Transcript Personalisation

Personalisation
New Strategies
Info providers
and portals
Aggregators
On-line
companies
WHO
OWNS THE E-CUSTOMER?
Supermarkets
Traditional
intermediaries
Source: Press releases; team analysis
eCustomer
Relationships
Matching Needs in Real Time
From the Customer’s
perspective
– Convenience
– Flawless execution and
superior service
– Pro-actively supportive
– Best-in-class products
– Personalized interactions
– Privacy
Customer Intent
From the Enterpise’s
perspective
– Customer value
Current and potential
– Products/ share of wallet
– Loyalty/ retention
– Targeted messages
Reducing cost and increasing
effectiveness of campaigns
– Service level differentiation
– Rates & fees differentiation
– Channel optimization
Real-time
CUSTOMIZATION
Enterprise Intent
Personalization
Customized content, products and services
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Personalization is the ability to deliver targeted products, services and information based
on the matching of customer’s preferences, interests and needs (“the profile”) with the
Enterprise’s value propositions.
Personalization is based on customer’s explicit preferences and historic data and on realtime assessment of the next best step.
Personalization
– Reflects the relationship and the customer’s requirements and preferences
• Metaphor, tone of voice, navigation, user interface configuration settings
• Mode of notification and interaction
• News and information
• Privacy
– Delivers targeted messages, templates and other personalized components, by realtime analysis of:
• Complete customer profile
• Indicators or assumptions derived through analysis
• Past interactions or contacts
• Current interaction
• The Enterprise’s business and customer intelligence
– Adapts to all channels and devices of interaction
Example: Financial Portal - Objectives
• Single definitive online personal finance services
– Enrich/meet demand fulfillment of all personal finance needs
• Aggregate & consolidate PFS offerings around the customer
– A complete PFS portfolio for all customer needs
• Aggregate relationships with the customer
– Across companies, across products and Leverage customer knowledge
• Targeted customer profiling & proactive need anticipation
– Active cross selling & up selling
• Content: Static & dynamic
– Internal as well as outsourced
• Online services
– Online financial decision aid tools (alerts, calculators)
• Online transactions
– Online brokearge/credit cards
• Lifestyle personalization and Customer driven customization
• Convenience bundling & contextual selling
Context-driven
Personalization
6 C’s of 1:1 Marketing
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Channel and device
– Location, date/ time, physical characteristics,
communication bandwidth etc. determine the type of
interaction
Customer profile
– The customer relationship data and complementary
information such as preferences, interests, indicators,
flags, interaction history etc
Collective Business and Customer Intelligence
– The Enterprise’s knowledge of the business and their
customers is reflected in the rules that control commercial
and service processes
Course of dialogue
– Tracking and analysis of the interaction, which may
uncover interests and intent (e.g. click stream) relevant for
the next steps in the dialogue
Communities
– Linking and analysis of people with similar needs and
interests
Collaboration
– Working jointly with the customer to create customized
solution
CONTEXT
Channel
Course
of
Dialogue
Customer
Profile
Customized
Content
Communities
Collective
Intelligence
Collaboration
Portal
functionality
Personalized views
Content
Management
Customer
Management
Application Services
Financial Accounting
CRM services
Storefronts and catalogues
Portal
Commerce
Collaboration
Tools
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Access to the Company
Marketing
Customer Support
Information
Transactions/ Payments
Services
Advanced Portals provide the customers access to a
personalized world of information and functionality
Successful implementation requires substantial design
and integration efforts with existing systems and
channels, partners, content and application service
providers
Access to Partners
Travel
Procurement
Shipping
Access to e-Markets
Financial Markets
Industry marketplaces
Auctions, exchanges
Content Syndication
Market Information
Tools
Industry information
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Portal - Personalization, Users and
Content
Personalization at a Community level
One-click identifier for Site Visitor
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For a community, the site recommends:
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Lifestyle and PFS Features and Articles
Products and services
Tools and planners
Caters to 3 types of users:
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b.
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Site caters to X number of communities
Communities based on Demographics
Need to associate a community to a visitor
Anonymous Visitor (browser of the site)
Registered User
Customer
Provides 2 types of contents:
a.
b.
Dynamic Content (Write-ups on products, including ads)
Static Content (Information about products, schemes)
Portal Suite – Evaluation Criteria
Features offered by a Portal Suite:
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Basic portal framework
User Administration
Content Management
Personalization
Support for External Interfaces
Features offered by a Content Management Product:
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Information Repository
Authoring
Publish-Subscribe Engine
Business Intelligence Engine
Workflow Engine
Filter/ Search Engine
Portal Suite – Options
The options are:
“Set Menu”
– Select a single portal suite
– Provide basics of different features
– Higher Product Cost
• “A la Cartè”
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Combination of Best of breed products
Superior functionality
Implementation in phases
Effort required in integration
Portal Suite – Evaluation
Parameter
BroadVision
Tibco Portal Builder
Epicentric + Interwoven +
BEA Personalization Server
Product
Functionality
 Market
leader in personalization
products of BroadVision
address specific areas such as
Content Management, Publishing,
Finance etc.
 BroadVision supports rules based
personalization; can be implemented
for individual users or communities
 Delivers
a complete portal solution
with B2B & B2E extensions together
with all its portal suite products.
 Personalization to some extent
through parameterization of the
content templates provided by TIB/
Portal Builder.
 Good User Profiling
 Pre-built
Technology
Highlights
Based on CORBA servers, moving
towards Java/ EJB in newer versions.
Java/XML/HTML based integration
support. Hence makes 3rd party product
integration very possible.
Based on Java and EJB architecture
 Companion
The Interaction Manager (IM) ensures
scalability of the solution.
