ibm-carige webcast 14-11: reinventing relations - multichannel experience & real time marketing...
DESCRIPTION
IL WEBCAST CON LO SPEECH DEL CHIEF INFORMATION OFFICER DI CARIGE E DEGLI IMPLEMENTATORI E' DISPONIBILE QUI: http://event.on24.com/r.htm?e=699449&s=1&k=A93178118CA8608C5FB1F7FBC3124E4ATRANSCRIPT
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© 2013 IBM Corporation
ibm.com/digitalexperience
Reinventing Relationships
Coinvolgere clienti e dipendenti con esperienze digitali eccezionali
Italy Live Webcast - 14 novembre 2013
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�h#p://lnkd.in/dbPpbfx
Guarda qui il Webcast Live con lo speech del client e degli
implementatori:
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© 2013 IBM Corporation
ibm.com/digitalexperience
Da questo lato dello schermo:
Luca FalcoCIO Banca CARIGE
Tiziana d’AlesioConsulente IBM
Nicola PepèDigital Manager Objectway
Max ArdigòModeratore IBM
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© 2013 IBM Corporation
ibm.com/digitalexperience
3
“Leading Companies are creating exceptional, in-context journey for their customers”
Empowering/Compelling/Relevant/Consistent
Awareness Advocacy
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© 2013 IBM Corporation
ibm.com/digitalexperience
Lufthansa ticketing, Miles and More, WeFly, Agents
Customer Interaction
• Product & Service
Transactions & Catalogs
•Personalization, x-sell
Self Service Delivery
• Online Product &
Service Delivery
Channel Support
• Dealer, franchise, store,
distributor, drivers, agents & branch support
• Contact Center support
Customer Engagement
• Social registration &
profile management
• Billing, Payments
• Loyalty Programs
Reliance Insurance for agents and
customers
Amadori extranet, public sites & social
Milan City hall services for citizens
and tourists
• Targeting, acquisition
• Support automation• Marketing / Social
Content
“Leading Companies are connecting customers, partners, employees AND channels”
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© 2013 IBM Corporation
ibm.com/digitalexperience
> 50M customers
Fused sites & Targeting • Public & transactions for x-sell• Targeted (named) cont. & prop.
• Up to 3X conversion rate
IBM Digital benchmarks: HSBC
�
�
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Confidential�Data provided by James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX)
IBM Digital benchmarks: BCC Cavola e Sassuolo
Start: 100 employees
Social banking tranformation • Hub & Spoke model
• M&A acceleration• Digital excellence (on the territory)
• Ready for “connected customers”
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience Portfolio
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience Portfolio
IBM Unica
IBM Worklight
IBM Customer
Experience Suite
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
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© 2013 IBM Corporation
ibm.com/digitalexperience
3) Sincronizzare forza lavoro e operazioni, connetterla a 2 vie con i clienti
1) Creare un sistema di ingaggioe relazione che generi valorein ogni punto di contatto.
2) Comprendere e gestire ogniprospect/cliente come singoloindividuo, in tempo reale
IBM Exceptional Digital Experience - Capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
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© 2013 IBM Corporation
ibm.com/digitalexperience
Branch
Smartphone
Tablet
Social
Lifetime omnichanneljourney design
IBM Exceptional Digital Experience - Omnichannel
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Awareness Engaged Onboard Growth Risk
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience in CARIGE
Una banca che trasformae integra la gestione deisuoi canali, consolidandocustomer experience, informazioni e tecnologie
Commerce B2C-B2B
Digital Analytics
Social Engagement
& CRM
Customer operations
Campaign Real Time Marketing
Portals & Dynamic content
Mobile
Luca FalcoChief Information Officer
Banca CARIGE
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© 2013 IBM Corporation
ibm.com/digitalexperience
Il Gruppo CARIGE
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© 2013 IBM Corporation
ibm.com/digitalexperience
Una crescita 5x in 25 anni:
Il network nel 1989 Il network oggi
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© 2013 IBM Corporation
ibm.com/digitalexperience
OBIETTIVI
Obiettivo e sfide del progetto
�Avviare la trasformazione multicanaleper step progressivi e convergenti
� Una nuova user experience per il Banking online e il Trading online, dedicato al
segmento retail
� Una esperienza mobile integrata per far leva sulle opportunità marketing e di comunicazione con i clienti
� Un nuovo modello operativo CIO/CMO
� Convergenza
� Time to market
� Riconsegnare i dati ai clienti
� Aggiornamento servizi backend
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© 2013 IBM Corporation
ibm.com/digitalexperience
STRATEGIA
�Partnership: collaborazione tra partner implementativi, convergenza progetti
� Team in loco e remoti
� Agile locale, Governance globale
�Piattaforma tecnologica unificante: web, mobile, marketing, dati
� Unica base dati per marketing
� Integrazione con strumenti di mining avanzati
� Implementazione strumenti campaign management omnicanale, integrati a 2 vie con strumenti di mining
� Un backbone di servizi a fattor comune
Strategia e decisioni
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© 2013 IBM Corporation
ibm.com/digitalexperience
Desktop Mob responsive Mob ibrido
CARIGE Internet Banking
CARIGE Banca Imprese
& Hibryd Mobile
Architettura
Desktop / Mobile Responsive UX
Application server / UX LayerApplication server / UX Layer Security VMMSecurity VMM
MAINFRAME
Servizi di back- end
Campagne e RTM...
