Tango

Tango

The Event Processing Manager

In today’s world, marketing to customers is not a simple matter of sending an offer. Customers expect a bank to provide a consistent, best-practice, branded journey based on their needs and responses over time.

These journeys are a step by step process (like a Tango). This delicate dance with your customer requires consistency and automation for efficient onboarding, account opening, lead management, complaints and yes, even sales.

Process Managers are sometimes called (Customer) Journey Orchestration Engines (JOEs). They have become a key technology in marketing stacks and replace the traditional approach of Campaigns and Lists.

Tango steps

Tango is a Process Management tool used by the marketing department to define Customer Journeys and manage Business Processes. Once set-up, Tango can run in batch or real-time mode and processing is fully automated and requires no effort or input.

There are three main areas of overall functionality in the Tango Application;

  • Implement Customer Journeys
  • Define repeatable, consistent and manageable Business Processes
  • Automate and manage Customer Processes across multiple channels over time.
Implement Customer Journeys

A Customer Journey consists of the interactions over time that build to making a satisfied Customer.

As you can see from the simplified diagram, Tango can be used to define and automate and end to end process over time. This end to end process is a discrete Customer Journey. Using Tango to automate this means that this Journey will be consistent for each Customer. A Tango Process such as onboarding can last days, weeks or even months.

Customer journeyCustomer Experience is how a Customer feels in each of their communications and dealings with the bank. In other words, in each step of their Journey.

In this case, each step in the Process is a Customer Experience, where they get to decide how timely, how efficient, how effective, how ‘personal’ the communication was.

Define Business processes

The core of Tango is a business process management engine. It allows marketing users to create consistent, reusable, manageable and best practice processes in marketing, sales and service.  Marketers use Tango to establish and maintain personalised communications with every customer consistently.

Tango optimises your communication strategy using all of your communication channels.

In their simplest form Business Processes consist of a series of interconnected Steps, Actions, Responses and Timeouts.

  • Processes can have any number of steps.
  • To help with understanding and manageability, Processes can be divided into modules.
  • These modules can be called by other Processes, eg. a Data validation routine to confirm a Customer’s details can be used by the Account Opening, Sales follow-up and Onboarding Processes.
  • Process modules only need to be defined once but can be used and linked together to build many different Processes.
Process Automation

In the normal course of operations, Tango Processes are fully automated.

Features

  • When Tango runs, Customer leads are moved through the steps of a Process. Each process step can be targeted at any of the Bank’s channels (CSR, mail, email, call centre, internet, SMS, etc.).
  • This can be in real-time or in batch, depending upon the speed of communication and responses from the channel. This can be any periodicity required from every 10 seconds up to daily.
  • Customer leads can be put to sleep (wait for 10 days, then call,…).
  • Similarly, channels can have a timeout (if the CSR doesn’t call in 2 days, pass this to the call centre).
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