Service Cost
- Ben Clark
Journey Orchestration allows you to create Rules that provide optimised CX decisions. In tandem Control Groups and Conversion Rules allow us to understand how effective a specific Rule is in meeting your brands Business Goals.
What needs to be factored into any measure of success is the cost of providing that Rule. We can provide two related but differing costs that allow us to understand this.
The Offer Management Public Template can provide the value of an Offer. This is the cost of providing that specific offer to an individual. It could be a fixed value for free delivery or a discount on basket value on checkout and therefore a variable cost.
The other cost to consider is the Service Cost. We define Service Cost as any cost you as a company bear each time that Rule and the Tiles within it run. Simple examples include:
Rule sends an email – Company bears cost of email
Rule sends an SMS message - Company bears cost of SMS
Rule looks up details from third party integration – Company bears lookup cost
Rules provides optimised scripts for the Call centre – Company bears cost of Calls and these differ based on the script used.
These costs should be included when working out the success of a Rule.
A Rule for example, utilising the Call Centre is very likely to have a higher overall conversion and success rate than a Rule simply using outbound emails.
However, the Call Centre rule is significantly more expensive. This needs to be reflected when calculating success. If these Service Costs are added to each Template, we can include these costs in the automated success calculations for each Rule.
Setting the Service Cost
For each template added into Journey Orchestration you can set the Service Cost. You can select to add CPM rate – useful for Templates utilising out-bound channels like email, banner or SMS.
You can also add a Flat Rate – useful for call centre scripts, integrations etc.
Only one Service Cost is available to each Template. Once loaded the actual cost of each use of each Template is shown in the Template details.
As the Rule is invoked the Service Costs for each Template used in the Rule in this sequence are summed together and this value is passed through in the event data to aid future calculations on success and segmentation.
As can be seen from the example below the Service Cost can differ signifcantly depending on the sequence th Rule takes. In this scenario the Service Cost for Rule one is £0.0070 for Bob and £5.0040 for Sue.
