Presentaties iLounge DM 2.0

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Information about Presentaties iLounge DM 2.0

Published on October 4, 2007

Author: resultblog

Source: slideshare.net

Description

Presentaties van de iLounge waar het Handboek Direct Marketing 2.0 van Paul Postma werd gepresenteerd. Met inleidingen van Paul Postma, Richard Verhoeff (Center Parcs) en Hugo Koopmans (Chordiant).
Datum: 26 september 2007, De Balie, Amsterdam.

Welkom bij de iLounge Direct Marketing 2.0

DDMA iLounge Direct Marketing 2.0 26 september 2007, De Balie Amsterdam

Sponsoren:

Programma - Opening - Overhandiging Handboek Direct Marketing 2.0 - Inleiding Allard Frederiks, hoofdredacteur Adforesult - Paul Postma, PPMC & auteur Handboek Direct Marketing 2.0 - Hugo Koopmans, Chordiant - Richard Verhoeff, Centerparcs - Samenvatting & discussie - Borrel 1e verdieping De Balie

Overhandiging Handboek Direct Marketing 2.0

Allard Frederiks - Hoofdredacteur Adforesult -

Paul Postma - PPMC & auteur Handboek Direct Marketing 2.0 -

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen DDMA iLounge Paul Postma Marketing Consultancy B.V. Postbus 323, 3430 AH Nieuwegein De Balie, Amsterdam tel: 030-259 8488 26 september 2007 paul.postma@ppmc.nl www.ppmc.nl

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Is ons vakgebied anders dan 10 jaar geleden? Ja, nog nooit zoveel media om de klant te • bereiken • reageren • meten

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Is ons vakgebied anders dan 10 jaar geleden? Nee, alle principes zijn gelijk De combinatie laat de kracht kwadratisch toenemen

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Geen reden om in de war te raken • Het is gewoon een vak • Maar je moet ervan houden • Ordnung muss sein

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Postma’s hersensystemen en Kahneman’s cognitieve systemen systemen 14-02-2002 13

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Mag ik even uw ventrale striatum prikkelen?

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Hoezo AIDA? Theorie Realiteit Attention Action Interest Desire Desire Interest Action Alibi

Belangstelling voor onze nieuwsbrief? Meld u aan via www.ppmc.nl/aanmelde

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen Wie is er nou eigenlijk aan de macht Klant? Best wel een beetje Hoewel? Laat het u niet overkomen! Verleiding kent geen grenzen 50% tot 70 % conversie dankzij intelligente machines

iLounge Paul Postma DM 2.0 De klant heeft niets in te brengen ‘De klant is de baas’ Een mooie illusie die u niet mag verstoren Maar: Leer de klant beter kennen dan deze zichzelf kent Daartoe dient Direct Marketing 2.0

Dank voor uw aandacht! Paul Postma Marketing Consultancy B.V. Paul Postma Marketing Consultancy B.V. Postbus 323, 3430 AH Nieuwegein Postbus 323, 3430 AH Nieuwegein tel: 030-259 8488 tel: 030-259 8488 paul.postma@ppmc.nl www.ppmc.nl paul.postma@ppmc.nl www.ppmc.nl 19

Hugo Koopmans - Cordiant -

Contents 1. O2 Customer Promise 2. The Next Best Action paradigm 3. Vision 4. Conclusion 5. Chordiant Centralized Decisioning

O2 Customer Promise At O2 we keep things simple. In a complicated world of rapidly emerging technologies, we’re a breath of fresh air. We listen to what you, our customers, want and do everything we can to make sure you get it. It’s your O2 – for business or pleasure. If we make a promise, we stick to it. We don’t just say we’re going to put you first: We do it. All the time.

