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IBM Social Business, Joseph Preston
1.
Joe Preston-Web Experience and
Social Business Software October 2012 Transforming the Business Environment: Becoming a Social Business © 2012 IBM Corporation
2.
IBM’s integrated portfolio
for Smarter Commerce VALUE CHAIN STRATEGY AND SERVICES Customer Experience and Customer Operations and Market Strategy Experience Design Supply Chain Aligning sales, marketing and Designing and delivering customer Designing operations, supply chain and the operations for innovation experience organization model to deliver customer value across brand touchpoints CORE BUSINESS SOLUTIONS AND PROCESSES Buy Market Sell Service • Supplier Integration & • Customer Awareness & • Cross-channel Selling • Delivery, Service, & Collaboration Analytics • Order Management & Support • Supply Chain • Social Media Marketing Fulfillment • Customer Integration & • Customer Self-Service Management • Marketing Interaction Optimization Collaboration • Case Management • Accounts Payable • Digital Marketing • Store Solutions • Source to Contract Optimization • Payments & Settlements • Supplier Lifecycle • Pricing, Promotion & Management Product Mix Optimization Smarter Analytics Improving customer experiences by embedding actionable insights into operational processes IBM SmartCloud Solutions and Smarter Computing Delivering agility, integration and automation to drive relevant business outcomes 2 © 2012 IBM Corporation
3.
Customers are in
the driver's seat. Connecting with them individually requires a consistent and engaging online experience Changes required to meet customer expectations 72% improve understanding of individual customer needs 72% improve response time to market needs 58% harmonize customer experiences across channels Most important mechanisms to engage Engaging customers customers with Web 55% exceptional web + 47% social Social 57% 16% Today In 3 to 5 years Sources: IBM 2012 CEO study, Social Networking Leads As Top Online Activity Globally, comscore, December 2011. Social Media Influence In Purchasing “Social Media Now Influences Brand Perceptions, Purchase Decisions of 38 Million in US. June 2011, Social Commerce sales in US. Internet Retailer U.S. Social Commerce Sales 2011-2015.Smartphone users making purchase, eDigitalResearch and Portaltech Reply 2012 3 © 2012 IBM Corporation
4.
Business leaders recognize
the importance of leading through connections Percent of CEOs using Social Primary Channel for Engaging to Connect with Customers Customers within 5 Years Top 3 CEO Priorities: Empowering employees Engaging customers Amplifying innovation through value and individuals with partnerships Source: 2012 IBM CEO Study “Leading Through Connections 4 © 2012 IBM Corporation
5.
Winning customer loyalty
requires delivery of meaningful customer self service on the web 86% quit doing business w/ company bc bad customer experience 75% would prefer to use online support but only 37% try self service 50% of “How do I” questions could be deflected to self service IBM's Web Experience software helps our customers achieve : 90% lower cost to serve customer on web 62% customers didn't need to call 30% reduction in call center calls 2X increase self service transactions Customer results with Customer Experience Suite self service Source(s): Losses from poor customer service, The Cost of Poor Customer Service: The Economic Impact of Customer Experience in the US, Genesys. Harris Interactive, Customer Experience Impact Report. Online self service – March 2012 Coleman Parkes study of Customer Self Services. Customer results from self service. IBM Customer Engagements. 5 © 2012 IBM Corporation
6.
Three shifts are
creating an opportunity for social technology to create real business value Pressure to build and share Increasingly influential and vocal expertise for competitive advantage customers Growing demand for 24/7 and mobile connectedness 6 © 2012 IBM Corporation
7.
Customers see many
online experiences from your company 7 © 2012 IBM Corporation
8.
Customers need consistently
exceptional self service experiences across all channels 8 © 2012 IBM Corporation
9.
Exceptional online experiences
deliver exceptional business results for our customers...here are a few Growth & Customer Reduce costs Time to Market Profitability Satisfaction 60% increase in online 30% higher rating for 62% customers didn't 84% faster time to sales conversion web self service than need to call find experts help desk 85% sales conversion 30% increase in 2X increase self service 61% faster service rate when use web referral rates transactions delivery to new tools customers 17% decrease in Move up 3 places in 90% lower cost to serve 50% faster delivery of shopping cart abandon national online customer services to citizens rate customer satisfaction ranking 3X online sales Answer more than 1M 30% reduction in call customer questions center rates a day 9 © 2012 IBM Corporation
10.
IBM capabilities support
the full range of customer relationship and self service needs Customer Relationship Self Service Support Customer Content Self Service Account Mgmt Customer Contact Delivery Delivery Support Online Product & Service Registration & profile Product & Service Content Dealer, franchise, store, Delivery management distributor & branch support Marketing Content Self-service problem Bill Presentment & Payment Contact Center support Social Content resolution Loyalty Programs Royal Bank of Canada Bharti Airtel Bank of Montreal 10 Florida Blue © 2012 IBM Corporation
11.
