Digital Customer Strategy & Big Data

Digital Customer Strategy

Cenk Sezgin

@cenksezgin

Agenda

What is pattern analysis

Why we do

what we do todayMountains of data

Counterintuitive

It was a flat world

Excercise

• A pie has 3 Dimensions

• Draw a birthday pie and cut it in maximum number of pieces

• Pie’s form can be anything

Marginal cost to serve approaching to 0.

What is Digitalization ?

You can have any color you want,

as long as it’s Black.

Power to Consumer

Today we have a special offer

personalized just for YOU. You

can use your special discount

with this code:cs2016

How

History of Communication

History of CommunicationIt didn’t change much..

Old Business Process + Expensive New Technology

= Expensive Old Business Process

Shift in way of doing things

• Conventional way of doing business

• Long planning processes

• Canceling program if fails

• Not feeding the learning output

From Lean Startup Methodology

• Act like a startup

• Create fast learning cycles

• Learn and iterate

• Accelerate feedback loop

Bi-Modal IT

Reliability Goal Agility

Price for performance Value Revenue, brand,

customerexperience

Waterfall, V-Model, high-ceremony IID Approach Agile, Kanban,low-ceremony IID

Plan-driven, approval-based Governance Empirical, continuous, process-

based

Enterprise suppliers,long-term deals Sourcing Small, new vendors, short-term

deals

Good at conventional process, projects Talent Good at new and uncertain

projects

IT-centric, removed fromcustomer Culture Business-centric,close to

customer

Long (months) CycleTimes Short(days, weeks)

Creating a Learning Organization in Digital

• Act like a startup

• Discover Insights, act fast

easily

• Time-to-market in digital

channels

• Accelerate feedback loop

• Self-learning offers by

customer history and

behaviour

• Learn and iterate

What

What to do?

• Board Room Agenda

• Way of doing business - processes needs to change

• Sometime you need to change people

• You definitely need new technology

• Capability to provide a good Digital Experience has become a

Unique Value Proposition

Analytic Data Platforms Designed for

Digitalization

Self-learning &

Decisioning Platform

Some Use Cases

One from Turkey, HOPİ

Information is internal only. Do not distribute.

An offer ending is the most common event before the end of the save window.

Network issues and plan changes were also common end events.

6 events prior 5 events 4 events 3 events ChurnSave

Window

Information is internal only. Do not distribute.

All Normal Client Transfers to Agent – Change

IVR

Items Bought Together : by Category (1 Year Period)

Category A

Category D

Category B

Product Z

Product X

Product Y

Category C

Tres-leches Strategic - Technology - Processes

Q & A