Omni channel marketing ppt final

2. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 55% 59% The customer is evolving The modern consumer expects more from every interaction. Brands can be shaped by social media and advocacy can be won or lost with each engagement. Source: Global Digital Disruption Executive Study, 2013; “Winning Strategies for Insurers” IBV Study of customers expect personalized promotions and offers from brands of customers are influenced by social posts of a purchase by a friend 2

3. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The ocean of competition continues to change From emerging digital platforms to new industry contenders, marketing leaders are beginning to leverage digital capabilities, enabling new business models. 31% of executives say the new business models will have the biggest impact on their companies 63% of digital business professionals are attempting to differentiate through customer experience Source: CMO Council, 2010; “What’s Critical in the Vertical: Insurance;” Global Digital Disruption Executive Study, 2013 3

4. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Creating a consistent customer experience is critical Ensuring that the customer has a personalized and unified experience when interacting with the brand is becoming an increasingly difficult task. 80% of CEOs say that they have a superior customer experiences only8% of their customers agree IBM IBV Study 2012; “Stepping up to the challenge,” IBM CMO Study 2014 4

5. © 2015 International Business Machines Corporation IBM Marketing Solutions Marketing departments were designed for a different era Current needs are addressed with existing design Unintentionally inhibiting collaboration 5

6. IBM Omni-Channel Marketing 6

7. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly, a young professional, decides to open a new bank account Lilly visits the Open Bank website to open a new bank account She fills out an application on her laptop and is told it will be opened in 24 hours The next day, Lilly receives an email confirming that her account is open and encouraged to activate it Activate Open Bank Lilly 7

8. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly personalizes her experience across her devices Later that day, Lilly receives an SMS encouraging her to download the Open Bank App She downloads the app on her phone and tablet The app offers notification preferences so Lilly can personalize her experience 9:41 AM Preferences Service Alerts Weekly Balance Summary See a quick rundown of your account every week Suspicious Activity Get notified when suspicious activity occurs on your account Account Alerts Get notified when account-based events occur in real time Privacy Enable Location Sharing Get location-based service 8

9. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Six months later, Lilly is researching graduate school options While searching for student loan options, Open Bank appears as one of her web results She is presented with two unique offers, and she clicks on the offer for a low interest rate. She is presented with the application, but then abandons 9

10. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The next day, Lilly receives a call from Open Bank Lilly receives a call from an Open Bank customer representative asking if she has any questions about the application The rep offers Lilly a promotion for a lower interest rate than initially presented Lilly is intrigued by this new offer, and it drives her to complete her application and submits 10

11. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly’s application is approved and sets an appointment on her time The next day, Lilly receives a push notification informing her that her application has been approved The push notifications deep-links her to a scheduling page, where she can decide when an Open Bank rep can call her She selects 1:00pm for her appointment time and goes back to work 9:41 AM Open Bank Select a Time Congratulations, Lilly! Choose a time slot that works best for you for us to discuss the details of your new loan. 11:30am 12:00pm 12:30pm 1:00pm 5:00pm 6:00pm 7:00pm 1 1:00pm 11

12. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly confirms the details of her loan Lilly receives a call from the Open Bank customer representative at her scheduled time The rep guides her through the specifics of her loan, and outlines her payment options Lilly is happy to receive this information and knows she made the right choice by selecting Open Bank $ $ $ 12

13. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly is so pleased with the service she received with Open Bank, she posts to Facebook and Twitter about her experience Lilly shares her experience to her social networks 13

14. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Campaign Management Real-Time Personalization Digital Messaging IBM Omni-Channel Marketing Optimization and Operations 14

16. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions $ What is Campaign Management? Campaign Management is used to design, execute, measure, and analyze outbound direct marketing campaigns. It is capable of managing and measuring multi-channel campaigns while creating a central repository of offers and contact history. Central Repository Accessible Data Multi-Channel Campaigns Single UI 16

17. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Access customer data from any source - where it lives Enables simultaneous access to multiple data sources located in various locations throughout the company. This provides the flexibility to leverage all available marketing data reducing required IT support IBM Campaign POS SystemCustomer Database Other Systems Lilly’s info and preferences Lilly’s transaction history Social, Search, App Behavior, more 17

18. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Managing large-scale, multi-wave, and multi-channel campaigns Select and segment a target audiences that can be used across campaigns at scale. Assign offers to individual segments and suppress or test with others. Track responses and performance of campaigns for further retargeting. New Members Not Contacted Began Application No Partially Yes 18

19. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Central repository for reusable offers, segments, and contact & response history Not only does Campaign Management execute campaigns, it also creates a central repository for re-usable offers, segments, and contact response history, so marketers don’t need to reinvent the wheel for each campaign. Offers created based on templates with standard and custom attributes can be dynamically generated for each campaign target - allowing you to easily manage complex campaigns Member since 2015 New York City 18-25 years old Lilly 19

20. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Single UI for both inbound and outbound communications The only platform to offer a single user interface and offer management system for both inbound and outbound engagements, regardless of the channel. inbound outbound 20

21. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Why IBM Campaign Management? Increased response rates Shorter campaign cycles Better campaign results Send a greater number of more targeted campaigns, increasing response rates 10% – 50% Shorter time to launch campaigns decreases customer acquisition cost 25% – 75% Strengthen loyalty and retention while overall campaign ROI increases 15% – 30% 21

23. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Real-Time Personalization? A highly scalable real-time interaction management that can plug into any channel and personalize a user experience with behavioral data and response history. Personalized Offer Messages Customer Touchpoint Interactions Data-Driven Personalization @ Single UI Industry-Leading Scalability 23

24. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Determines, in real-time, best message for each interaction Instantly determines the best personalized message to present to each customer during a live interaction through all inbound channels. A combination of segmentation logic, marketing rules, and algorithms monitor interactions over time and automate the process of building personalization models 50 85 42 25 Financial Advisor App Fee Waiver Low Interest Rate Credit Report 24

25. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Loan Details Plug into any customer touchpoint Present personalized offers to customers – wherever they choose to contact you. From websites to kiosks, from call centers to mobile apps, IBM’s real-time capabilities are channel-agnostic. Behavior can be be understood across channels, and effect decisions anywhere Welcome Lilly Lilly’s Application Low Interest Rate Offer Appointment Time Transaction History 25

26. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Personalizes based on historical data and new data from each interaction Make personalization decisions based on both historical data and new information gathered during a current interactions. Constantly learning, gaining valuable decision-making information over time to present the most personalized offers To: Lilly From: Open Bank Welcome back, Lilly! We think you’d like $ @ Low Interest Rate 26

27. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Single UI for both inbound and outbound communications The only platform to offer a single user interface and offer management system for both inbound and outbound engagements, regardless of the channel. inbound outbound 27

28. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Industry-leading scalability IBM’s real-time capabilities can scale to meet the most rigorous performance requirements while managing hundreds of thousands of concurrent sessions with instant response times. The average response time is less than one millisecond, allowing targeted offers to appear without inhibiting the user experience. 28

29. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Why IBM Real-Time Personalization? More meaningful touchpoints Better response and conversion rates Improved customer experience More targeted marketing opportunities by turning customer touchpoints into marketing channels Present offers when customers are ready to listen and increase relevance of offers by considering context Increasing the value of inbound interactions by connecting it with outbound and create dialogues over time 29

31. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Digital Messaging? Enables simultaneous access to multiple data sources located in various locations throughout the company. This provides the flexibility to leverage all available marketing data reducing required IT support. Engage Email Engage Mobile Engage SMS 31

32. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage Email An emails service provider built right into the platform, Engage Email provides rich content creation tools for execution and also tracks response data that is fed back into Campaign Management and Real-Time Personalization. Activate Open Bank Lilly A fully-featured email execution channel, Engage Email closes the gap between your marketing data and your email execution channel 32

33. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage Mobile Targeted mobile app messaging via push notifications, in-app alerts, and wearable communications that can drive behaviors and provide actionable information on your mobile properties. Take advantage of advanced mobile targeting capabilities such as location, in-app behavior, and device type to increase the value of your mobile app. 33

34. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage SMS With the broadest possible reach, Engage SMS allows for transactional and promotional messages without requiring any user actions. Easily execute mobile campaigns and communicate responses back to other channels 34

35. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Execute more advanced campaigns Retarget with accurate response data Get the full picture Make more complete use of Campaign Management’s advanced segmentation capabilities rather than shipping campaign lists to an email or mobile service provider Access complete, accurate response data right in Campaign Management to assess marketing results immediately and use these insights to improve future campaigns Analyze “post click” behavior of users and re-target segments with promising behavior using analytics, Campaign Management, and Digital Messaging together Why IBM Digital Messaging? 35

37. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Operations and Optimization? The collaboration tools designed to scale your customer engagement initiatives across departments and territories while also facilitating a carefully curating a contact strategy. Multi-User Collaboration $ Optimal Contact Strategy Distributed marketing 37

38. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Planning and Budgeting Gain better control over their budgets and processes, align resources to objectives, streamline production processes, track budgets and expenses, and improve team collaboration. $ Campaign project tracking, accountability, strategic program collaboration and asset management across the entire company in addition to outside agencies 38

39. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Contact Optimization Provide the best customer contact experience, basing engagements on the interaction history, offer details, channel preferences, time frame, business constraints and rules and marketing objectives. Minimize customer contact fatigue by mathematically determining the best communication for each customer 39

40. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Distributed Marketing Enables local marketing organizations to influence and run campaigns in their territory using a simple user interface, while aligning campaigns to corporate standards. Scale engagement across territories, create rules and permissions while maintaining control of marketing guidelines 40

41. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Easily manage budgets and plans All of your assets in one place Back-up your successes with real metrics Capture marketing plans and budgets, from high-level strategies to specific campaign objectives and tactics, and track expenses as plans are executed Centralize market assets such as creative work and images, making them easy to track, find and reuse and distribute assets for collaborative reviews and approvals Performance reporting and calendars provide visibility into marketing activities and their results, putting important details at users’ fingertips Why IBM Operations and Optimization? 41

42. IBM Omni-Channel Marketing New Marketer Journey 42

43. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The marketing director creates the steps of a new campaign in marketing operations With campaign management, marketers create the campaign from the direction of Marketing Operations The scheduled campaign identifies Lilly's creation of a new account which triggers her assignment to a new customer segment Open Bank plans a campaign for new customers $

44. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions New Customer nurture campaign continues Lilly is added to an automated program which first triggers an email, notifying Lily of her newly opened bank account The targeted outreach continues with an SMS encouraging Lilly to download the app When Lilly’s app push notification preferences are set, these preferences are fed back into her customer profile 44

45. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Six months later, a new opportunity is detected Over the past six months, the data shows that Lilly falls into two segments, which trigger unique offers when she visits the website Lilly is interested in one offer, but abandons, which identifies additional information about her in real time As the next step in the campaign, this information is sent to the call center so reps can follow up with Lilly and others who have recently abandoned 45

46. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The next day, Lilly is motivated to convert A rep calls Lilly with a newly tweaked offer, which prompts Lilly to follow up and complete the application An automated loan campaign conducts a daily search of members with newly approved loans, this triggers a push notification to these members, like Lilly The campaign receives data back from push notification on appointment time selection 1 1:00pm 46

47. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly successfully finalizes the details of her loan Campaign generates a call list with times selected and information for reps A rep calls Lilly at her scheduled appointment time and Lilly confirms the details of her loan Lilly is so pleased with the service she received from Open Bank, she posts to Facebook and Twitter about her experience 47

48. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Map to your data – where it lives Common UI and offer management for both inbound and outbound Industry leading execution channels and data sources Optimize on robust analytics IBM is a market leader © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 48

49. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Design Thinking Creative orchestration of customer engagement, integrating channel experiences, and optimize design through analytics. 49

51. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Agile For Your Unique Organization Tightly integrates into your ecosystem regardless of other technologies you already use 51

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59. Marketing Ecosystem 59

Omni channel marketing ppt final

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Omni channel marketing ppt final

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