Mkt DB
FisicoDigitaleIVR
BranchPrint
...
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© 2013 IBM Corporation
ibm.com/digitalexperience
+ il mio spazio
+ la mia relazione
+ costruito sui
miei bisogni
Linea guida: “su misura”
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience in CARIGE
L’intelligenza in tempo reale,
su portali, sul mobile e oltre:
il marketing multicanale
Commerce B2C-B2B
Digital Analytics
Social Engagement
& CRM
Customer operations
Portals & Dynamic content
Mobile
Campaign Real Time Marketing
Tiziana d’AlesioConsulente IBM
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© 2013 IBM Corporation
ibm.com/digitalexperience
�Unico punto per identificare, modellare e automatizzare interazioni su canali fisici e digitali
� Centralizzare in un unico DB di Marketing i dati
per il mining e la costruzione delle campagne
� Utilizzare nella costruzione dei target di campagna modelli di mining attenti alla valutazione della redditività attuale e
prospettica dei clienti
� Automatizzare la gestione di un elevato numero di campagne di marketing mirate a
target selettivi
� Veicolare il flusso di campagne nei diversi touch point digitali (portale, mobile, mail, sms…) in affiancamento ai canali tradizionali (filiale, gestore…)
Marketing multicanale: esigenze
Campagne e RTM
Mkt DB
MARKETING MULTICANALE
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© 2013 IBM Corporation
ibm.com/digitalexperience
Input per
definizione target campagne
Esiti
campagne
Score di
propensione, segmentazioni,
next best actionDati
comportamentali del cliente
Mkt DB
Marketing multicanale: interazione digitale e fisica
IBMUnica
Owned Portals & Mobile
Open
homepage
Open product pages
Secure
homepage
Secure
landing pages
Open Logoff page
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© 2013 IBM Corporation
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Campagne e RTM
Mkt DB
RISULTATI MULTICANALE
Marketing multicanale: benefici
� Incremento atteso del 10% della redemption di campagna grazie a una micro segmentazione
basata su modelli di mining
� Riduzione del time to market di lancio delle campagne: da campagne mono-step (ca. 30/anno, max 2 comunicazioni) a campagne multi-wave, multi-channel e multi-step in logica
real time (a regime)
� Definizione di strategie di marketing sul social network con ampliamento della banca dati dei
prospect
� Gestione e trattamento real time (a regime)
degli esiti
� Eliminazione duplicazioni dati: riduzione del 75% del tempo necessario per l’aggiornamento del DB Marketing
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience in CARIGE
La costruzione di una
esperienza digitale integrata:
Il nuovo internet banking
Commerce B2C-B2B
Digital Analytics
Social Engagement
& CRM
Customer operations
Campaign Real Time Marketing
MobilePortals & Dynamic content
Nicola PepèDigital Manager Objectway
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© 2013 IBM Corporation
ibm.com/digitalexperience
Razionalizzazione Servizi
Convergenza Canali
Cross Browser
Evoluzionemobile
Interazioni dinamiche
(personalization)
Content Mgmt
Campaign Mgmt
Alert
RELAZIONE A 2 VIE
Indipendenza del
Business
&
End User UX
One-click
Campi essenziali
Plain Language
Tooltip e guide
SVILUPPO USEREXPERIENCE
ARCHITETTURA
APPROCCIO E METODO
Internet banking: esigenze
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© 2013 IBM Corporation
ibm.com/digitalexperience
Internet banking: personale e personalizzabile
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© 2013 IBM Corporation
ibm.com/digitalexperience
Immagine dashboard
con elementi
drag&drop
Internet banking: personalizzazione e impersonificazione
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© 2013 IBM Corporation
ibm.com/digitalexperience
Internet banking: fatto per cambiare insieme a te
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© 2013 IBM Corporation
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Internet banking: UX dinamica con regole 1-2-1 (anche verso mobile)
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© 2013 IBM Corporation
ibm.com/digitalexperience
�� �
�
�
�
IBM Customer Experience Suite
Internet banking: componenti attivate
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© 2013 IBM Corporation
ibm.com/digitalexperience
�Un unico layer per la costruzione di user experience web, mobile, contestuale
� Riduzione tempi di sviluppo con asset tecnologici
� Standardizzazione di servizi, riuso
� Assemblaggio di esperienze drag&drop (servizi editoriali, collaborativi, applicativi,
gestione forms etc.)
