Vantage Customer Experience with Dan Summerlin

Hello. My name is Dan Summerlin. I’m a Principal Consultant with Teradata with over 20 years’ experience helping our customers solve business problems and take advantage of opportunities around customer experience. So what is stopping us today from achieving optimal customer experience? First, you may have experienced it. It’s the data. We have disparate and siloed data sources that make it hard for our users to access the data they need for purpose. We have the inability to do analytics beyond data science to persist them throughout the organization, that allows business users to be able to use those analytics in how they want to talk to their customers. We have the inability to act upon those insights and be able to achieve optimal personalized messaging with our customers at whatever touchpoint they interact with us at. The ability to drive up to real-time decisioning. Today I’d like to show you how Teradata can help you optimize your customer experience. So now let’s look at how Teradata’s customer experience solution, Vantage CX, can help us optimize the customer experience. So we start with the data. So Teradata Vantage already has several capabilities they bring to the table on how we can manage and access data. Everything from traditional ETL processes to a vast and growing API library to custom processes like virtualization of data and cutting-edge capabilities like query grid. This allows IT and other professionals to bring that data together. Vantage CX extends those capabilities to the business, so using a workflow tool like we have here, I can create automated data sets directly as a business user directly from a drag and drop interface. So if you see here, I can easily drag the nodes that I need. So even if I need to go out and get specialized data from a certain location I can do that. I can connect out and use those APIs and leverage that capability. I could manage that. I could even cut and paste in what my connection is. I can define where that data’s going over time and apply that to my data sets as needed. I just got a good question. So if we’re allowing customers to do this, to bring in their own data on the business side, does this hurt our governance and standardization and our data quality that we need? Well, the answer is “No,” because we need both kinds of data. We need the standard and governed data sets but we also need to bring in data as needed and a marketer or a business professional needs to be able to access data as needed to bring them into their processes. So we need both. So this does not kind of jeopardize that process. But as users are able to do this, they’re able to also bring those different data sources together and actually join them together. So using an easy-to-use UI, I can actually select what type of join I want to use. Here’s where I can bring in my connected ID capabilities where we can use deterministic and probabilistic matching to say which data needs and belongs together, and then I can use that within my data set. All of this culminates into a process where business users can create automated workflows that will drive data sets for their needs, whether the data scientist needs to create data sets for analytics or a BI specialist needs to create data sets for dashboards and reports or a marketer needs data sets for driving the right decisioning that we want to do with the customers. But it’s not just about the data. We also need to gain insights from this data if we want to drive customer experience. So Vantage has several different capabilities around analytics. We have more than 150 different algorithms built into the Vantage platform that allow data scientists to do sophisticated analytics using open source like R and Python, or third-party tools, to be able to create the analytics we need. But Vantage CX extends that capability to the business user. So now they’re able to do those sophisticated analytics on those same algorithms but in an easy-use and out-of-the-box solution. Take for example text analytics. So here, business users can actually run different types of text analytics against feedback that customers are giving us to figure out, “What is the sentiment of these customers?” Very valuable when you’re trying to optimize customer experience. We can take these customers and actually segment them and actually do further analytics. So I can take these very customers and actually apply them to modeling. I can do sophisticated, out-of-the-box modeling very easily with either Decision Forest or Naïve Bayes or General Regression. I can create scored lists of customers for my purpose. I can even monitor the performance of my model and how well the predictability is doing through the ConfusionMatrix, and I can also identify key variables that are driving this behavior and use those variables as I start to create the segments that I want to talk to. But we could even take this same group of customers, say, “Well, what have these customers been doing?” So I can us my detailed analytics and my detailed historical data that I have across all the real-time data that I’m pulling in and actually find out what are the actions that customers are taking that are leading them down certain paths, whether those be positive or negative customer experiences? So as I do that, I can find interesting different paths and what actions led to those and I can see what behavior I want to change or I want to promote throughout the customer base. So I can take a good result and see what caused customers to go along that path and apply that to a broader customer base so that I can encourage more positive customer experience. But it’s also not just about analytics. We need to be able to act upon these analytics to truly drive the customer experience. So here we can bring in things like cluster analysis where we can create segments of customers based on those variables that we identified through modeling, and we can say which customers we need to contact. We can even see where there are outliers of data where we need to remove that before we move forward where data doesn’t fit or customers don’t fit into this process. We can take these analytics and actually apply them directly to that out-of-the-box workflow where we can execute each analytic in line with the decisioning we’re trying to make so that we make sure they have the most up-to-date insights that we need to make these decisions, and then we can send this information across the different channels that we have and communicate that information to them. That’s a good question. We get this a lot. So is Vantage CX going to replace your email marketing tool? No. Vantage CX is not an email marketing tool. Vantage CX is a tool that makes them better. So we can deliver better data, better insights and better decisions to the channels like email so that when they have those conversations with the customer they’re much more relevant and driving a much better customer experience. Great question. So as we drive all this out to the channels and we’re having all of these conversations with the customers, what does that look like to the customer? What is their view of this process? So we can take a look. So here is an example of a website. A customer visits the website. They don’t identify who they are, but they’re looking around. Maybe they’re looking at pricing plans or a new phone or looking at just information about their account, right. So until they log in we don’t know exactly who they are but we can glean from these different interactions exactly what we should be talking about in the moment. If they then log in and actually tell us who they are, we can now take all of those different insights and apply the real-time data to the historical data, all that rich, historical data that we collect, and get a better picture of who this customer is, and then we can start refining the messages that we have. Those message could even have different strategic purposes where we can have supporting messages on what we’re talking customer about across the whole lifetime of their interaction. We can even track real-time interaction data that’s coming in. “What are they clicking on? What are they telling us about as they go through this?” and see exactly what those do and how we capture that data, and now that data influences what messages we’re giving the customers. So all of this brings it together to where every channel, whether it’s mobile, text, web, call center or even standing in front of us at the actual location, we can deliver a better customer experience to our customers. We can also do this in a scale-it across the whole business, because we’re not just having one conversation with one customer. We’re having multiple conversations with every customer across the thousands or millions of customers we have interacting with us. So here we’re able to manage and look at and see how well the messages are being received across the different channels. We’re able to study the traffic and look at time of day and when customers are interacting with those messages. We can even see which messages are the well-performing or worse-performing and tweak our strategies so that we can better drive that customer experience. All of these ways give Teradata Vantage customer experience the ability to help you maximize and optimize your customers’ experiences. As I have shown you, Vantage CX allows you to break down those barriers that prevent you from optimizing the customer experience. Let’s take a look at those. From a data perspective, we break down the barriers between IT and the business, allowing them to collaborate on the data that is needed. We persist analytics throughout the whole business organization, allowing those with no code experience to be able to run deep-level analytics where needed, and we can turn those insights into action using historical and real-time data to decide what is the best message for every customer at every touchpoint at every time? As a next step, I would recommend that we do a Discovery workshop, where your experts and ours can sit down and discuss the use cases that would help you optimize your customer experience.