Presentation on creating authentic customer experiences in next best action marketing. Design for Conversion unconference, september 2010, Cologne. See http://designforconversion.nl/4th-dfc-cologne/ for more info.

1. Authenticity, a Left Brain ApproachPeter van der Putten Designfor ConversionUnconference Cologne, September 23 2010

11. Personalization & Customization BrandValues & Promises One to one marketing Messaging & Mass Marketing Customer Interactions Next Best Action Product & Business Concepting Decisioning Predictive Analytics Moodboards Arts & Crafts Talk Phrenology

12. Talk Context: Next Best Action Driven Intelligent Conversations to Optimize the Customer Experience Acquisition Operational & Business Constraints Branch Internet Contact Centre Self-Service Retention Any Other Business Objectives Customers’ Needs Cost of service, profitability, margins, risk, … Risk Sales Any Other Balance customers’ needs with competing business objectives to determine the “Next Best Action™” during any inbound or outbound interaction driving the customer experience and lifetime value 2010/9/29

13. Principles for Authentic Interactions On Authenticity You’re authentic if you’re true to oneself – know who you are, and be who you say you are You don’t become authentic just by saying you are, you will become perceived authentic because of what you do Authenticity is a social or even a personal construct As applicable to one to one marketing as to mass marketing Principles On Being One On Being Reliable and Trustworthy On Co-Designing Experiences On Avoiding the Uncanny Valley

14. On being ONE

22. Vodafone Example

23. Multi channel consistency,both a problem and opportunityfor authentic personalized experiences

24. Service Operational & Business Constraints Branch Internet Contact Centre Self-Service Retention Any Other Business Objectives Customers’ Needs Cost of service, profitability, margins, risk, … Risk Sales Any Other The Next Best Action Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise

25. On Being Reliableand trustworthy

28. “Welcome to My T-Mobile, your personal website!”

29. Service Operational & Business Constraints Branch Internet Contact Centre Self-Service Retention Any Other Business Objectives Customer Needs Cost of service, profitability, margins, risk, … Risk Sales Any Other The Next Best Action Balance customers’ needs with competing business objectives to determine the “Next Best Action” during any interaction across any part of the enterprise

30. Unstructured Data Cross and up sell propensities Competitors Churn and Save modelling 3rd Party Demographics Lifetime Value modelling Social Network Risk and Loss prediction Real Time Contextual Data Response Modeling Case History Needs Based Segments Behavior and Transactions Fused Survey Data Customer Profile

31. Next Best Action Strategy Covering All Business Issues Call reason Service Strategy Best Service Strategy Service VALUE prediction Final decision on Next Best Action considering service, credit risk, churn and selling opportunities VALUE Strategy LATE PAYMENT Strategy Predictive Assessment Best Credit Strategy Debt management CREDIT RISKprediction CREDIT Strategy RETENTION Strategy 1 CHURN prediction Best Retention Offer CHURN Champion challenger Retention RETENTION Strategy 2 DIRECTORY prediction DIRECTORY Strategy DIRECTORY Switch Prio = Propensity * NPV Best Sales Offer SMS prediction SMS Strategy SMS Switch Selling DATA prediction DATA Strategy DATA Switch Prio = Propensity * NPV / AHT

32. Tactics for Authentic, Reliable Recommendations Being knowledgeable Being specific and personalized Being dynamic Being contextual Being justified Being open Being outside in and customer centric

33. On co-designing experiences

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36. On Avoiding the uncanny valley

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38. The Uncanny Valley in Robotics and Marketing

39. The Uncanny Valley in Robotics and Marketing Personalized Experiences Generic Experiences On Becoming Successful through Personalized, Authentic Customer Experiences On Co-Designing On Being Reliable On Being One Authenticity On Avoidingthe Uncanny Valley

40. thank you for your attention peter.van.der.putten@pega.com