1. How CAVII™ (Powered by IBM WATSON™) Is Driving a Retailer’s Customer Experience Transformation
Feb 2017 Opportunities – Strategies – Growth

2. OSG at a Glance
Privately-held, PE-backed behavioral market research and behavioral analytics company with technology.
Founded in 2008 with strong academic credentials
Offices in USA, UK, and India
Over 800 projects delivered worldwide
Diverse range of leading Fortune 500 clients
Recognized Analytics thought leader featured in leading publications
Recognized for five consecutive years as one of the fastest growing companies in the US
This slide has less information but captures attention.

3. OSG’s Core Mission Is Based on Customer Centricity
OSG’s is “The Catalyst for Customer-Centered Marketing
We help you understand what your customers want and why
Help you develop actionable insights
Help you use this insights to innovate and grow your business + =
GROWTH Through Differentiation
BEHAVIORAL ANALYTICS
COGNITIVE ANALYTICS

4. The world according to Gartner…
In 2014, 89% of marketing leaders expected to compete primarily on the basis of CX by 2016, compared with 36% four years earlier, but …
81% of organizations have seen their CX initiatives fail in the last three years.
So, what is Customer Experience?
Source: Gartner. Avaya

5. What Is Customer Experience (CX)?
Customer Experience Management is the ability to track, manage, and optimize a customer’s journey across the following stages of a product or service transaction
Look Into the Shopper’s Mind …
For the Desired Future Outcomes
AWARENESS
ADVOCACY
FAMILIARITY
LOYALTY
CONSIDERATION
TRUST
PURCHASE INTENT
SHARE
RATE
PURCHASE
USE
LIKE

6. A Retail Case Study

7. Customer Experience Analytics for a National Retailer
OBJECTIVES
CLIENT
A national service provider with 2000 stores
SITUATION
Client was experiencing decline in per store revenue year over year; They had identified customer retention as a major contributing issue
Many technology vendors were already serving them but they specifically wanted behavioral science expertise as well
OSG won: OSG was engaged to develop and help identify key drivers of customer satisfaction, implement a program across all their stores and to measure KPIs
Key objectives were to:
Identify & understand key drivers of customer satisfaction
Quantify the relative importance and how would they drive customer loyalty
Design & implement a monitoring & tracking system to effectively manage performance

8. Customer Experience Analytics for a National Retailer
THE APPROACH
CX PROGRAM DEFINITION
Key elements include drivers of customer satisfaction and loyalty
Customer segmentation and KPIs
Develop hypothesis & design specs for tracking system and data dashboards, real-time alerts, regular reports, etc.
PILOT DEPLOYMENT
Pilot in 240 stores from 15 franchises
Tracking system and data dashboard implementation with alerts and weekly/monthly reports on top KPIs
Quantify the importance of drivers using ASEMAP™ and IBM WATSON™ based Machine Learning Algorithms
ACTIVATION
Finalize recommendations from pilot program
Work with customer team to implement training programs to improve on customer satisfaction and loyalty
Refine survey & KPI implementation

9. CAVII-R™ Started With Retention Analytics
Why is willingness to return lower for brakes, transmission, tires ?
What is a 1% improvement in CX worth to the retailer?

10. CAVII-R™ Offers At-A-Glance Drill-Down Capabilities
Analytical Widgets: Insights at a glance that drive actions
Do we need training? Are we overselling? Is quality flagging? Predictive indicators that fall before revenues trend lower?
Drill-Down Franchisee Hierarchy

11. OSG’s ASEMAP™ Engine at Work
Unpacking Customer Experience using the world’s best behavioral Engine – ASEMAP™

12. IBM Watson NLC in Action…Retention Analytics
Training IBM WATSON™ and putting Machine Learning Expertise to work
IBM WATSON™ Natural Language Classifier uses confidence score to show its machine learning accuracy

13. Analyzing Real-Time Business Vitality
Analytical Widgets: How is my customer experience trending?
Analytical Widgets: How are my revenue trends at each level?

14. Early Insights Top considerations for choice of service are
Quality
Trust
Convenient location
Value for money
Fast service
Ratings were similar across gender, but disparity across age groups was significant
Millennials ranked them the lowest
Baby Boomers the highest
Issues around trust and quality of service driving loyalty and returns
IBM WATSON™ Training Experience
Machine-learning algorithm accuracy >95% consistently...trained NLC algorithm on 40 concepts
Happy customers use few words
The unhappy ones can be verbose giving us many learning opportunities

15. Summary of What CAVII™ Does for the Retailer?
Real-time shopper experience measurement
Starts with understanding each shopper expectation
Individualized and personalized interventions for each shopper
Ability to capture and analyze verbal and text inputs from shoppers
Reports and alerts provided at the store, franchise, at regional or national levels
Rapid interventions by store managers allowing for improved training and efficient store operations
Guaranteed outcomes for clients of OSG

16. Contact John Duggan, MBA Vice President, Business DevelopmentE: P: