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Slide 1!
Slideburst #7!   Patrik Svensson, Digital Lead, 2013!



Next Best Action in
All Digital Channels!
Slide 2!
Data is the foundation for Digital Commerce!

       Web             Mobile Web               App               P...
Slide 3!
Case: Neo gets Offering!



                              Neo is a new subscriber with a new handset and phone
  ...
Slide 4!
Case: Smilla gets a personal offering!




                          Smilla purchased a 200MB data package for 30...
Slide 5!
Case: Alex gets a personal offering !


                                  Alex is a loyal customer. Using a 2-yea...
Slide 6!
Customer Profile built based on Analytics and Segmentation techniques!

                           Usage
         ...
Slide 7!
To fulfill the different customer cases we need data processing!

                   Usage
                  Analy...
Slide 8!
Making Digital Personal Requires a Next Best Action Thinking !

                                                 ...
Slide 9!
  Making Digital Personal Requires Radical Shift in Architecture!

                           Usage
             ...
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Slideburst #7 - Next Best Action in All Digital Channels Slide 1 Slideburst #7 - Next Best Action in All Digital Channels Slide 2 Slideburst #7 - Next Best Action in All Digital Channels Slide 3 Slideburst #7 - Next Best Action in All Digital Channels Slide 4 Slideburst #7 - Next Best Action in All Digital Channels Slide 5 Slideburst #7 - Next Best Action in All Digital Channels Slide 6 Slideburst #7 - Next Best Action in All Digital Channels Slide 7 Slideburst #7 - Next Best Action in All Digital Channels Slide 8 Slideburst #7 - Next Best Action in All Digital Channels Slide 9
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Slideburst #7 - Next Best Action in All Digital Channels

