This is my shortest post by far. I received these 10 CX thoughts last night in a dream. When they came unto me, they seemed self-explanatory, so I saw no need to elaborate or provide examples. Full disclosure; I did have several adult beverages before I went to sleep:
Strive to know your customers as you would know yourself.
Thou shalt be “Customer-Centric” and put no other products, services or stakeholders before thee.
Thou shalt not make any graven image of customers, such as idol segments. Instead, thou will treat customers as individuals with personalized touch.
Thou shalt not spam customers by carpet bombing with frivolity (causing them to take names in vain).
Thou shalt not contact customers on Sunday…or any day for that matter, unless given permission and there is a relevant service or offer to discuss.
Thou shalt be empathetic and listen to customers, and act with fairness.
Thou shalt not kill off customers with WMDs – “Weapons of Math Destruction” – such as artificial intelligence (AI) algorithms with bias.
Love thy customer, their loyalty, and their journey, and calculate a true LTV (Lifetime Value), not just a year’s worth.
Thou shalt not steal profits from the Customer Innovation Till. A tithe of earnings will be put in said till for pursuing true innovation.
Thou shalt not covet thy customer’s wallet or share of wallet. You will get yours if you obey the other commandments.
Average bank account balance trending down (by X standard deviations)
Behavior-Account
Roaming charges incurred or within x% of the limit
Behavior-Device
Failure of device/machine
Behavior-Person
Digital browsing – showing purchase interest/intent
Calendar
Major shopping holiday approaching
Contract-Account
Changes in the account/contract terms & conditions
Environmental
Severe weather alert – hurricane warning
Forecast
Model score updated – Churn/attrition score rises above a threshold
Inactivity
No activity (of a certain type) in the last 30 days – e.g., no
deposits
Law/regulation
Change in the overall privacy policy
Milestone
Birthday – Age changes (milestones such as 18, 55, 65, etc.)
Product/Service
Replenish – consumable products, such as printer ink
Product-wide/Service-wide
The interest rate on all accounts of type X increases by x%
Profile-Person
Investable assets increase (or decrease) by x% (or crosses a threshold)
Transaction status
Order status change (disruption in availability, timing)
Below you’ll find an inventory of event-based marketing (EBM) and complex event processing (CEP) use cases for customer experience management. In each, the system senses behavior and alerts a user or another system to the unusual activities or conditions that warrant further investigation or action.
Vertical Complex Event Processing Use Cases
Fiserv: Consumer Banking and Credit Cards
Unusual account activity (e.g., large deposits/withdraws)
Unusual account activity trend (e.g., average daily balance down by two standard deviations)
Inactivity pattern (e.g., no transactions in last week)
Missed transaction (e.g., missed direct deposit)
Credit card spend activity use pattern (by spending category)
Insufficient funds pattern
Web or mobile click activity indicating an interest in a product
Insurance
Fraudulent claims activity
Operations
Predictive maintenance systems
Media and Communications
Dropped call pattern or degradation of signal/service
A customer has increased roaming (or other unusual account usages) behavior
Customer in route to a foreign country pattern
Popular programming based on a set-top box and social media insights
Prepaid consumption detection and stimulation
Churn detection
Healthcare
Claims fraud
Care interruption pattern
Fitness monitoring
Hygiene procedures pattern
Healthcare patient monitoring
Horizontal Complex Event Processing Use Cases
Customer Service Center / Retention Department / Loyalty
Customer struggling to get help pattern
Payment due
Strange returns activity
Customer likely wants to cancel service
Customer’s birthday
Customer’s service anniversary (e.g., been a customer for X years)
Marketing / Cross-sell & Up-sell
Customer online interest in a product or service
Customer in store interest in a product or service
Customer in the proximity of a store
Customer usage stimulation – Drop off in use of a product/service
Increase in use of a product/service
Loyalty Program – Monitoring points activity
Loyalty Program – Monitoring points expiration date
Monitoring social sentiment
Monitoring social influencer
Non-CX use cases
Here are some examples that are not for CX, but instead to improve business and operations efficiency:
Algorithmic stock trading such as if Stock A rises by X% and Stock B doesn’t automatically buy Stock B
Transportation security and fraud detection such as an id card used twice in a short time frame (e.g., piggybacking) or high volume transactions on a new account – and then automatically alerting the right parties
Detecting transportation congestion and incidents, and proactive notification of alternative routes
Inferred detections suggesting that a vehicle has crashed (and severity of crash), such as when an airbag has deployed
Communications security such as false alarms going off in a certain time window, not followed by other alarms that would be expected (false positive alarming)
Communications security such as network monitoring for detecting denial of service attacks, and alerting the right parties of this situation
