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Enabling More Intelligent and Profitable Customer Interactions Using Oracle BI Real-Time Decisions (RTD)
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Agenda
Introduction to Real-Time Decisions (RTD) Solution Demo Key Capabilities & Features Q&A
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Introduction to RTD

Significant Business Challenges


Lack of Customer Knowledge Inconsistent Delivery Channels Price-based Competition Marketing Collateral Overload Customer Attrition Inefficient Service Processes Do Not Call List Employee Attrition Inaccurate Customer Segmentation Low Share of Wallet

Back to the Basics

Customer Retention

Revenue Growth

Customer retention should be your highest priority in your CRM strategyAfter you have protected your customer asset through retention efforts, cross-selling is the CRM strategy for growing revenue. Kimberly Collins, Ph.D. CRM Summit Spring 2004

Traditional Outbound Marketing Falls Short


Privacy restrictions

Customer opt outs


Competitive clutter Growing resistance to marketing efforts High cost/low response

Low response rates Low ROI

of outbound marketing

Campaign-Centric Approach for Inbound Marketing


Limitations and Constraints
Web Contact Center

Offline and data-driven process Discrete and often disconnected marketing efforts Offline arbitration of campaign and channel conflicts Product-level analytics Resource and time intensive
Scores

Offer match

Offer match lists


Scores Products

Products Data Mining CM

Data Mining BI

CM

Marts Warehouse

Marts

Marts Warehouse Marts EII ETL Metadata EII Metadata ETL

Interaction-Centric Approach for Inbound Marketing


Benefits of Real-Time Recommendations

Real-time and KPI-driven Centralized decision logic and in-context predictive analytics

Contact Center

Web

POS

Decision Services

Automated and integrated decision services Leverages existing BI assets and operational infrastructure
Data Mining BI CM Scores Metrics OLTP

Oracle RTD Provides a Real-Time Decision Engine


Delivering Decisions as a Service
Telco Fins Retail Health Travel Gov Others

Contact Center

IVR

Web

ATM

Kiosk

POS

Real-Time Decision Engine

Campaign Management

Business Intelligence Data Warehouse

Data Mining

Oracle RTD for CRM


Intelligent Offer Generation and Retention Management Application

Pre-built application for Siebel Call Center Intelligent offers and retention treatments embedded in Call Center Data mapping to Financial Services and Communications data model Shares Siebel Marketing offers and campaigns to coordinate inbound and outbound Leverages customer analytics and offline predictive models

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Solution Demo

Demo Scenario
About National Bank Fictional financial services provider Customer base: 5 million Assets: $69 billion Revenue: $4.6 billion Large volume Siebel Call Center Business Challenges High customer turnover rate of 14% per year Associated replacement cost in millions per year Average cost of new customer acquisition: $250 Currently 2 products per customer, goal of achieving 4 per customer

Demo Use Cases


Use Case # 1 : Intelligent Cross- and Up-Selling
Profile of caller (Linda Johnson): Female, 28 years old, single Holds checking and savings account at National Bank Medium-value customer Calls to change address (due to new job after grad school) Business goals Expand customer relationship through realtime intelligent cross- and up-sell offers

Use Case # 2 : Proactive RealTime Retention Management


Profile of Caller (Robert Knowles): Male, 38 years old, married, homeowner Holds several accounts at National Bank High-value customer Considers closing all accounts (unknown to National Bank) Calls to inquire about checking account fees Business goals Retain customer relationship through realtime retention treatment

RTD Leverages Inbound Interactions


Enterprise
Marketing-initiated
Campaign

Customer
Unexpected 1-5% Response Convenient 5x Success

Event Driven

Customer Triggered

Customer Initiated, Relationship Driven

Leveraging Inbound in Real Time

Appropriate 10x Success

Advanced real-time predictive analytics allow each interaction at any time and any channel to be tailored for each customer

Source: Gareth Herschel, Gartner, 03

Intelligent Contact Center Using RTD


Call IVR Navigation CC Route Route to optimal CC Skip IVR / Escalate immediately

Agent / Queue Route

Handoff

Handoff

In-House CC Route to optimal queue / agent CSR Intro


No

Outsource CC

Outsource CC

Resolution?
Yes

CSR Answer

Cross Sell

Present targeted marketing offers List likely answers / resolutions


End/Handoff

Escalate based on priority

Handoff

2nd Tier

RTD Drives Top & Bottom Line Benefits


Sales Incremental revenues through improved cross and up selling Improved long-term profitability through enhanced loyalty and retention

Marketing

Reduced acquisition costs through improved customer retention Reduced outbound marketing spend through more effective inbound marketing and leverage of insights into actual customer response behavior for outbound

Service Reduced operating costs through more intelligent and streamlined business processes Improved agent productivity by enabling less experienced and skilled users

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Key Capabilities & Features

Gap Between BI and Operational Apps


Operational Applications

BI & Analytics Solutions

Oracle RTD Bridges the Gap


Bridge between operational and analytical worlds Operationalizes offline analytic insight, models and scores Creates new behavioral & contextual insights through continuous learning Unites channel experiences through singular decision framework

