New Age Selling

Advance with technology,

unlock your full potential
A customer-centric approach to Think Next
Sales using AI

nexdigm.com skpgroup.com
 SPEAKER

Kartik Nagarajan
Managing Director – Sales, Global Business and Consulting Services

• With over 20 years of rich experience in Global Business Services, Kartik leads Nexdigm’s operations teams and global
sales and marketing efforts across Business Advisory, Analytics, Supply Chain Consulting, and Business Process
Management (BPM). He aims to build service capabilities and enhance innovation by integrating technology, processes,
and business intelligence.
• Kartik’s leverages his technical expertise to drive client value propositions through risk assessments, efficiency
enhancements through robotics, analytics, visualization, and operating model redesign. He has successfully turned around
global captive and shared services operations, accelerated revenue, and delivered ROI to stakeholders in the IT, BPO,
Media, Healthcare, and Insurance industries.

Connect with Kartik

[email protected]

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 AGENDA

• Globally Changing Paradigm

• Challenges & Way Forward
• Customer Centric Sales
• Implementation
• Q&A

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 GLOBALLY CHANGING PARADIGM

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 GLOBALLY CHANGING PARADIGM

Equilibrium Moving from mass Customer Data and

shift towards market programs behaviour and Technology
Customer to Customized buying pattern is are becoming
Accounts Approach changing - the game
leading to changers
Prioritized
Targeting

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 COVID IMPACT ON SALES

Short Term Long Term

Business Disruptions Digital Adoption

• Increase in online spend • Need for personalized customer

engagement
• Lower reliance on physical channels
and need for multi-channel access • AI-enabled digital CRM platforms
• Shift to virtual channels for customer • Use of customer data to understand
engagement shift in consumer behavior & new
consumption patterns

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 WHY SALES ANALYTICS
Organizations at the forefront of sales analytics are seeing increased revenues and
customer loyalty

40% report that customer 37% report increase in sales

personalization efforts have and customer lifetime value
directly impacted their sales, basket through product/service
size and profits. recommendations

83% report that unimproved Among analytics leaders, 54%

customer experience puts their report exceeding revenue targets,
revenue and market share at risk compared with only 15% for
. laggards.

Source: Forbes, 2019

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 CHALLENGES & WAY FORWARD

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 MAIN CHALLENGES FOR SALES LEADERS

Limited Insights: Customer Feedback:

• Sales team has limited account level insights • Limited analysis of customer feedback data
• Management of lead funnel • Correlation of feedback to Sales and forecasts
• Focus on key accounts

Sales Force Management: Fulfilment Visibility:

• Sales effort alignment with sales potential • Limited order fulfilment visibility
• CRM data for results than tracking • Track Customer experience on order fulfilment
• Past trends to drive goals and incentives

Static Promotions Internal Collaboration:

• Limited understanding of promotions impact • Lack of cross-functional communication
• Promotion Budget allocation • New product reach-out to right customers
• Static revenue per customer

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 WHAT IS NEEDED?
The Evolving Paradigm
Personalized
Approaches
Optimizing
resources & cost
More visibility
and reduce
wastage

Consolidated view of
Value from data activities - Internal
Collaboration

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 CUSTOMER CENTRIC SALES

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 CUSTOMER CENTRIC SALES
Prioritization
Whom to reach out to?

Experience Orchestration
How the engagement worked How to design promotions,
and what needs to change? discounts, pricing etc.?

Customer
Accounts

Operations Relationship
How to address/fulfil customer When, how and with what
needs and expectations? message to reach/target ?

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 CUSTOMER CENTRICITY: PRIORITIZATION

Prioritization
Prioritization

• Customer Prioritization through lead/

purchase propensity & segmentation
models

Experience Orchestration • Product/Market/Customer penetration

opportunity by lookalike models
Customer
Accounts • Pro-active alerts/recommendations
basis change in buying patterns

Operations Relationship

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 CASE STUDY – CUSTOMER VALUE MANAGEMENT
Customer analytics for a telecom giant with 250 million+ subscribers to increase revenue per user and
improve retention rates

Problem Solution Impact

• One size fits all approach

for customers - obsolete • Build Data foundations – Repository creation, data • Customer
cleansing and importantly, data ownership
personalization and
• enhanced experience
• Massive data generated Enhance customer lifetime value through customer
every day (Big Data) personalization models (Churn, Cross-sell/Upsell
models, Penetration, Product fitment, Pricing, • 10% churn rate
Lifetime value) and retailer segmentation improvement for post-paid
• Structured and customers
unstructured data • Deep dives and analyses basis business operation
handling needs skills needs and setting up monitoring framework • 15% higher data
products adoption
• Continuous fine-tuning and optimization while
• Analytics critical for supporting implementation • and more..
competitive advantage

