Using analytics and automation to create personalised customer journeys Nilanjan Sarkar General Manager – Brand & Communications Vodafone Hutchison Australia
Using analytics and automation to create personalised customer journeys
Nilanjan Sarkar
General Manager – Brand & Communications
Vodafone Hutchison Australia
Agenda
• Identify nature and needs of customers, and act on them
• Use data to improve customer satisfaction, and drive growth
• How SAS helps to do this at scale
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A new operating model
3
6 week Reaction Sub-Second Reaction
Sending Listening, Responding
Single Channel Multiple Channels
Moment in Time Spans Time
Direct to CustomerInfluence the Influencer
Vodafone in 2012 Vodafone Today
• We have learnt to
Listen and Respond
– Customised marketing
and service interaction
– Faster, more
contextual, and at
scale
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• Customer Satisfaction
has improved
– 30 point NPS
improvement in 18
months
– Customer retention
among the best in the
industry – halved churn
in 18 months
– Complaint rates halved
in 12 months
Contract customers go through a variety of experiences over time
We listen for experiences over time. We have the ability to respond appropriately
The lifecycle framework allows balancing customer and commercial objectives
Welcome
Consolidate
At Risk
Loyalty
This is done with a combination of three capabilities
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Identifying
Stage
Knowing
what to look for
Acting
on the Insight
Welcome
Consolidate
At Risk
Loyalty
• Scoring life
stage
• Static and
Dynamic
Decision
variables
• Events
• Triggers
• Usage patterns
• Feed into
service systems
• Regular usage
patterns
• Abnormal
changes in
pattern
• Predicted impact
on experience
• Events
impacting
experience
• Triggers known
to impact
experience
• Proactive
intervention
• Reactive actions
• Making it easy
for customers
• Staff training and
monitoring
• Making it easy
for Customer
Service
Stage
Alerts in Action
• Customise alerts based
on behaviour
• Contextual presentation
of data packs
• On the phone
• At call centre
• Easy to get
• Suited to your needs
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Not all relationships have a predictable life span. So we need other surrogates. Usage is one.
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DAYS INACTIVE
RE
TE
NT
ION
RA
TE
Prediction of usage helps us serve customers better
We can use a variety of data points to identify these natures and needs
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Time of day
Length of call
Destination
Data Vol/ Speed
Day Caller
Weekend
Work
Content
Identifying Nature
Knowing what to look for
Acting on theInsight
Predicting nature and needs gives us over 10% improvement in outcomes
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90 DAYS
RE
TE
NT
ION
RA
TE
Control Contact
10%
• Tracking events, usage, and underlying patterns helps serve
customers better
• Continuous, at scale, and with granularity
• Not selling, but listening and responding, for better outcomes
Key Learnings
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SAS ® helps us
• Build complex frameworks to scale. Understand our customer needs better
• Organise data for decision making, across many scenarios
• Use the data in real-time across a variety of channels, to improve customer
experience
• Improved customer satisfaction and experience