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IBM Technoloogy Day 2013 - Smarter Commerce
1.
© 2013 IBM
Corporation© 2013 IBM Corporation Smarter Commerce Redefining Business in the Age of the Customer Marcel Kuster / Frederic Milnet
2.
© 2013 IBM
Corporation© 2013 IBM Corporation 2 Agenda • The empowered customer and the vision of Smarter Commerce • Smarter Commerce and what it means to the Chief Marketing Officer • Capabilities required for Next Generation Marketing • Demo: Customer Experience Analytics in Action (IBM Tealeaf)
3.
© 2013 IBM
Corporation© 2013 IBM Corporation3 Today’s “empowered customer” puts businesses to the test 44% of companies use crowd sourcing from customers 4in 10 Smart phone users search for an item in a store 86% use multiple channels 4-5x more than average is spent by multi- channel buyers 61% trust friends’ reviews more than experts’ 78% of consumers trust peer recommendations 58% are more price- conscious today than they were a year ago 75% do not believe companies tell the truth in ads 80% of CEOs think they deliver a superior customer experience 8% of their customers agree
4.
© 2013 IBM
Corporation© 2013 IBM Corporation4 Buy Adaptive procurement and optimized supply chain Market Targeted and personalized marketing across all channels Service Anticipate behavior and deliver flawless customer service Sell Seamless cross-channel customer experience MarketBuy Service Sell At IBM, we call the path forward Smarter Commerce placing the customer at the center of your business
5.
© 2013 IBM
Corporation© 2013 IBM Corporation 5 Targeted and personalized marketing across all channels Market
6.
© 2013 IBM
Corporation© 2013 IBM Corporation6 Seamless cross-channel customer experience Sell
7.
© 2013 IBM
Corporation© 2013 IBM Corporation7 Anticipate behavior and deliver flawless customer service A customer enters the shop The shop detects the customer The customer is recognized as a VIP The shop asks the customer if he/she wishes to interact Customer agrees to interact with shop The shop informs the shop assistant that a VIP has arrived The shop assistant is informed of customer’s needs and decisions All devices in shop are alerted that a specific customer is willing to interact and allow personalized interactions Service
8.
© 2013 IBM
Corporation© 2013 IBM Corporation8 Adaptive procurement and optimized supply chain Buy
9.
© 2013 IBM
Corporation© 2013 IBM Corporation 9 Smarter Commerce: Focus of today Procurement/Sourcing/ Supply Chain Management Customer Service and Interaction/ Case Management Cross Channel Selling/ Order Management & Fulfillment Buy Customer Awareness & Analytics/Cross Channel Marketing Marketing Performance Optimization Customer Shopping Insight Price / Promotion Optimization Cross Channel Campaign Management Digital Marketing Optimization Marketing Integration & Optimization Cross Channel Consumer Insight Real-time Marketing Customer Analytics & Segmentation Interaction History & Attribution Web & Social Analytics Customer Experience Management Service Sell
10.
© 2013 IBM
Corporation© 2013 IBM Corporation 10 Agenda • The empowered customer and the vision of Smarter Commerce • Smarter Commerce and what it means to the Chief Marketing Officer • Capabilities required for Next Generation Marketing • Demo: Customer Experience Analytics in Action (IBM Tealeaf)
11.
© 2013 IBM
Corporation© 2013 IBM Corporation11 The majority of CMOs are underprepared for the factors that will impact the marketing of the future “From Stretched to Strengthened; Insights from the Global Chief Marketing Study” www.ibm.com/cmostudy
12.
© 2013 IBM
Corporation© 2013 IBM Corporation12 How the job of the CMO will change: The 3 imperatives for a new profession Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual.
13.
© 2013 IBM
Corporation© 2013 IBM Corporation13 Customer browses ING webpages for a savings product … Customer browses ING webpages for a savings product … … but does not continue the process … but does not continue the process Collecting information on individual web behaviour
14.
© 2013 IBM
Corporation© 2013 IBM Corporation14 Customer leaves the bank website and browses the newspaper pages. An ING savings ad shows up, targeted at this individual customer. The customer clicks on the advertisement Customer leaves the bank website and browses the newspaper pages. An ING savings ad shows up, targeted at this individual customer. The customer clicks on the advertisement Re-targeting based on web behaviour insights
15.
© 2013 IBM
Corporation© 2013 IBM Corporation15 The customer starts filling out the application form The customer starts filling out the application form … but then abandons the process … but then abandons the process And returns to the ING webpages And returns to the ING webpages Monitoring the user experience on the web
16.
