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Modelli di ingaggio
e relazione “omnicanale”
(ma dove stiamo andando?)

Max Ardigò
Consulente di trasformazione digitale /...
OMNICANALE:
-- MARKETING //COMUNICAZIONE...
MARKETING COMUNICAZIONE...
--COMMERCIALI //B2C/B/RETI...
COMMERCIALI B2C/B/RET...
OK:

3

© 2012 IBM Corporation

© 2013 IBM Corporation
OK:

4

TWIT-TWIT! (hummm)

© 2012 IBM Corporation

© 2013 IBM Corporation
CRASH TEST
EXAMPLES
DOVE IL CROSS CANALE FA PUM (A VOCE):

5

ENERGIA
RETAIL
BANCA
...
© 2012 IBM Corporation

© 2013 IBM ...
DEVI STARE
MOLTO CALMO.
(NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI)
6

© 2012 IBM Corporation

© 2013 IBM Corporation
PASSEGGERI
& GUIDATORI.
(CIO & CMO INSIEME E NELLA STESSA DIREZIONE)
7

© 2012 IBM Corporation

© 2013 IBM Corporation
1) RELAZIONE,
2) INTERAZIONE,

IN
PU OG
CO NT NI
NT O D
AT I
TO

3) TEMPO REALE.
(DISEGNO UX INTEGRATA, UNICO LAYER IT)
8
...
IBM Digital Experience – Integrated capabilities
Campaign
Real Time
Marketing
Social
Engagement
& CRM

Digital
Analytics

...
IBM Digital Experience – Integrated capabilities
IBM Unica

Campaign
Real Time
Marketing
Social
Engagement
& CRM

Digital
...
IBM Digital Experience – Integrated capabilities
Una tecnologia
per non disegnare
sulla carta.

Campaign
Real Time
Marketi...
IBM Customer Experience Suite – Implementare esperienze dinamiche
x Canali

Drag&Drop

Multidevice

Rule based

Marketing ...
IBM Customer Experience Suite – IT e Marketing insieme
“ERP
delle
relazioni”

CIO
13

© 2012 IBM Corporation

LOB
© 2013 I...
ESEMPIO
RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL
Indicatore

#Y0

#Y3

Online Banking
Active Client...
ESEMPIO
RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI
Indicatore

#

Reduced cycle for
campaign implementati...
ESEMPIO
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE

REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E

From digital marketing
...
ESEMPIO
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE

REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E

Knowing the customer
to...
REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E

Per condividere altri esempi
e relativi business case, scrivimi.
max_ardigo@it....
1) RELAZIONE,
IN
PU OG
CO NT NI
NT O D
AT I
TO

2) INTERAZIONE,
3) TEMPO REALE.
(NON E’ FACILE, MA PAGA)
19

© 2012 IBM Co...
è verde.
max_ardigo@it.ibm.com
linkedin.com/in/maxardigo
@ardigo
20

© 2012 IBM Corporation

© 2013 IBM Corporation
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IBM digital experience - 24 ottobre 2013 smau - ARDIGO

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Talk about omnichannel digital experience and IBM integrated solution. How customers in the right track are managing projects and obtaining outperforming results.

