This document discusses the evolution of customer analytics from Eras 1.0 to 4.0. Era 1.0 focused on internal metrics by business unit. Era 2.0 adopted a customer point of view and used metrics like NPS. Era 3.0 linked metrics like NPS to business outcomes. Era 4.0 uses advanced analytics and topological data analysis to generate insights without predefined questions, allowing unexpected discoveries. The document advocates moving from basic reporting to exploring data interactively to generate insights that improve customer experience and business performance.
18. Guiding Principles
Customer Journey
Opportunities
SMS Services
RIGHT VISION
STAGES
ACTIVITIES
DOING
THINKING
FEELING
Trip Initiation Enrolment Finalise Trip Post-Trip
College e-Enabled Field Trip Experience Map
• Where should I organise the trip?
• When is a good time to go?
• What processes do I need to follow?
• I’m excited about this trip!
• I’m worried it won’t get approval from the Principal
Obtain approval Schedule resources Give permissionView itinerary
Go paperless &
move towards
online processes
Adopt automated
workflow where
possible
Introduce “cloud”
spaces for remote
collaboration
Develop web forms,
portals, and apps
Build platforms to
push notifications to
SMSs & emails
• Do we have enough information about this trip?
• How much will this cost?
• Who else is going?
• Can we pay online?
• Happy that Wesley College allowed us to nominate the preferred
communications channel
• Wish we are able to see other parents’ responses
• I need to have an up-to-date view of the responses to
help me finalise arrangements
• What do I do if there is not enough responses?
• Stressed that this is taking longer than expected
• Worried about getting things wrong
RIGHT INVESTMENT RIGHT INFORMATION RIGHT INTEGRATION RIGHT OUTCOMES
Submit internal
trip request form
Mr. Smith
(History
Teacher)
Receive trip
approval
Organise volunteers,
buses, etc.
Mr & Mrs
Lincoln
(Parents)
View trip
itinerary
Receive trip
details
Submit permission slips
Make payment
Mr. Smith
(History
Teacher)
Monitor
responses
Answer
questions
Confirm
arrangements
Notify parents
Receive
confirmation
For queries / difficulties encountered
Consolidate responses Schedule resources Gather feedback Share experience
Mr. Smith
(History
Teacher)
Mr & Mrs
Lincoln
(Parents)
Sarah
(Student)
Share photos
• I need to know if the students enjoyed themselves
• Next time, I will need to plan more carefully
• Excited to share photos with students and parents
Organise payment
Discuss
experience
Get
trip
ratings
Allow knowledge
re-use and
discovery
Encourage sharing
& participations
through online
communities
Build-in intelligence
to merge & report
information from
disparate sources
Trip
Trip
occurs
Participate
For unexpected
changes
Continuous, non linear Non linear, but time basedLinear Processes
Business Performance Improvement (BPI)
Information & Data Management (IDM)
Systems Integration (SI)
Program & Project Services (PPS)Project Management
System Architecture Social Media Integration
Business Intelligence
Customer Experience Improvement
Workflow Automation
TransformationBusiness Case
24. top process owners
entity identification
customer journey mapping
Customer decision journey
Social media monitoring
Chief Customer Officer
Customer satisfaction
:
Customer’s Point of View
52. Value estimate the of the
average customer in each segment
1.
Look at the
between , and
2.
Hypotheses – find in your
experience design that affect NPS
3.
Work on those
4.
78. Business DISCOVERY over Business
Intelligence
NPS Data
CRM Data
Segmentation
Data
Services Owned
Data
Billing info
Churn
IVR Data - #calls,
route, scripts
Financial Data
Usage data
Service outages
Provisioning info
ASSOCIATED IN INSIGHT
ENGINE
YOUR DATA EXPLORE & DISCOVER
THAT POSES A
QUESTION
LEADS TO A
THOUGHT
IDEA
LEADING TO
INSIGHT
79. 79
Let me show you
Source: our technology partner: Qlikview
84. Take Business DISCOVERY…
NPS Data
CRM Data
Segmentation
Data
Services Owned
Data
Billing info
Churn
IVR Data - #calls,
route, scripts
Financial Data
Usage data
Service outages
Provisioning info
ASSOCIATED IN INSIGHT
ENGINE
YOUR DATA EXPLORE & DISCOVER
THAT POSES A
QUESTION
LEADS TO A
THOUGHT
IDEA
LEADING TO
INSIGHT
85. ...and add in a layer of analytics
NPS Data
CRM Data
Segmentation
Data
Services Owned
Data
Billing info
Churn
IVR Data - #calls,
route, scripts
Financial Data
Usage data
Service outages
Provisioning info
ASSOCIATED IN INSIGHT
ENGINE
YOUR DATA EXPLORE & DISCOVER
THAT POSES A
QUESTION
LEADS TO A
THOUGHT
IDEA
LEADING TO
INSIGHT
86. it’s about likelihood
Based on
risk of
risk of
likely to
likely to
likely to
likely to
likelihood of
what do you want to find out?
likely to
89. NBA and NBO
better customer decisions, in real time
Source: our technology partner: ibm spss
90. what’s it
better
8.4x
Simon Taranto - Amex
marketing campaign
increase
100% ibm
to target profitable
customers
33% ibm
on predictive analytics
250% independent
91. he isn’t.
he is asking questions
answers are and in fixed structures
she is asking questions
she can get answers about
she can ask questions about what’s
What
Questions
How you
explore
data
to get from your
109. just think
what could you do with
analytics
everything we listed in
segmentation
unexpected discoveries in
refinement
customer-specific or staff specific
marketing
uber
110. he isn’t.
he is asking questions
answers are and in fixed structures
she is asking questions
she can get answers about
she can ask questions about what’s
he
What
Questions
How you
explore
data
to get from your