outcomes (mood), post-visit surveys and other

historical data to infer customer satisfaction

levels and adjust approach to future calls

accordingly

Differentiated process handling – different

versions for different customer segments

Online Features

Real time marketing identifies customer

specific cross-sell/up-sell opportunities

Match offers to customers’

propensities –

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propensities –identifying cross-sell

and up-sell opportunities

Close the loop from offer through to service or sales portal – with

full customer or prospect context

Analytic customer management empowers users to communicate and match customer buying behavior and

expectations

Integration to online community and contact center – with automated escalation of questions or issues raised by the

community

Thank You


Ian [email protected]@ian_c_henderson

Toshi [email protected]@ttoshi

sas + ciboodle @ customer intelligence user conf

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