© 2013 IBM
Corporation© 2013 IBM Corporation16 A call center service representative calls the customer the day after and offers to print out the application document and send it over (remarketing) The customer agrees and completes the application A call center service representative calls the customer the day after and offers to print out the application document and send it over (remarketing) The customer agrees and completes the application Using the customer behaviour insights in other channels to support the client (Re-Marketing)
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© 2013 IBM
Corporation© 2013 IBM Corporation17 The customer receives the monthly newsletter The customer receives the monthly newsletter The newsletter is personalized and starts with a topic on savings accounts … The newsletter is personalized and starts with a topic on savings accounts … … and a call to action to transfer funds … and a call to action to transfer funds A few weeks later, the customer still hasn’t transferred funds A few weeks later, the customer still hasn’t transferred funds Usage stimulation in the Email channel...
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© 2013 IBM
Corporation© 2013 IBM Corporation18 A personalized message is shown in the service box, urging the customer to transfer funds. The customer decides to transfers funds and does this with a few clicks A personalized message is shown in the service box, urging the customer to transfer funds. The customer decides to transfers funds and does this with a few clicks … the customer goes to the secure part of the website … the customer goes to the secure part of the website A few days later …A few days later … ...in the internet banking channel... Impact: banners that are triggered based on behavior of a customer have up to 10x higher CTR Impact: banners that are triggered based on behavior of a customer have up to 10x higher CTR
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© 2013 IBM
Corporation© 2013 IBM Corporation19 A personalized offer pops – special bonus points for when the customer deposits more money. A personalized offer pops – special bonus points for when the customer deposits more money. A month later, there has been no further transfers of funds. The customer uses the mobile app to make a payment A month later, there has been no further transfers of funds. The customer uses the mobile app to make a payment ...in the Mobile App...
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© 2013 IBM
Corporation© 2013 IBM Corporation20 ING posts a personalized offer for this customer: the ‘bonus point’ offer ING posts a personalized offer for this customer: the ‘bonus point’ offer The customer has liked the ING page on facebook The customer has liked the ING page on facebook ...and in the Social Media channel
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© 2013 IBM
Corporation© 2013 IBM Corporation21 On the next day, the customer visits a branch. A warning message shows up on the branch screen – the agent offers a increased savings rate and secures the customer On the next day, the customer visits a branch. A warning message shows up on the branch screen – the agent offers a increased savings rate and secures the customer A while later, the customer visits the website and looks at INGs interest % on the savings accounts. Short after, the customer starts to withdraws funds from the savings account. A while later, the customer visits the website and looks at INGs interest % on the savings accounts. Short after, the customer starts to withdraws funds from the savings account. Customer retention in the branch
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© 2013 IBM
Corporation© 2013 IBM Corporation22 Underlying principles: A single marketing engine, providing offers across all channels 22 Internet Open homepage Open productpages Secure homepage Open Logoff page Secure landingpages Call outbound Branches E-mail Call inbound Sept 2012 Mail ATM Inbound Outbound Banners at non-ING domains Fase 4 ? New in phase 4 Sales Force
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© 2013 IBM
Corporation© 2013 IBM Corporation 23 Agenda • The empowered customer and the vision of Smarter Commerce • Smarter Commerce and what it means to the Chief Marketing Officer • Capabilities required for Next Generation Marketing • Demo: Customer Experience Analytics in Action (IBM Tealeaf)
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© 2013 IBM
Corporation© 2013 IBM Corporation24 Marketers must integrate all aspects of marketing Earned media PR Owned media Price, promotion, product mix ad ad
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© 2013 IBM
Corporation© 2013 IBM Corporation25 complete UNDERSTANDING of each customer 1 What makes this hard? Earned media PR Owned media Price, promotion, product mix ad ad Most marketers lack:
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© 2013 IBM
Corporation© 2013 IBM Corporation26 complete UNDERSTANDING of each customer 1 What makes this hard? Earned media PR Owned media Price, promotion, product mix ad ad Most marketers lack: platform to take coordinated ACTION 2
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© 2013 IBM
Corporation© 2013 IBM Corporation27 IBM Enterprise Marketing Management (EMM) provides a comprehensive suite that improves and integrates five critical processes of marketing Manage budgets and processes and measure results Decide on the best action or communication Deliver engaging messages and capture reactions Collect data that augments each customer profile Analyze data to find actionable insights
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© 2013 IBM
Corporation© 2013 IBM Corporation28 The IBM solutions are helping marketing organizations achieve a spectrum of business outcomes Improved customer value, loyalty and retention 5-15% increase is typical Higher online marketing ROI 15x-25x increase is typical Higher campaign ROI 15-30% increase is typical Increased response rates 10-50% increase is typical More campaigns with the same resources 2-5x increase is typical Reduced cycle time for marketing efforts 40-80% reduction is typical Reduced marketing costs 20-40% reduction is typical Lower customer acquisition costs 25-75% reduction is typical More relevant and effective marketing More efficient marketing
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© 2013 IBM
Corporation© 2013 IBM Corporation29 FOR WHO NEED TO IBM PROVIDES Digital Marketing Optimization Digital marketers Orchestrate relevant digital interactions to attract and retain new visitors and grow revenue throughout the customer's lifecycle Marketing Performance Optimization Marketing leaders and planners Model and assess mix, and manage marketing operations to maximize ROI Merchandising and sales planners Price, Promotion, and Product Mix Optimization Make price, promotion and product mix decisions that maximize profit and inventory utilization Customer Experience Management eCommerce / Online professionals Turn visitors into repeat customers and loyal advocates by improving the digital experience of every customer Cross-Channel Marketing Optimization Customer relationship marketers Engage customers in a one-to-one dialogue across channels to grow revenue throughout the customer's lifecycle IBM EMM flexibly addresses the needs of specific user groups
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© 2013 IBM
Corporation© 2013 IBM Corporation 30 Agenda • The empowered customer and the vision of Smarter Commerce • Smarter Commerce and what it means to the Chief Marketing Officer • Capabilities required for Next Generation Marketing • Demo: Customer Experience Analytics in Action (IBM Tealeaf)
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© 2013 IBM
Corporation© 2013 IBM Corporation31 Customer Experience Analytics 92:1 Companies typically spend $92 to bring customers to their digital ecosystem But only $1 to convert them.
