Active Insight Crm & Bi Use Case
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ActiveInsight enhances customer relationship management for a leading logistics company by enabling real-time behavioral detection on their self-service portal. This solution improves customer service, account management, and business intelligence by identifying and reacting to online customer behavior, thus increasing customer satisfaction while reducing operational costs. Post-deployment, the organization benefited from better customer segmentation, lead generation, and proactive engagement strategies to combat customer churn and fraud.
Active Insight Crm & Bi Use Case
- 1. Case Study: Online CRM and BI
- 2. ActiveInsight ActiveInsight Delivers Real-time Behavioral Detection that Improves Customer Relationship Management and Business Intelligence
- 3. Overview A leading express & logistics company has deployed ActiveInsight to detect and react to customer behavior on their self-service portal in order to: Improve customer service Improve account management Offer superior business intelligence
- 4. The Business Challenge Logistics firms usually offer similar services and compete by providing better service and customer management Reacting to customer according to his/her needs is critical As the online channel gains momentum as the premier channel for service and sales, the following abilities are crucial: Detect relevant customer behavior in real-time Correlate it with existing customer data and React accordingly Online behavior data is also required to improve user profiling and segmentation using BI and CRM applications.
- 5. The Business Challenge Most organizations are happy to move more and more customer interactions to the web, offering convenience and cutting costs The online channel is quite static as relevant customer behavior is not leveraged and the human touch is lost. Most organizations have CRM, BI and other similar applications BUT These apps do not collect online behavior & cannot react in real-time Relying on web-server logs is futile as they hold irrelevant technical information, are not user-centric and cannot be utilized to react in real-time Trying to change application code will result in maintenance and performance issues as well as long deployment cycles
- 6. The Business Need Organizations can leverage online customer behavior to Minimize customer desertion Provide segmented service Detect and react to up-sell and cross-sell opportunities Improve Business Intelligence
- 7. Main Technological Challenges Detecting relevant events and behavior in real-time, out of millions of events, without harming application performance and availability Reacting to relevant events by feeding various backend applications (CRM, BI, Security, etc.) and/or interacting directly with the user Providing a simple, flexible and embeddable solution that can be deployed with existing infrastructure and applications De-coupling runtime processing for flexibility and scalability
- 8. The Solution ActiveInsight’s event processing engine has been deployed to detect and react to online user behavior in the web self-service application. Deployed non-intrusively along-side the application, ActiveInsight is used to: Detect specific customer behavior React to the online customer Send focused, actionable business events to the organizations BI and CRM applications
- 9. The Solution – Cont. All of the web interactions are monitored and filtered, leaving only the relevant ones to be reacted upon. Relevant and valuable behavior results in dynamic user responses including responses that: Offer online assistance when relevant (for VIP customers) or Offer appropriate products for those customers that demonstrate potential interest In some cases, the relevant reaction is based both on the actual online behavior and existing data regarding the specific customer or active marketing campaigns. This was achieved by storing back-end data in- memory and using ActiveInsight's context manager and the real-time aggregation and correlation capabilities.
- 10. The Solution – Cont. Relevant behavioral data is formatted and sent to the appropriate back-end application: CRM or BI. Business events are formatted per application and may include different data items. The data sent to the CRM application serves the customer service center by documenting relevant online customer interactions, potential service issues and customer interests. The data that is fed to the BI helps in more accurate customer profiling and segmentation. Online Campaign Mgmt Users ACTIVE INSIGHT BI Web CRM Application Detect React Fraud Detection SIEM
- 11. Benefits After deploying ActiveInsight the organization has enjoyed several benefits on both the short and medium term: Improved Customer satisfaction - As the self-service portal became adaptive to customer's needs including initiating human interaction when relevant. Lowered operational costs - As more customers use the portal Better customer segmentation and account management - Utilizing the addition of behavioral data to the BI system helped marketing and sales efforts and improved the bottom line. Lead generation - Correlated responses resulted in higher numbers of leads for cross-sells generated in the self-service site.
- 12. ActiveInsight’s Unique Value Proposition Embeddable, Real-time data stream processing Flexible and dynamic pattern definition/detection SpringSource development platform interoperability Real-time, pattern-based logic invocation Business driven behavior detection User-centric actionable events Real-time, value-based event feeds & user interactions Non-intrusive deployment Support for extreme transaction rates “With ActiveInsight organizations can identify up-sell and cross-sell opportunities, react to potential customer churn in time to prevent it, improve online self-service to customers and detect potential fraudulent activity in real-time “
- 13. Additional Use Cases Online Sales, Use behavioral targeting to detect Marketing and up-sell/ cross-sell opportunities. Campaign Mgmt Detect customer touch-points for real-time proposal delivery. CRM, Customer Detect customer experience Experience and problems and offer VIP assistance. Self-Service React to potential customer churn in time to prevent it. Security Provide application level visibility. Information and Offload application logging and Event Mgmt (SIEM) provide real-time formatted events Compliance and to SIEM or compliance applications. Risk Mgmt Fraud Detection Detect and feed application events and Adaptive in real-time. Authentication Use behavioral targeting to detect fraudulent activity and patterns. Extreme Offer real-time event and pattern Transactions processing in extreme transaction Complex Event rates.Provide Low-latency event Processing (CEP) correlation and service initiation.
- 14. Q&A Thank you! http://www.activeinsight.net [email protected]