Beyond the Arc, Inc. © 2014 Beyond the Arc, Inc.
Customer Experience & Strategic Communications
March 2014
Flip the Script: Leveraging Social Media
Complaints to Improve Customer
Experience with Text Analytics
Text Analytics World
2014
Beyond the Arc, Inc.
…use data to assess your competitors’ strengths and weaknesses?
…detect and address regulatory risks before they result in costly fines?
…identify key customer pain points to improve the customer experience and drive retention?
How well does your company perform in
these areas?
Imagine if you could…
2
Beyond the Arc, Inc.
Highlights and credentials
• Recognized by Forrester Research among 15 top firms in Customer Experience Consulting
• Featured speaker on VOC best practices, Text Analytics World 2013
• Social media panelist, BAI Retail Delivery Annual Conference 2012
• Recognized by Chartwell as a CX thought leader for the utility industry
• Faculty Fellow, Pacific Coast Banking School, August 2012
• Featured speaker on social media data mining, American Bankers Association 2011
Recent press
• BusinessWeek, April 2013
• Loyalty Magazine, Summer 2012
• Destination CRM, May 2012
• American Banker/Bank Technology News, Jan 2012
• BAI – Retail Banking Strategies, Jan 2012
• ABA Banking Journal, Jan 2012
• CUES, Credit Union Management, Jan 2012
• Social Business Today, Customer Experience Management @ TMC.net, and numerous blogs and online publications
Analytics Strategy Insights Action
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A little about us
Beyond the Arc, Inc.
Here’s today’s agenda
• Big Data in the context of customer intelligence
• Creating customer insights: case studies
• Summary and key takeaways
4
Beyond the Arc, Inc.
• Regulatory reform is reshaping how you interact with your customer
• Consumer trust is largely a thing of the past
• Disruptive innovators, both established players and start-ups, covet your relationship with your customers
Winners will need to be agile and increasingly customer-centered
Nothing you don’t already know…your industry
is facing challenges
5
Beyond the Arc, Inc.
Inefficient Access 1 in 2 don’t have access to the information across their organization needed to do their jobs
Lack of Insight 1 in 3 managers frequently make critical decisions without the information they need
Inability to Predict 3 in 4 business leaders say more predictive information would drive better decisions
Variety of Information
Volume of Digital Data
Velocity of Decision Making
Source: IBM Institute for Business Value
Organizations are operating with blind spots
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Beyond the Arc, Inc.
Collect
Define
Report
Analyze
Improve
1. Define your objectives
2. Collect data sources and listen
3. Analyze, translating to business processes
4. Report on the findings
5. Improve based on insights revealed
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Context is key to generating actionable insights
Beyond the Arc, Inc.
The business case for customer experience
transformation
• The shareholder value connection to customer experience is within reach, given that the value of a company is ultimately based on the amount of money customers are willing to spend with it.
--Peppers & Rogers Group 2012
• Customer experience leaders have more than a 16% advantage over laggards in consumers' willingness to buy more, their reluctance to switch business away, and their likelihood to recommend
--Tempkin Group
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Beyond the Arc, Inc.
Success stems from understanding your
customers
• “Your most unhappy customers are your greatest source of learning.”
◦ Bill Gates
• “We aren’t in the coffee business serving people. We are in the people business serving coffee.”
◦ Howard Schultz, Starbucks
• “To understand the man, you must first walk a mile in his moccasin.”
◦ North American Indian proverb
• “This may seem simple, but you need to give customers what they want, not what you think they want.”
◦ John Ilhan (Australian entrepreneur)
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Beyond the Arc, Inc.
Sometimes we just don’t feel our customers’
pain
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Beyond the Arc, Inc.
Internal Data from across the enterprise
o Customer feedback
o Frontline notes
o Transactional data
o Behavioral data
Social Social media about you and your competitors
o Twitter
o Facebook
o Blogs
Regulatory Customer complaints
o Federal
o State
o CFPB
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Predicting customer issues requires a palette
of data sources and analytical approaches
Beyond the Arc, Inc.
