1. Understand, Visualize and Predict Customer Behavior
The CRM “Customer-centricity Chasm”
Customer Interaction Hub Illustrated Demo
Customer Case Study Snap Shot
Market Leading Analyst Recognition
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2. Customer Analytics Maturity Model
• Commence at any stage Real-time Decisioning
• Benefit from a clear • Inbound contextual RTD
ACTION
roadmap to success • Adaptive learning
Real-time Scoring
• Eliminate customer lists, mass-scoring
• Up to the second outbound selection accuracy
Optimize Contacts
• Analytically match customers with right offer, at right time,
via right channel, balanced against business constraints
Predict Uplift
• Predict persuadability; eliminate sure things, lost causes, sleeping dogs
INSIGHT
• Reduce spend 40% while improving outcome 30-300%
Understand & Predict Behavior
• Predict and define ideal target customer segments
• 3D visual customer data mining & automated modeling
Explore Customers
• Uncover areas of interest and opportunities to act
• Ad hoc, thin-client customer data exploration for the business user
(Underpinned by customer data access, generic BI & reporting tools)
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3. The CRM “Customer-centricity Chasm”
DATA INCREMENTAL CRM CRM TOUCH POINTS
Right message, right time
Customer Profile Dialogue across touch points
Optimize engagement
“Line of
sight”
Transaction
Infuse customer-specific
insight into touch points
Channel
Lines of Business Understand past behavior
Predict future needs
“Hindsight”
“Hindsight” “Foresight”
“Foresight”
What | Why | Next | Change
Customer Preference
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4. Optimized Customized Customer Interactions
Customer We sent you
Customer completes an email
Documents
survey generated
yesterday –
and mailed
do you have
any
Thank you for questions?
updating
your
preferences!
Offer
acceptance
feedback
Ideal promo: survey
Unlimited
Please Text
update Last day of Value
your Unlimited reinforcement
preferences Text - you saved $X
promo this month
Your Business
The Results
• Improved customer experience
• Increased customer satisfaction and advocacy
• Increased customer value, wallet share
• Improved customer retention
• Single source for customer preferences
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5. The CRM “Customer-centricity Chasm”
Expectation Reality
• We understand them • Product-centric campaigns
• We value their business • Operationally focused
• We deliver on our promises • Information & channel silos
• We remember them • Independent business units
• We strive for relevancy • Customer ad fatigue
• We are connected • Limited capacity for
engagement
“What customers expect from us” “What we actually have”
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© 2011 Portrait Software - A Pitney Bowes Business Insight Company

6. INSIGHT ACTION
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7. Optimizing Customer Interactions
Mobile Web
Kiosk /
Email INTERACTIVE
PROACTIVE ATM
Mail IVR
Contact
Center
“Outbound” “Inbound”
Channels Channels
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8. The Portrait Suite
Fulfill.
Recommend.
Orchestrate.
Optimize.
Predict.
Understand.
Explore.
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9. What’s it Worth?
Financial Services Telecommunications
Products held per 36% increase in churn reduction
customer up by 50%
Customer retention up >20% 20% reduction in churn
Immediate increase in customer retention
Incremental revenue up 327% Reduced marketing costs >DK100,000 PA
Reduced marketing costs by >10% Churn decreased by 37.5%
ROI from a single campaign Emerging Markets
Increased revenue by $1.2M per month
Insurance
Customer retention up 300% Incremental revenue of £48M
“Immediate increase in renewals” Profitability rose 10%
Uplift doubles customer retention Revenue per customer 314% higher
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10. Home
Information Quality Data Quality Tools Data Integration Tools
INSIGHT
DATA
Predictive Analytics & Data
ACTION
Mining Customer Data Mining
5 Magic
Gartner
The ONLY
Quadrants
INSIGHT
vendor on all
DQ
DI
Cross-channel Comms Mgmt Multi-channel Comms Mgmt
MCCM
CCCM
CDM
STRATEGY
Document Output Customer Service Contact Ctrs
The ONLY
vendor on
all 4 Waves
PBBI – Customer Communications Management
IQ
CCCM
DOCCM
PA/DM
COMMUNICATION

11. Forrester’s View of Inbound & Outbound CM
Dialogue
Customer Analytics
Foundation
Interaction
Analytic
Fulfillment
Insight
Interaction Optimizer
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12. Overview
Optimizing the Customer Lifecycle
The Portrait Dialogue Difference
Case Studies
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13. Choreographing the Lifetime Customer Relationship
Acquire > Onboard > Serve > Grow > Retain/
Reconnect
Optimized Customer Relationship
Revenue
Value
Typical Customer Lifecycle
$0
Suspect/ Customer Active Best Recaptured
Prospect Customer Customer Customer
Required Competencies
Data Insights (Analytics) Strategy Relationships/Communications
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14. Automate Customer Lifecycle Best Practice
“Always-on” Customer Onboarding
Dialogues:
• Activation
• Opt-out Management • Welcome Message
• Preference Management • Value Reinforcement
Onboarding • Preference Solicitation
Winback Cross-sell
• Value assessment Winback Cross-sell • Event-triggers
• Scored event- • Persuadability
triggered offers prediction
• Best-next-offer
Bi-directional Customer
Dialogue Drives
Engagement
Retention Loyalty
• Attrition risk detection • Customer feedback
• Predict “the savables” Retention Loyalty • Satisfaction
• Best-next-action • Sentiment
& offer optimization • Product
• Bonus programs
• Referral
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15. Event Triggers: Choreographing the Customer Relationship
• Customer “life cycle” triggers
• e.g. new customer, cross-sell, contract expiration
• Customer “life stage” triggers
• e.g. New baby, empty nester, retirement, marriage, birthday, etc
• Transaction behavioral triggers
• e.g. Abnormal changes in transactional purchase patterns, spending
habits, account deposits, etc
• Customer-initiated triggers
• e.g. Inbound interactions, online behavior
• External triggers
• e.g. Socioeconomic & competitive
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16. Portrait Dialogue
Get customer-centric. Get into the dialogue.
