Omnichannel Customer Experience · customer insights personalized marketing intelligent decisioning customer analytics digital behaviour artificial intelligence planning, operations

Copyright © SAS Inst itute Inc. A l l r ights reserved.

SAS® FORUMOSLO 2019

Omnichannel Customer ExperiencePowered by Advanced Analytics

Helene Hellesø-Knutsen

Senior Advisor, Customer [email protected]

mailto:[email protected]



Digital Transformation In Every Customer Dialogue

“ The link between Online- and Off-line-Sales for a seamless customer experience of those worlds is key for future success ”

Oliver Bäte, Chairman of the Board, Allianz2



WEB CONTENT SEARCH MOBILE SOCIALADVERTISING

PR DIRECT MAIL EMAIL PROMO CALL CENTER

Database Marketing

Digital Marketing

WEB CONTENT SEARCH MOBILE SOCIALADVERTISING

PR DIRECT MAIL EMAIL PROMO CALL CENTER

HybridMarketing

Fast Secure CompliantFlexible

3

Digital Transformation RequiresHybrid Marketing



CUSTOMER INSIGHTS PERSONALIZED MARKETING INTELLIGENT DECISIONING

CUSTOMER ANALYTICS

DIGITAL BEHAVIOUR

ARTIFICIAL INTELLIGENCE

PLANNING, OPERATIONS &

REPORTING

TEST & LEARN ATTRIBUTION & CUSTOMER JOURNEY

OPTIMISATION

PERSONALIZATION & RECOMMENDATIONS

OFFSITE TARGETING

STREAMING CUSTOMER DATA

REAL-TIME CUSTOMER EXPERIENCE

4



CUSTOMERINSIGHT

PERSONALIZEDMARKETING

CUSTOMERDECISIONING

5



PLANWorld Leading Workflow & Planning

Web/Mobile Data without Compromise

DISCOVER

Omni-channel Customer Journey Management

ENGAGE

SAS CUSTOMER INTELLIGENCE

360

6





DISCOVER


ENGAGE


360



Consistent, efficient and effectivelymanagement of:

• Marketing activities• Budget• Assets• Resources

360 Plan





DISCOVER


ENGAGE


360



360 Discover & Data Capture

Navigations

Identity

Preferences

Conversions



Page load Focus change Served HTML Form field Watch video

Research online

Find a branch

Read blog post

Check on order

Customers

Visitors

Sessions

Interactions



Enhanced Customer View Process



Analytics in ActionVisualize, explore, predict and simulate

Decision Trees / Logistic Regression / … Sankey Diagram

Forecasting / Scenario Analysis / Optimization Clustering

Targeting with Relevance Conversions / Path Analysis / Cross-Channel Behavior

Media Mix Allocation / Attribution Customer Insight / Personalization





DISCOVER


ENGAGE


360



Customer Journey

Offline & Online Channels

Customer Insight

Advanced Analytics



Customer Journey example





DISCOVER


ENGAGE


360



Direct Marketing

ENGAGE: DIRECT

World Leading Workflow & Planning

PLAN


DISCOVERSAS CUSTOMER INTELLIGENCE

360 Digital Marketing

ENGAGE: DIGITAL



Direct Marketing

ENGAGE: DIRECT


PLAN




ENGAGE: DIGITAL



Digital customer journey

Eligible segments

Triggeredevents

Offersreceived



Customer journey optimization



Direct Marketing

ENGAGE: DIRECT


PLAN




ENGAGE: DIGITAL



360 Engage: DirectHybrid Approach

• Hybrid approach unites the best of SAS capabilities to deliver Omni-channel Marketing

• Data model and IP stays on-premise

• Drag and drop interface in cloud

• Enables frequent (e.g. monthly) updates

User Interface

SAS Platform

Campaign Agent

“Satellite”App Server



What Are The Key Changes With SAS CI 360?

Graphical User Interface in Cloud

Monthly Feature Updates

Campaign Language& Concepts

Global Customer Success Team



Customer Journey

Offline & Online Channels

Customer Insight

Advanced Analytics



Direct Marketing

ENGAGE: DIRECT


PLAN




ENGAGE: DIGITAL

ENGAGE: EMAILDigital Email Execution



Streaming data analytics

EVENT STREAM PROCESSING

Centralizing customer experience

INTELLIGENT DECISIONING

SAS INTELLIGENTDECISIONING

27



ApplicationsCall Center, Websites, Mobile App,

Streaming data

2. Execute a decision process

1. Request a customer decision

3. Make a decision using business rules, analytics, and data lookups

Reply sent via web service

4. Receive decision and take action

Request sent via web service

SAS® Intelligent Decisioning

1. Business Logic/Rules

2. Execute a SAS model, in

memory, including self-learning models

3. Look up data from one or more (external) data sources

28

SAS® Intelligent Decisioning

Real Time

Real Time



CUSTOMER ANALYTICS

DIGITAL ANALYTICS

ARTIFICIAL INTELLIGENCE

PLANNING, OPERATIONS &

REPORTING

TEST & LEARN

SEGMENTATION, OPTIMISATION &

ATTRIBUTION PERSONALIZATION & RECOMMENDATIONS

OFFSITE TARGETING

STREAMING CUSTOMER DATA

REAL-TIME CUSTOMER EXPERIENCE

PERSONALIZEDMARKETING

CUSTOMERINSIGHT

CUSTOMERDECISIONING

HYB

RID

CLO

UDC

LOU

DH

YBR

ID


DemoOmnichannel Customer Journey

Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.

Shopping Center

Stop 1

▪ Customer is on a shopping spree.

▪ When entering shop three customer receives a notification: “You are running out of money.”

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ATM

Stop 2

▪ Customer tries to withdraw more money

▪ Credit limit reached again→ credit risk scoring→ credit increase again

32


33

Digital

Stop 3

▪ Personalized Email with a consolidation LOAN offer → Click Link on Email

▪ Instant Application→ Preapproval in seconds→ Dynamic interest rate

DEBT

DEBTDEBT

DEBT`


Branch

Stop 4

▪ Agent knows all the details (Shopping Center, ATM, discussion)

▪ Continues seamlessly the conversation

▪ Contextual real-time NBA based on information

34


DemoOmnichannel Customer Journey



36

Omnichannel Customer Journey - Demo



37

Customer Experience Drives Value

INCREASE MARKET SHARE

VALUED RELATIONSHIP

SUPERIOR CUSTOMER EXPERIENCE


Thank you!

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Omnichannel Customer Experience · customer insights personalized marketing intelligent decisioning customer analytics digital behaviour artificial intelligence planning, operations