Category: (2) TAM Application Type
Application Identifier: 5.5.11
Maturity Level: 4
Customer profiling (“Profile”) provides the necessary functionality for advanced customer profiling such as automatic and statistical based profiling of customers based on explicit preferences and implicit behaviour from usage, location, patterns of similar customers, etc. Although existing BI/DW customer segmentation can also be leveraged to arrive at the customer profiling, most of these systems are broad based customer profiles and do not create an individual profile for each customer. Also, Customer Profiling differs from customer experience monitoring & the rest of the functional blocks (see below) in that it is focused on customer preferences, tastes, and behaviour (ex. Soccer Fan, Movie buff etc.) rather than operational view of the customer such as “Late Payer”.
Customer Profiling functionality includes:
· Profiling customer based on implicit and explicit actions, transactions (ex., deriving actual channel preference from a customer whose implicit preference is SMS, not email)
· Profiling based on demographics, interests, shopping interaction, billing history etc.
· Personalized profile signature based on combined segment, interest and behavior for the individual “customer” (ex. Soccer Mom, Gold/Silver/Bronze customer, Golfer, Early adopter), and around “content” (ex. Content sharing - College kids + Field Sales). This also includes continuous learning and update of individual ‘Profile Signature’
· Analyzing patterns to identify trends and changes in customer behavior, which in turn update the individual profile signatures
· Expose profiles for recommendation in care treatment, x/up sell, retention, etc.
· Expose profiling insights and conclusions
This was created from the Frameworx 16.0 Model