Portrait Dialogue converts disparate customer interactions
ACTION
-
into a connected two-way dialogue across all channels for
ORCHESTRATE greater customer engagement.
Benefits • Choreograph customer dialogue across
online, offline, mobile and listening channels
• Improve
Improve  Email, web, PURL, SMS, Twitter, Facebook,
marketing
marketing direct mail, telemarketing, online survey
effectiveness Orchestrate
effectiveness • Multi-step, multi-phase dialogue automation Customer
• Boost • Connect the “customer conversation” across Lifecycle Best
• Boost
departmental all touch points Practice
departmental
efficiency • Automate customer event-triggers
On-
boarding
efficiency
• Improve the
• Embed customer insight into every interaction Win-
Develop
back
• Improve the
customer • Achieve real-time performance visibility
experience
customer • User interface designed for marketers Advocacy Loyalty
experience
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17. Improve End-to-end Marketing
Efficiency & Effectiveness
Plan Design
Design Execute
Execute Monitor
Monitor Evaluate
Evaluate
Define Your Strategy. Craft Engaging Automate Customer Keep Real-time Take Action: Improve
Get Everyone on the Customer Dialogues Communications Performance In View. Results.
Same Page.
•Resource and task •Define campaign flow •Select from operation •LiveView: Track
management •Define segments modes including dialogue response & •Drill down into performance
•Activity planning with •Select channels event-triggered, budget performance data to quickly uncover and
calendar •Design message scheduled and batch across campaigns in resolve issues
•Define budget & •Define execution •Real-time scoring real-time •Live-Edit mode allows
forecast Options •Capture Response •Visual indicators push marketers to easily suspend
•Define offer and •Create customer lists •Automatically Route the most relevant & update campaigns on the
response rules •Campaign testing & Leads actionable information fly
•Understand customers delivery to the surface •Share results across group
through greater insight •Prioritize & optimize •Re-use most effective
assets
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18. A single location for direct marketing activity
Keep Pending Real-time
Campaigns Performance
Clearly In View View
• Reduce time-to- • Critical
market information
• Identify trouble- pushed to
spots before surface
they impact • Live drill-down
deadlines provides
campaign level
performance
Focus & Unify status
Planning & Campaign
Collaboration Calendar
• Personal tasks • Pending and
• Delegated tasks active programs
• Heat-mapped clearly in view
information • Shared view
alerts to areas of across
concern stakeholders
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19. My View: Personalized View of Work and
Campaigns
Open & Recent
Work Clearly In
View
• Reduce time-to-
market
• Identify trouble-
spots before they Stay on-top of
impact deadlines Assigned &
Delegated Tasks
• Visual insight into
status, due date
and priority
“Watch” Campaigns • Delegated tasks
• Visual indicators provide visibility
provide insight into % complete
into performance • Linked seamlessly
and trend for with MS Outlook
target and budget
• Clear view into %
complete
Everything at Your Fingertips
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20. Monitor – Drill down to Campaign Performance
• Monitor
Campaign
Performance
• Compare against
budget and target
• Create any
custom report
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21. Orchestration of the customer journey
Choreograph Cross-
channel Dialogue
Across All Customer
Touch Points
• Online:
Email, customer web, PURL
• Social:
Twitter & Facebook
• Mobile:
SMS, MMS
• Offline:
Transpromo, Direct mail,
telemarketing
• Listening:
Integrated online surveys,
preference management,
feedback management
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22. Selected target audience
(Identified in Portrait Customer Analytics)
Split by channel Divide into segments
Design
email
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23. The Portrait Dialogue Difference
• An HQ -- not a dashboard • Real-time scoring
HQ is a central place to have all Eliminate static list management and
improve relevancy. Live on-demand
critical campaign planning and real analytics ensures up-to-the-minute
time performance information at campaign selection accuracy.
your fingertips. HQ LiveView goes
beyond generic dashboards with • X-channel Response
the ability to detect issues as Attribution
they’re happening via real-time More than just click-through tracking.
views, diagnose via drilldown, and Offer
Offers are linked seamlessly with
channel, campaign & message
then immediately take action. activity for granular cross-channel
response attribution.
