A successful team in the American Basketball League NBA combines four crucial characteristics:
But what does that have to do with the technical concept next best activity (NBA)? This question was discussed with the participants in the course of a workshop at the Call Center Association (Call Center Verband) Spring Conference 2013. The challenges for the implementation of an NBA concept were specifically identified and ideas for solutions were developed.
NBA systems implement a transition to a customer-centered perspective in customer management and direct marketing. Among all actions possible for the customer the best one is chosen – taking into account the individual customer interests, business or product strategies and the communications policy of the business.
The Transition from the Campaign Perspective to the Customer Perspective
Successful direct marketing can only be achieved by a transition from the campaign perspective to the customer perspective.
Or in other words: the question should be: which campaign is suitable for the customer? And not: which customer is suitable for the campaign?
Using the scarce resource “customer contact” for the business’s benefit only becomes feasible by the transition to a customer-oriented perspective in connection with an individual contact strategy: dynamic selections and parallel implementations of competing campaigns which are always focused on the needs of the customer groups ensure a continuously optimized condition of the campaign systems and thus an increased customer loyalty and satisfaction.
The customer optimization takes six dimensions into account:
These dimensions are considered in the scorings in order to identify the best campaign with the highest likelihood of transaction for each customer.
During the workshop at the Call Center Association Spring Conference 2013 the participants also discussed the implementation challenges and obstacles of a next best activity concept and developed ideas for solutions:
In customer management, direct marketing and especially in the service center, analytics reveals its full strength and provides valuable operational support in the customer dialogue. Real time technologies and next best activity concepts may significantly improve the service member’s ability to act and his/her decision competence. They provide immediate recommendations for action at the point of sale in the form of situation- and needs-oriented information, offers or goodwill scopes. Among all actions possible, the best action for the customer is chosen.
A sharper focus on the customer as central focal point of all sales and marketing processes serves both the businesses and the customer. The latter feels that he/she is cared for according to his/her needs and appreciates that by tending to stronger loyalty and higher turnover – the suppliers, in turn, improve their share of wallet, use cross- and up-selling potentials more effectively and strengthen their customer base by means of sustainable and consistently demand-oriented support.
Do you want to replace the IoT core with a multi-cloud solution and utilise the benefits of other IoT services from Azure or Amazon Web Services? Then get in touch with us and we will support you in the implementation with our expertise and the b.telligent partner network.
Domain Lead Customer Engagement & MarTech
Interactions with customers in the field of energy supply are rare – a single contact a year is not uncommon. Best possible contact management is correspondingly important. This project focuses on the communication channel comprising the inbound call center.
In our series titled "The next generation of CRM – May the MarTech be with you", we have already explained the marketing technology trend's actual sustainability, the dos and don'ts to be observed during introduction, and the means of identifying one's own MarTech maturity level.
In this article, we will next take a look at the MarTech architecture – our map on the mission through the MarTech universe. Because precisely this aspect is becoming increasingly technical, complex and confusing. In our digital world, customers have numerous options at their disposal – and their demands in terms of customer experience are rising. But digitization is also bringing changes for marketers. Though the traces which customers leave behind along digital contact channels such as an online shop, app or website allow very versatile use – they also increase the complexity of marketing.
It's a done deal: The digital product passport (DPP) is coming. It's quite an elaborate affair, but also a huge opportunity for marketing and sales! As part of a planned Ecodesign Directive, the EU will, from 2027, oblige companies in almost all sectors which manufacture, commission or sell goods and products in the EU to introduce the DPP. Experts predict that five trillion DPPs will be issued annually across the EU in the future. This figure gives an idea of the implications of the EU's decision. Which legally mandatory information the DPP must contain is still being clarified. But one thing is already clear: The DPP will massively change the economy – and in doing so, it offers a completely new touchpoint to the customer.
No previous post
No next post