Royal Bank of
Canada transformed their online experience and self-service capabilities to increase customer satisfaction Business Need Provided customers with a new online channel experience that deepens client relationships Leverage the online channel to grow product revenue, improve self-service, and reduce cost of fulfillment Flexibility to quickly deploy new business functions and services to the online channel Integrate and leverage the existing RBC back-end online infrastructure Real Results Real Results Advanced from 5th to 1st in online banking satisfaction rankings Advanced from 5th to 1st in online banking satisfaction rankings Increased online self-service transactions by 2X Increased online self-service transactions by 2X Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine 11 © 2012 IBM Corporation
12.
BMO created an
award winning customer self service experience that increased online revenue Award: 2011 CIO 100 Award Recipient: BMO Financial Group BMO Financial Group wins 2011 CIO 100 Award for www.bmo.com which offers unified global commercial online banking solutions. New platform makes it easier for BMO to identify customized up-selling and cross-selling opportunities. Single sign-on feature allows customers to access different services. 12 © 2012 IBM Corporation
13.
Bharti Airtel's self
service experiences deliver millions of customers on-boarded for rapid business growth Business Need Automating processes and delivering excellent service to grow revenue in price sensitive markets Deliver personalized content based on account level and usage Scalability to meet increased demand Real Results Real Results Ability to provide flawless service to 110 million customers at low margins Ability to provide flawless service to 110 million customers at low margins Process between 7-8 million transactions a day Process between 7-8 million transactions a day Process between 3-4 million new customers per month Process between 3-4 million new customers per month Real-time responses to customer requests Real-time responses to customer requests 13 © 2012 IBM Corporation
14.
Cars.com deepens brand
awareness and interactions for customers 2011 Web Marketing Association Award Winner! Real Results Real Results Enhance user experience for a single, consistent brand image across different online presences Enhance user experience for a single, consistent brand image across different online presences serving over 10M users a month serving over 10M users a month Scaled to support 200 million unique visitors a year, an increase of 145 million visits since 2007 Scaled to support 200 million unique visitors a year, an increase of 145 million visits since 2007 Enabled the company to migrate 75 percent of its existing applications to the new IBM solution Enabled the company to migrate 75 percent of its existing applications to the new IBM solution Delivered an integrated, standardized solution that will enable the company to turn its focus to Delivered an integrated, standardized solution that will enable the company to turn its focus to innovation rather than maintenance innovation rather than maintenance 14 © 2012 IBM Corporation
15.
The next generation
of customer relationships and self service must adapt to how customers now interact with your business... Old way customers purchased New way customers purchase and interact with your company Interactions are social, continuous, formal & informal To... increase revenue and profitability per customer requires a total relationship view of the customer * David C. Edelman, Harvard Business Review, Dec 2010 15 © 2012 IBM Corporation
16.
Successful self service
solutions span these areas to build deep relationships with customers Help me solve a problem, Learn patterns of behavior, Learn more about answer a question, use a interaction from customers product/service, deepen affinity service, act on my across owned and external with product, brand, company, account... properties/channels provide feedback, interact with company experts... Customer Customer Customer Relationship & Service Insight Communities External Internal External IBM Customer Experience Suite (Web Experience + Social + Collaboration) IBM Social Analytics (Web, Social, Lifecycle Analytics + Sentiment Analysis + Campaign / Email Optimization) IBM WebSphere Commerce (Self service for purchasing, order fulfillment etc) 16 © 2012 IBM Corporation
17.
IBM's solution for
self service brings together IBM's web experience and Commerce capabilities IBM's Vision for Exceptional Multichannel Self Service Experiences Bringing together the essential capabilities to create, manage, and deliver powerful multichannel customer experiences IBM Customer Experience Suite IBM WebSphere Commerce Business is driven by relationships Seamless buying experience across channels 17 © 2012 IBM Corporation
18.
Improve customer satisfaction
and make self service more effective with social capabilities Allow customers to find the right people to Wikis, blogs, ideation Solve problems instantly answer their questions blogs User profiles Rating, commenting, tagging Forums and communities Integrate with twitter, Facebook, YouTube, etc. Shared files Shared bookmarks Instant messaging Drive excitement and brand loyalty by enabling Activities direct communication from customers Enable customers to get problems resolved quickly Allow customers to provide feedback 18 © 2012 IBM Corporation
19.
