6 STEPS TO DELIVERING A SUPERIOR CUSTOMER JOURNEY THROUGH SMARTER COMMERCE
They’re not just another email address in a database.
of CEOs expect customers to completely drive business strategy within 5 years.1
60%
Step #1: Put the customer in charge
MOMENTS MATTER
Craft meaningful, people-centric engagements
using data.
Exceed customer expectations in real time, reach new markets
and collaborate instantly with partners.
Transform your business processes based on
customer insight.
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BUY
SMARTER COMMERCE MATTERS
Step #2: Give the customer instant gratificationIt’s a small window for meaningful engagement. Don’t let it close.
of retail customers have or will stop doing business with a
company after a single poor customer experience.2
89%
Don’t waste the customer’s time. Present them with exactly what
they need, want and expect.
Build the human-to-human connection. Forge deep relationships
with the customer.
Shatter information silos through integrated, end-to-end
enterprise insight.
Your customer is on every channel. You should be too.
of CMOs feel unprepared for the current data explosion.1
INSIGHTS MATTER
INNOVATION MATTERS
82%
2.1 billion
Customers are everywhere, on every channel. Engage them on their terms.
Turn marketing into a seamless value-added service on every platform.
Understand your customer in the right context. Paint a holistic picture of your customer and understand behaviors across every channel for a 360º view.
Use predictive marketing across channels based on behaviors and patterns.
INNOVATION MATTERS
Step #3: Transform your enterprise withomni-channel data and opportunity
And do it at the speed of life.
Step #4: Predict customer needs and expectations
brand impressions created through word of mouth each day in America.3
Use insight to predict customer needs ahead of time.
Use predictive data to solve problems before they occur.
Share your insight and knowledge to provide unexpected services that enhance the customer experience.
Break away from generic brand experiences and make the customer feel truly understood.
An incomplete view of the customer results in revenue loss, brand damage and customer churn.
of online shoppers abandon their carts without completing a transaction.4
70%
EXPERIENCE MATTERS
Step #5: Understand the customer
Turn social media into a customer service solution. Use it to listen and respond to a customer’s needs in near real time.
Create a consistent customer experience across all touch points.
Capture every interaction to optimize the customer experience regardless of platform.
Establish a customer experience ecosystem—from backend operations to customer-facing positions.
2 ITEMS IN CART
BUY
CANCEL
of CEOs in outperforming organizations make customer collaboration a top priority.5
How you connect with them will decide the pace of your business.
Follow these steps with the right end-to-end tools and policiesto transform your enterprise, engage customers in meaningful ways
and make the most out of every moment.
To learn more, read the ebook Moments Matter:
Deliver Superb Customer Journeys with Smarter Commerce
ibm.biz/MomentsMatter
CONNECTIONS MATTER
72%
Step #6: Collaborate with your customer
Tweet
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:) thanks!#thebest
@company
@customer
@company
Trust people. Integrate social capabilities across the organization. Empower your workforce to become brand advocates.
Craft people-centric engagement. See the benefits of the hyper-connected world.
Empower people. Provide real value in return for the information they provide to you.
Understand people. Don’t just listen. See sentiment, activities and performance.
Sources1IBM Institute for Business Value, The Customer-activated Enterprise: Insights from the IBM Global Study, 20142CMO.com, Breaking Down Organizational Silos For A (Much!) Better Customer Experience, June 10, 20143Keller Fay Group, Experience-Driven Word of Mouth: The Key to Powerful Social Marketing, May 20, 20134Baynard Institute, 27 Cart Abandonment Rate Statistics: 67.91% average documented online shopping cart abandonment rate, March 25, 2014
5IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014
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