  1. 1. Slide 1! Slideburst #7! Patrik Svensson, Digital Lead, 2013! Next Best Action in All Digital Channels!
  2. 2. Slide 2! Data is the foundation for Digital Commerce! Web Mobile Web App POD API Data Data 1 Data 2 Data 3 Data 4 Data 5 Customer- Customer Usage Next Best Action focused Profile Analysis Action Fulfillment Action
  3. 3. Slide 3! Case: Neo gets Offering! Neo is a new subscriber with a new handset and phone number according to our Customer Profile. Our Usage Analysis alerts us to the fact that Ron has many outgoing calls but very few incoming calls. Product Offering Matching recommends Neo 50 free SMSs to be used only today, so he can send his friends the new number. Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis
  4. 4. Slide 4! Case: Smilla gets a personal offering! Smilla purchased a 200MB data package for 30 days. She has already used 90% of the package, and still has 5 days to go. We will notify Smilla about her balance and offer another personalized package for the remaining days. Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis
  5. 5. Slide 5! Case: Alex gets a personal offering ! Alex is a loyal customer. Using a 2-year-old smartphone he reduced his data usage in the last 2 months, resulting in a 15% ARPU decline. He also called customer care twice in the last month to find out about his bill. Alex can be offered an attractive handset upgrade that includes a data package tailored to his budget. Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Contact Action Records Event Analysis
  6. 6. Slide 6! Customer Profile built based on Analytics and Segmentation techniques! Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis Customer Value ! Customer Lifecycle Customer Analysis! Analysis! Profile! Scope Description SSO information objects Fig . Customer Lifecycle without time axis SSO information objects Party Role Party Identifiers Party Role ID {Attributes, such as ”Social Security {Attributes such as Number”, ”Old Customer Loy ”Customer”} ID”, ”Billing Account ID”, ”Order Ids” etc} alty Party (Person or Party Relationship Organisation) tion Party Relationship ID Party ID {Any attribute related ten {Attributes such as to the subtypes ”Customer Person or Re relationship”} Organisation} Ch urn n rsio Service Instance User Account nve A Co Service Instance ID User Account ID ttrit {Attributes] {Attributes} io n ion isit Reactivation qu A User Account Ac Credentials NOTATION: ba nd UA Credential ID End-user/Actor on ach Actor {Attributes} Re External application SSO information objects Scope View Application (bold = new) Created 2007-12-03 ID - Sweden Information View Interaction Changed - Rev 1 Drawn by Patrik Svensson Activity Single Sign-On (SSO) Implementing a working customer profile enhanced with segmentation data from customer value and lifecycle analytics is the foundation.
  7. 7. Slide 7! To fulfill the different customer cases we need data processing! Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis Processing usage and events is Partially built in out transaction systems that crunch IP- and Calldata records In our Data Warehouses and new solutions
  8. 8. Slide 8! Making Digital Personal Requires a Next Best Action Thinking ! Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis E1Prospect Customer E4Nyckeltal E5Dropping s-avvikelse Activity Events E2Conversion E3Activation Getting the capability of matching events with actions require sense of existing År 1 År 2 state and next best action. The fulfillment and the actual actions should be PITCH: Migrering Erbjudande: Migrering Kunder: Hur länge har man varit kund? Hur mycket tankar man ? Produkt: Fastpris limited, utan kreditkontroll Welcome Package Activation Communicatio Offering 1+ Bonus Bonus + Offering 3 Activities based on the customer strategy. n Newsletter + Targeted Development Invitation to My Communication Communicatio Comviq + Offering n
  9. 9. Slide 9! Making Digital Personal Requires Radical Shift in Architecture! Usage Analysis Customer- Customer Next Best Action focused Profile Action Fulfillment Event Action Analysis Next Best Action for Each Customer E1Prospect Customer E4Nyckeltal E5Dropping s-avvikelse Activity E2Conversion E3Activation Events År 1 År 2 PITCH: Migrering Erbjudande: Migrering Kunder: Hur länge har man varit kund? Hur mycket tankar man ? Produkt: Fastpris limited, utan kreditkontroll Welcome Activation Offering 1+ Bonus + Activities ARCHITECTURE Package Communicatio Bonus Offering 3 n Newsletter + Targeted Development Invitation to My Communication Communicatio Comviq + Offering n Next Best Action – R, Mahout or and data infrastructure Customer profile – Start building on existing database Customer Profile Segmentation – mix existing/new tools for our ”big data” Data/API Scope Description SSO information objects SSO information objects Party Role Party Identifiers Party Role ID {Attributes, such as ”Social Security {Attributes such as Number”, ”Old Customer ”Customer”} ID”, ”Billing Account ID”, ”Order Ids” etc} Party (Person or Party Relationship Organisation) Party Relationship ID Party ID {Any attribute related {Attributes such as to the subtypes ”Customer Person or relationship”} Organisation} Service Instance User Account Service Instance ID User Account ID {Attributes] {Attributes} User Account Credentials NOTATION: End-user/Actor UA Credential ID Actor {Attributes} External application SSO information objects Scope View Application (bold = new) Created 2007-12-03 ID - Sweden Information View Interaction Changed - Rev 1 Drawn by Patrik Svensson Activity Single Sign-On (SSO) Segmentation Model 1 Segmentation Model 2: Segmentation Model N Customer LIfecycle Customer Value Growing Loyal -  NPS -  Satisfaction RETAIN … Communication Active •  Differentiate communication DEVELOP based on customer profile and value Customer Value Communication -  Social influence •  Monthly Email Gamification/Bonus New ACTIVATE •  Mitt Comviq pitch •  Bonus/awards for update of •  Targeted offerings and customer profile Communication communication •  Bonus for loyalty •  Welcome package ATTRACT •  Activation communication Events Benefits •  Använder tjänst för lite/ •  Differentiated discounts on Communications Events mycket selection of goods and •  SEO •  Activitation •  Etc services, based on •  Banners •  Använder tjänst/er customer value or other •  etc Gamification/Bonus factor •  Merchandise. etc Events •  Discount on selection of •  Conversion goods/services Activities / Events
  • vzwmew

    Oct. 12, 2017
  • SatishVenkatesan1

    Jun. 18, 2016
  • EmilyHaigh

    Apr. 3, 2016

Slideburst #7 about Next Best Action as foundation for Making Digital Personal

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