Transcript Week Three TERADATA LIGHT

How Do Your Customers
‘Experience’ Your Business?
Intelligence-based
marketing
The company knows who
you are, what you prefer,
and communicates with
relevant, timely
messages, using the
power of analytical
intelligence to detect
patterns, decode strands
of information and create
meaningful offers and
value
‘Schizophrenic’
marketing
The company has
delusions about who
you are, forgets what
you prefer, and tries to
reach you with offtarget communications
that alienate you –
based on fragmented
data & inadequate
faculties, resulting in
confusing, chaotic
‘multiple personalities’
Customer Relationships & CRM More Complex Than Ever Before
Today’s marketers have a lot to manage!
acquire
Do you know what constitutes a good
customer?
Are you using customer lifestyle/lifestage
data to find prospects?
Can you match customers to the right
products and services?
Can you use the above knowledge with your
current prospect lists to target your
marketing efforts?
grow the relationship
Who are your most valuable customers and
what are their attributes?
What products do my customers purchase
and what do they crossover
purchase?
What will my customers want next?
What product promotions increased sales,
transaction size, frequency and
crossover?
reward loyalty
Who are my most loyal customers
and what promotions are most
effective?
Do you treat your loyal customers
differently than your others?
When a customer touches your
business, do you have the
capability to engage them with
targeted messages?
How do you determine the level of
personalization you give?
retain customers
Which of your profitable customers
are at risk of leaving?
What are the buying habits of my
best customers?
Are you matching products and
services to the right channels?
Can you detect behavioral events
and provide timely and relevant
customer communications?
Manage the Total Communications
Environment with Analytical CRM
Direct
Mail
Store /Branch
E-Mail/Fax
Analytical CRM
ATM/Kiosk
Call Center
Agent
Lead With Analytical CRM
For Mission-Critical Intelligence
Relevant Offers
Analytics and Modeling
Insight
Communication Planning
Action
Personalize Communication
Customer Optimization
Communication Delivery
Intelligence
Timely Messages
Timely Messages
InterAction
Operational CRM Systems
Data
Warehouse
Disk
array
All Channels All Touchpoints
Capture
Data
ATM
Internet
Extranet
E-Mail/
Fax
Sales/
Store /
Branch
Direct
Mail
Kiosk
Agent/Call
Center
How Analytical CRM
Functions
Analysis
• Analyze
customer
profiles &
behavior
• Target
customers
• Evaluate
response
• Event Analysis
Modeling
• Build and
analyze
predictive
models
• Score
customers
Personalization
• Generate personalized
offers by customer
• Build personalization
Rules
Communication
• Plan continuous
communication
dialogues
• Define batch and real-time
event rules and trigger
Optimization
Interaction
• Prioritize and limit
communications
by channel
• Regulate frequency
and quantity of
contacts by
channel
• Optimize customer
communications
through contact
modeling
• Deploy outbound
or manage
pending
inbound/eventdriven
communications
• Manage workflow
of interactions
• Personalization
Merge
• Real-time
personalization
Industry LDM
Data Warehouse
ALL CUSTOMER INTERACTION DATA
Your CRM Process Must
Balance
Quality of
Customer
Experiences
Achieve Positive
Business
Results