This document discusses using customer data and analytics to deliver personalized next best actions across digital channels. It provides examples of using customer profile and usage data to offer targeted communications and packages to specific customers. The document advocates building customer profiles based on analytics and segmentation techniques. It also argues that delivering personalized next best actions requires changes to data infrastructure and architecture to better integrate customer, usage and event data.

1. Slide 1!
Slideburst #7! Patrik Svensson, Digital Lead, 2013!
Next Best Action in
All Digital Channels!

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. 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. 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. 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. 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. 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. 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. 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