Inbound calls to customer service Customer service email
Blog posts Letters to Federal/State regulators Client verbatims
Survey responses Employee surveys Codified customer service data
Free form comments Customer comments from advisors
Unsolicited Comments
Solicited Comments
Structured data Unstructured data
Fewer still are leveraging open data…
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Most VOC programs struggle to incorporate
unstructured text, particularly in high volumes
Beyond the Arc, Inc. © 2013 Forrester Research, Inc. Reproduction Prohibited
• Surveys, relational database, XML, flat file, “internet of things”
• Data described by a schema
Structured text
• Free-form text
• Email, documents, tweets, blog comments, Facebook status, web forms
Unstructured text
• Audio, images, video
• Camera feeds, location data and maps, NoSQL/Hadoop
Hybrid
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Examples
Big Data is about using all of your data
Beyond the Arc, Inc.
And employing methods that help you to
integrate it
Big Data
Online/ Web
Social media
Operations
Transactions
Sensor data
Beyond the Arc, Inc.
Consumers are key in creating Big Data
• Over 34k likes are processed on Facebook each minute
• Over 27k new posts are captured on Tumblr each minute
• 48 hours of video is uploaded to YouTube every minute
Beyond the Arc, Inc.
Customer perspective • Customer surveys
• Online feedback forms
• Customer email
• Transaction & POS data
Frontline inputs • Feedback from customer-facing
teams
• Agent and customer service reps operating metrics
• Supervisors
Escalation queues • Internal escalations
• Team feedback
Do we have a customer focus?
Viewing the entire relationship?
Have we captured channel insights?
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Look for data related to the customer journey,
across multiple channels and touchpoints
Beyond the Arc, Inc.
Sense and respond
Instinct and intuition
Automated
Skilled analytics experts
Back office
Traditional Approach
Predict and act
Real-time, fact-driven
Optimized
Everyone
Point of impact
New Approach
Lack of Insight
Inability to Predict
Inefficient
Access
Variety
Volume
Velocity
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Analytics enable new approaches
Beyond the Arc, Inc.
Here’s today’s agenda
• Big Data in the context of customer intelligence
• Creating customer insights: case studies
• Summary and key takeaways
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Beyond the Arc, Inc.
Case study: gaining insights from open data
• Bank accounts
• Bank services
• Credit cards
• Credit reporting
• Money transfers
• Mortgages
• Student loans
• Vehicle or consumer loans
CFPB has grown to include many products and services
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Beyond the Arc, Inc.
A wide range of financial institutions now fall
within its purview
• Large banks and their affiliates
• Credit unions (above $10 billion)
• Nonbanks
• Residential mortgage companies
• Payday lenders
• Private education lenders
• Credit reporting agencies
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Beyond the Arc, Inc.
Financial institutions have paid hefty fines
Institution Payment Date Reason
Capital One $210 million July 18, 2012 Deceptive marketing practices
Discover $214 million Sept. 24, 2012 Deceptive marketing practices
American Express $112.5 million Oct. 1 2012 Illegal credit card practices
JP Morgan Chase $389 million Sept. 19, 2013 Unfair billing practices
Ocwen $2.1 billion Dec. 19, 2013 Mortgage servicing abuses
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Beyond the Arc, Inc.
Research shows the upside
Total revenue
potential
Churn reduced
Additional purchases
Word of mouth
Temkin
$246M $91.8M $82.3M $72M
Forrester
$307M $83M $213M $12M
• Incremental purchases from existing customers in the same year.
• Revenue saved by lower churn.
• New sales driven by word of mouth.
Increase in revenues for card issuers driven by improved experience
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Beyond the Arc, Inc.
How does this affect banks, credit unions and
other financial institutions?
• Financial institutions are now subject to more stringent regulatory requirements
◦ Regulatory creep
• Consumers now have multiple avenues to voice complaints
• Companies need solid complaints management process to avoid costly regulatory exposure
• What if we could identify and address complaints before they become complaints, or even worse, regulatory issues?
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Beyond the Arc, Inc.
Introduction to the CFPB Database
• In 2011, the CFPB made its database of consumer credit card complaints available to the public
• It was made public “to improve the transparency and efficiency of this essential consumer market” (CFPB)
• The CFPB database contains: ◦ Almost 200,000 complaints
◦ Over 1,200 different companies
• http://www.consumerfinance.gov/complaintdatabase/
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Beyond the Arc, Inc.
