1 / 52

Compaq – eCRM Project

Compaq – eCRM Project. Bob Sawyer Business Critical Server Group. Customer Relationship Management Tuned for the eCommerce Space. Zero Latency Enterprise. A definition:

chun
Download Presentation

Compaq – eCRM Project

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Compaq – eCRM Project Bob Sawyer Business Critical Server Group Customer Relationship Management Tuned for the eCommerce Space

  2. Zero Latency Enterprise A definition: “Zero Latency is the real-time, enterprise-wide dissemination of new information distributed in such a way that allows businesses to react quickly to it, driving the competitive business advantage to its ultimate limits” Paul Larson Talarian Corporation The goal: “Instantaneous awareness and appropriate response to events across an entire enterprise” Roy Schulte Vice President, World ServicesGartner Group

  3. What ZLE is • ZLE is an Enterprise Information System Architecture to • Synchronize information across various enterprise applications • Integrate data for the enterprise • Provide data to Business Intelligenceapplications for analysis • Support operationalapplications needing access to up to the minute data from multiple systems Credit Call Center POS ZLE Gift eCommerce

  4. What does ZLE enable • A single real time view of information from across the enterprise • By bringing data together in real time • A unifying architecture for business rules and policies • By providing a rules driven architecture for flow of information • Architectural scalability for the enterprise • By breaking performance dependencies between systems • Architectural Availability for the enterprise • By breaking availability dependencies between systems • New kinds of Applications that could not exist without the ZLE • By exploiting real-time data and application integration

  5. Enterprise personalization • Single view of guests • Across all touch points • In real time • One set of rules • Increasing level of service

  6. Personalization in the perfect world • Guest = Guest ID • We know your preferences • We record your interactions • We know about our products and policies • We personalize based on the above Guest Preferences Guest Interactions Product/ServiceAvailability Rules andPolicies

  7. Reality • Multiple Guest ID’s Gift 242584920478 Credit 7859348745 Call Center 8593785030294 Internet 8a74j86-3jus Acxiom 7483 7482 74487 048

  8. Reality • Anonymous guests • Web window shoppers • cookies

  9. Reality • More than one interaction per day Gift CRM Credit Call Center Internet Latency Refunds External Data ? Guest Profile Data Warehouse Analysis and Modeling !

  10. Retailers are a Collection of • People • Systems • Databases • Policies All affect the relationship with guests Guest Data Guest Data Credit Gift Guest Data Guest Data POS Refunds Guest Data Guest Data eCommerce Call Center

  11. Single View of Guest In real time Making Customer Touch Points… • Integrated • Responsive • Personal Guest Data Guest Data Credit Gift Guest Data Guest Data POS Refunds Guest Data Guest Data eCommerce Call Center

  12. Customer ZLE architecture Siebel Credit Card GiftRegistry Detailed Access Notification Customer manager Rules Data Provider Campaign mgmt Interaction Manager Operational Data Store eStore POS

  13. Three modes of interaction Analysis Models Interaction Manager Real Time Guest Data Models Notification Models Campaign Mgmt

  14. The two issues with profile based CRM • The front brain problem • Guest interacts numerous times in a day Cookie 86YE6MT9Q just browsed Department 8. What do I do? eStore.com Rules Recommend the following 9 Traditional styled products Guest Maurice Cotton just requested a refund on ticket number 58559. What do I do? Interaction Manager Refunds There is a 65% chance that this refund Is fraudulent. Request a second ID. Guest Mike Iiem just requested a change to His credit card limit. What do I do? Integrated Single View of guests In real time Call Center Cross sell the Take Charge of Educations Program Guest Larry McGraw purchased the following items POS

  15. Rules Engine Customer ZLE Concentrated interactions • Interaction Manager • Flexible • user defined rules • Complexity • thousands of rules • Real time • stores each interaction • Has a memory • can base offers on previous offers • Fast • .5 - 1 second Click, Purchase,Customer Service Recommendation Guest Demographics Clickstream Purchases Offers

