NEWS

OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”), an Innovation Agency leading the digital shift, has started a Proof of Concept (PoC) for “Handy CEM,” an AI-based system that analyzes customer loyalty to automatically suggest an appropriate communication plan.

■Background

As the digital shift of consumers continues, data utilization and analysis is also advancing rapidly in corporate marketing. Currently, attention is focused not only on website browsing and purchasing that can be measured digitally, but also on a new marketing technique called CEM (Customer Experience/Engagement Management) focused on the psychology and emotions behind customer behavior. The aim of CEM is to increase customer loyalty by providing added value through better purchasing experiences and more comfortable services. But, actually implementing CEM requires a large amount of work and money in order to collect sufficient customer research data and perform the required complex and detailed analysis.

OPT has developed its own CEM indicators (*1), announced by OPT’s Takeyoshi Sonobe at “Direct Agenda 2019,” which included the Japan Society of Marketing and Distribution.

The developed “Handy CEM” applies AI to the CEM knowledge and know-how cultivated by OPT to deliver a CEM system that is easy to implement.

■Tool Overview of “Handy CEM”

The tool classifies customers along the two axes of “behavior” and “psychology” in order to analyze the characteristics of loyal customers, then it automatically suggests for each customer type the promotional content required for communications that cultivate loyal users.

Steps

1. Create a questionnaire according to the question format based on the CEM model, then conduct research linked to the member data of the company website.

2. Import purchase data and behavior data, and classify customers along with the research results.

3. Use AI to analyze various indicators such as customer purchasing behaviors, website browsing behavior trends, extent of loyalty and purchasing preferences. Then automatically suggest promotional content required for communications that cultivate loyal users.

■Image of Tool Screen

* The screen is still under development.

■Future Outlook

The “Handy CEM” currently being development is a PoC in-house at OPT.

After verification is completed, the current plan is to release a beta version to advertisers before the end of 2019.

In the future, OPT will continue to develop and utilize proprietary tools such as “Handy CEM” in order to be a digital partner in corporate marketing that plans and proposes new measures to maximize the effect of advertising while quickly responding to changes in technology.

*1 Proprietary CEM Model Examples and Reports

■Marketing means creating a happy relationship with customers:” An Example of CEM by a Cosmetics Brand

https://www.opt.ne.jp/unsung_heroes/detail/id=4714

■Japan Society of Marketing and Distribution, 69th Nationwide Study Group Society Report

https://www.opt.ne.jp/news/report/detail/id=4712

■Are You Creating “Fake Loyalty”? Two Reasons Why Your Company Needs to Implement CEM Now

https://markezine.jp/article/detail/31531

■Identifying Why Customers Choose a Brand. Why JIMOS went Beyond CRM to Implement CEM

https://markezine.jp/article/detail/31514

■“Direct Agenda 2019”

Received the “Best Agenda Award” thanks to support from many advertisers.

■About Data Intelligence Team

This is an AI R&D team at “Opt Technologies,” an engineer group within OPT. The Data Intelligence Team is in charge of research and development for this project. The team seeks to develop AI that can be used at actual marketing worksites, and dedicates itself every day to R&D and data analysis for AI that is useful in the marketing and promotion of advertisers.