Operational Applications
Real-Time Decision Solutions

Drives process behavior of both


technology and human resources

BI & Analytics Solutions

Challenge of Business Process Optimization


Improving the Process from the Outside
Todays Process

Process Intelligence

Process Improvement

Offline Analysis, Historical Data


Aggregated siloed data Limited by Analyst Bandwidth

Time Lag to Implement Change

Expensive and Lengthy Projects


Limited Adaptability to Changes

A gap exists between process intelligence and improvement

Process Optimization via Real-Time Decisions


Improving the Process from the Inside

Todays Process

RTD Decision Server

Process Intelligence

Process Improvement

Continuous learning Transaction level data Operationalize traditional analytics Process-oriented data model

Performance Goal driven Continuous control Detects changes over time Decision service

Performance Goals as First Class Citizens


Influence operational business process to optimize multiple competing performance goals, such as:
Minimize Service Costs Maximize Revenue Expedite Customer Service Minimize Attrition Risks

Ability to arbitrate is a built-in feature of the product and not implemented externally

Oracle RTD Decision Framework


Driven by Domain Knowledge and Empirical data

Rule-Driven Decisions
When decisions are driven by declarative logic expressed by business users

Model-Driven Decisions
When decisions are driven by logic learned by models from empirical data

Rules Approach: Control


Existing knowledge and logic can be leveraged Convenient when decision needs to be constrained Does not scale with volume / interaction complexity

Predictive Approach: Automation


Prediction inferred from data vs. explicitly defined Predictions [automatically] evolve based on response patterns and changes Requires a lot of data

RTD provides very granular control over the degree to which rules and analytics can be used to drive the decision process

Self-Learning: A Process Perspective


Traditional Learning Process: models lag by weeks or months
Source Databases Analytical Mart Data Mining Tools Scores and Lists Operational Applications

feedback: days or weeks

Continuous Self-Learning Process: models are updated in real-time


Advantages:
Automatic model creation Quick to react when behavior changes
input from external models and lists

Self-Learning Analytics
events decisions

Operational Applications

Allows broader scope of analysis


Simple to implement and run

feedback: immediate

Tracking Multiple Outcomes Over Time


Predicting a single outcome from a decision does not model real buying processes, which have multiple steps over time Learning is limited as decisions are based on very limited criteria
Examples

Seminar on home refinancing

Free cable for 30 days

1. Interested
(now)

1. Interested
(now)

2. Registered
(+5 mins)

2. Installed
(+10 days)

3. Attended
(+7 days)

Decision Server tracks multiple outcomes from each decision over time

4. Applied for refinance


(+10 days)

3. Kept service beyond 30 days


(+30 days)

Adapting to Changes in Behavior

The Problem with Current Solutions:


Other products treat old response data as if it is as relevant as newer data; this is a huge mistake

How Businesses Try to Cope:


Two choices: either run forever with undifferentiated data, or flush all of the data periodically No useful way to look at what has happened within and across time periods

Decision Server Approach:


Automatically track, weight, and report on response data over time via user-controlled criteria

Enabling True Multi-Channel Solutions


Channels have varying response characteristics, so models that naively pool channel data are less effective Businesses should not build separate analytic solution silos for each channel
Other Products

CC Decision App (silo) Choices, Rules, Models, Learnings Web Decision App (silo) Choices, Rules, Models, Learnings Web Contact Center

Multi-Channel Decision App Shared Set of: Choices, Rules, Models, Learnings Contact Center Web

Decision Server provides partitioned learning models, such that a single application can support true multichannel decisions

Decision Server

Real-time Decision Process


Decision Server
2. Create session & load customer data 5. Determine eligible offers 1. Send customer id 3. Send context info

4. Request offers

Eligibility Engine
6. Score eligible offers

Customer Interaction Touch Points


7. Return ranked offers

Prediction / Scoring Engine


9. Learn from response

8. Send response

Learning Engine

RTD Platform and Integration Points


Informants & Advisors
Handle information events and requests for decisions from enterprise applications

Enterprise Apps
SFA, CRM, Web Portals,

Portals,
PDAs,

Informants

Advisors

Publishers

Publishers
Deliver KPIs, alerts, learnings, and other information to portals & external apps

Decision Server
Inline Service

Goal Manager Decision Engines Learning Engines Profile Manager

Business & IT User Interface

Suppliers
Deliver profile data on demand

Suppliers

User Interfaces
Analyze data, create offers, configure system
Transaction Contact Data Data CRM System Contact Data

Open and Flexible Integration Support


ACD / IVR Web App Call Center App Teller / ATM App

Java Smart Client JSP Tags

Informant

Advisor

XML / SOAP .NET HTTP

3rd Party Model Executable

Java / JNI

Decision Server on J2EE

JDBC

Oracle BI EE Server

Java

XML / SOAP

JDBC

Back-End System

Back-End Database

Data Mart / Warehouse

New Real-time Decision Paradigm


Helps companies shift their attention from
Producing scores Refreshing models Response management to to to Managing goals Adjusting to changes Closed Loop mgmt

Single channel
Out of context Resource intensive Replacing systems

to
to to to

Multi channel analytics


In context analytics Automated process Integrating systems

Key Features of Oracle RTD


General Purpose Real-Time Decision Platform and Framework Granular control over mix of rules and analytics, including built-in self-learning predictive models, to provide decision services Enterprise Alignment / Multiple KPI Prioritization Every decision is measured against and arbitrated upon multiple competing performance goals Event-driven / SOA architecture Decisions are provided as a service in real-time in the context of an interaction workflow / operational process

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Questions & Answers