Customer Promise Best range of devices Great Value, No Catch Best Place to Shop The service you deserve Easy to use products and services People who care A network and systems you can rely on

The Next Best Action paradigm The Next Best Action paradigm

Trivial Next Best Action Strategy Risk Mitigation Credit Risk Is there a credit risk? Strategy Prediction If so, how to respond? Value Retention Prediction Proposition 1 Is there a churn risk? Best Champion If so, should we invest Retention Challenger Action Matrix in retention? If so, how to retain? Churn Retention Prediction Proposition 2 Broadband Broadband Broadband Eligibility Proposition Propensity If there are no risks, what sales proposition Travel Services Travel Services Travel Services Best Offer should be made and in Propensity Eligibility Proposition what way? MMS MMS MMS Propensity Eligibility Proposition

What is Vision? Vision is an application to assist advisors to make the most appropriate and relevant offers to our customers. Vision uses real-time customer intelligence based on the history of the customer’s behaviour with O2 (tenure, tariff, usage, customer type, etc) along with the context of the conversation they are having with the advisor (the reason they called us) to calculate the most appropriate and relevant offers to make to the customer.

How does VISION work? Upselling products and services to customers • After the advisor enters the Customer ID and the call context, VISION runs propensity models and business rules against each of the 37 “product” offers, using multiple fields from the available 500+ fields in the Data warehouse, and taking into account any recent VISION decision history, scores and ranks each offer, and then displays the top 3 most appropriate and relevant offers/actions to the advisor Business rules around usage, customer and product data Data Vision Warehouse recommendation to advisor Propensity Models Call Context, Customer Responses

Vision for up sell opportunities The Next Best Action paradigm

Group acct no JBU8045021 Group name Marley Group Group code JBU8048231 Company acct no Company name Marley Floors & Top offers for MPN are displayed. Waterproofing Offers take into account the call Company code context and the caller’s decisioning authority. Account no JBU6821588 Marley Waterproofing Account name CT3 3EQ Postcode MPN 07860349815 Agreement no Account type SME BAM/BRM Flex account No CONTRACT Tenure (months) 252 Current tariff Net 100 R/T Boltons No ITS LOYALTIES Reward taken First prog. award

Group acct no JBU8045021 Group name Marley Group Group code JBU8048231 Company acct no Company name Marley Floors & Click on an offer to select it. The script Waterproofing helps the advice discuss the offer and Company code provides a tailored justification Account no JBU6821588 Account name Marley Waterproofing CT3 3EQ Postcode MPN 07860349815 Agreement no Account type SME BAM/BRM If offer is made, Flex account No customer’s response is If no offer is made, this is recorded by pressing recorded by pressing appropriate ‘response’ CONTRACT ‘Not offered’ button. Tenure (months) 252 button. Current tariff Net 100 R/T Boltons No ITS LOYALTIES Reward taken First prog. award

Vision for Retention The Next Best Action paradigm

Objective in Retention We wanted to re-align our investment to retain our best customers With manual systems, it was very difficult to change advisor behaviour, and the focus had always been on a single target which was volume Value of re-sign investment Customer Value

Every customer receives a totally personalised experience Standard Practice With Vision Deal Calculator Upgrade investment by matrix bands Individual investment value for every customer based on their monthly spend – Spend range + tenure Save combos via briefed rules No save rules – just an investment target cost and maximum – – Limited systems control or reporting much more flexibility for agents and cost management for O2 Refer to billing to see customer usage One screen view and recommended offers Refer to devices website for handset info Vision handset wizard helps match phones to need Commission helps delivers on-target overall subsidy cost Vision shows commission by transaction and performance to target

Managing Cost eeting customer emand for advice nd re-assurance an help us tailor ackages that fulfil eir needs, but also anage our costs Advice anaging costs

Agent selects chosen save tools

Chosen save tools are added Remaining balance is re- to the shopping basket calculated

Conclusions –We’re able to optimise inbound contacts by having relevant conversations with customer and offering the right products and services at that moment –In retention we’re now Good knowledge of customers and great processes helpto to invest in fantastic customer able us control our experiences…. resulting in incremental revenue and an increase in customer by retention spend satisfaction customer value

entralized Decisioning t the heart of improving “Customer Experience” Self Service Contact Center Retail Branch

• Hugo Koopmans • Principal Consultant Decisioning • hugo.koopmans@chordiant.com

Richard Verhoeff - Centerparcs -

Vragen & Discussie

Algemene Ledenvergadering DDMA 11 oktober, VNO-NCW Den Haag ‘Management update public affairs’

oktober Dag van de Datakwaliteit & Data Quality Award www.ddma.nl

Afsluiting & Borrel

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