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© 2013 IBM
Corporation© 2013 IBM Corporation32 The single most common question executives ask about their online channels is “Why don’t more shoppers complete purchase transactions?” “Why don’t more customers use our less expensive online help?“ “Why don’t readers click more deeply into our web site?” “Why?” Why Tealeaf?
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© 2013 IBM
Corporation© 2013 IBM Corporation33 DEMO
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© 2013 IBM
Corporation© 2013 IBM Corporation34 Common Tealeaf Use Cases: • Provide more proactive and informed service with visibility into the customer’s session history. • Improve customer loyalty. • Convert a cost center team into a profit center team. Cross-sell / Up-sell Customer Service • Increase first call resolution rates. • Decrease unnecessary escalations. • Improve customer satisfaction. • Effectively resolve customer disputes. • Create feedback loop with IT/Dev via Tealeaf’s common language. Issue Resolution & Support • Find & fix problems more efficiently ~ 60% time reduction on average. • Prioritize issues for resolution based on business impact. • Improve site success rates by eliminating site obstacles. • Conduct fraud forensics. IT/Development Problem Identification & Resolution eBusiness Improve Conversion Rates • Analyze customer behavior to remove the obstacles preventing transactions. • Deflect costs from higher- cost channels (i.e., call center, branch, etc.)
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© 2013 IBM
Corporation© 2013 IBM Corporation35 Payback in less than 3 Months Results Synthesized from 4 Customers: – Online Travel Agent – Leading Online Clothing, Shoes Retailer – Retailer of Automotive Accessories – Another Online Travel Agent Three-Year Risk Adjusted Results ROI: 512% Payback Period: 2.6 months Total Net Present Value: $7,633,214 Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 2010 Benefits Quantified in Study Increased Conversion Rate 3.5% Increased Average Order Value 0.5% Improved Retention Rate 1% Reduced Problem Resolution Time 60% Reduced Incidents (Project Avoidance) 10% Reduced Disputed/Fraudulent Chargebacks 0.05% Summary: 3-Year Risk-Adjusted ROI $(1,000,000) $- $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 Initial Year 1 Year 2 Year 3 Reduction in chargeback transactions Reduction in IT costs for project avoidance Reduction in IT costs for problem resolution Incremental revenue from improved retention rate Incremental revenue from increased order value Incremental revenue from increased conversion Total yearly costs for Tealeaf
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© 2013 IBM
Corporation© 2013 IBM Corporation36 Empowering Customers across all Verticals
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© 2013 IBM
Corporation© 2013 IBM Corporation37 Tealeaf Usability Click Heat Map Discover where your visitors click on a page including forms, links, images and text so you can optimize your visitor’s experience. Attention Map Know where your users are spending most of their time for a given page not just how far they scrolled a page. Form Field Analytics Optimize each form increasing conversion rates and understand how page and form conversion rates compare, how long each field takes to complete and where users go after completing. Link Analytics Improve conversion and engagement by identifying links that are clicked on more often. See how relative link placement can affect your online goals
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© 2013 IBM
Corporation© 2013 IBM Corporation38 http://www.ibmconnectedcustomer.com/de Marcel Kuster Smarter Commerce Leader Switzerland IBM Switzerland Ltd. Vulkanstrasse 106 P.O. Box CH-8010 Zurich Mobile +41 79 600 26 76 marcel.kuster@ch.ibm.com www.ibm.com Frédéric Milnet Smarter Commerce Seller Romandie IBM Switzerland Ltd. Chemin de Blandonnet,8 CH-1214 Vernier Mobile +41 79 194 51 43 frederic.milnet@ch.ibm.com www.ibm.com
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