Post on 14-May-2015
description
transcript
© 2012 IBM Corporation
Transforming the Business Environment:Becoming a Social Business
Joe Preston-Web Experience
and Social Business Software
October 2012
© 2012 IBM Corporation2
IBM’s integrated portfolio for Smarter Commerce
Buy Market Sell Service
CORE BUSINESS SOLUTIONS AND PROCESSES
• Supplier Integration &
Collaboration
• Supply Chain
Management
• Accounts Payable
• Source to Contract
• Supplier Lifecycle
Management
• Customer Awareness & Analytics
• Social Media Marketing• Marketing Interaction
Optimization• Digital Marketing
Optimization• Pricing, Promotion &
Product Mix Optimization
• Cross-channel Selling• Order Management &
Fulfillment• Customer Integration &
Collaboration• Store Solutions• Payments & Settlements
• Delivery, Service, &
Support
• Customer Self-Service
• Case Management
VALUE CHAIN STRATEGY AND SERVICESCustomer Experience and
Market StrategyAligning sales, marketing and
operations for innovation
Customer Experience Design
Designing and delivering customer experience
across brand touchpoints
Operations and Supply Chain
Designing operations, supply chain and the organization model to deliver customer value
Operations and Supply Chain
Designing operations, supply chain and the organization model to deliver customer value
IBM SmartCloud Solutions and Smarter ComputingDelivering agility, integration and automation to drive relevant business outcomes
Smarter AnalyticsImproving customer experiences by embedding actionable insights into operational processes
© 2012 IBM Corporation3
Customers are in the driver's seat. Connecting with them
individually requires a consistent and engaging online experience
Engaging
customers with
exceptional web +
social
72% improve understanding of individual customer needs
72% improve response time to market needs
58% harmonize customer experiences across channels
Changes required to meet customer expectations
Web
Social
Today
In 3 to 5 years
Most important mechanisms to engage customers
16%57%
47%
55%
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
© 2012 IBM Corporation4
Business leaders recognize the importance of leading through
connections
Percent of CEOs using Social
to Connect with Customers
Top 3 CEO Priorities:
Primary Channel for Engaging
Customers within 5 Years
Source: 2012 IBM CEO Study “Leading Through Connections
Empowering employees
through value
Engaging customers
and individuals
Amplifying innovation
with partnerships
© 2012 IBM Corporation5
Winning customer loyalty requires delivery of meaningful customer self service on the web
86% quit doing business w/ company bc bad customer experience
90% lower cost to serve customer on web62% customers didn't need to call
30% reduction in call center calls
2X increase self service transactionsCustomer 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.
75% would prefer to use online
support but only 37% try self service
IBM's Web Experience software helps our customers achieve :
50% of “How do I” questions
could be deflected to self service
© 2012 IBM Corporation6
Three shifts are creating an opportunity for social technology to
create real business value
Pressure to build and share expertise for competitive advantage
Growing demand for 24/7 and mobile connectedness
Increasingly influential and vocal customers
© 2012 IBM Corporation7
Customers see many online experiences from your company
© 2012 IBM Corporation8
Customers need consistently exceptional self service experiences across all channels
© 2012 IBM Corporation9
Exceptional online experiences deliver exceptional business results for our customers...here are a few
Reduce costs Time to Market
60% increase in online sales conversion
30% higher rating for web self service than help desk
62% customers didn't need to call
84% faster time to find experts
85% sales conversion rate when use web tools
30% increase in referral rates
2X increase self service transactions
61% faster service delivery to new customers
17% decrease in shopping cart abandon rate
Move up 3 places in national online customer satisfaction ranking
90% lower cost to serve
customer
50% faster delivery of services to citizens
3X online sales Answer more than 1M customer questions a day
30% reduction in call center rates
Customer Satisfaction
Growth & Profitability
© 2012 IBM Corporation10
IBM capabilities support the full range of customer relationship and self service needs
Florida Blue
Royal Bank of Canada
Customer Relationship Self Service Support
Bharti Airtel
Customer Content Delivery
Product & Service Content
Marketing Content
Social Content
Self Service Delivery
Online Product & Service Delivery
Self-service problem resolution
Customer Contact Support
Dealer, franchise, store,
distributor & branch support
Contact Center support
Account Mgmt
Registration & profile
management
Bill Presentment & Payment
Loyalty Programs
Bank of Montreal
© 2012 IBM Corporation11
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
� Advanced from 5th to 1st in online banking satisfaction rankings� Increased online self-service transactions by 2X� Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine
Real Results
� Advanced from 5th to 1st in online banking satisfaction rankings� Increased online self-service transactions by 2X� Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine
© 2012 IBM Corporation12
BMO created an award winning customer self service experience
that increased online revenue
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.
Award: 2011 CIO 100 Award
Recipient: BMO Financial Group
© 2012 IBM Corporation13
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
� Ability to provide flawless service to 110 million customers at low margins� Process between 7-8 million transactions a day� Process between 3-4 million new customers per month � Real-time responses to customer requests
Real Results
� Ability to provide flawless service to 110 million customers at low margins� Process between 7-8 million transactions a day� Process between 3-4 million new customers per month � Real-time responses to customer requests
© 2012 IBM Corporation14
Cars.com deepens brand awareness and interactions for customers
2011 Web Marketing Association Award Winner!
Real Results
� Enhance user experience for a single, consistent brand image across different online presences serving over 10M users a month
� 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
� Delivered an integrated, standardized solution that will enable the company to turn its focus to innovation rather than maintenance
Real Results
� Enhance user experience for a single, consistent brand image across different online presences serving over 10M users a month
� 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
� Delivered an integrated, standardized solution that will enable the company to turn its focus to innovation rather than maintenance
© 2012 IBM Corporation15
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
* David C. Edelman, Harvard Business Review, Dec 2010
Interactions are social,
continuous, formal & informal
To... increase revenue and profitability per customer requires a total relationship view of the customer
© 2012 IBM Corporation16
Successful self service solutions span these areas to build deep relationships with customers
Customer
Service
Customer
ServiceCustomer
Insight
Customer
Insight
Customer Relationship & Communities
Customer Relationship & Communities
Help me solve a problem, answer a question, use a
service, act on my account...