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 CUSTOMER CENTRICITY: ORCHESTRATION
(MARKETING & PROMOTIONS)

Prioritization
Prioritization

• Visibility into marketing and promotions

campaigns using dashboards

• Measure RoI and factors influencing

Experience Orchestration sales (disc%, timing, targeted product,
customers) using sales uplift and
Customer attribution modelling
Accounts
• Promotions budget and calendar

Operations Relationship
planning basis predictive simulations

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 CASE STUDY – TRADE PROMOTION OPTIMIZATION
Helped a leading CPG firm to analyze efficacy of promotions across product portfolio and allocate
budget optimally

Problem Solution Impact

• Creation of trade promotion dashboard to analyze

• Lack of visibility on historical performance of promo campaigns at a • ~15% increase in RoI on
promotions customer level promo campaigns

• Established sales baseline and identified key

• Inability to understand
promotion impact across
drivers, price sensitivity and other complex factors • Time and effort savings for
impacting sales variations (seasonality, sales team
various dimensions
cannibalization, hoarding)

• What should be the • Optimized budget allocation and promo calendar • Phasing out of non-
optimized promotion mix basis RoI and uplift simulations for different performing schemes
product-promo-timing combinations

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 IMPLEMENTATION

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 ANALYTICS FRAMEWORK

Key Drivers,
Data Recommend/
Raw Data Dashboards Opportunity
Warehouse Act
&Threats

ETL Process & KPI Reporting Framework & Diagnostic Analytics & Automated Rules & Quick Actions
Identification Descriptive Analytics Predictive Analytics Prescriptive Analytics Taken

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 CREATING VALUE THROUGH CROSS FUNCTIONAL ANALYTICS COE
Centre of Excellence (CoE) setup for a prominent life insurance player catering to analytics needs for
sales and marketing functions

Problem Solution Impact

• No Single version of • Established data foundations – Repository creation,

Truth data cleansing and importantly, data ownership • 30% improvement in
early sales productivity
• Created reporting framework through dashboards
• Lack of insight reporting to create single version of truth • 10% higher customer
retention rates
• Prioritized use cases delivering higher value (sales
• Inconsistent info/reports lifecycle management, customer targeting and • 15% higher cross-sell
across functions (Sales, retention, fraud prediction, marketing-mix models) conversions
Mktg, Customer, Risk,
Finance etc.) • Deep dives and adhoc analyses basis business • 70% reduction in ad-hoc
operation needs data requests

• Data power not • Support in strategy creation – sales projections, • and more..
harnessed business simulations and feasibility study

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 NEXDIGM ENGAGEMENT MODEL

Client Business Data Engineers Data Engineers Monitoring Team

Team
Visualizers Data Scientists Consulting
Consulting

• Understand business & • Build dynamic • Develop AI models

processes dashboards • Integrate models into • Monitor execution &
• Discover the issues • Share insights at existing processes adjust as required to
and prioritize basis regular frequency • Maintain and upgrade continuously improve
business impact • Maintain and enhance models outcomes
• Translation into dashboard
Analytics problem
statement
Discovery Use case: Use case: Use case:
Need Execution
& Assessment Need Dashboards Need AI Models
Monitoring

Changing Requirements → Dynamic Skill Allocation

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 SUMMARY

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 SUMMARY

Customer Centricity as a Derive Value From Data Getting It Right

Key Differentiator

The balance of power has shifted to Leverage rich variety of data and Identification of problem areas and
customers and a personalized technology at hand to improve sales prioritization of various analytics
approach to sales and marketing productivity and enrich the customer initiatives
strategy is needed experience

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 Q&A

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 USA • Canada • India • UAE • Japan • Hong Kong

[email protected]

Connect with us
www.nexdigm.com
www.skpgroup.com
Disclaimer

The contents of this presentation are intended for general marketing and informative purposes only and should not be construed to be complete. This presentation may contain information other than our services and credentials. Such information
should neither be considered as an opinion or advice nor be relied upon as being comprehensive and accurate. We accept no liability or responsibility to any person for any loss or damage incurred by relying on such information. This presentation
may contain proprietary, confidential or legally privileged information and any unauthorised reproduction, misuse or disclosure of its contents is strictly prohibited and will be unlawful.

© 2020 Nexdigm Private Limited. All rights reserved.