Publicado en: Tecnología, Empresariales

IBM digital experience - 24 ottobre 2013 smau - ARDIGO

  1. 1. Modelli di ingaggio e relazione “omnicanale” (ma dove stiamo andando?) Max Ardigò Consulente di trasformazione digitale / IBM
  2. 2. OMNICANALE: -- MARKETING //COMUNICAZIONE... MARKETING COMUNICAZIONE... --COMMERCIALI //B2C/B/RETI... COMMERCIALI B2C/B/RETI... --OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E --FISICO //DIGITALE (WEB-MOBILE...) FISICO DIGITALE (WEB-MOBILE...) 2 © 2012 IBM Corporation © 2013 IBM Corporation
  3. 3. OK: 3 © 2012 IBM Corporation © 2013 IBM Corporation
  4. 4. OK: 4 TWIT-TWIT! (hummm) © 2012 IBM Corporation © 2013 IBM Corporation
  5. 5. CRASH TEST EXAMPLES DOVE IL CROSS CANALE FA PUM (A VOCE): 5 ENERGIA RETAIL BANCA ... © 2012 IBM Corporation © 2013 IBM Corporation
  6. 6. DEVI STARE MOLTO CALMO. (NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI) 6 © 2012 IBM Corporation © 2013 IBM Corporation
  7. 7. PASSEGGERI & GUIDATORI. (CIO & CMO INSIEME E NELLA STESSA DIREZIONE) 7 © 2012 IBM Corporation © 2013 IBM Corporation
  8. 8. 1) RELAZIONE, 2) INTERAZIONE, IN PU OG CO NT NI NT O D AT I TO 3) TEMPO REALE. (DISEGNO UX INTEGRATA, UNICO LAYER IT) 8 © 2012 IBM Corporation © 2013 IBM Corporation
  9. 9. IBM Digital Experience – Integrated capabilities Campaign Real Time Marketing Social Engagement & CRM Digital Analytics Portals & Dynamic content Mobile Commerce B2C-B2B 9 © 2012 IBM Corporation Da qualunque parte inizi, sei ben indirizzato Customer operations © 2013 IBM Corporation
  10. 10. IBM Digital Experience – Integrated capabilities IBM Unica Campaign Real Time Marketing Social Engagement & CRM Digital Analytics Portals & Dynamic content IBM Customer Experience Suite 10 © 2012 IBM Corporation Mobile Commerce B2C-B2B Customer operations Esperienza gestita per ogni touchpoint © 2013 IBM Corporation
  11. 11. IBM Digital Experience – Integrated capabilities Una tecnologia per non disegnare sulla carta. Campaign Real Time Marketing Social Engagement & CRM Digital Analytics Social Portals & Dynamic content Mobile Smartphone Tablet Commerce B2C-B2B 11 © 2012 IBM Corporation Customer operations Branch Real time customer journey – on line design © 2013 IBM Corporation
  12. 12. IBM Customer Experience Suite – Implementare esperienze dinamiche x Canali Drag&Drop Multidevice Rule based Marketing e/o web agency (&IT) 12 12 © 2012 IBM Corporation © 2013 IBM Corporation
  13. 13. IBM Customer Experience Suite – IT e Marketing insieme “ERP delle relazioni” CIO 13 © 2012 IBM Corporation LOB © 2013 IBM Corporation
  14. 14. ESEMPIO RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL Indicatore #Y0 #Y3 Online Banking Active Clients 1x 1.8x Online Sales 1x 2.9x Online Service Transactions* 1x 2.0x Synovate Online Banking Satisfaction 5th 2nd Surviscor Email Benchmarking 13th 1st Dalbar Ranking Direct Investing n/a 1st Forrester Online Banking Secure Site 3rd 1st Forrester Online Banking Public Site 5th 1st REL A INTE ZIONE RAZ I TEM PO R ONE EAL E 40% faster implementation 80% less cost than estimated James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX) 14 Data provided by © 2012 IBM Corporation © 2013 IBM Corporation
  15. 15. ESEMPIO RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI Indicatore # Reduced cycle for campaign implementation 100% First contact data & premission acquisition (prospecting) 3x CTR for intelligent inbound/outbund 4x Bounce rate reduction in funnel acquisition 40% Time reduction for digital lead management 2 - Social - Social &2Portal & Portal Apps Apps 7x Qualified digital data permission acquisition (existing base) 15 40/80% Knowledge of individual behavior 1 - Social 1 - Social broadcast/ broadcast/ targeting targeting 90% REL A INTE ZIONE RAZ I TEM PO R ONE EAL E 3 - Native 3 - data socialNative social data collection collection Data provided by IBMIBM Corporation © 2012 Digital Benchmarking in customer innovation lab 4 - Smart portal 4 - Smart portal (mobile & web) (mobile & web) landing pages landing pages Customer Business Data, Social Data, Interactive data Transactional data © 2013 IBM Corporation
  16. 16. ESEMPIO PROPOSIZIONE – REAL TIME MARKETING MULTICANALE REL A INTE ZIONE RAZ I TEM PO R ONE EAL E From digital marketing to cross-channel real time marketing 16 © 2012 IBM Corporation © 2013 IBM Corporation
  17. 17. ESEMPIO PROPOSIZIONE – REAL TIME MARKETING MULTICANALE REL A INTE ZIONE RAZ I TEM PO R ONE EAL E Knowing the customer to deliver consistent marketing propositions 17 © 2012 IBM Corporation © 2013 IBM Corporation
  18. 18. REL A INTE ZIONE RAZ I TEM PO R ONE EAL E Per condividere altri esempi e relativi business case, scrivimi. max_ardigo@it.ibm.com 18 © 2012 IBM Corporation © 2013 IBM Corporation
  19. 19. 1) RELAZIONE, IN PU OG CO NT NI NT O D AT I TO 2) INTERAZIONE, 3) TEMPO REALE. (NON E’ FACILE, MA PAGA) 19 © 2012 IBM Corporation © 2013 IBM Corporation
  20. 20. è verde. max_ardigo@it.ibm.com linkedin.com/in/maxardigo @ardigo 20 © 2012 IBM Corporation © 2013 IBM Corporation

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