Several key variables in the database can help
add depth to analysis
• Company
• Issue
• Submitted via
• Date received
• Zip code
• Company response
• Timely response?
• Consumer disputed?
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Beyond the Arc, Inc.
We’ve also completed an in-depth CFPB
complaint analysis
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Beyond the Arc, Inc.
• Capital One has the most complaints overall and the most when scaled by cards in circulation
0
20
40
60
80
100
120
140
160
Capital One Citibank GE CapitalRetail
Wells Fargo Bank ofAmerica
Amex USAA Savings JPMorganChase
U.S. Bancorp Discover
Complaints scaled by million cards in circulation
Source: CFPB, Beyond the Arc, Nilson report 27
The database contains complaints about 93
different credit card companies
Beyond the Arc, Inc.
• 24,850 credit card complaints through 8/20/13
• Credit cards are the second most prevalent product behind mortgage, accounting for 19% of all complaint volume
0
200
400
600
800
1000
1200
1400
1600
1800
CFPB credit card complaints by month
CFPB makes credit card complaint database public CFPB makes headlines by
fining Discover and Amex
CFPB releases complaint data on other products
CFPB fines Capital One
Source: CFPB, Beyond the Arc
Credit card complaint levels have mirrored
public awareness of the CFPB’s database
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Beyond the Arc, Inc.
0
2
4
6
8
10
12
January February March April May June July August September October November December
The 3 companies fined by the CFPB (in complaints per million cards)
Amex Capital One DiscoverSources: Nilson report 2012, CFPB, Beyond the Arc
Capital One and Amex experienced peaks in
complaints around the time of their fines
Paid $210M on 7/18
Paid $113M on 10/1
Paid $214M on 9/24
January 2012 – December 2012
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Beyond the Arc, Inc.
0
500
1000
1500
2000
2500
Billingdisputes
Interest rate Creditreporting
Closingaccount
Identity theft Other Collectionpractices
Late fee Collectiondispute
Debtprotection
Top 10 issues (total complaints)
Sources: Nilson report 2012, CFPB, Beyond the Arc
1. COF 2. C
1. JPM 2. COF
1. COF 2. BAC
1. COF 2. BAC
1. COF 2. JPM
1. COF 2. C
1. COF 2. C
1. COF 2. C
1. COF 2. C
1. COF 2. C 2. BAC
Ticker for top 2 banks with this issue
BAC = Bank of America COF = Capital One Financial C = Citibank JPM = JPMorgan Chase
January 2012 – December 2012
Top 10 issues based on total database complaints
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Beyond the Arc, Inc.
0
2
4
6
8
10
12
14
16
18
20
January February March April May June July August September October November December
Top 5 issues as a percent of total complaints
Billing disputes Interest rate Credit reporting Closing account Identity theftSources: Nilson report 2012, CFPB, Beyond the Arc
Top 5 issue trends for 2012
January 2012 – December 2012
Total number of complaints each month
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Beyond the Arc, Inc.
The CFPB is likely most interested in complaints
that are closed with monetary relief
• These types of complaints are important because:
• The company has acknowledged responsibility, and
• Owes the customer financial restitution
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Closed withexplanation
Closed withmonetary relief
Closed withoutrelief
Closed withrelief
Closed with non-monetary relief
Closed Untimelyresponse
In progress
Company responses as a percent of total
Source: CFPB, Beyond the Arc 32
Beyond the Arc, Inc.
Billing disputes are the most prevalent issue with
monetary relief, but APR issues require attention
• The CFPB is likely paying attention to billing disputes since they account for the highest level of monetary relief
Source: CFPB, Beyond the Arc
0%
5%
10%
15%
20%
25%
30%
Billing disputes APR or interest rate Late fee Identity theft / Fraud /Embezzlement
Other fee
Top 5 issues that result in monetary relief
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Beyond the Arc, Inc.
Beyond the Arc collects social media and
financial services data for analysis
• Our Social Customer Insights service:
◦ Contains over 350 million social media posts from – Twitter
– Industry blogs and forums
◦ Related to the top 100 banks and credit unions
◦ Over the past 24 months
◦ About 1,000,000 posts a day
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Beyond the Arc, Inc.