� Gestione dinamica dell’interazione con motore di regole basato su dati: transazioni, comportamenti, localizzazione, campagne.
� Riduzione del TCO complessivo per la gestione dei portali transazionali (imprese,
privati, customer care, dipendenti)
� Maggior libertà operativa del Marketing
Internet banking: benefici
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience in CARIGE
L’altra faccia del portale:
Il mobile banking
Commerce B2C-B2B
Digital Analytics
Social Engagement
& CRM
Customer operations
Campaign Real Time Marketing
Portals & Dynamic content
Mobile
Tiziana d’AlesioConsulente IBM
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© 2013 IBM Corporation
ibm.com/digitalexperience
� Il mobile come estensione organica dei sistemi bancari (vs. appendice esterna), per clienti e dipendenti
� Massima accessibilità garantita con unico
sviluppo (tutte le piattaforme)
� Insourcing del canale mobile nel disegno strategico multicanale e nel processo di sviluppo applicativo integrato
� Miglioramento del time to market a fronte di interventi evolutivi e introduzione di nuovi
device e piattaforme
� Utilizzo a pieno di servizi, contenuti e proposizioni già disponibili su altri canali
(un’altra «faccia del portale»)
� Drastica riduzione del TCO complessivo
Mobile: esigenze
HYBRIDMOBILE
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© 2013 IBM Corporation
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Blackberry
Android
iOS
Windows Phone
Mobile Web App
Mobile: un singolo processo, un unico sviluppo
IBM Worklight
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© 2013 IBM Corporation
ibm.com/digitalexperience
�Qualitativi / Quantitativi:
� Unica customer experience dinamica su
web e mobile con singolo punto di controllo
� Time to market: sviluppo, rilasci e manutenzione di un’unica applicazione per tutti i device e le piattaforme (1/3 dell’effort
rispetto a sviluppo nativo)
� Stesse performance e stesse modalità
interattive (ca. 95-98%) delle app. native
� Stesse modalità di integrazione del canale mobile nel processo di campaign management, utilizzate per gli altri canali di
contatto
� Riutilizzo dei contenuti e dei servizi
sviluppati per gli altri canali digitali
Mobile: benefici
RISULTATIMOBILE
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© 2013 IBM Corporation
ibm.com/digitalexperience
NEXT
�Garantire una esperienza ancora piùpersonalizzata, mutuando abitudini ormai consolidate dalla “consumerizzazione”dell’informatica:
� Web & Mobile liquido
� Real Time Marketing - dal target marketing al one2one marketing in ogni punto di
contatto
� Nuove «scrivanie utente»,
� Valorizzazione dei dati presenti in azienda
� Social Banking
� Big Data
Il percorso continua...
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© 2013 IBM Corporation
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IBM Exceptional Digital Experience Awards
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© 2013 IBM Corporation
ibm.com/digitalexperience
60%more online
sales conversion
85%conversion rate using web tools
30%higher rating for web self service
vs. help desk
30%increase in
referrals
62%customers
didn't need to call
2xincrease in self-service transactions
Lower Operational Costs
Shorter Time to Market & Delivery
More Satisfied Customers
Higher Win Rates
84%faster time
to find experts
61% faster service
delivery to new customers
IBM Exceptional Digital Experience Awards
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© 2013 IBM Corporation
ibm.com/digitalexperience
IBM Exceptional Digital Experience - Innovation Workshop
Tu.Tu.
Social & content
analytics
Marketing analytics and Campaign management
Digital Marketing
Real Time Marketing – Next Best Action
Customer experience (web/mobile/physical)
Digital analytics
Earned / Payed
Inbound/ Outbound channels
Customer/prospect Master data
Social Master Data
Backend systems
Chief Marketing
/Sales Officer
Chief Digital Officer
Chief Information
Officer
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© 2012 IBM Corporation
Link utili
IBM Exceptional Digital Experienceibm.com/software/collaboration/digitalexperience/
IBM Customer Experience Suiteibm.com/software/products/en/ibmcustxpersuit
IBM Worklightibm.com/mobilefirst/it/it/why-ibm-for-mobile/platform.html
IBM Enterprise Marketing Managementibm.com/software/products/it/it/category/SWX00