Intelligent Customer Engagement™ Suite Personalising Customer Engagements through Smarter Analytics & Marketing Presenter Name: Anant Choubey and Aurelia Leopold Date: 20 th June, 2014 Right Channel, Right Message. Right Now
Intelligent Customer Engagement™ Suite
Personalising Customer Engagements through Smarter
Analytics & Marketing
Presenter Name: Anant Choubey and Aurelia LeopoldDate: 20th June, 2014
Right Channel, Right Message. Right Now
Company background
• Capillary enables retail marketers and service providers to easily and quickly manage their customer data, gain insights and personalize interactions across multiple channels, driving a significant increase in sales and loyalty
• Cradle-to-grave solution for the entire customer engagement life cycle⁻ Customer data capture & management (mobile, social media, online and in
store)⁻ Deep customer insights served through intuitive interfaces & dashboards⁻ Personalized customer interactions through powerful big data & analytics⁻ Integrates with typical retail, payment & marketing solutions⁻ Integrated platform that’s intuitive, flexible & quickly deployed
• Worldwide leader in cloud-based Customer Engagement Management solutions⁻ Customers: 150+ top brands⁻ Representing 10,000 locations⁻ Who reach 100M shoppers
• Headquartered in Singapore with 350+ employees globally
• Funded by Sequoia Capital, Norwest Venture Partners, Qualcomm Ventures and American Express Ventures
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AFRICA
USA
MIDDLE EAST
INDIA
UK
SINGAPORE
AUSTRALIA
Global presence
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Awards and Recognitions
Capillary Was Recognized As• Loyalty & CRM agency of the year• Consumer Engagement Agency of the year• Named as a Gartner Cool Vendor• Named by WEF as a scalable, high growth business • Named by HBR as leaders in Reverse Innovation in Product Technology• Named by Forbes as one of 12 hidden gems• Named by Fortune as 40 under 40 business leader’s venture• Named by Inc. as one of Top 100 Innovators in product and technology
Our Clients Won• Best CRM Strategy• Best Use of Consumer Insights/Analytics• Best Use of Loyalty Related Technology• Excellence in Loyalty Marketing• Excellence in Consumer Insights/Market research• Excellence in Data-Driven Marketing• CRM Program of the Year• Best use of Incentives and Rewards• Best Direct Response Campaign • Best Location-based Marketing• Customer insight project of the year
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Our solutions are purpose built for retail omni-channel consumer engagement
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Asia Pacific Customers on the Lead
54
.7%
52
.2%
47
.5%
47
.6%
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Connected Consumers Hold the Power
Consumer at the Heart
Consumer are the decision
makers
This means higher ROI for you
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Times Have Changed
Click
Before Today
Buy
Enjoy!
Sign Up
Showrooming
Informed
Social Media
Recommendations from friends
Knows the best price
Shares experiences instantly
Shopping 24X7
Exceptional services
Wants relevant offers
Present at all channels
And More!Customers took the effort to
connect with the brandBrand has the responsibility to
connect with the customer
Social Media
Social Media
Social Media
Social sfb
Social sfb
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
Very fussy
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The Customer – Service Provider Disconnect
Best Products
Best Prices
Available 24X7
More Options
Right Channel
Right Offers
Get More Fans
Get More Followers
Offline + Online
Higher ROI
Latest Technology
Higher registrations
Beat Competition
Get More Loyalty
Future of Personalization is More Than This
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Where do You Stand?
Henry
• Male, 28 – 32 yrs• Data packages• Post-paid customer• Preferences
•4G•At least 1GB per month•Frequent traveler; ideal
for roaming plans
• Discount Seeker: No• Preferred Channel for
Transaction: Online• #non customer family members: 3• Average Billing: $350• Segment: New services lover
How many of you know your customers so well?
How many of you can use all of this information to market better?
How many of you can do this at realtime and at any channel?
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Before
Your Customer You
Engaging Customers = Difficult Task
Customers took the effort to connect with the brand
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Your Customer You
Engaging Customers = Difficult Task
Now
Brand has the responsibility to connect with the customer
Customers willingly provide these data in one way or the other
giving retailers the chance to engage better with them
Customers are leaving data behind –
Retailers need to make most of it
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Data
Insights
Engagement
Communication
POS
Online Order
Call Centres
Spend behaviour
Time of
Purchase
Typical Items
orderedDiscounts
Points
Rewards
Offers/Combos
Mobile
Apps
Social Media
In- store
The Circle to Create Richer Insights, Richer Experiences
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How does Customer Intelligence help?
Customer Centric Intelligence – The Key to Retail Growth
Gather Data – Both instore and online
Segment in accordance to various characteristics
Microsegment to arrive at unique customer profiles
Analyze past behaviour, preferences, likes etc to
predict next steps
Interact with customer with the right message at
the right time
Respond to their actions at realtime
More sales from campaigns
Gather feedback Deliver improved experiences
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Big Data Analytics to Create Richer Insights, Richer Experiences
•PoS •Associates
Offline Data
•Email•Messages•Apps•Demographics•Service Centers•Satisfaction Levels
Additional Data
Predict Headroom
Finding Preferences
Understanding Triggers
How much do customers spend in the industry?
