2. Customer Advocacy
•In average it costs 5 times more to
acquire a new customer than to keep an
existing customer happy
• An increase in customer retention of
only 5 percent can lead to profit gains of
anywhere from 35 percent to 125 percent.
•The average unsatisfied customer will tell
three other people to avoid the company
•Customers who are happy enough to
recommend a product or service to others
contribute an astonishing 25 times their
LCV to the top line
LCV – Lifetime Customer Value
CRV – Customer Referral Value
Evolving Customer Journey
Complex Purchase Cycle Involving Many Interactions
Research Shop Buy Pickup Service
Comparison
Web Buy Online
Site
Chat
Contact Issue Complaint
Center Phone Order
Visit Retail Store Return
In-Store Local Store
In-store
Kiosk
Begin
Browse Catalog
Catalog Catalog Order
Mobile Google
Product Info
Device Search
Email Order
eMail Confirm w/Rec
Share
Facebook Troubleshoot
Social Read Reviews Experience on
Fan Club On Community
Twitter
2
12. ATG eCommerce at Telefonica O2 CZ
How Can I Sell More?
Sales
Which prospects most
resemble those
customers?
Which references
Which types of What can I use to help
customers are Customers ? me close my
buying which deals?
products?
References
Which
Products ?
Competition
Who is my
competition ? What
is my winning
strategy ?
Typical Sales Rep
12
21. Analytic Workflows
Business Ensure Contact Center
Objectives / running smoothly
Issues
Is Service Level OK?
Are calls evenly distributed
across call centers?
Gain What are the reasons
customers are calling for?
Insights
What campaigns are
running by product type?
Drill to Marketing Impact
on Performance
Secure additional staffing
Take Action during campaign
Driving Intelligent Interactions using
Real Time Decisions
Intelligent
interactions
“What should I do now,
at the moment of contact”
Insight Driven
Action
“What is my best opportunity?”
“What should I do next?”
Performance
Management
“How am I doing
Increasing Value
vs. goals?”
Query,
OLAP / DW
“Explore my data”
Transactional
Reporting
“Here are your reports” Generational Steps
21