1. View your exceptional digital
experience through the eyes of your
customers
With Customer Analytics
Karen He, Product Marketing Manager
#IBMDX15

2. © 2015 IBM Corporation
Please Note
IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal
without notice at IBM’s sole discretion. Information regarding potential future products is
intended to outline our general product direction and it should not be relied on in making a
purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise,
or legal obligation to deliver any material, code or functionality. Information about potential
future products may not be incorporated into any contract. The development, release, and
timing of any future features or functionality described for our products remains at our sole
discretion
Performance is based on measurements and projections using standard IBM benchmarks in a
controlled environment. The actual throughput or performance that any user will experience
will vary depending upon many factors, including considerations such as the amount of
multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and
the workload processed. Therefore, no assurance can be given that an individual user will
achieve results similar to those stated here.
2

3. Today’s digital experiences

4. Today’s digital experiences

5. In today’s digital environment
Organizations must deliver coherent
presence across all interaction
channels
Customers expect an engaging
experience and consistent,
personalized service

7. ©2014 IBM Corporation
Bad customer experiences are
more dangerous than ever
USD83 billion
Lost sales in the US each year due to bad or
inconsistent customer experiences.1

8. Organizations aren’t even aware of bad experiences
1 in 10
US adults contact the company directly after a “poor” or “very poor”
experience using a website or mobile application

9. Without understanding your customers
conversion rates down? why customers struggle?
most profitable customers? more relevant offers?reaching intended audiences?
prevent customer churn?

10. Gain complete view of your customer
with IBM Customer Analytics

11. Insights to Address Five Critical
Business Needs
11©2014 IBM Corporation
Serve and delight customers across all interaction
channels
Optimize the customer journey
Acquire the right customers
Deliver a superior customer experience
Reduce fraud and customer disputes

12. Acquire the right customers
Identify most desirable customers
Target more effectively
Measure progress and attribution

13. Identify key messages and targets
Digital
Analytics
Social
Analytics
Identify top sites, topics,
sentiment, demographics,
segmentation & affinities

14. Social Analytics Output by channel matrix for
targeted marketing
Paid Search Display Ads Content for Social Email marketing
Evolving Topics
Topic ideas for
keywords list
Topic ideas for
messaging and
promo
Topic ideas for
developing viral
content
Email messaging
topics
Demographics
Google Adwords
targeting
Display targeting
Social ads and
content relevancy
Targeting
Influencer Scoring
and Sentiment
--
Identifying topics and
websites based on
sentiments
Banking on
positive/negative
trends
Provocative email
messaging
Affinity
Keywords list
expansion
Additional messaging
ideas
Participating in
conversation
Messaging ideas
Geographic
Adwords Targeting Regional targeting Regional targeting Regional targeting
Behavioural
Analytics --
Identifying
influencers
Identifying
influencers and
topics
Messaging ideas
Ads

15. Determine which channels and ads drove desired
visitor behavior
ad
ad
Multi channel
marketing and targeting

16. Improve mobile application usability
Deliver a superior customer experience
Understand the true causes of abandonment
Raise awareness of customer struggle

17. 69%
say they offer
superior online
experience
51%
of customers who
leave blame bad
online experiences

19. IBM Customer Analytics provides Real-time
Awareness that Eliminates Further Struggle
and Makes Customers Successful

20. IBM Customer Analytics is designed to capture every
customer, every interaction, every time
All actions All interactions All customer experience
obstacles

21. Web
Customer Analytics offers
Real-time customer experience management
Visibility. Insight. Answers.
Real-time
experience
capture
Customer and
revenue
recovery
Quick issue
resolution
Revenue
impact
analysis
Automatic
struggle
detection
Mobile