Comprehensive out-of-the-box product
functionality; needs limited integration
with existing systems
Reference
Sites
American Airlines, Home Depot, Citibank
PortalBuilder is scalable, as it is
installable in a Master/Slaves
configuration
Yahoo!, Cisco Systems, Nasdaq for the
TIBCO family of products
modules and building
blocks allow instant functionality
 Flexible user management
 Personalization supported thru
access to user information as well as
MetaStore for maintaining user’s
personalized application data
Based on open standards (Java, JSP,
JDBC, XML, LDAP)
Scalability achieved thru load balancing
across multiple machines
Additional integration effort required
Citibank; Chase in the US
Integration of best-in-class Products
• Chase.com, U.S. – a show-case for heavy duty
integration
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Epicentric: portal builder tool
BEA Personalization Server: rules based personalization
Interwoven: content management
Broadbase: analytics/ data mining
Netegrity: Single Sign-On
Net.genesis: click-stream data collection, site reports
WebMethods: Partner integration
• Shinsei Bank, Japan
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Epicentric: portal builder portlet stitcher
Siebel: CRM package
eDP: Cross-channel, cross-product integration framework
BEA Personalization Server: rule based personalization
Portal Architecture
Transport
Services
Customer
Visitor
Partner
Supplier
Employee
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Delivery
Services
User
Interaction
Portal
Services
Portal Configuration Mgmt
WAP
server
E-Mail
Server
Web
Server
IVR
Server
Call
Center
Server
P
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V
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Enrollment
Relationship
Overview
Advice
Portal Data Mining
eMarket
Services
Catalogue Services
Payments
Procurement
Content Mgmt
Billing
Sales
Targeted
Content
Notification
Calendar
Web
Collaboration
Instant
Messaging
Single Sign On/ Security
3rd Party
Services
Loyalty Mgmt
Transaction Mgmt
Payment Gateway
Billing Services
Contact
Complaint
Campaign
Commercial Mgmt
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User Profiling
Interfaces (XML, HTTP..) and Adapters
3rd Party
eMarkets
ASP Services
Product
Partners
3rd party
Content
Market
Feeds
Financial
Services
Personalization Architecture
Validation
Use Case Summary
No. User Type
Registered Use Case Description
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Anonymous No
2
Prospect
Yes
3
Customer
Yes
4
Customer
Yes
Cross-sell ad changes based on
Interaction Analysis (hard coded to
demonstrate concept)
Username/password creation.
Demonstrates transition of an user from
Anonymous to Prospect. Ability to
Personalize/Customize
Targeted campaign followed by Online
application
Cross-channel, cross-sell across Lines of
Business. Split into Scenario 1 and
Scenario 2
Functional Diagram
Personalization
Architecture Validation
Customers and Prospects coming over the Internet or Call Center will have access
to Personalization based on their Profile. The Profile will use information already
available in the CIF as well as add Personalization attributes and will conform to the
data/object model
Internet
Personalization
Customer /
Prospect
Profile
CIF
Call Center
Customer /
Prospect
data model
Personalization Architecture
Validation
First time
Site-visitor
Registration
Process
Anonymous
w/o unique Id
Accepts unique
identifier (cookie)
Default
Home Page
What the user sees
Rejects unique
identifier (cookie)
Default
Home Page
Anonymous
with unique Id
Gives explicit
information that
business wants
Anonymous
with explicit info
If user opts to
register/sign up
If user says that
he/she is a
customer
Customer
Y/N ?
Sign up process
- User fills up an
online form
User selects a unique user
name and password
User is not a
customer
No
Registered
Prospect
(non-customer)
Verify that the user is
actually a customer. Verify
SSN, account #s, etc.
Sign on to
Identify
Degree of customisation that
can be performed depends on
one of the three user state
User is a
customer
Yes
User does not
customise
No
Default
Home Page
No
Remember
me Y/N ?
Customized
Y/N ?
Yes
User chooses to
customise
Remember
me Y/N ?
Validate information with
Host
Post Logon
Access
restricted
area
Non Restricted
items of default
site
Pre Logon
Yes
Yes
Pre Logon
No
Default
Home Page
Opens Account
online
Registered
Customer
Complete
default
site
Sign on to
Identify
Non Restricted
items of MyGY
Page
Complete MyGY
Page
Access
restricted
area
Post Logon
Integration Diagram
Personalization
Architecture Validation
Customer
PC
Customer
PC
Customer
Customer
Internet
Web Server (IIS/Netscape)
Call Center
Application Server (WebLogic)
Application Server (NAS)
Session context
Content Manager (FutureTense)
Siebel Client
Siebel Client
Smart Script
Siebel Server
Siebel
DB
Personalization
Engine
Profile Manager
SSO
getAccess
Templates (portal functionality)
Content folders
LDAP store
Response Tracker
CIF
Rules
DB
Content
DB
SSO
CIF interface
Decision Engine (simulated)
(simulated)
3rd party products
Scient
Mphasis
Data
Consumer Portal
Different users: different views
Barbara
My Accounts
Transfers
My Bills
My Investments
Loans
Insurance
Message reflects
life-style and status
current car-loan
Secure Shopping
Call me now
Mutual fund which
matches Barbara’s
profile and portfolio
Personalized news
based on preferences
Call center integration
Convergence with Web
William has clicked on the
personalized cross-sell ad
and performed a “what-if”
analysis. Automatically a
follow-up activity is entered in
the Contact Manager
William’s CD is about to expire.
This was not reflected in the web
cross-sell space as the refinance
had higher priority. When
contacting William, the CD will be
brought up
Link with customer
browser
Set up Collaborative Session
Procurement Portal
General
Navigation
Role based
Entitlements
Personal
Navigation
eProcurement
Card
Work area with
Personalized
Catalogues
Targeted
Value
Propositions