gain complete customer insights for more meaningful engagements and effective services
TRANSCRIPT
© 2015 IBM Corporation
Gain complete customer insights for more meaningful engagements and effective servicesElizabeth MagillProgram Director, Customer Analytics Marketing
IBM Commerce
Agenda
• The need for a holistic understanding of customer
• Customer Analytics enables you to….
• Why IBM
1
The empowered consumer is fundamentally changing business
2
92%of consumers research
online and seek opinions via earned media before
a purchase
They are always connected…. have easy access to information…
high expectations…
70%of consumers have
stopped doing business with a brand following a
poor customer experience
and are fickle.
5 minutesthe response time users expect from a company
once they have contacted it via social
media
84%of smartphone users
check an app as soon as they wake up
Success in today’s world means meeting and exceeding customer’s expectations
Engaging empowered customers is challenging …
Having an integrated view of the customer is critical to achieving
desired goals
Acquire profitable customers growth
Reduce fraud and settle disputes
Serve and delight
customers
Optimize the customer journey
Deliver a superior customer
experience
… because of the complexity of many modes and the blurring of channels
WWW
Understanding Customers Holistically Requires Combining Digital, Behavioral, Sentimental & Predictive Analytics
5
Digital Analytics
Quantitative Insights
• Web site and mobile traffic
data
• Customers in purchase
funnel
• Completed transactions
• Conversion metrics Behavior Analytics
Qualitative Insights
• Surface Customer struggle
• Session replays to
understand customer
journey
• Identify impacted customers
Social Media
Analytics
Sentiment Insights
• Prevailing sentiments
• Affinities and correlations
• Share of voice
• Relevant relationships
• Potential risks
Predictive Customer Intel.
Anticipated
Preference Insights
• Automated, optimized
real-time decisions
• Next best offer
• Reduce churn, improve
lifetime value
Publish data Subscribe to data
with over 160 certified partners
IBM connects diverse data from
across ecosystem
IBM recognizes a fragmented ecosystem of customer engagement technology
Agenda
• The need for a holistic understanding of customer
• Customer Analytics enables you to….
• Why IBM
7
Customer analytics enables you to identify key messages and targets
Digital Analytics
Social Analytics
Identify top sites, topics, sentiment,
demographics, segmentation &
affinities
Social Analytics Output by channel matrix for targeted marketing
Paid Search Display Ads Content for Social Email marketing
Evolving TopicsTopic ideas for keywords list
Topic ideas for messaging and
promo
Topic ideas for developing viral
content
Email messaging topics
DemographicsGoogle Adwords
targetingDisplay targeting
Social ads and content relevancy
Targeting
Influencer Scoringand Sentiment
--Identifying topics and
websites based on sentiments
Banking on positive/negative
trends
Provocative email messaging
AffinityKeywords list
expansionAdditional messaging
ideasParticipating in conversation
Messaging ideas
GeographicAdwords Targeting Regional targeting Regional targeting Regional targeting
Behavioural Analytics --
Identifying influencers
Identifying influencers and
topicsMessaging ideas
Ads
Determine which channels and ads drove desired visitor behavior
ad
ad
Multi channel marketing and
targeting
FreshDirect – Serving up personalized content to capture
incremental sales and nurture customer loyalty
Incentivizes incremental purchases and drives
sales
"The IBM solution enables us to communicate with
customers in a more personalized, relevant manner."—Dave Gerridge,
Senior Director of Marketing Operations
Enables fine-grained customer segmentation
for more relevant, personalized
marketing
Nurtures loyalty and encourages repeat
business
Solution components
Challenge: To drive incremental sales, FreshDirect wanted to offer its
customers relevant product promotions – but it lacked the ability to
segment its customer base.
Solution: FreshDirect uses IBM ExperienceOne solutions to gain a
holistic view of customer interactions across every channel to
understand individual preferences, deploy tailored promotions, and
capture sales.
Software
•IBM® ExperienceOne
IBM Campaign
IBM Digital Analytics
UVP12397-USEN-00
And with the right Customer Analytics solution, you can…..
13
Acquire the Right Customers
Deliver Superior Customer Experience
In Digital Channels• Identify and resolve application problems• Understand the true causes of abandonment• Raise awareness of customer struggle• Improve site usability and customer satisfaction
In Mobile Channels• Measure and analyze mobile user behavior• Improve mobile application usability• Optimize mobile engagement channels
Lots of data, not enough answers
14
Only 26% of
companies have a well-developed strategy in place for improving customer experience.*
58% of companies
have limited or no
understanding of which
usability issues affect
conversion*
91% of companies
have limited or no
understanding of why
people leave their site
without converting*
* Econsultancy - 2013
IBM Tealeaf provides Real-time Awareness
that Eliminates Further Struggle and Makes
Customers Successful
Customer Behavior Analytics: unprecedented visibility into online and mobile customer experiences
16
•Deep analytics of
customer interactions
•Capture and replay of
every customer
interactions for both web
and mobile
•Comprehensive user
intent analytics
• Integration with CRM,
VOC, Analytics
•Preserve customer
interactions
Customer Behavior Analytics
Providing insight, visibility and answers to customer
experience challenges and optimization
All actions
All interactions
All customer experience obstacles
Customers of IBM 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.
