Vive una experiencia digital diferenciada - Guillermo Martínez
1.
2. Vive una experiencia
digital diferenciada
Guillermo Martínez
IBM Software Architect
guillermo.martinez@mx1.ibm.com
3. ¿Qué es una experiencia digital?
• “Una plataforma unificada para
ofrecer contenido,
comunidades y comercio “
• “Un conjunto completo de
soluciones integradas que te
ayudan a maximizar y medir tu
impacto en más formas que
nunca antes”
• “Todo lo que necesitas para
entregar experiencias de
cliente únicas y personales”
4. Un hueco en la percepción de la
experiencia del cliente
75%
de los ejecutivos de
marketing están
convencidos que
ofrecen experiencias
de cliente en línea
superiores
56%
de los consumidores
sintieron que la
mayoría de las
comunicaciones de
marcas fueron
irrelevantes
Econsultancy Study: The Consumer Conversation – The experience void between brands and their customers
5. Donde sea y en cualquier momento
Una experiencia digital diferenciada
Una experiencia personalizada que le permita a los clientes, socios y
empleados interactuar y relacionarse con contenido relevante y persuasivo,
aplicaciones, y personas en contexto.
6. Illy.com Bank of MontrealBharti Airtel Performance BikeSlumberland Furniture
Hoy en día se requiere agilidad y velocidad en la entrega de la
experiencia de cliente adecuada en cualquier momento y
donde sea
Contenido Productos/Servicios
Contenido de Marketing
Sitios departamentales
Registration & profile mgmt.
Bill Presentment & Payment
Loyalty Programs
Entrega de Productos y
Servicios en línea
Auto servicio de resolución
de problemas
Tienda en línea, carrito de
compras, catálogos,
services Retail, folletos
informativos, información
transaccional, campañas
marketing
Portales de
Proveedor/Distribuidor
Portales B2B, empleados,
gestión de tiendas
Entrega de Contenido Auto - servicio
Gestión de
cuentas
Provedores / Socios Commercio
7. Gestión de contenido web
Integración entre usuarios y sistemas
empresariales
Opciones de despliegue flexibles y
seguras
Personalización: contenido, productos,
campañas, etc.
Analítica del cliente y del negocio
Características responsivas y sociales
Las soluciones de Experiencia Digital de
IBM le ofrecen a su empresa:
9. Cognitive Expertise
El poder de cognitive es experiencia
empaquetada que ayuda al individuo
objetivo a tomar decisiones.
10. IBM Watson Customer Engagement
Implemente una Experiencia Digital diferenciada
con una plataforma que se distingue por
• Diseño centrado en el usuario
• Integración nativa
• Experiencia Cognitiva
12. Incremento de la lealtad del cliente
Frente a la necesidad de cambia su estrategia de mercado, Canon incrementa la lealtad estableciendo
un relacionamiento profundo y significativo con sus clientes, resultando en un mayor volumen y valor de
venta.
12% Más conversiones y compradores
recurrentes
22%
Incremento en ventas en
camaras y accesorios de
gama alta
Title: Vive una experiencia Digital Diferenciada
Description: Incrementa las respuestas del consumidor y reduce los costos de operación ofreciendo un amplio rango de capacidades para satisfacer las necesidades del negocio.
All The activity in cloud, mobile, data analytics, and social networking gives your business the opportunity to get tremendous benefit.
How do you bring these key elements together and anticipate the customer needs?
In today digital economy you need speed and agility in order to deliver the right customer centric experience anytime anywhere
Pressure is rising and companies realize they must step up:
Create adaptive & compelling digital experiences for their customers, suppliers and employees
Build for contextual interactions that are personalized and informed by analytics
Design for flexibility, security, and availability anytime, on any device
IBM DX empowers your team with a full range of capabilities
To accelerate de design, delivery and dynamic update of personalized experiences across all channels.
Improved Web Content Management Capabilities
Empower line of business to deliver tailored, end-to-end customer experiences informed by analytics
Provide consistent brand & product experiences by centrally managing templates and content
Extend customer reach through simple syndication across multiple online and social channels
Streamlined integration between the user and back-end systems
Lower service costs & improve customer satisfaction through personalized self-service
Quickly combine and surface back-end systems into a cohesive, modern user experience
Offer secure API architecture to support broad ecosystem of complementary solutions
Flexible and Secure Delivery Options
Flexible deployment strategies (on-prem, on cloud, hybrid)
On-demand scalability of managed and hosted services with blazing speed and high security
Combine with a host of IBM Bluemix, and Marketing Cloud offerings
Content Management (WCM/WCH)
Create and target content without involment IT
Personalized Offerings (RTP)
IBM DX empowers your team with a full range of capabilities is
To accelerate de design, delivery and dynamic update of personalized experiences across all channels.
Our cognitive point of view:
The power of cognitive is embedded expertise that helps…
Marketers make informed marketing decisions
Sales and merchandisers optimize product & category merchandising
Predict and minimize disruptions for the Supply Chain Analyst
Our cognitive point of view:
The power of cognitive is embedded expertise that helps…
Marketers make informed marketing decisions
Sales and merchandisers optimize product & category merchandising
Predict and minimize disruptions for the Supply Chain Analyst
Background: Illy is an Italian Coffee company with a long history from Northern part of the country. They started as a coffee bean roaster and blender early in the 20th century. Today they have retail stores across the world, they sell subscriptions for home-delivered beans and and equipment. They are hugely driven by Marketing, and their brand is aligned with art, enjoyment, meditation that include the drinking of espresso-based coffee.
They wanted a relationship portal, and then added commerce and marketing tools as they have evolved. They are now adding additional capabilitues to Socialy engage customers and suppliers to share their stories of Coffee Enjoyment.
They feel Websphere Portal has given them a platform to have a seamless experience for end-users.
IBM WCM provides an easy way for marketers to provide targeted, elegant graphics, video digital assets. They constantly update and tune the content on their site. They need fast operational characteristics to adapt to events, holidays, social media and to take advantage of many external market opportunities.
Please look at their site illy.com and gain a feel for their view of their company.
The Portal/WCM site demo’s well from a mobile device, as they are using V8 Responsive design.
Marketing feels strongly that Social Media has to be reached and published to very closely. IBM WCM provides that single point of control for all Content. They use our templates to support 10 languages and are adding more.
What’s next?: They are developing a social presence on their Portal site to develop customer ideas on innovation, relaxation and coffee enjoyment.
User-centric Design
Design to be discoverable and inherently familiar
Must create a compelling experience for the practitioner