Mostly Organizations are using their own Customer Analytical Records (All the information about a Customer data, products, usage and Marketing data) as part of Decisioning process whether its Inbound channel Real-Time request or Proactive outbound communication to send the personalized marketing message using tools like PEGA CDH, Adobe, SAS, Unica etc.
Personalization has become a must-have for messaging
because of high customer expectations. To take Marketing personalization to
next level, integration of external data feeds/publicly known
information about the customer as part of Decision making process is
inevitable.
I would like share few use cases which can enhance
personalized messages to Customer in the Communications and Banking industries.
External Data Feed#1: Integrate Official Emergency services & weather alert systems API data to PEGA Decisioning engine
Using weather alert system data & joining the same
with Organizations own proprietary Customer Analytical Records will help Organizations
to target the Customers affected by bad weather/ natural disaster. (Post code
can be used to identify the customers impacted to send hyper personalized marketing
message). External data source will help Organization to prioritize the
Nurture/Service messages to the Customers over Sales message.
Corporates can also use the publicly available weather
alert systems API Data & send proactive service/alerting messages. Timely,
relevant and Empathetic message will help Organization to increase customer
Life Time Value and NPS.
Sample use cases to use the External source data to send hyper personalized Marketing message:
When customer postcode matches with natural disaster affected postcode:
o
For Banking & Communication, Waive-off
late fee & allow them to pay the bit later
o
For Communication, Make some additional data
& call free offer for affected customers until the situation is restored
o
For Communication, Send proactive service
outage messages & notify the team who are managing the Infrastructure/Towers
about the event.
o
For
Banking & Communication, Prioritize the Nurture messages over sales (send
proactive service outage message with ETA to restore the service)
o
For
Travel, send a message with weather information for an upcoming trip
o For Retail, send users a list of products that they might be interested in based on the current location (if its affected by Bad weather)
External Data Feed#2: Integrate Foreign Exchange API data to PEGA Decisioning engine
For the customers who are buying the ForEx regularly OR
the Customers who are setup the Standing order to other Country, proactive personalized
offer when there is a significant change to the ForEx will help Customers to
book the ForEx in advance. Hyper personalized
Marketing message will help Banks to increase their ForEx sales and Customers
would happy with the Exchange Rate deal they received.
To talk specific to PEGA Decisioning, mostly the
prioritization of the offers/Actions is combination of ADM Propensity, Context
Lever, Offer Value, Business Lever etc. Managing Offer value, Business is done
by the Marketing Department most of the time through Revision Management
process AND/OR other well defined Rapid deployment feature. Majority of the
time, the opportunity will be lost before marketing team reacting to get the
Marketing lever changes validated and implemented in Production. Very few
Organizations doing Rapid deployment in 2 days’ time, few are doing Revision
Management deployment in 2 weeks and majority of them deploying Marketing lever
changes in 3-4 weeks’ time (BAU release change release).
Integration of External source data source could also
help us to override Marketing levers to specific Target Group (Customers
affected by bad weather in my previous example) and also it will help us
achieve automated data-driven decisions from PEGA in real-time. This will
eliminate of manual lever changes to force the specific/group of propositions
to the customers who are in-need.
What are the other use cases you can think about to make the hyper personalized marketing messages by integrating External data as part of Marketing Decisioning process? Please share those in comments section.
Happy Learning,
Nanjundan Chinnasamy
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