Managing Director, Decisionbox. Former Managing Director Insight and Decision Science, Sky.
"During my time at Sky, the Business had an ambition to increase its customer base to 10 million in 3 years, which meant increased rates of acquisition together with ensuring that we did not lose too many customers along the way. However, like all subscription-based businesses, we experienced significant churn pressure each year."
"We required a more forensic way of acquiring customers of the right profile as well as accurately determining the best propositions to the right customers in order to upsell and cross-sell as well as retain at the right cost."
"As Sky enabled its digital channels, we also needed to be able to make these right decisions in real time for every customer and change them dynamically – also in real time."
"We had already built a huge batch decisioning tool for our push communications. Yet to succeed with our profitable growth strategy we needed a centralised decisioning hub that could serve up decisions across channels, including the web, apps, and live interactions with our contact centre agents. It had to allow us to orchestrate and arbitrate decisions, including best next actions. We looked at a number of solutions for this but found most of them used hard coded rules or untraceable ‘black box’ approaches, particularly the digital vendors."
"The SAS hub contained our rules and policies so that we could integrate our decision-making process. It meant that our customers received a better level of personalisation and our Business enjoyed the benefits of optimised, faster speed of decision making. Importantly, our teams began to think differently about the importance of decisioning and the significant benefits it bought Sky."
Behind the success.
The SAS hub contained our rules and policies so that we could integrate our decision-making process. It meant that our customers received a better level of personalisation and our Business enjoyed the benefits of optimised, faster speed of decision making. Tony Mooney Managing Director Decisionbox