understand your customers...real world roi – backed by forrester source: forrester consulting, the...
TRANSCRIPT
Customer Analytics
My transaction always fails on mobile!
I searched for diapers 3 years back. Why do I still get those
mails? Why is it so
difficult to explain my problems to the call center
agents!
Why are my conversions
low!
How do I ensure my customers have a great
customer experience
How quickly can I retarget/
support with relevant content
Customer Analytics
USD83B in Lost Revenue*
*IBM “The state of marketing 2015” report
Decrease Lifetime Customer Value
Long Term Brand Damage Higher Customer Acquisition
Costs Deteriorating Margins Losing Competitiveness
Significant revenue loss Low Conversion Rates Missed Business Goals High Contact Center Volume
Customer Analytics 4
What is good/bad customer Experience?
2016 IBM Confidential-For Forrester Use Only
To have meaningful engagement you must first understand your customers (Journey/ Metrics/ Context)
Customer Analytics
Understanding Digital Customers Has Been
Challenging
WWW
Brand, Sentiment
Traffic Sources, Content
Effectiveness, Conversion, etc.
What Worked, What Didn’t
Organizations are fragmented
8
…resulting in disjointed customer experiences
Marketing eCommerce Service
Customer Analytics
Unite around the customer with visibility across all channels and the ability to easily collaborate around insights
Turn data points into a point of view with a complete understanding of the customer’s journey
Relive customer experiences so you can identify where they succeed or fail
© 2015 IBM
A single place to understand… Customer journey, what is happening
and why
Customer Analytics
Visualize customer journeys across all channels
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Performance Bike Performance Bike is using IBM Customer Experience Analytics to obtain a single view of customer
journeys across multiple experiences and channels in order to better personalize and deliver extraordinary experiences
Holistic customer
understanding of multi-
company experiences
Save time and effort by
connecting email and web
touchpoints from separate point
solutions into a single view
© 2015 IBM 12
Measure customer metrics on Mobile and Web
Quantitative Analytics for each customer as an individual
Detailed reports on traffic, conversions, abandonments,
marketing etc.
Effective segmentation for retargeting
Product Recommendations
IBM Digital Analytics
Real time tracking of customers
Common interface across
Customer Analytics and
Customer Engagement suites
More powerful & robust back end
Motorcycle Superstore Motorcycle Superstore’s mobile conversion rates are boosted due to increased customers engaging with
mobile devices using IBM Customer Analytics
10% Increase in mobile
conversion rates
by decreasing cart
abandonments 232% ROI by delivering
seamless mobile
journeys
© 2015 IBM 14
See experiences through your customers’ eyes (Context)
Automatically detect why customers succeed or fail
Replay customers’ actual web and mobile behavior
Quantify impact and take action
Analyze the website/ mobile
usability
© 2015 IBM 15
Octagon Insurance Removes the obstacles that were prevent customers from converting during the online application process --
all powered by IBM Customer Analytics solutions.
22% 40% Increase in
conversion rates
Reduction in
validation errors 330% Overall ROI
16 © 2015 IBM
Dollar Bank Dollar Bank is using IBM Customer Analytics to provide a high level of service to their customers by
having rapid resolution of sticking points in the customer journey.
25S Reduction in
average contact
call center times 30% Fewer call escalations,
increasing customer
satisfaction
Customer Analytics
As-it-Happens Awareness To Eliminate Further
Struggle And Make More Customers Successful
Real World ROI – Backed by Forrester
SOURCE: Forrester Consulting, The Total Economic Impact™ Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush, August 2013. Report commissioned by Tealeaf.
ROI
249%
Payback
7.3 Months
Total Benefits (PV)
$20.9M
Total Costs (PV)
($6.0M)
Total Net Present Value
$14.9M
Composite Organization Three-Year Risk Adjusted Results (10% Discount Rate)
• Increased conversion/adoption rate 3.5%
• Increased retention rate 1%
• Reduced IT cost – problem discovery 80%
• Additional percentage of critical items addressed 20%
20
Thank you