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Chapter 14 Data Mining Throughout the Customer Life Cycle So Far… • Business Context for Data Mining (Ch 1-4) • Technical Aspects of DM (Ch 5-13) • Now…Applying DM Techniques in business (Ch 14-18) 2 Review… • Business uses data mining to help it realize additional value from its most important asset – the customer! • DM algorithms (software) and methodology are needed for successful use • Focus in this course now more on business data and the systems environment necessary to exploit DM 3 Customers… • • • • • Customers are critical to success Customers are elusive Customer relationships are fluid/dynamic Customer definitions are different Customer management differences – – – – – Focus on quality Focus on service Focus on convenience Focus on price Etc… 4 Data Mining… • Compliments customer strategies, not replace them • Customer interaction channels – mail, phone, face-to-face, web, advertising, etc. Data Mining 5 Levels of Customer Relationships • Customers are not all created equal • Some customers are more valuable than others 6 Levels of Customer Relationships – Mass Intimacy • Companies that serve a “mass” market usually have 100k, or millions of customers – Examples: Exercise: Others like this? • No dedicated staff to support individual customers (would require “armies”) • Customer interactions occur via: – Staff – mostly phone, chat, face-to-face (retail) – Automated systems (web, phone, etc.) – Staff & Automated systems • Privacy issues surface with mass intimacy 7 Levels of Customer Relationships – Deep Intimacy • • • • B2B – business to business Usually large corporations (not always the case) Dedicated resources (account managers…) “One-off” (customized) products and services – Example – branding triumvirate • McDonalds, Coca-Cola, Disney • Hundreds of employees working together • Data mining very useful to further exploit these business relationships Exercise: Others like this? 8 Levels of Customer Relationships – In-Between & Indirect Intimacy • In-Between relationships – Perhaps the most challenging • Not big enough to warrant account team(s) • But big enough to require customized products or services Exercise: Can you identify any like this? • Indirect relationships – Intermediaries (brokers) mediate the relationship (food brokers, stock brokers, travel agents, independent insurance agents, etc.) Exercise: Others like this? 9 Customer Life Cycles Business: size or maturity of the business 10 Customer Life Stages • Customers are dynamic, not static • Various Life Stages • No control over customer life stages Business: size or maturity of the business 11 Customer Life Cycle • Five Major “Life” Phases •Prospects •Responders •New Customers •Established Customers •Former Customers 12 Event-Based vs Subscription Customer Relationships • Event-Based – Examples • Payphone call • Prepaid phone card • Prepaid mobile phone – One-time commitments – May or may not return – Advertising tends to reach this audience • Subscription – Examples • Choose LngDist carrier • Mobile phone w/no contract • Mobile phone w/contract – Continuous service & billing cycle – Opportunity for future cash flow – Start/Stop events 13 Typical Customer Experience 14 Business Processes • Organized around the Cust. Life Cycle 15 Business Processes - Acquisition • Acquisition is the process of attracting prospects & turning them into customers • Who are the prospects? – Geographic expansion – Product, service, pricing changes – Competition changes • Data Mining helps ID prospects 16 Business Processes - Activation • Filling out registration form (simple) • Include credit check, reference checks, transcripts, notary service, etc. (more involved) • Include physical exams (most involved) • Next slide… 17 Business Processes - Activation • Activation steps (generalization) – The Sale (Leads) – The Order – The Subscription – The Paid Subscription 18 Business Processes – Relationship Management • Goal: Increase customer’s value to us – Up-Selling – premium products & services – Cross-Selling – other products & services – Usage Stimulation – come back for more!!! • Be careful with this • Web-based communication (spam) 19 Business Processes - Retention • Survival Analysis (Ch. 12) • Churn Analysis Forcasting Engine 20 Business Processes - Winback • Understand why customers leave • Bring back valuable customers – Incentives – Product promotions – Pricing promotions • Utilize “save” teams to focus on this 21 Customer Relationship Management & Data Mining Examples • IBM Presentation • Chapter 14 - Example 1 • Student Presentation • Chapter 14 - Example 2 22 End of Chapter 14 23