While many Digital Transformation initiatives are focused on improving the customer experience, often too little attention is paid to the customer-facing operational decisions that impact customers every day. To get the most from your Digital Transformation efforts, your customers’ experience and the decisions that impact it cannot be ignored.

1. © 2020 Decision Management Solutions
James Taylor
How to Put Customer-facing Decisions at
the Heart of Your Digital Transformation

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Your Goals
 Learn how to focus your digital
transformation on the customer
experience
 See how machine learning and
artificial intelligence can help
 Identify your next steps to get
started

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Our Goals In This webinar
Digital
Transformation
Customer
Experience
Decisions
Digital
Decisioning
Steps To
Success
James
Taylor

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AGENDA
© 2020 Decision Management Solutions
Digital Transformation And Customer Experience
Which Customer Decisions Matter?
Digital Decisioning
 What is it
 What’s its role in digital transformation
 How can it radically improve your results
Steps To Success
Q&A

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Quick Payoff for listening
Digital Decisioning is a critical component of a digital
transformation
Digitizing the decisions you make about customers
 Makes them faster and more consistent
 Makes them more personal
 Makes them more profitable
 Digital Customer Decisions drive a
positive customer experience

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Digital Transformation And Customer Experience

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IDC:
85% of enterprise decision-makers
2 years for digital transformation
Or
Fall behind competitors
Suffer financially
According to IDC, 85% of enterprise decision-makers say
they have two years to make significant inroads into
digital transformation or they will fall behind their
competitors and suffer financially.

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A Typical Platform For Digital Transformation
Digital Platform
Digital Channels
Digital Workers
Digital Monitoring
Digital Processes

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Customer Experience Challenges In Digital Transformation
Out of date
Waiting for people to
respond
Reporting on metrics and
status
Impersonal, channel-
specific focus

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Digital Transformation Must Improve Customer Experience
 Understand my expectations
 Understand my needs
 Personalize my recommendations
The priority should be the overall experience, not the channels
According to Salesforce Research, 76% of consumers expect companies to understand their expectations and needs.
According to the Gladly 2020 Customer Service Expectations Report, 75% of consumers are more likely to purchase if a company provides personalized recommendations.
“For the customer, channels are simply a way to communicate. The priority for companies should be on the overall experience, not the channels.” —SHEP HYKEN
3/4

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Digital Decisioning Addresses Customer Experience
Challenges In Digital Transformation
Impersonal
Wait For People
Out Of Date
Reporting
Micro Decisions
Real-Time Action
Business Agility
Integrated ML/AI
 Impersonal and channel-specific actions
 Waiting for people to respond
 Out of date processes
 Reporting on metrics and status
 Making customer-centric decisions across all channels
 Automating more decision-making for real-time, always-on actions
 Independent decision-making delivers flexible, current processes
 Decisions based on predictive analytics, machine learning and AI

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Which Customer Decisions Matter?

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Operational Customer Decisions Matter
Strategic
Tactical
Operational
Become
more
customer-
centric
Revise
Marketing
Approach
Make
customer-
specific
marketing
offer

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Consistent Operational Decisions Across Channels
Need to ensure
 Consistency
 Accuracy
 Agility

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Micro Decisions:
End The Cookie Cutter
Every time you decide what action to
take for a customer, make that decision
be unique to that customer
 1:1 Marketing
 Personalization
 Targeting
 Next Best Offer
 Next Best Action
 Micro Segmentation

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Digital Decisioning

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Digital Decisioning
 Precise
 Consistent
 Real-time
 Automated
 Customer decisions
 … at every touch point
 Operationalizes machine learning and artificial intelligence
 Uses business rules to guarantee agility, transparency and compliance
 Supports continuous learning and improvement

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Digital Decisioning:
Data-Driven, Real-Time Actions
Decision
Enrich
With
Analytics
Consistent, Precise, Real-Time Customer
Decisions Across All Channels
Learn Continuously
Customer
data Policies, Regulations
Best Practices

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Enterprises waste time and money on
unactionable analytics
Digital decisioning can stop this insanity
The Dawn Of Digital Decisioning: New Software Automates Immediate Insight-To-Action Cycles Crucial For Digital Business John R. Rymer and Mike Gualtieri

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Digital Decisioning
Up-Sell and Cross-Sell in agent POS
 Business problem
 How to increase the Annual Premium
Equivalent (APE) of sales made by agents
using mobile app to work with new clients
 Results
 $6,000,000 in APE uplift
 >98% Agent adoption
 14-24%+ Acceptance
 Solution
 Decision service used financial data captured
from client and proposed purchase to suggest
intelligent up-sell or cross-sell
 Seamless integration into sales conversation
 Also integrated into customer portal
“It’s like finding dollar bills lying in the
street. The ROI is enormous and the
effort tiny.”—CFO

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Digital Decisioning Architecture
Performance
Management
Enterprise Platform
Data
Infrastructure
Channels
Decision Service
Decision
Monitoring
Business Process
Management
Legacy
Applications
Decision
Logic
Decision Modeling
Probabilistic
Algorithms
Optimization
A decision service encapsulates business rules, advanced analytics and even AI technology to deliver
automated decisions to your application context. Leveraging your data, its behavior is defined by a
decision model that also connects its results to business performance for effective decision monitoring.
Packaged
Applications
Apps and Mobile
Applications

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Leverage All Your Decision-Making AI
Decision
Decision Logic
Optimization
Probabilistic Algorithms
Predictive Analytics
Machine Learning
Policies
Regulations
Data-driven Best Practice

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External Data
Big Data
Business
Rules
Continuous
Improvement
 Customers use multiple channels
 A common service suggests
actions
 Using business rules and
analytics/AI in combination
 These are continuously improved
 And managed by a decision
model
 That reuses common decisions
across channels, processes
 Automated with business rules
 And analytics, AI
Analytics and
AI
An Example Of Digital Decisioning
Next Best Action

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Steps To Success

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Three Critical Success Factors For Digital Decisioning
DecisionsFirst
Design Thinking
Mix and Match
Technology
Continuous
Improvement
• DecisionsFirst Thinking - Think about decision design first to build a decision model and drive practical innovation
• Mix and Match Technology – Business rules, analytics and AI under a decision umbrella, deployed as a decision service
• Continuous Improvement – Analyze decision-making to drive business learning and focus on gradual improvement

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Digital Decisioning
Using Decision Management To Deliver Business Impact From AI
 A completely updated version of an established and popular book
“…the only approach that has actually allowed me to
operationalize predictive models and deliver real ROI!”
“Essential reading for COOs looking to rigorously
improve automation through AI.”
“Anyone trying to automate and embed analytics
to support decisions should read this book.”
“Nothing but solid knowledge, sage advice, and great
examples without an ounce of hyperbole or fluff.”
 Forewords by Tom Davenport and Eric Siegel.
 Buy: mkpress.com/DD

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Your Questions
Enter questions
for the Q&A here
James Taylor, CEO
james@decisionmanagementsolutions.com

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Thank You
 More resources to apply digital
decisioning to the customer
experience on our website
 bit.ly/CustomerDM
 Decision Management Solutions
works with clients to improve
their business by applying
business rules and analytic
technology to automate and
improve decisions
 We can help you improve your
productivity with our
DecisionsFirst approach
 info@decisionmanagementsolutions.com

29. Thank You
For more on
Decision Management, go to:
decisionmanagementsolutions.com
© 2020 Decision Management Solutions