Reach customers across
multiple channels - mobile, web, and automatically display appropriate content to right device Support mobile Out-of-the-box self service mobile support applications included for social capabilities. Leverage mobile themes and automatic device detection to deliver appropriate user experience for self service. Desktop Tablet Mobile 19 © 2012 IBM Corporation
20.
In-line analytics for
rapid insights help you adapt in real time to customer's behavior In-line analytics overlay on web page to rapidly assess usage – allowing real time adjustments to help customers use services and applications better Instantly see usage for specific self service capabilities and edit content to optimize use 20 © 2012 IBM Corporation
21.
Make Better, Evidence-Based
Decisions with Analytics Leverage analytics to: Improve user engagement by measuring and then fine tuning the customer experience Intelligently manage your marketing resources Make better decisions faster 21 © 2012 IBM Corporation
22.
How does social
business and talent management come together to help create a smarter workforce? Continuously create and share Social enhances the sales process best practices Transform Culture And Processes Identify and enable the right people Build Skills Harvest insights Engage and act with speed Clients 22 © 2012 IBM Corporation
23.
The business benefits
are tangible and significant Up to increases in the productivity of knowledge workers Up to increase margins industries such as consumer packaged goods Source: 2012 McKinsey Global Institute: The social economy: Unlocking value and productivity through social technologies 23 © 2012 IBM Corporation
24.
Amadori transformed it's
marketing process using social to create customer advocates and boosted presence with new customers Creating exceptional customer experiences 100% Improved exposure Identified and predicted consumer buying preferences, refined their digital marketing campaigns, to generate more sales and reach a new, younger customer demographic 24 © 2012 IBM Corporation
25.
Children’s Medical Center
of Dallas leads by integrating social business technology into their patient care and disease management processes Creating exceptional customer experiences 75% reduction in clinic phone calls Created customer advocates and redefined how they care for patients to improve patient experiences and health outcomes with private support communities 25 © 2012 IBM Corporation
26.
Reliance Life integrated
social business portal technologies into their policy origination to grow branch offices and service more customers Creating a smarter workforce 30% reduction in operating cost Integrating social business technologies into their branch-based operations resulting in industry leading growth while reducing operating costs by 30% 26 © 2012 IBM Corporation
27.
To become a
social business, leaders must define the right problem to address and then develop a purposeful and deliberate plan 1. Identify a core business processes One that relies heavily Where sources of Where process flows Where “agents of on knowledge workers innovation are at a can adjust dynamically change” can thrive premium to changing conditions 2. Foster trust and transform the culture Create a shared Design social work Align adoption strategy Manage to a new way of vision of the practices into existing and measurements working, thinking, trusting culture business processes with organizational culture and engaging customers 3. Integrate a platform for social business Social Networking Social Analytics Social Content Services are presence Services are sentiment Services are web content indicator, meetings, mail, analysis, web analytics, smart editing, enterprise content blogs, wiki’s, other filtering, other management, shared files, folders, other Process, Governance, Security & Lifecycle Management 27 © 2012 IBM Corporation
28.
IBM continues to
be the partner of choice for social business leaders Leading social business in three dimensions outcomes for social business ecosystem and our clients engagement platform industry expertise 28 © 2012 IBM Corporation
29.
With IBM Connections,
you can leverage a social collaboratoin solution that provides a foundation for social business Make everything social Eliminate the guesswork and bring your brand to The leading social software that offers the most every experience powerful social analytics and metrics to foster vital networks & communities The leading social software solution that can integrate social into your business processes and across your entire customer experience Unlock creativity Deploy with choice and everywhere confidence The leading social software solution that reveals The leading social software that offers the creativity anywhere and is ready to be delivered choice to deploy securely in the cloud, on to a broad range of mobile devices premise and hybrid options — it’s never been easier 29 © 2012 IBM Corporation
30.
With the IBM
Customer Experience Suite & Intranet Experience Suite clients are creating value built on a proven foundation of technology Delighting customers by engaging them on their own terms The next-generation Content authoring intranet now made easier With seamlessly integrated social tools Leveraging existing properties for new ROI Business-user generated Insights through self-service applications instrumented web analytics Complete with mobile experiences With new web experiences in minutes 30 © 2012 IBM Corporation
31.
The deepest ecosystem
and expertise in your industry We have the breadth Bringing new, cutting-edge capabilities One of the largest social business ecosystems in the world with over In the most important social software 39,000 partners domains including gamification, video, compliance, project management and mobility The platform of choice Expertise where it matters for partners Thousands of experts who understand Over 700 partners have business your industry, your most critical business applications built on the social and process with real experience serving portal platforms leaders in your industry 31 © 2012 IBM Corporation
32.
Thank you 32
© 2012 IBM Corporation
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