How AI & Decisioning Are Reshaping Relationships

Transcription

1 How AI & Decisioning Are Reshaping Relationships Jo Allen British Gas Matt Nolan Pega

2 Matt Nolan Pegasystems Head of Marketing for Marketing, Advertising, and Decision Sciences Performance Marketing & Analytics Former Marketing Analyst & Data Scientist Former General Manager of Target Analytics National Data Cooperative Merrill Lynch, Bank of America, Eli Lily, L Oreal, Hasbro, Bed Bath & Beyond, Verizon 2

3 Jo Allen British Gas Senior Manager Decisioning Capability Delivery of contextual, relevant & timely experiences using Next Best Action 14 years of experience in NBA, formerly involved in solutions at both Vodafone & O2 Presented Next Generation Decisioning at BG during Pegaworld in 2016 Here to relay the next chapter in BG s Journey to Connected Customer Conversations 3

4 Who Are We? British Gas 200-year history Gas electricity, and home services 1st public utility worldwide (1812) Grown to 30,000+ employees Big Six energy firm 10 million customers Owned by Centrica (LSE:CNA) Month

5 Today s Conversation British Gas At Pegaworld History next-best-action at british gas 2 Value how we ve created value 4 Highlights where we ve done well Future where we re going next 5

6 Value The Vision for Customer Engagement From Product Push to Customer Conversation Product Push (2015) Organise Around Customer Customer Conversations (2018) Multi- Channel Scale Existing Customer Strategy in Campaigns Customer Experience Fix the Basics in Campaign Management Deploy Existing Capabilities Align Inbound & Outbound With Customer Journeys Industrialise and Measure Enhance the Infrastructure Create Customer Conversations Across All Channels 6

7 Next Generation Decisioning The AI Connects Conversations Across Inbound & Outbound Channels Direct Mail & SMS Outbound Call-Centres Inbound Call-Centres Website Engineers Google Search Facebook (2018) Mobile App (2018) Operations (2018) Energy Call Center Services Call Center Modeling Analytics Business Rules Planning Database Call Center Web Engineers Arbitration INBOUND Business RulesMonitoring Engineers Offers Analytics Planning Forecasting Modeling KPI KPI Database CONNECTED Web Arbitration Outbound Call Center Monitoring Modeling Offers Analytics Forecasting Direct Mail Offers Business Rules Planning OUTBOUND Forecasting Database Arbitration Monitoring KPI 7

8 Pega Decisioning What It Represents at British Gas Understanding customers, 1-1 Predicting their needs Creating relevant & timely dialogues Enabling compelling experiences (CX) Promoting regular Interactions Developing sustainable relationships 8

9 Adqura Key Decisioning Partner Consultancy partner 100% focus on decisioning Strong relationships within BG Expertise with Pega decisioning Business-first approach Co-presented at pegaworld in 2016: How an Integrated Customer Contact Plan is Delivering A Superior CX 9

10 The Original Transformation Roadmap Re-Platform Inbound Integrate Inbound & Outbound Digital Channels To Real-Time All Channels To Real-Time Convert Inbound Marketing (BNA) to New Platform Includes Simulation & Propensity Modeling Cloud-Based Solution: Flexible, Sustainable, and Scalable Batch Integration with British Gas Data Lake Integrate Inbound and Outbound Strategies Create Process for Joint Management of Integrated Customer Plan Go-Live with Joint Customer Communication Streams Previously Used Separate, Non-Integrated Strategies Digital Inbound & Outbound To Real-Time & Web Channels to Utilize Decisioning Content Populated on Open Web Content Selected Dynamically Major Experience Upgrade Full On-Demand Solution Decisions Consistent Across Channels Determines & Adapts to Context, Supplies Offers in Real-Time Channels Share Learnings, Drive More Intelligent Actions

11 Cloud Implementation The Value to British Gas Implementing in Pega Cloud has provided the opportunity to: Secure business ownership Relate in business terms Increase business agility Accelerate speed-to-market Advance continuously, with low risk 11

