Customer Decision Hub – Connecting with
Customers and Making Every Touch Point
Relevant
Name: Kenneth Koh
Senior Manager, Customer Intelligence
SAS North Asia
The Emergence of
Digital Has
Created a New
Breed of
Customers…
The New Breed of Customer
Ever Challenging Marketing Environment
1) They want it now….
3) In a personalised way…
2) Using various channels and devices… 4) While having a great customer
experience…
The Truth About Customer Experience
The Problem:
Many companies excel in individual
interactions with customers but they fail to pay
adequate attention to the customer’s complete
experience on the way to purchase and
thereafter.
The Argument:
Companies that perfect customer journeys
reap enormous rewards such as enhanced
customer satisfaction, lower TCOs and
improved collaboration across the organisation
The Solution:
Companies need to have a combination of skill
sets to enforce the culture of data driven
analysis to identify key journeys and engage
the organisation in redesigning the customer
experience
The Customer Journey:
Consumers are Using Multi Devices to Shop
The Customer Journey:
Consumers are Using Multi Devices to Shop
The Customer Journey:
Order from Anywhere, Fulfill from Anywhere
Digital Innovation Driving Sales
Digital Innovation Driving Sales
Digital Innovation Partnership
Location Based Offer
Digital Intelligence Changes the Game of
Consumer Marketing
Impact to Marketing and Operations

Rising Competition – Reallocation of Markets

Reputational Risk – Marketers are losing Control
Digital Evolution brings new competition and changes “Way of Business”
Customers are increasingly intolerant of poor experiences and share their
dissatisfaction.

BIG DATA: Increased quantity and sources of data &
information
The exponential growth of data due to new Channels (Internet, Mobile, Social Media,
etc.) can improve the available knowledge about customers considerably, but it
brings some significant technical challenges.

Rising Complexity in Marketing
A successful Multichannel Customer Experience requires continuity, consistency and
correctness of interactions.
Omni Channel and Relevance to the Customer
Journey
DEMO on Omni Channel
DEMO
http://gersasci61.ger.sas.com/VisionaryDemo/
SAS Customer Decision HUB
Integrated Marketing Management
Building Insights, Designing
Campaigns and Touch Points
SAS Customer Decision HUB
Integrated Marketing Management
Building Insights, Designing
Campaigns and Touch Points
SAS Customer Intelligence Solutions
Single Platform to Build the Customer Experience
Planning and
Orchestration
Actions
Execution
Campaign design
and Action definition
Analyse &
Insight
Marketing Planning,
Workflow & Approvals
Optimization
Scenarios
Planning
Central Rules
Repository
Real-Time Customer
Interactions
Monitoring, Analyzing & Optimization
of all Customer Interactions
Optimization
SAS Customer Decision HUB Strength
 Concept which
incorporates everything
SAS stands for for 39
years
 Consistency and
relevancy across all
channels (In- and
Outbound)
 Represents Digital
Transformation strategy
of almost all
organizations/industries
 Independent of current
software offering
 Focusing on the
Decision – not the
Channels (our
approach against
channel-solutions)
 Think big, start small and
quick
 First time value driven
marketing management
Becoming an Omni Channel Organisation
Think Big, Start Small and Quick
Avoid big bang
approach without
c-level by-in
Check and
integrate
available data
Start with
the
easiest
scenarios
Integrate
channels
one by one
Core Enablers of Omni Channel Experience
Core Enablers of Omni Channel Experience
What is Required
Robust Customer Information
Customer Analytics
Expanded client data –
beyond marketing touch
points (to include functional
data from customer service,
risk, fraud, collections..)
•
Centralized customer analytical
environments
•
Sharing of client-level insights and analytics
for local-level understanding and decisionmaking
•
Data democratization
•
•
Data Governance
Self serve analytics based on business
need
•
Better visualization of data & insights
•
More usage of client-level insights &
analytics in functional silos (ie segment ID’s
in collections, fraud and service decisions)
•
Coordinated Customer Decisions
•
Central, coordinated decisioning
processes to understand, manage and
optimize client experience Xenterprise
•
Metrics realignment to customer
satisfaction drivers (NPS, CSI, client
experience etc.)
•
Real-time enablement to capitalize on
relevant new in/out bound intelligence
Value Driven Best Practices
Value Driven Best Practices
CHANGE FROM PRODUCT- TO CUSTOMER CENTRICITY
Initial benefits:
-75% costs, +294% ROI
> 10 Mio. Euro/year
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Value Driven Best Practices
A Customer Journey
Many Opportunities to Help, Advise and Sell
Realizing the Customer Journey with SAS
Value Driven Best Practices
Application of Optimisation and Channel Synchronization
Value Driven Best Practices
Constraints Faced
Value Driven Best Practices
Optimising the Channel and Products Around the Constraints
NPVs Derived at Product
Level
NPVs Derived at Account Level
to Enable Optimisation
Value Driven Best Practices
Optimising at Account Level Enables…
Single View of Customer and Next Best Offer
Customer
•
•
•
Customer can own
multiple products and/or
multiple accounts
Next Best Activity at
Customer Level based on
relationship
NBA = propensity of
customer to take a
product, profitability of
that product and cost of
making the sale
Sales System
•
•
Full relationship
view of customer
on screen,
including next
best offer seen by
sales
representatives
on screen
Holistic view of
sales, services
and retention
Web
•
•
Online banners,
delivered in real
time through a
content
management
system and
targeted to both
product and
customer,
Next Best Activity
“Container” on
most pages
Value Driven Best Practices
Optimising at Account Level Enables…
•
•
•
If Customer 1 calls, we will be
able to identify the next best
offer/ activity for the customer
using the account level
optimisation.
Instead of Balance Transfer, we
may sell Lifestyle Protect.
This ensures we make the most
of the customer’s contact to offer
the product with the best chance
of making a sale
Value Driven Best Practices
Optimising at Account Level Enables…
•
•
•
If Customer 1 calls, we will be
able to identify the next best
offer/ activity for the customer
using the account level
optimisation.
Instead of Balance Transfer, we
may sell Lifestyle Protect.
This ensures we make the most
of the customer’s contact to offer
the product with the best chance
of making a sale
Value Driven Best Practices
Integrating the Optimisation Approach for All Channels
NBA screen and scripts delivered to call centre workstations
NBA banners delivered to online sessions
Right Channel, Right Message, Right Products
Value Driven Best Practices
The Measure of Success
The measure of success – Customer Loyalty and Return on Investment

Sales Volume by Customer Level

Modelled NPV vs Actual NPV

Marketing Program ROI – conversion, yield, and marketing expense

Customer Satisfaction Score
Thank you