How much do customers spend in a shopping trip?
What items in a typical basket does a customer not buy at DJ?
What do similar customers buy?
What does this customer usually buy?
When is a customer most likely to respond to an offer?
What kind of offers work better at POS vs. offline?
Insights
•Ecommerce•Social Media Interactions
Online DataBig Data Analytics
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Customer Segmentation – The stepping stones of personalization
Identifying separate clusters of similar-behaving customers based on their behavioral and transactional data
23 Customized campaign for customer based on their model
scores
1Targeted promotions
and campaigns deliver higher ROI
and ensure maximum customer
participation
Customer Lifetime Value to discover your top target customers
CLV: Total net income that can be obtained from the customer during their time in the system
a) Effective products –Discounted price plans – Up
selling
Enhance Value
a) High-end services with waivers cross-selling
Ensure Satisfaction
a) Retention campaignsb) Customized offers
Enhance Loyalty
a) Collection of outstanding bills
b) Control on cost drivers
Enhance Profit
HIGH
LOW
LOW HIGH
Likelihood of Stay
CLV
Nurture Maintain
Retain
User Story: Personalized customer engagement
Segment Potential(Customer)
Recommendation
Target Group 121K
Next logical service(3 way concall)
Target Group 222K
Next logical service(3 way concall/voice station)
Target Group 345K
Next logical service(Voice station / caller or hello tunes)
Target Group 468K
Threshold promotion($ off promotion)
Target Group 598K
Threshold promotion(% off promotion)
Target Group 6156K
Welcome back(SMS pack / caller or hello tunes)
For Individual Target Group, Segment Level Analysis is shown in coming slides which can be replicated across all target groups
Analytics allows you to better treat preferred customers
Benefit Up-paid Corporate Post-paid
Image AssociationsPsychologically driven
shift to match change in life style/ stage
Matches the business/
corporate profile. Cues security & stability
Least important. Image
perceived as ‘best deal’
Expected UsageMore consistent as well as
high usage expected
Similar kind of usage, but
now control exercised with
bill details
Possibly higher usage,
but with lower bills than
before
ConvenienceBecomes a fixed monthly
routine without any
hassles of recharging
As easy as possible.
Need for simplest & smoothest transition
Appreciated but not
critical. Should be aligned
to value perceptions
ValueCritical to convey that
decision well taken
Since mostly not/ partly
paid by self, so of least importance
Should meet low monthly
budget. No rentals, better
call value & lower call
rates add to VFM appeal
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Customer insights powers personalization
How are smarter campaigns built?
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Customers are Individuals. Campaigns should be too
To boost sales during slow/dull periods
To Increase New CustomerRegistrations and Encourage
Repeat Purchases
To Cross Sell / Upse Encourage Repeat Purchases ll & Push Slow moving
products
To Identify andReward Loyal
Customers
To increase ROI from marketing campaigns
Special occasions and loyalty
Real-time Dashboards give smarter control over your business
• Quick and easy view of the business• Details on overall revenues, CRM, Loyalty
program, and region/store level performance
• Customizable based on time period, views, and relevant KPIs
Delighting customers across the buyer journey – Lifecycle Marketing
To build long-term value by understanding, measuring, analyzing, predicting and enabling the entire customer experience
• Identify best customers similar to current set
• Use customer data more intensively for increasing ARPU per customer
• Combine the telecom operator’s reputation for excellent products & service as a loyalty & referral tool
Customer Acquisition
• Build service & on-boarding programs that improve customer bonding
• Derive customer value & treat customers differently
• Proactive campaigns from customer management program to ensure regular contacts that builds relationships
Customer Retention
• Data analytics-driven, segment-led marketing
• Targeted offers to increase share of telecom spends –VAS, ringtones, triple-play offers etc.
Customer Growth
The Unique Case of TelcosThe role of customer
analytics to foster loyalty and sales growth
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Location Based targeting
•Driving customers to their nearby retail store
•Targeted communication basis customer segment/type
Coalition with retailers
•Providing one redemption platform for all
•Loyalty points of brands to be converted to Telco money and vice versa
Top Customer Program
•Rewarding and engaging top Telco customers
Retail Customer Engagement
•Customer Engagement at Telco Stores
Partnership Opportunities between Telco and Retailers
Typical Use Cases from Marketing
Lets take an example. One of customers We have been provided the following 3 scenarios from the marketing team –
1. Fixed Line customer
– We need to identify customers that are likely to lapse
– Make relevant offers to these customers to retain them as Telco customers
2. IPTV customers
– Understand engagement of customers across all products
– Make relevant offers based on their engagement
3. Broadband Users
– Identify customers that are likely to churn and devise strategies to engage with them better
– Analyze the usage patterns of the customers and devise strategies for upsell