In this session, hear how Prolifics leveraged the events and rules capabilities of WebSphere Operational Decision Manager to create a personalization solution for a leading financial company. Personalization allows for a consistent way of communicating with customers across multiple channels on next-best actions, profiles and preferences, and responding in real time to changes in customers' characteristics across all media (including web assets, call routing, client rep systems, surveys, and correspondence). This allows for improved customer experiences, cross-sell and up-sell opportunities, and better response times. The solution leverages the full predictive cycle, from integration data, to analytics, to operational decisions, to a cached high-performing tag cloud that drives the individual customer experience.
2. Personalization – Quality of Service
Automation brought value in cost savings, personalization brings us
value in quality of service.
3. Personalization – In the perfect world
Based On
Profile
Events
Personalized
Prioritized next best actions
Offered exceptions
Target & customized Offers
Consider Preferences
Updates as events happen
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4. Personalization – The Evolution
Automation reduces price
Cost savings over quality of service
One size fits all
Impersonal
There is value in both price and quality
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5. Personalization – Todays experience
Departments Compartmentalized, no context
Impersonal One size fits all, big boxes
Channels have no context
No cross channel messaging
Annoying nagging upsell
Customer retention issues
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11. Personalization – Prioritization of interest
Limited Attention/real-estate
Aligned with Goals
Temporal Interest
Based on profile characteristics
Source Dependent
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12. Personalization - Interactions
Similar to events but directly related to offering
Feedback on interest
Feedback on State
Owned outside
At Risk
Happy
Suppression or Suppress Until
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22. Personalization – Organizing The Tag Cloud
Tags & Priority
Relevant
Up to date
Tailored to profile, behavior etc.
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23. Personalization – Rules & Events
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Situational
Awareness
Contextual
Decisions
WebSphere
ILOG
BRMS
WebSphere
Business
Events
WebSphere Operational
Decision Management
Your business decisions.
Prioritize
Detect event patterns
Process Interactions
24. Personalization – Rules and Events
Business Visibility
De-couple from development
Fast changes
Call back to scoring models
Deploy PMML
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28. 28
Call Center
Internet
Agency
Personalization – Events
Make a
personalized offer
Trigger agent
call back to assist
Prioritize
Multi-channel
RespondDecideDetect
Customer good prospect, find best
promotion
Determine best product
Up the interest
Customer requests series of
quotes over the last month
2 web quote requests and 1 direct
contact in 3 days:
2 or more pages on a product on
the same day
Event
Correlations
DecisionsRulesEvents
35. Decision Center Console Direct MS edit mode
Decision Table in MS Excel
Rule Flow in
MS Word
Action rules in MS
Word
One click
Direct access to MS editing
Action Rules and ruleflow edition through
MS Word
Decision Tables edition thru MS Excel
Lock of edited elements
Automatic synchronization
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36. Multiple Release Management
Enable business users to make
changes to a deployed rule
application without interfering with
work they are doing on an upcoming
release
Merge and diff between releases
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37. Multiple Release Management Visual Support
Detailed side-by-side graphical
difference highlights between
releases
Multi directional merge from one
release to another
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39. Decision Center Console
Out-of-the-box ruleset testing in
Rule Team Server
Business impact simulation in
Rule Team Server
Scenario configuration and
customization in Rule Studio
Audit - Decision Warehouse in
Rule Execution Server
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41. 41
Personalization – Decision Management
IBM Operational
Decision Management
Bring Quality of Service
Flexible
Centralize Decisions
Timely and up to date
Control in business hands
Notas do Editor
What do we mean?PersexpAll chan, web, rep, email, sales, branch, remote, mobile appsApplies to mostent that have multiple channels, bank, telc, financial, util, healthcare, hosp etc.Automation = cost savingsPers = qaulity
Old days, we dealt with people [Pick 2]Famer ask BM to go to lunchTornado – Changed insurer, Skip payments?School together and Congrats on child – tax free college savingsBM knows - no printed - enviro – emailIncrease 401k contribAnalyzeExpensive
Enter Automation…. Great cost & errorsHow did we get to robot menu hell, BM lunch to siting on the phone for an hourPendulum Cost vs Quality of serviceRace to the bottom cost –dragged qualitye.g. the bank I bank with is e.g. Free checking
Bank with Large bank, since started moving away due to personalizationFraud, perp groupRestaurant declined Checked web/rep, transferred
Auto Dialer, Web, Rep, phone app, txt – Routing
Marketing and analytic system for cross sell, offers,Prescriptive rules around deriving next best action, retirement calculator & recommendations on upping contribution.Preference Some parts of the site will allow for preferenceSales - some will have call centers targeting sales conversions from competitors , recovering abandonments capturing events
Categories of IngredientsPrescriptive e.g. Retirement Calculation, Institutional Clients (HC) w/ specific reqPredictive e.g. categorizing customersMost of the sources are Prescriptive & Predictive
Looked at ingredients what drives change
Events my impact one or more pers offeringsExplain abandon, interest change, gaming insurance Events – Child, Job change, later payment, Over payment, Hurricane, Flu outbreak
Limited att, 100 no, 3/5 maybe (web, rep, mobile, email etc.)Comp goals to push new product type? Target demographic/market change?Prioritize across offers, next best actions, recommendations, incentives, account abandonment, conversion opportunities etc. TemporalProfile typesSource conflict wins
Events may impact one or moreInteractions related to one offering/product
Interest in a add on product or serviceAnalytics - Income groupPattern detected on the web or could be cross channelCalled in a said no… not till next year, just bought a house
Finish Insurance DocumentationAdd on productIncentive to refer a friend
Building blocksNo one size fits all, many different option as there are requirementsSolution for the General patternReal world implementation, multiple clients, to various extents and capacities Backwards - Channel back to events and source
Prioritized Agnostic, tag not that interestingCMS web vs sales
Message brokerWeb services or multiple services depending on categorization of tags
With a rep interaction we have some timeIf necessary (which usually is) web perfAs the name suggests can scale out dramatically, handle v. large dataIntegration bus is used for other… ingredients Real world, analytics batch, profile info spread
General Requirements TC … are usually
Where do the tags come from??Integration Bus – pulling info from sourcesReal world, analytics batch, profile info spreadAs well as BRMS & Events system
Important part of PersMix analytical ADM and ODM
Can bring Quality with reduced cost by best leveraging many of the ingredients that are availableIn a coherent, consistent way