To every station
NS International and Oxyma work together at increasing the relevance in communication towards customers on all key touchpoints. By structurally enriching the customer view, including new customer attributes and insights based on (online) behavior, Next Best Actions (NBAs) must become smarter and thus more relevant. With this we want to increase customer satisfaction and then increase sales by being more relevant in communicating with customers.
Via any track
Customer attributes and insights are combined from 8 (and growing) sources into one central customer view. Via the developed framework new data is enriched and facilitated to the relevant touchpoints for use in communication. The NBAs are calculated based on this customer view and then made available to the various touchpoints. At the touchpoints the NBAs and customer attributes are used in the communication. If we discover that an NBA must be overruled based on behavior (for example a customer that does not finish the booking process), we react to it real-time with a different, more relevant response.
What do we see at the destination
By enriching the central customer view structurally with new customer attributes and insights through active (questioning) and passive (interpreting) enrichment actions, the central customer view becomes richer. This will continue to improve personalization, increasing customer response to campaigns by 65%. This higher relevance is then seen not only in the conversion (13% increase), but also in customer satisfaction. The positive sentiment of customers on the communication of NS International increased with 70% this last year.