12 Performance Simulation Of Next-Best-Action Strategies Having connected conversations means we can simulate performance across channels. Used for commercial sign-off Projects volumes within a channel 400+ treatments simulated regularly Easy to over-engineer Recommendation: Start small and iterate 12

13 Shifting Priorities The Focus on Loyalty All human plans are subject to ruthless revision.. by Nature, Fate, or whatever you prefer to call the powers behind the Universe. Arthur C Clarke Early success with decisioning Heightened internal awareness New corporate focus: Loyalty Expiring contract, public commitments Digital teams lacked bandwidth The Clock Started Ticking. 13

14 Rewards Goals Our Initial Focus Office of Gas and Electricity Markets threatening to impose a price cap Requirements: Introduce a new loyalty scheme Provide customers with offers and treats only available to BG customers Fully online solution Focus on customer experience a simple way to view and accept offers 14

15 How Rewards Works Pega Enables Us To Be Highly-Targeted And Personal, Creating Real Differentiation Offer & Targeting Rules Customer Decision Engine Real-Time Offers & Messaging Redemption Benefits Summary Update Offers & Content Value Eligibility & Contention Redemption Customer Benefit Targeting Microsite 15

16 Rewards Capabilities Current State Go-Live in July of 2017 Monthly Releases with minimum 3 offers Personalization based on customer attributes Push-Offers to stimulate visits One-Click fulfillment for customers Multiple delivery methods - vouchers, API, etc. Automatic inventory shutoff Drawings with randomized selection 16

17 Registration Easy Process For Customers Opt-In Only customers have to register. Simple registration process Prominent placement Consistent messaging across channels Smashed sign up targets in first 6 months Currently seeing consistent growth in joiners Did You Know Our 1 st push broke our record of: Click-Through-Rate (CTR) 17

18 Your Offers When members access rewards, they are presented with offers relevant to them Offers are updated using Next-Best-Action, based on an individual s behavior and preferences. Retail Coupons Concert Tickets Movie Vouchers VIP Access Service Discounts Free Electricity Days 18

19 Your Wallet Provides access to rewards the member has chosen and redeemed all in one place. Makes it super-easy for them to engage, see the value, and redeem quickly. Offers they ve accepted Estimated savings Available but still un-redeemed Expiration dates One-click fulfillment Special Reminders 19

20 Rewards KPI Joiners on Business Case Engagement Net Promoter Score (NPS) Retention versus Control Holdings versus Control 20

21 Paid Media Channels Direct Integration with Platforms Paid Media Manager extend our NBA strategies into Paid Channels so our owned channels establish propensity and projected value for each ad. Customers scored by propensity Mapped to paid audiences & campaigns, Automatic updates when scores change Pricing per customer, per advertisement Google integrated and updated daily 21

22 Current Decisioning Architecture Next Generation Decisioning Paid Media Manager Rewards Pega Marketing 721 NGD Data Flow Paid Media Manager Pega Marketing 731 Google AdWords Data Lake Pega Platform 7.21 Pega Platform 731 Pega Cloud 1.0 Pegacloud 2.x Local IH schemas not used Customer Schema Pega Tables IH Local Customer Schema Pega Pega System Tables Tables Database Batch & RT Sync Database Read Customer Data 22

23 Decisioning Roadmap Projected Through 2018 Aug 2015 Pega Selected Jan 2016 Inbound Channels Feb 2017 Integrated Marketing Jul 2017 UK Consumer Loyalty Program Feb 2018 Paid Media Manager 1H 2018 Intelligent Cross Sell 2H 2018 Customer Tailored Offers H Real-time in Call Centre 23

24 Decisioning Enables Connected Conversations Across the Lifecycle, Unbound by Functions or Channels Engineers Web Mobile Rewards Direct Mail Pega Decisioning INBOUND OUTBOUND UNBOUND Inbound Agents Google Operations Facebook SMS Outbound Agents 24

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