NBA

Initial How Might We statements

• HMW include our HR & Finance partners in these sessions?

• HMW bring our VoC team and activate them as a channel

• HMW we include the credit and underwriting team to provide industry insights that can enhance targeting

• How might ESRM be able to utilize eNBA?

• HMW use call disposition data for future targeting.

• HMW tie the high-fidelity signals within our targeting models to the specific marketing messages we test.

• HMW use supplier NPS responses to inform targeting?.

• HMW incorporates data on % of rev flowing through C2FO for an individual company? Low % of rev, bad target for EP, and may need Capfin to entice a solution. High % of rev, good for EP conversation

• HMW make the supplier app more engaging, so suppliers can give us more information about their own cash needs, and who their out-of-network customers are

• HMW keep the process for SRM simple but collects detailed feedback?

• HMW use NBA to surface up more CapFin VIPs.

• HMW target suppliers for CapFin that are outside of the C2FO Early Pay Network.

• HMW we extrapolate learnings and the process for NBA onto the buyer side?

• HMW create a lighter/self-service discovery pipeline survey with Suppliers?

• HMW use the NBA to offer more self service opposed for Low spot suppliers with/ no SRM support?

• HMW measure increases in efficiency/success post eNBA & SCV rollout to present back to SRM to build trust in the new processes?

• HMW optimize the sales process based on measurable targets and the effectiveness of each flow.

• HMW create a single back-end place that can be referenced for supplier contact and information across products (things like phone number, uploaded KYC/KYB docs, etc) so that each product doesn't have to ask?

• HMW use the data we have to prequalify supplier accounts for a CapFin or Card product?

• HMW learn from early pay objections to better promote other products?

• HMW leverage a supplier giving access to a bank account or financial tool to learn more about their pre-qualification for a new product?

• HMW target suppliers who haven't participated in DD yet for other products. Or should we always target DD first?

• HMW ensure our products are promoted with one another vs. this is better than that

• HMW create standard metrics to measure effectiveness across all marketing and SRM activity?

• HMW measure and track the ROI of implementing NBA to in-app, marketing, and SRM channels? 

• HMW have a transparent roadmap/backlog to view all channels together? In-App, Email, and SRM

• HMW incorporate experience platform customer journeys with marketing journeys to better understand the customer holistically?

• HMW create a centralized marketing roadmap across products and channels so we have a full picture of all campaigns going out, when, and to which segment so adhoc 

Workshop sessions

• HMW identify and correctly engage with actions taken outside of NBA to inform how we can best service the customer. From a data standpoint, how does this all work together to inform a certain customer journey path?

• HMW define and communicate product "qualification" to NBA

• HMW correctly communicate NBA suggestions to SRMs to net the most effective communication? How might we increase trust within the NBA system or Identify whether NBA is meeting our expectations?

• HMW scratch all the communications that we are sending to suppliers, take a hard look at how each campaign performed, learn from them and build a new strategy with clear goals. Start simple and then build on top of it.

• HMW make NBA so smart that it also tells us what to show to the customer either in app or outside digitally , at what time and via what channel.

• HMW align all our various data collection systems' capabilities seamlessly?

• HMW ensure SRM are filling out the discovery questions/notes completely and accurately in SFDC? Bad data in is bad data out of eNBA

• HMW learn from supplier's actions - if they do apply for card, have Capfin, and use early pay - how do we give them the best cross-product experience? (aka what if this works!?)

• HMW better expose the needed information to our consuming applications to present product fits

• HMW ensure we don't introduce friction and make interacting with any of our products overly complicated

• HMW ensure our products are promoted with one another vs. this is better than that

• HMW fallback to another product when what we "think" is the best product is declined by the user

• HMW understand/ measure our most valuable customers based on being multi-product accounts?

• HMW prompt SRM to sell the right product at the right time

• HMW Surface relevant talking points to the SRM for the recommended product

• HMW learn from early pay objections to better promote other products?

• HMW create the feedback loop that allows NBA to improve over time

• HMW have governance on the NBA solution so we can periodically test and validate the actions we are recommending are relevant and accurate.

• HMW measure and track the ROI of implementing NBA to in-app, marketing, and SRM channels?

• HMW increase transparency and provide easy to understand information on some of the more complex aspects of NBA? Example: targeting, qualification, etc.

• HMW ensure we are investing in making our upstream data sources primarily our supplier data complete and accurate so we can make accurate recommendations in NBA

• HMW create a single back-end place which can be referenced for supplier contact and information across products (things like phone number, uploaded KYC/KYB docs, etc) so that each product doesn't have to ask?

• HMW use the data we have to prequalify supplier accounts for a CapFin or Card product?

• How might we break down, measure, and analyze the "top of the funnel" (lead/prospects) insights to provide next best actions that can be viewed by teams across the org

Happy Path NBA recognizes something in the data, sends an action to the salesperson, the salesperson acts on it, needs are met or not met, and NBA learns from it.

Cross-Channel Path Supplier gets denied by CapFin underwriting. Supplier doesn't want to pay discount in EP app. SRM logs this data. NBA recognizes through data provided during the underwriting process and pre-approves them for Card. They are recommended cards and they use them.

Unhappy Path We try to go in too many directions at once. We don't have a targeted approach and we don't get the feedback we need. We lose trust before we learn what we need to learn. Overcomplicating the process.

Short Timeline Path Get to the gatekeeper, don't let us through, have very little feedback. NBA uses data that it has learned and limited data on this supplier to recommend an action either to SRMs or Marketing to get the right contact / get them to use our products.