0
10
20
30
40
50
60
January February March April May June July August September October November December
Citibank - top 5 issues (number of complaints)
Billing disputes Interest rate Credit reporting Closing account Collection practicesSources: Nilson report 2012, CFPB, Beyond the Arc
We identified a correlation between Citibank APR
complaints and social media feedback
January 2012 – December 2012
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Beyond the Arc, Inc.
0
5
10
15
20
25
30
35
40
January February March April May June July August September October November December
Citibank - Interest rate (number of complaints)
Interest rateSources: Nilson report 2012, CFPB, Beyond the Arc
Citibank APR complaints peaked in June
January 2012 – December 2012
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Beyond the Arc, Inc.
0%
2%
4%
6%
8%
10%
12%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July August September October November December
Social Media and CFPB comparison (percent of total)
Social media CFPBSources: Nilson report 2012, CFPB, Beyond the Arc
Social media comments about Citibank APR show
a sharp spike in May
January 2012 – December 2012
So
cia
l M
ed
ia C
FP
B
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Beyond the Arc, Inc.
• How's this for cynical capitalism. Rang up Citibank to pay-off and close my credit card. The lovely lady in the Phillipines asked me why and I said: your interest rate is far too High (21%) and she said Well I'm now willing to lower your rate because you are such a valuable customer .....Well if that's the case, why didn't you drop it earlier?‘
• Now that I am close to paying off almost all of my credit card debt, it feels so good to tell these credit card companies they have to drop my interest rate to something competitive… Citibank can kiss my a$$ with their terrible outsourced customer service.
Citibank APR sample comments
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Beyond the Arc, Inc.
Capital One and Discover have greater proportion
of complaints about add-on products
• Together, the two companies were fined over $400 million
• Capital One and Discover account for a disproportionate number of complaints resolved with monetary relief for these products
0%
5%
10%
15%
20%
25%
30%
35%
Capital One Citibank Bank ofAmerica
JPMorganChase
GE CapitalRetail
Amex Discover Wells Fargo Barclays U.S. Bancorp
Percent of all complaints versus percent of marketing and add-on complaints resulting in monetary relief
% of all complaints
% of marketing and cardprotection servicescomplaints resulting inmonetary relief
Capital One was fined
$210 million on 7/18/12
Discover was fined
$214 million on 9/26/12
Source: CFPB, Beyond the Arc 39
Beyond the Arc, Inc.
The largest publicly traded savings bank headquartered in the midwest, the 9th largest mortgage lender and a national leader in the wholesale mortgage business.
Making headlines
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Case Study – Flagstar Bank
Beyond the Arc, Inc.
Sources: Beyond the Arc, CFPB, www.ffiec.gov/
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When adjusted for volume, Flagstar leads all
banks in the number of mortgage complaints
Beyond the Arc, Inc.
• Flagstar received only 2 out of 5 stars on mybanktracker.com
• Many negative customer comments referenced mortgages:
◦ What a horrible experience it has been to buy my first house thank you Flag Star for that. They will do anything to benefit themselves and make your life miserable. So many things that I find hard to believe are even legal.
◦ We have had nothing but problems from this our Flagstar mortgage. I don't have the characters to explain all of our complaints, but I can't even imagine half of what they've done is even legal.
◦ If anyone suggests to use Flagstar as your mortgage company - run as fast as you can. They are a nightmare!
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Analysis of social media reflects a negative
customer experience
Beyond the Arc, Inc.
… by monitoring social media, the CFPB database and other publicly available data, Flagstar can address gaps in customer experience.
Otherwise, Flagstar risks further damage to their brand and ability to attract new customers, legal penalties and tighter regulatory oversight. It has paid:
– $105M to Assured Guaranty to “settle allegations it misrepresented the quality of loans backing securities”
– $110M to MBIA Insurance Corporation for “lying about the quality of loans backing $1.1 billion in securities”
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Flagstar has an opportunity to repair their
customer experience
Beyond the Arc, Inc.
◦ Identify customer pain points to improve the customer experience and drive retention
◦ Detect regulatory risks and address them before punitive action is taken by customers and regulatory agencies
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Key learnings: Flagstar
Beyond the Arc, Inc.
Many companies have voiced their concern
about the CFPB and the complaint database
Concerns about the database:
• Complaints are not verified for accuracy
• Not representative of the population as whole
• Cannot determine if complaints are related to dissatisfaction or misunderstanding terms of service
• However, analysis of issues in the CFPB can help you determine where the customer experience is falling short
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Beyond the Arc, Inc.