External Internal
Learn patterns of behavior, interaction from customers across owned and external
properties/channels
External
Learn more about product/service, deepen affinity with product, brand, company, provide feedback, interact with
company experts...
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)
© 2012 IBM Corporation17
Business is driven by relationships
IBM's Vision for Exceptional Multichannel Self Service Experiences
Bringing together the essential capabilities to create, manage, and deliver powerful multichannel customer experiences
IBM's solution for self service brings together IBM's web
experience and Commerce capabilities
IBM Customer Experience Suite IBM WebSphere Commerce
Seamless buying experience across channels
© 2012 IBM Corporation18
Improve customer satisfaction and make self service more effective with social capabilities
� Wikis, blogs, ideation blogs
� User profiles� Rating, commenting,
tagging� Forums and
communities� Integrate with twitter,
Facebook, YouTube,
etc.� Shared files� Shared bookmarks� Instant messaging� Activities
Solve problems instantly Allow customers to find the right people to answer their questions
Enable customers to get problems resolved quickly
Drive excitement and brand loyalty by enabling direct communication from customers
Allow customers to provide feedback
© 2012 IBM Corporation19
Support mobile self service applications
Desktop Tablet Mobile
Reach customers across multiple channels - mobile, web, and automatically display appropriate content to right device
Out-of-the-box mobile support included for social capabilities.
Leverage mobile themes and automatic device detection to deliver appropriate user experience for self service.
© 2012 IBM Corporation20
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
© 2012 IBM Corporation21
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
© 2012 IBM Corporation22
How does social business and talent management come together
to help create a smarter workforce?
Social enhances the sales process
Build Skills
Engage Clients
Transform CultureAnd Processes
Continuously create and share best practices
Identify and enable the right people
Harvest insights and act with speed
© 2012 IBM Corporation23
The business benefits are tangible and significant
Source: 2012 McKinsey Global Institute: The social economy: Unlocking value and productivity through social technologies
Up to
increases in the productivity
of knowledge workers
Up to
increase margins industries such
as consumer packaged goods
© 2012 IBM Corporation24
Amadori transformed it's marketing process using social to create
customer advocates and boosted presence with new customers
Creating exceptional customer experiences
Identified and predicted consumer buying preferences, refined their digital marketing campaigns, to generate more sales and reach a new, younger customer demographic
100% Improved exposure
© 2012 IBM Corporation25
Children’s Medical Center of Dallas leads by integrating social business technology into their patient care and disease management processes
Creating exceptional customer experiences
Created customer advocates and redefined how they care for patients to improve patient experiences and health outcomes with private support communities
75% reduction in clinic
phone calls
© 2012 IBM Corporation26
Reliance Life integrated social business portal technologies into their
policy origination to grow branch offices and service more customers
Creating a smarter workforce
Integrating social business technologies into their branch-based operations resulting in industry leading growth while reducing operating costs by 30%
30% reduction in
operating cost
© 2012 IBM Corporation27
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
2. Foster trust and transform the culture
Create a sharedvision of the culture
Design social workpractices into existing business processes
Align adoption strategy and measurements with organizational culture
Manage to a new way of working, thinking, trusting and engaging customers
3. Integrate a platform for social business
Social NetworkingServices are presence indicator, meetings, mail, blogs, wiki’s, other
Social AnalyticsServices are sentiment analysis, web analytics, smart filtering, other
Social ContentServices are web content editing, enterprise content management, shared files, folders, other
Process, Governance, Security & Lifecycle Management
One that relies heavily on knowledge workers
Where sources of innovation are at a premium
Where process flows can adjust dynamically to changing conditions
Where “agents of change” can thrive
© 2012 IBM Corporation28
IBM continues to be the partner of choice for social business leaders
Leading social business in three dimensions
outcomes for our clients
social business engagement platform
ecosystem and industry expertise
© 2012 IBM Corporation29
With IBM Connections, you can leverage a social collaboratoin
solution that provides a foundation for social business
The leading social software solution that can integrate social into your business processes and across your entire customer experience
The leading social software that offers the most powerful social analytics and metrics to foster vital networks & communities
The leading social software solution that reveals creativity anywhere and is ready to be delivered to a broad range of mobile devices
The leading social software that offers the choice to deploy securely in the cloud, on premise and hybrid options — it’s never been easier
Make everything social and bring your brand to every experience
Eliminate the guesswork
Unlock creativity everywhere
Deploy with choice and confidence
© 2012 IBM Corporation30
With seamlessly integrated social tools Leveraging existing properties for new ROI
Complete with mobile experiences With new web experiences in minutes
The next-generation intranet now
Content authoring made easier
Business-user generated
self-service applicationsInsights through instrumented web analytics
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
© 2012 IBM Corporation31
The deepest ecosystem and expertise in your industry
One of the largest social business ecosystems in the world with over 39,000 partners
In the most important social software domains including gamification, video, compliance, project management and mobility
Over 700 partners have business applications built on the social and portal platforms
Thousands of experts who understand your industry, your most critical business process with real experience serving leaders in your industry
We have the breadth Bringing new, cutting-edge capabilities
The platform of choice for partners
Expertise where it matters
© 2012 IBM Corporation32
Thank you