  16. Greg Battas • Session 850 • Session 345 • Session 687 • Cookie 928475 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions… Customer ZLEAnonymous guests • Tracks anonymous interactions • Rapidly adapts recommendations to anonymous guests • Instantly transfers anonymous interactions to guest history when they are identified • Greg Battas • Session 850 • Cookie 928475 • Session 345 • Session 687 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions…

  17. Notification Rules Notification Store 320, register 12 is processing a refund that is 95% fraudulent Operational Data Store

  18. Campaign Management Gift Credit Guest Manager Campaign Management Call Center Internet Acxiom Operational Data Store

  19. Compared to a traditional CRM • More integrated • 3 modes of interaction • More intelligent • Complex business rules • Anonymous and known guests • More personal • Real time

  20. Customer ZLE Demonstration

  21. Customer ZLE architecture Siebel Credit Card GiftRegistry Detailed Access Notification Customer manager Rules Data Provider Campaign mgmt Interaction Manager Operational Data Store eStore POS

  22. Meet Rhonda • 28 years old • Recently engaged • Holds none of our credit cards • Is not in our database • About to browse our eStore

  23. Known Guest Anonymous eStore GiftRegistry Anonymous Browsing Rhonda browses estore looking at housewares. By the 4th browse the ZLE notices that she prefers contemporary items. The ZLE recommends that the eStore offer contemporary items first. Emailcampaign eStore Callcenter Refundattempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 24

  24. Greg Battas • Session 850 • Session 345 • Session 687 • Cookie 928475 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions… Customer ZLEAnonymous guests • Tracks anonymous interactions • Rapidly adapts recommendations to anonymous guests • Instantly transfers anonymous interactions to guest history when they are identified • Greg Battas • Session 850 • Cookie 928475 • Session 345 • Session 687 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions…

  25. Rule If more than 2 browses of contemporary items in the guests recent history, offer contemporary style items first. www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 26

  26. Known Guests Anonymous Browse History Purchase History Previous offers Browse History Previous offers > 24 hours Recent Browse History Recent Offers Recent Browse History Recent Offers Real Time www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 27

  27. Gift Credit Call Center Internet Acxiom Customer ZLE Multiple guest ID’s • Synchronizing customer data Synchronize Deduplicate Enrich Detailed Access Rules Guest Manager Interaction Manager Operational Data Store • Mike Thomas • Credit Card 4583 9584 9863 1420 • Cookie 847A74OKEW7C • Gift Registry 859204750

  28. Known Guest Anonymous eStore GiftRegistry Gift Registry Rhonda registers in the gift registry system. This event is captured by the ZLE. Her name and address is cleansed and enriched in real time. EmailCampaign eStore CallCenter RefundAttempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 29

  29. Fast Forward • When registering she accepted a company credit card • Purchased with it • Called our call center

  30. Gift Credit Call Center Internet Acxiom Campaign Management • Recognition Systems Protagona • Uses the ODS as a real time data warehouse • Manages the life cycle of the campaigns • Supports multiple outbound channels Guest Manager Campaign Management Operational Data Store

  31. Known Guest Anonymous eStore GiftRegistry Campaign Management An email campaign is initiated to offer department store credit cards to guests who have browsed appropriate items on the web site and have certain demographics. The email has Rhonda’s unique identifier embedded in the link. EmailCampaign eStore CallCenter RefundAttempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 32

  32. Greg Battas • Session 850 • Session 345 • Session 687 • Cookie 928475 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions… Customer ZLE Anonymous guests • Tracks anonymous interactions • Rapidly adapts recommendations to anonymous guests • Instantly transfers anonymous interactions to guest history when they are identified • Greg Battas • Session 850 • Cookie 928475 • Session 345 • Session 687 • Interactions • … • Session 345 • Browsed Deluxe Resorts • Session 687 • Browsed Golf Events • Session 850 • Called WDTC about Availability • Other Guests Sessions…

  33. Contemporary Style Mid - high income Known Guest Anonymous eStore GiftRegistry Guest is identified Rhonda links from email to eStore – she is identified. The ZLE associates her anonymous history with her known history. An offer is made based on her known demographics and her anonymous browsing. Rhonda accepts credit card and “one click” registers with the ZLE. EmailCampaign eStore CallCenter RefundAttempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 34

