In the human brain, working memory is what configures the behavior appropriate to the context. It is what a digital brand needs to offer a personalized experience: to maintain an updated context with what is happening to a client, and the expectations of him, to be able to manage all the messages with coherence. This is Memento.
Built on Sloop, a platform recognized as a "Cool Vendor" by Gartner for being a pioneer in data-driven design, Memento ensures the orchestration and personalization of messages across all channels to achieve greater customer linkage, conversion and retention.
The client calls it “the manners of the brand”.
Definition of the problem
Our client, a Spanish insurer with global reach, found that customers with the most ongoing activity had the impression of having disconnected conversations with the brand, with repetitive, sometimes contradictory and very often inconsistent messages.
This resulted in more calls and less retention because the customer experience was poor and often frustrating.
The reason for this problem is that customer interactions are triggered from any of the "legacies", internal systems that range from acquisition to retention, cross-selling systems and including almost all back-office systems. .
The problem was found to be very difficult to manage: not even the latest generation CRMs have the ability to detect this effect, nor to manage interactions together.
Our client was facing the challenge of providing consistency in interactions with their customers through all channels (mail, sms, website, contact center, physical mail, etc).
For complex service industries like insurance, the traditional siled process design approach has effectively streamlined internal operations, but has reached its limits in achieving a Customer-centric brand experience.
Traditional process technology, based on a linear sequence, is also not enough to solve the complexity and high casuistry of the "Brand journey", the combined experience of insurance customers, or any other complex service industry.
In this context, our client chose Sloop to solve this brand behavior, “Brand Journey”, and use your data to take your customers' digital experience to the next level.
Solution Key Aspects
Memento, the name chosen for the application, refers to its key aspect: the ability to maintain the memory of the different current situations of each of the clients.
This memory, combined with the automation rules derived from the data, makes it possible to decide at each moment the most appropriate message and the most suitable moment for each client according to their particular context.
In short, the three key functions of Memento are construction, control and autonomous management.
The construction
A complete picture of communications according to the brand's outgoing messages. The contact point cloud thus becomes a representation of the real “journey” and, therefore, of the brand's footprint in the customer's personal space.
The control
In the message flow of each individual client, both in terms of content and time. This includes postponing, bundling, rephrasing, or even blocking a particular message. It also implies the possibility of consistently propagating messages through the different channels according to the customer's preference, including when the customer accesses any of the channels proposed by the brand.
Autonomous management
For business areas, which can use their insights and data analysis to define and change interaction management rules, without affecting traditional back-ends.
In terms of technology, the approachartifact-centric” that underlies the platform Sloop It is the only technology that allows us to support the very high casuistry of the Brand journey (the aggregate experience of each client with the brand).
This approach uses data structures -artifacts- to manage the information of all the interactions of each client and the processes that originate them. This aggregate artifact, unique to each client, has unique, fully customized behavior.
Sloop It provides a visible model and a low-code system so that business areas can look at customer data, make pertinent decisions, and automate them through business rules that drive system behavior.
These rules are maintained and governed from the IBM/ODM BRMS (Business Rules Management System) embedded in the platform.
Solution Advantages
time-to-market
Because the system is decoupled from internal systems, service areas have an unprecedented ability to change rules that only affect brand behavior.
Data
The visibility of the customer contexts allows an analysis of the evolution of the KPI's of the set of customers, much more detailed than the classic NPS. This allows maximizing the areas of action.
Rapid cycles of improvement
Business areas can implement trial and error strategies. This iterative improvement makes it possible to avoid calls and shorten average service times, significantly improving customer satisfaction, the best basis for improving customer loyalty and retention.
Sloop is the first manufacturer in the world in artifact-centric technology for high casuistry processes. Together with your clients, Sloop adds value with its technological solutions that fit perfectly with the new needs of the digital company.