Companies are responding more quickly
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Beyond the Arc, Inc.
Consumers are disputing fewer responses
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Beyond the Arc, Inc.
What is VOC?
An effective Voice of the Customer program uses text analytics to turn your unstructured data into structured data…
so you can quantify what your customers are talking about for analysis and take action
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Beyond the Arc, Inc.
Analyzing customer data is important, but linking
insights to business processes generates ROI
Companies with advanced VOC
strategies
Companies with early stage VOC strategies
The aim … is to know and understand the customer so well the product or service fits him and sells itself.
Peter Drucker
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Beyond the Arc, Inc.
Voice of the Customer analysis is the key to
preventing feedback from escalating
• Voice of the Customer (VOC) analysis allows you to:
◦ Identify customer pain points to improve the customer experience and drive retention
◦ Detect regulatory risks and address them before the CFPB takes punitive action
◦ Tie VOC feedback to transactions, complaints, and other data sources, with Big Data and analytics
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Beyond the Arc, Inc.
Of the top 10 trafficked sites in 2005 only 1 was
“social”
1 yahoo.com
2 msn.com
3 google.com
4 ebay.com
5 amazon.com
6 microsoft.com
7 myspace.com
8 google.co.uk
9 aol.com
10 go.com
1 google.com
2 facebook.com
3 yahoo.com
4 MSN/Bing
5 youtube.com
6 microsoft.com
7 aol.com
8 amazon.com
9 wikipedia.org
10 ask.com network
Source: Nielsen
Top Sites in 2005 Top Sites in 2013
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Beyond the Arc, Inc.
of bloggers talk about brands on their blog
post brand or product reviews
70%
38%
Source: eConsultancy
People use social media to share product
experiences
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Beyond the Arc, Inc.
• If Bank of America doesn't fix their Mint.com synch issue I am going to break out in hives. And switch banks. @BofA_Help @mint . (Twitter)
• @BofA_Help please get bofa working with mint.com again, i'd hate to have to switch to chase... . (Twitter)
• @BofA_Help ... To me the biggest plus of BofA is the mint.com
integration. If that goes, you become a place to deposit checks. #replaceable . (Twitter)
• a Bank of America is considering capping debit card purchases at $50 or $100. Final reason to move my banking elsewhere. (Twitter)
Consumers often share very specific complaints
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Beyond the Arc, Inc.
A financial institution that has chosen not to use social media should still be prepared to address the potential for negative comments or complaints that may arise within the many social media platforms... FFIEC, January 22, 2013
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Beyond the Arc, Inc.
“Google never forgets” – Not even at the Greater
Alliance Credit Union in Hackensack, NJ
“I've been a member of this Credit Union for over 12 years, but tomorrow I'll ..close my accounts. Would have done it earlier, but I had a loan with them.”
“There's the hostile tone of voice over the phone from people who never tell you their name. There's also the belligerent attitude of most of the Hackensack folks and the sophomoric website that a high-schooler could have built.”
Posted on Yelp on 1/14/2009
Photo: HOWARD McWILLIAM/UK Telegraph
Found in Google search 11/4/2013
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Beyond the Arc, Inc.
• Posts that incent usage drive the most engagement
• Short, simple, requests that allow consumers to express and show-off drive engagement
• Actions requested of small subsets of the fan page don’t drive overall engagement
• When the ratio of likes/comments is below 1, engagement is high
Analyzing fan page post by category helped measure
relative engagement levels
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Beyond the Arc, Inc.
We also analyzed customer sentiment by lifecycle
stage within the Link, Like, Love app
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Beyond the Arc, Inc.
• Lead generation
• Engagement on your online properties
• Engagement with brand content
• Active user metrics
• Conversions to buy products and services
• Mentions in social media
• Brand advocacy
• Reach of your brands followers
Top social media measurement
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Beyond the Arc, Inc.
Here’s today’s agenda
• Big Data in the context of customer intelligence
• Creating customer insights: case studies
• Summary and key takeaways
59
Beyond the Arc, Inc.
How do customer problems become
complaints?