• Guided Dialogue
Empowers basic, casual and • MS Office integrated task
remote users to design campaigns management
and dialogues without extensive For greater access and availability,
critical campaign tasks are pushed
training. Guides users to effective directly to the users’ MS Outlook
campaigns and enables advanced environment.
functions which can still be modified
at a later date. • Inbound/outbound fusion
Enables shared offers, scores and
• Customer Cards more for a seamless dialogue across
all outbound and inbound customer
The only solution to go beyond a touch points.
“360 degree” data view and deliver
a true “customer portrait” for greater
customer understanding, including
key customer KPIs.
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24. Dialogue Requires Real-time Relevance
Typical Event-Triggered Campaign Management
Score all Weekly/monthly
Generate Create and
customers Enter Lists & Event-triggers System executes reports provide
Response Manage Lists &
against all Scores to System Activate marketing action visibility into
Models Scores
models results
Requires Very labor Very labor Manual Events occur on customers’ Information may be Too late to
advanced analytic intensive intensive. Dated process time frame, not the business drastically out of take action
information. -- may occur months later
resource date
(or never at all)
LATENCY, MAINTENANCE & WASTED STORAGE INACTION
Portrait Dialogue
Better prediction
On-demand Enter Live-edit
Real-time mode, affect Reduced overhead
Scoring outcome
Free up resources
Generate Uplift &
Upload Models to Event-triggers System executes
Real-time Greatest relevancy
Optimization Performance
System Activate marketing action
Models View
Immediate actionability
Automated Seamless At time of Action, System Take Action. Improved results
Modeling Upload Scores ONLY the Affect
Customers Affected, Using Outcome.
Latest Data
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25. Customer
Case
Studies
Thomas Cook (Travel)
Volkswagen (Automotive)
A-Pressen (Publishing)
3 Mobile (Telco)
Chess (Telco)
Optima (MSP)
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26. Client Example : Thomas Cook
•Thomas Cook (Northern Europe) travel agency
•Use Portrait Dialogue to deliver
• Newsletters
• Pre-travel information and cross-sells
• Post-travel satisfaction surveys
• Ad hoc campaigns
• Over 1m customers and 2.8m travel bookings
• Sending 2 million messages per week
• Managing 10,000 surveys per week
• Over 1m customer dialogue movements per week
• Approximately 600 active Content Objects to
create personalized multi language content
 integrated with Web Services for latest data retrieval
• Multi site installation
 4 installations, in each Scandinavian country
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2 © 2010 Portrait Software - A Pitney

27. Customer Case Studies – Volkswagen Group Australia
Business Challenge: Need for ongoing communication to existing customers to build brand
loyalty and to prospect base of 20,000 to build relationship and drive
conversion (vehicle sales via Dealer network)
 Manage Brochure Request and Test Drive Request
Forms as part of corporate website
 Brochure Request Dialogue selects prospects that
have selected brochures for deliver via mail and
Volkswagen Group Australia services sends extract to fulfillment house
approximately 250,000 existing customers with  Delivers electronic copy in form of pdf
30,000 new per year. Customers are indirect with
retail activity (vehicle sale) via independent  Welcome Pack dialog for new and existing customers
Dealership franchises.  Selects new customers on a weekly basis and
sends extract to marketing fulfillment house
Implemented Consona products include Customer
 Quarterly Magazine dialog selects customers matching a
Management and Portrait Campaign Manager.
required profile and delivers magazine via email and/or
mail
Portrait Campaign Manager used  Customer Recall Notifications dialog matches customers
for all aspects of life cycle from with vehicle recalls and generates 1st, 2nd and 3rd recall
notices
prospecting, customer loyalty
and customer service  Customer Self Service Portal as part of VW Corporate
Site with ability to maintain customer details
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28. Customer Case Studies
Business Challenge: Manage new customers more effectively – improve the experience and
increase revenues
Rikstoto was established in 1982 as an independent
organization dedicated to promoting equine sport
in Norway. Norsk Rikstoto has a turnover
surpassing NOK 3.5 billion a year.