Scenario 1:
• Some customers were placing and paying for orders online, but were never received or
fulfilled by wehkamp.nl
• With IBM Tealeaf, wehkamp.nl identified that all the customers experiencing the problem
were selecting the same external payment system.
• Re-created orders without further inconveniences to shoppers.
Scenario 2:
• wehkamp.nl also saw a significant drop in conversion rates for certain products.
• By replaying sessions using IBM Tealeaf, wehkamp.nl identified iPad users dropped
orders when banner ads blocked their rotated views, thus causing low conversion rates for
certain products
• Able to resolve issues experienced by iPad users, thereby increasing conversion rates by
60 percent overnight.
60%Increase in conversation
overnight
ImprovedCustomer experience
Improved conversion rates by 60 percent for Apple iPad users
And with the right Customer Analytics solution, you can…..
19
Acquire the Right Customers
Deliver Superior Customer Experience
Optimize the Customer Journey
• Understand customers across time and devices
• Maximize customer profitability through up-sell and cross-sell
• Minimize churn with optimized engagement and offers
• Increase customer loyalty and repeat purchases
Session 1
Sunday Monday Tuesday Wednesday Thursday Friday
Session 2 Session 3
Session 5
Search
prices and
options
Refine
search
Select flight and
save Itinerary
Book Flight!
“Let’s go
to Disney
World”
Price
compare on
other sites
Finalize flight
preferences
Discuss one
more time -
then sleep on it
Confirm that
price
is best
Session 4
Review flight,
and hotels, but
don’t purchase
Talks with
family about
options and
schedules
Multichannel Sales Cycle is a Default for most Industries
Booking a trip to Disney
is a multistep process
• 6 days
• 5 sessions
• 1 conversion
Trip to Disney milestones
1. Price review
2. Search
3. Compare
4. Select flight
5. Book flight
Lifecycle Report
• Single view of buyer
journey across multiple
events
• Quickly identify non
buyers for retargeting
• Shorten length and
duration of purchase
Develop Lifecycle Reports to Map the Buyer Journey
• IBM® Cognos® Business Intelligence
• IBM Digital Analytics Lifecycle
• IBM SPSS® Modeler
• IBM SPSS Statistics
Carbonite strengthens customer relationships, optimize buyer journey and drives revenue
USD4 millionsaved through a 1 percent
reduction in customer churn
Solution components
Challenge:
• Carbonite lacked a clear view of the end-to-end sales cycle, preventing it
from evaluating the efficacy of its marketing strategy.
• Needed to measure marketing and sales performance against key
milestones so that it could understand where to invest its marketing
efforts to identify, nurture and convert new opportunities.
The solution:
• Digital analytics and fractional attribution modeling to track and analyze
customer interactions with its marketing media
• Carbonite can determine which efforts are producing results, make subtle
or substantial refinements to steer visitors toward conversion more
effectively.
USD1 millionincrease in sales revenue
driven by improved fractional
attribution
800% ROIon the analytics solution
“How we deliver actionable insights to business users
was science fiction 10 years ago—now it’s a fact.”—Matthew DiAntonio, vice president of business analytics
And with the right Customer Analytics solution, you can…..
24
Acquire the Right Customers
Deliver Superior Customer Experience
Optimize the Customer Journey
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
70% of consumers first interact online before interacting with a contact center
error
confirmation
clarification
questions
struggle
usabilitydesire live assist
SOURCE: Navigate The Future of Customer Service” Forrester
Research, Inc., February 01, 2013
IBM Tealeaf 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
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.
Reduction in tier 2 escalations
50%
Reduction in average handle time
10%
Business outcomes:
• Improved agent efficiency by reducing average
handle time and tier 2 escalations
• Reduced call volume by setting a workflow in
place to lower overall site issues
• Increased agent effectiveness and customer
satisfaction
• Reduced customer turnover and received
greater wallet share by strengthening customer
engagement
• Drove business growth and cost savings by
delivering engaging and personalized digital
services and information whenever and
however customers connect
And with the right Customer Analytics solution, you can…..
29
Acquire the Right Customers
Deliver Superior Customer Experience
Optimize the Customer Journey
Serve and Delight Customers
Reduce Fraud and Customer Disputes• Detect and prevent
digital fraud
• Manage online customer disputes
• Preserved records for legal, audit, fraud, or compliance
needs enabling more accurate resolution of longer term
customer disputes
• Archived data for ongoing analysis of potential fraud and
online security violations
IBM Tealeaf helps businesses to resolve fraud
and customer disputes with….
$1.2MSaved annually
Problem: Because dispute investigations are typically costly,
company’s policy was to automatically pay out any claim under $50.
Solution: Once IBM Tealeaf solutions were deployed, brokerage
was able to easily retrieve and replay complete online customer
sessions as needed to resolve disputes.
Impact: IBM Tealeaf solutions enabled firm to reduce automatic
payouts by 80%, saving $1.2M annually.
Online Brokerage Firm reduces dispute payouts by $1.2M annually
Agenda
• The need for a holistic understanding of customer
• Customer Analytics enables you to….
• Why IBM
32
Comprehensive solutions that provide unified views and
analytics across modes and channels
of customer interactions to deliver
holistic view of customer behaviors
and preferences
Analytics tied to
engagement solutionsensure that you can take action on
the insights you uncover
Combination of quantitative
and qualitative analyticsenable organizations to identify the why
behind trends to quickly resolve issues
and seize opportunities
Why IBM?
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