ibm unica/cincom synchrony sales training for: retail

IBM Unica/Cincom Synchrony Sales Training

for:

Retail

Agenda

• Brief introduction to the Unica/Synchrony need• Explanation of Synchrony Smarter Interactions • Brief explanation of analysis and design services• Where Synchrony fits in eCommerce• Customer profile• Unica/Synchrony Opportunity• Questions to ask prospect• IBM Product synergies

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Cincom Synchrony Value Proposition

Cincom Synchrony is a superior customer experience management solution for retailers in increasingly competitive and fast-changing environments who need to enhance customer relationships and advocacy while reducing overall costs and enabling greater consumer control and accountability by:

– Providing Smarter Interactions that deliver more personalized, efficient, higher quality and proactive customer care by guiding every employee to focus on the customer experience rather than complex, laborious internal processes.

– Delivering personalized interactions that cross channels.– Guiding customers through a richer, more intuitive self-service experience.– Delivering personalized interactions, offering highly relevant consultation and

making information more understandable.– Delivering a robust multichannel, unified desktop, inbound/outbound contact

center capability.– Delivering Smarter Interactions in a face-to-face channel.

© 2011 Cincom Systems

Cincom’s Synchrony is…

• A robust contact center solution– Inbound channel integration (voice, eMail, chat, fax)– Outbound channel via campaign lists– Unified Desktop– Range of on-premise or hosted models

• A Smarter Interaction solution– Personalized, guided interactions wherever they occur– Dynamic guidance based on the customer, the channel, the sales or

service associate, data gathered during the interaction– In short, interactions are delivered as they were designed

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Remember when guidance meant…..

© 2011 Cincom Systems7

Then along came…..Easier, Faster, More Accurate and

Dynamic Guidance


Extended to give you more guidance


Imagine……….

Cincom Synchrony….GPS for RetailWhat’s your Vision?

Smarter Faster Web Guidance at 99% Accuracy

Smarter Faster Phone Guidance at 99% Accuracy


CEM+Synchrony : design & drive thebehavior that delivers the experience

Skills, knowledge,

attitude

Customer focused

processes

Enabling technology:

Real timeguidance

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eCommerce and Synchrony

Synchrony’s multichannelSmarter Interaction solution drives excellent customer experiences in the Service processes within the Integrated Value Chain Synchrony also drives an

excellent customer experience during assisted Sell processes


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Customer Profile - Retail

• Synchrony meets the needs of:– Marketers across multiple channels– Support and Service providers across multiple channels– Sales staff across multiple channels

• Customer needs/pain points–Customer interactions are managed differently across channels (web, phone, chat, email, fax, face-to-face).–Customers wants to utilize many different channels for their shopping experience, but has an inconsistent

experience as they move between channels, and must start over as they move from one channel to the next.

–Customer-facing staff have too many applications to use and too many procedures and policies to be aware of to deliver a customer experience as designed.

– Intelligence gathered about a customer for multiple purposes by multiple departments is either not available or is poorly reused.

–The myriad of back-end applications were not designed to support a superior customer experience.–Marketing, Sales and Services departments are demanding changes and diverting scarce I/T resources.

• Target Audiences– (VP, Director): Direct Marketing, Internet Marketing, Marketing Operations, Internet Sales, Store Operations,

Customer Experience Management, Customer Relationships Management, Customer Relations, Customer Service, Call Center, Guest Relations

–CIO/IT


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Synchrony/IBM Unica Opportunity

• Synchrony extends the Unica value by:–Brings data about the service interactions to EMM, e.g. from contacts received about service disruptions–Provides relevant timing for offers within the overall interaction - Best Buy example about building an

entertainment center, or call with complaint–Provides a full-function inbound channel, extending the offering function from voice to email, chat channels–Provides a full-function outbound call center channel for executing high-touch marketing/sales campaigns–Extends the offering function into the face-to-face (field service/sales, store floor) channels

• Synchrony’s portfolio provides excellent cross-sell opportunities:–Synchrony addresses problems not solved by any other product in the marketplace–Synchrony adds value to existing install of IBM products and pulls in additional IBM products

• Services revenue–Interaction analysis and design–Implementation and data integration–Integration with IBM products–Hosted/cloud-based run services


Identifying an Opportunity – Marketing, Sales or Service

Questions to ask the CMO/CRM Other titles (VP, Director): Direct Marketing, Internet Marketing, Marketing Operations, Internet Sales, Store

Operations, Customer Experience Management, Customer Relationship Management, Customer Relations , Customer Service, Call Center, Guest Relations

1. Are you able to use all available information about each customer to deliver a superior experience, or are there gaps?

2. What is your customer’s experience like when they cross channels (e.g., web site, stores, phone, when they receive emails from you)? Is it consistent? Does the customer need to start over when they cross channels?

3. Are you delivering relevant offers in all contact channels? Are you collecting customer feedback from the contact center and face-to-face channels that can be used to generate even more relevant offers?

4. How well does your designed customer experience match the actual experience you are delivering – e.g., presenting personalized, optimized messages when someone comes to your web site, or calls your call center, or visits a store or branch?

5. How dependent on IT are you to make changes to your customer experience interaction rules? Are great marketing, sales or service strategies going to waste because of an IT backlog? Would you like to be more self-sufficient?

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Identifying an Opportunity – IT

Questions to ask the CIO

1. Are the people responsible for individual marketing, sales and service channels such as web sites, email, contact center, sales floor, etc. looking to you for help figuring out how to make their systems work together so they can have a single, cross-channel customer interaction strategy?

2. Are you able to do everything the marketing, sales and services teams are demanding of you, as quickly as they’d like? Do you wish you could enable them to do more on their own?

3. Are regulatory or industry changes driving changes to your applications diverting scarce development resources from delivering on new marketing, sales or service strategies?

4. Are too many I/T resources devoted to supporting and maintaining your contact center infrastructure and applications?

16© 2011 Cincom Systems

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IBM Product Synergies - Retail


IBM Product Synergies - Retail

Solution:• Unica and Unica Interact – Optimized interaction for mktg, up/cross-sell• MDM – 360-degree view of customer• Advanced Case Manager• Enterprise Content Analytics – mining of interaction data to drive Guidance enhancements

Platform:• Websphere Application Server• Lotus Expiditor• Cognos• DB2 – storing of interaction data• Customer Experience Suite – Multi-technology UI• Filenet


Sales Engagement Approach

• When you have identified an opportunity, contact Cincom• A member of the Customer Experience Management (CEM) team will

gather the necessary supporting sales resources • Cincom CEM will participate as needed during the engagement process• At present (Dec 2011), Cincom will have a separate contract with the

customer, but details are still being worked out and may need to be handled on an opportunity basis


ibm unica/cincom synchrony sales training for: retail

Documents

synchrony customer

cincom systems

customer relationships

retail slide

synchrony fits

cincoms synchrony

cem synchrony

personalized interactions