Portrait Customer Analytic Solutions
Portrait was selected based on a live proof of concept to Benefits
deliver personalized and automated intelligent customer  The new target group had a betting average of 212%
communications. Rikstoto wanted to improve the more than non-targeted customers
customer experience for new customers and increase
revenues. A multi-stage ‘Welcome dialogue’, with multi-
channel capability, was created using PCA and PCM.  Average revenue per customer was 314% higher in the
The campaign delivered a number of tangible benefits targeted customer compared to the control group
within months of go-live.
 Implementation took just 26 days
“The Portrait solution enables us to achieve
our goal to increase revenues whilst building
 Ten-fold ROI within 10 months for this project
better customer relationships”
Line Hofsæth, CRM Manager,
Norsk Rikstoto  Reduced operational costs
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29. Customer Case Studies
Business Challenge: Decrease the amount of outbound calls, reduce costs and focus on retaining
subscribers
A-Pressen is one of Norway’s three major daily
press publishing houses comprising of over 30
regional daily newspapers.
Benefits
Implementing Portrait meant a-pressen could automate
 ROI was achieved within 3 months of implementation
more meaningful and personalized communications with
its subscribers leading to overall increased customer
 Annual customer churn reduced by 13%
satisfaction and lower operational costs.
 The effect of decreasing churn yields a 20% incremental
annual gross average revenue
 Profitability rose 10% during the first 2 years
“Using Portrait Campaign Manager to automate
follow-up services with our retail outlets we have  Ability to manage increased customer interaction
shifted our organisational focus and capacity to volumes with a 10% reduction in staff and a 15%
delivering highly targeted sales and marketing increase in overall capacity
campaigns. Additionally we have reduced staff by
10% whilst increasing our marketing activity by  More accurate and up-to-date customer data in held
15%.” centrally
Mr Henning Evensen, Head of Circulation.
A-Pressen
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30. Customer Case Studies
Business Challenge: Acquiring and retaining higher value contract customers while increasing
average revenue per user and reducing churn
3Denmark has more than 408,000 subscribers.
Being first to market in Denmark with mobile
Benefits
broadband, the company maintains its clear market
 Lower customer churn and increased customer
leader position on data traffic usage with a 46.4%
satisfaction among panel members compared to the total
market share.
customer base
 Improved customer experience
Implementing Portrait enables 3Denmark to develop
 Rich customer insight gained at individual level
and execute personalized, multichannel campaigns,
 Reduced marketing costs; Customer Panel surveys and
eliminate manual processes and implement dialog
Customer Satisfaction surveys are now run internally,
marketing.
and, thanks to SMS and email marketing, direct mail has
been replaced where possible.
“It is a powerful, tactical and easy-to-use tool and is instrumental to our long term success in
engaging in a one-to-one dialog with our customer base. We hope to continue to bring
increased customer satisfaction, reduced customer churn and increased ARPU by increasing
the members in the customer panels and using Portrait Campaign Manager tools even more
intelligently”
Klaus B. Johansen, Project Manager CRM,
3 Denmark
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31. Customer Case Studies
Business Challenge: Retain customers in a competitive market while increasing average revenue
per user (ARPU)
Chess Communications is the 3rd largest supplier of
mobile services in Norway with a market share of
7.4%. The company focuses primarily on attractive
basic mobile services. Benefits
 Overall churn reduced by 15.8% year-on-year
Portrait allows Chess to create a meaningful and
relevant dialog with its customers, automate both  ROI achieved within just 3 months
inbound and outbound communications on a
personalized level and help augment the barrier to  Churn decreased by 37.5% during the first quarter alone
churn.
 Additional data was gathered on 25% of its customers
 Improved proficiency of marketing staff
“We moved from time consuming manual tasks to automated, structured
and measurable campaign management..... we are now able to
communicate regularly with more of our customers and focus our
expensive telemarketing efforts on our top 5% of customers”
Mr Ernest Fredrik Nygaad, CRM Manager,
Chess Communications
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32. Customer Case Studies
Business Challenge: Differentiate by providing customers with greater customer insight, increased
response rates, reduced wastage and increased customer value
Optima, based in Edinburgh is the fastest growing
and most advanced MSP in the UK. Optima Value
Group distinguishes itself by bringing together
experienced retail marketing practitioners with
Portrait Customer Analytic Solutions
customer value management experts, and
combines this with outstanding customer analytics Benefits
and technology capability. •Through a blend of big thinking, cutting-edge analysis and
best-of-breed technology, Optima enables their client
The entire Portrait suite is licensed by Optima to assist organizations to understand who their best customers are;
its customers in targeting marketing messages to the what the company should be offering those customers; and
right customers, reach them most effectively and which communication channel offers should be made.
automate engagement for higher ROI campaigns.
A selection of their customers:
“Portrait’s combination of powerful analytic
segmentation and easy to use campaign management
was beyond that of its competitors, and was a key
factor in the company's decision to select the Portrait
solution.“
Ian Rippin, Managing Director, Optima
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