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Customer experiences a
problem
Customer provides feedback
Bank addresses problem
Resolution
Files complaint with CFPB
Closes account(s)
and / or Customers often try
multiple time to resolve their problems
Bank does not address problem
Beyond the Arc, Inc.
How can we identify and address these issues
so they don’t escalate?
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Customer experiences a
problem
Customer provides feedback
Bank addresses problem
Resolution
Bank does not address problem
Files complaint with CFPB
Closes account(s)
and /or Customers often try
multiple time to resolve their problems
Beyond the Arc, Inc.
We need to focus on collecting, analyzing, and
tracking customer feedback
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Customer experiences a
problem
Customer provides feedback
Bank addresses problem
Resolution
Bank does not address problem
Files complaint with CFPB
Closes account(s)
and /or Customers often try
multiple time to resolve their problems
Beyond the Arc, Inc.
• Determine key metrics ◦ # of CFPB credit card complaints
◦ # of untimely responses
◦ Volume of credit card related customer feedback
◦ Call volume to credit card customer service
• Translate metrics into ROI ◦ i.e.
Savings = (Reduction in call volume) * (average call time) * (employee hourly wage)
• Develop predictive models for attrition that incorporate VOC and other data elelments
Measuring your results is the key to a successful VOC
program
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Beyond the Arc, Inc.
Your workflow and processes will be critical to
success
1. Stage data in a shared analysis workspace
◦ Infrastructure: server, databases, network
◦ Tools: SQL, text analysis, data mining, statistical
◦ Collaboration: shared resources, common approach
2. Collect metadata
3. Characterize the data
◦ SQL tools: “usability”, descriptive statistics
4. Preliminary assessment of text mining suitability
5. Go/No-go decision for each data source
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Cre
dit
: no
aa.g
ov
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Beyond the Arc, Inc.
For data that makes the cut, you need a data
acquisition and management plan
6. Data load
◦ Initial pull of data
◦ Analysis environment vs. production and reporting
7. Schedule periodic refresh
8. Automatic data exchange
◦ Data warehouse
◦ Sizing and IT resources
9. Data governance
◦ Who has access to data for analysis?
◦ Who can see output and reports?
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Cre
dit
: bn
l.go
v
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Beyond the Arc, Inc.
Our requirements for an analysis tool
• “Data flexibility”
◦ Multitude of formats: enterprise data warehouses, Excel, MS SQL Server databases, flat files, XML, and more
◦ Extensive data preparation – Each source required special handling
– “Create once, use forever”
• Integrated text analytics
• Statistical and linguistic models – Structured and unstructured data
• Quick ramp-up time for new users – Not rocket science
– Easy for us to train new users at the bank
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Cre
dit
: nas
a.go
v
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Beyond the Arc, Inc.
1 6 8
2 3 4 5
7
1) Identify Product discussed in
verbatim
2) Determine Detailed Category
using linguistic concepts
3) Discern Broad Theme via
linguistic concepts & statistical
analysis
4) Assess if Merger-related
5) Refine Detailed Category with
statistical analysis
6) Combine all findings using
business rules
7) Reporting module fuels
dashboards and reports
8) Deploy to Enterprise feedback
portals
Data Input
Our modeling uses both linguistic techniques and
statistical analyses to interpret and classify
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Beyond the Arc, Inc.
What we liked in IBM SPSS text analytics
– Out of the box library resources, and the ability to build more
– Visual interface
– Variety of exploratory tools
– Ability to export as structured data, to use in predictive modeling
Tools for categorization Explore links visually
Read sample comments on the fly
Review key concepts by volume and by type
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Beyond the Arc, Inc.
Disclaimer and copyright
©2013, Beyond the Arc, Inc. All rights reserved
This document provides our commentary and analysis. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity.
Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. No warranty expressed or implied.
The information provided in this presentation is not intended nor should be used as a substitute for legal advice or other expert opinions and services in specific situations.
This material may not be distributed.
Other company, product, and service names may be trademarks or service marks of others.
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Beyond the Arc, Inc.
Thank you
Steven J. Ramirez, CEO
Beyond the Arc, Inc.
Office 1.877.676.3743
Email [email protected]
Digital beyondthearc.com
@beyondthearc
Facebook.com/beyondthearc
Slideshare.net/beyondthearc
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