  34. Rule If income = $40-$99K and {browse >1 contemporary items on estore or purchase > 1 contemporary items at any channel} then offer expensive contemporary items. www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 35

  35. Known Guests Anonymous Demographics Purchases > 24 hours Recent purchases Recent Browses Recent offers Real Time www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 36

  36. Siebel integration Detailed Access Interaction Manager Guest Manager Siebel Database Operational Data Store Adapter

  37. Known Guest Anonymous eStore GiftRegistry Change of address Rhonda changes address in Siebel. Change is propagated to the ZLE then to gift registry. ZLE extends offer through Siebel based on proximity to a SuperStore and previous purchases. EmailCampaign eStore CallCenter RefundAttempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 38

  38. Rule If guest < 10 miles from a SuperStore and we have not offered in the past then offer 10% off of next purchase at their nearest SuperStore www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 39

  39. Rule If guest > 10 miles and < 15 miles from a SuperStore and we have not offered in the past then offer 15% off of next purchase at their nearest SuperStore www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 40

  40. Rule If guest > 10 miles and < 20 miles from a SuperStore and purchased baby items in past 2 years and we have not offered in the past then offer 25% off of baby items at their nearest SuperStore www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 41

  41. Gift Credit Call Center Internet Acxiom SAS Institute integration Rules Guest Manager Interaction Manager Operational Data Store Savant SAS

  42. Known Guest Anonymous eStore GiftRegistry Data Mining Data is delivered from the ZLE to data mining. Analysis is done to determine the rules for fraudulent credit cards. Fraud rules are put into the interaction manager EmailCampaign eStore CallCenter RefundAttempt Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 43

  43. False Predicted True Fraud False True Actual Fraud Fraud Prediction

  44. Fraud Prediction 1.17% <1 >1 Card Reissued in Past 30 Days 0.74% 2.56% Total Store Refunds in Past 3 Days Total Store Refunds in Past 1 Day Card reissue in past 30 days, more than 1 refund at more than 1 store today, and more than 3 purchases in electronics. <5 <5 <2 >2 0.69% 1.46% 3.05% 0.73% <2 >2 Total Store Refunds/Visits in Past 1 Day 2.74% 3.19% Normalized Store Purchases for Dept 8 in Past 3 Days Total Store Purchases in Past 3 Days <6 >6 <3 >3 6.31% 1.25% 4.23% 2.54% Total Sales Amount in Past 7 Days <700 >700 0.59% 4.49%

  45. Blaze Rules Engine • Full inference engine based • All java • Flexible, GUI driven rules engine • Non sequential, non iterative • Ruleset size has minimum impact on performance • Wrapped in Compaq Interaction Manager

  46. Known Guest Anonymous eStore GiftRegistry Refunds Guest requests refund and offered TCOE Suspicious POS is inserted Guest requests refund and medium fraud is recommended Flagrant POS is inserted Guest requests refund and high fraud is recommended EmailCampaign eStore CallCenter Refunds Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 47

  47. Rule If card issued < 30 days ago and > 1 refund today at > 1 store and ratio of electronics purchases today vs past 2 years is high then recommend high chance of fraud. www.compaq.com Compaq Confidential 99-0667 Enterprise Application Integration 48

  48. Microstrategy Inc. • Narrowcast • Can poll the ZLE with complex analytics • Device independent • Template driven • Can add message content from the ZLE

  49. Known Guest Anonymous eStore GiftRegistry Top 100 guests Query is executed against the ZLE to determine guests with the highest purchases. New credit cards with cotags inside are issued to those guests. EmailCampaign eStore CallCenter Refunds Mining Broadcaster www.compaq.com Compaq Confidential – Need to know required 99-0667 Enterprise Application Integration 50

  50. Summary • Single view of guest in real time • Non-invasive to existing applications • Rules driven, real time recommendations • Channel independent • Publishing to intelligent devices • Increasing the service level of the customer touch points • Highly scalable

More Related