22. With IBM Customer Analytics you can:
1) Quickly discover a web or mobile issue
 High numbers of customer abandoning in a particular
part
2) Quickly isolate the source of the problem
 This problem needs to be resolved quickly to minimize
revenue losses.
 Drill down to the root cause of the problem and
monetize issue in dollar amount
 By identifying the source of the problem, we eliminate
the need for bridge calls, which reduces cost and time
per incident.
3) Recover lost customers
 Prioritize by monetizing issue in dollar amount
 Effectively retarget impacted customers
Critical application issues are very costly and detrimental to
brand loyalty

23. Clients of IBM Customer Analytics (Tealeaf) solutions
typically realize risk-adjusted payback in less than eight
months
Benefits quantified in study
3.5%
Increased conversion
rate
1%
Increase in retention
rate
0.05%
Reduced disputed or
fraudulent
chargebacks
20%
Additional percentage
of critical items
addressed
Reduced IT cost –
problem discovery
80%
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush, August 2010. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.

24. Customers of IBM Customer Analytics (Tealeaf)
solutions typically realize risk-adjusted payback in less
than eight months
Typical three-year risk-adjusted results
249% ROI
7.3 months payback period
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush,
November 2013. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.

25. Optimize the customer journey
Understand customers across time and channels
Maximize customer profitability
Minimize churn
Increase customer loyalty

26. • Visualize the customer journey across
experiences and channels for any event we can
connect to a customer.
• Analyze top path customers take and perform
advanced attribution analysis.
• Understand the impact of offline channels to
online behavior.
• Understand customer behavior to design and
redesign customer experiences and take action
with customers from the context of their
comprehensive journey.
Journey Analytics
©2015 IBM Corporation

27. A New Way of Investigating the Path Your Customers Take and the
Behavior They Exhibit along the Way
©2015 IBM Corporation

28. Serve and delight Customers
Drive the adoption of self-service
Improve first call resolution and reduce call handle times
Minimize churn with optimized engagement and offers

29. 70% of consumers first interact online before
calling a contact center

30. IBM Customer Analytics reduces call center operational
costs with visibility into customers’ digital interactions
Provides the call center agent
with direct access to replays of
real customer sessions from
mobile devices, tablets or web
chats
Alerts agents of customer
struggles or drop-offs for
proactive engagement
Identifies common struggles
and provides feedback to the
business for website or
mobile improvements
Helps call center agents understand
where customers are coming from and
what problems they have experienced
before talking with them
Drives revenue and increases
brand loyalty with exceptional
web experiences that include
native social and mobile
capabilities
Offers call center visibility of
purchase information, from sell
to fulfill, across channels

31. Risk-adjusted payback typically in less than four months
Typical three-year risk-adjusted results
407% ROI
3.9 months payback period
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Service Optimization Suite, Norman Forbush, Dec
2013. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.

32. Reduce fraud and customer disputes
Detect and prevent digital fraud
Provide fraud forensic
resolve online customer disputes

33.  Selective Archiving - Content Management System
 Extractor/PDF Wrapper
 Embedded Replay in PDF (Need IBM Tealeaf for replay)
 Index and Metadata Search
IBM Customer Analytics preserves complete and
permanent records of all selected customer interactions

34. Recap: Customer Analytics solutions Addresses
Five Critical Business Needs
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Serve and delight customers across all interaction
channels
Optimize the customer journey
Acquire the right customers
Deliver a superior customer experience
Reduce fraud and customer disputes
For increased customer context to provide seamless experiences
throughout customers’ journeys

35. © 2015 IBM Corporation
For Additional Information

IBM Digital Experience Solutions
http://www-01.ibm.com/software/collaboration/digitalexperience

WebSphere Portal and IBM Web Content Manager Information Center
Wiki
http://www-10.lotus.com/ldd/portalwiki.nsf/

IBM Digital Experience Demonstrations:
http://www.youtube.com/user/IBMXWebX
• IBM Digital Experience Developer
http://developer.ibm.com/digexp

IBM Software Business Solutions Catalog
https://greenhouse.lotus.com/catalog/
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