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Watson Customer Engagement
Carlos Garcia de MiguelEurope Digital Experience Sales Leader
November, 2017
IBM Watson Content HubNew cognitive cloud-based CMSto power your omnichannel experiences
11/28/17Footer1
Watson Customer Engagement
Business Challenges of Insurers
Source – Industry Insights from IBM Market Development & Insights – Insurance 2017 Report
Regulatory and Compliance DisruptionHow insurers invest to meet regulation and reduce long-term cost of compliance may determine bottom line
DOL’s Fiduciary ruleGeneral Data Protection Regulation (GDPR)
Solvency IIOwn Risk Solvency Assessment (ORSA)
Customer ExpectationsCustomers demand 24/7 access to insurance company across devices with policies that are better tailored to their specific needs
Simpler web and digital interfacesCustomized policiesEasier claims filing and redemption process
Digital transformationCore transformation
Pace of InnovationCompetitors are encroaching on the market by providing services that meet their expectations. Insurers are forced to innovate or face decreasing market share
Insurance VC armsPartnerships with InsurTechs
Innovation/ incubators hubsBlockchain consortiums
Watson Customer Engagement
From Digitization to Digital Reinvention
Source – IBM Institute for Business Value - Digital ReinventionTM in the global insurance industry 2017
Digitization in Insurance involves translating analog processes into digital processes such as online insurance or electronic underwriting & policy.
Digital transformation in Insurance involves integrating across multiple digital processes to offer customers individualized experiences, e.g., omni-channel and single view of the customer insurances
Digital Reinvention in Insurance involves fundamental reimaging of the way Insurance Company engages with customers and other stakeholders e.g. constructing deep customer relationships in which an Insurer orchestrates comprising Insurances & other associated services to realize customer ambitions and aspirations
Digitization improves efficiency by applying technology to individual resources or processes.
Digital transformation digitizes whole aspects of a business producing customer experiences that support what individuals need or want.
Digital Reinvention incorporates digital technologies like never before to create revenues and results via innovative strategies, products and experiences.
Digitization
Digital transformation
Digital Reinvention
Insurance Example
Watson Customer Engagement
Digital Reinvention in Insurance - Examples
Source – IBM Institute for Business Value - Digital ReinventionTM in the global insurance industry 2017
Digital Reinvention involves a fundamental reimaging of the way insurance is perceived
Auto Home Life§ Risk-based routing§ Driver feedback§ Value-added location referrals
§ Home risk alerts§ Home maintenance referrals§ Elderly home monitoring and assistance
§ Lifestyle monitoring§ Customized premium pricing§ Modified portfolio of offerings
Smart Telematics§ Capture car location, driver, weather,
retail locations§ Identify hailstorm threat§ Route driver to prepaid parking and
coffee to wait out storm
Proactive Home Alert§ Read water meter, local weather§ Collect thermostat data, home activity date§ Identify heat outage; send alert to warn of
potential frozen pipe
Tailored life insurance products§ Collect lifestyle and habitual data
through various wearable devices§ Identify the patterns and
suggested/create relevant products§ Detect potential slip-and-falls, with
machine-learning based underwriting
Engage customers immediately as risks develop
Partner with customers to physically stop losses before they happen
Extend insurance coverage across similar customer profiles
Education Proposal
Application Process
Pacific Life - “PRIME”Agent & Financial Advisor
Analytics
Watson Customer Engagement
IBM Watson Content Hub New SaaS Cognitive Content ManagementCreate great customer experiences with rich, reusable content from a centrally managed repository that helps marketers stay organized and frees developers to innovate.
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Content brings the customer experience to life
IBM Watson Content HubNew cognitive cloud-based CMSto power your omnichannel experiences
We make it easy with IBM Watson Content Hub
Content is at the heart of the customer experience
Content everywhere!Marketing contentPersonalized offersEmailsDisplay adsProduct Content, buyers guides etcRich imageryRatings and reviews (user-generated content)User storiesProduct specificationsRelated productsHow-to guides & videosOnboarding & Setup contentSelf-service contentFAQsEducational content
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Customer touch points come to life through content
Emails Sites / Micro SitesAds / Social Landing PagesApps Web Apps (store front, banking) Customer Service
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Content only focus on web miss something…
Emails Sites / Micro SitesAds / Social Landing PagesApps Web Apps (store front, banking) Customer Service
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Watson Customer Engagement
Managing content is a team sportMarketers, content specialists, front-end developers and many others come together to deliver great content.
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Watson Customer Engagement
Marketing
© 2017 IBM
This is Kirsten, she creates promotional content and messaging for her company's products.
I’ve got so much content that it is impossible to keep organized and find what I need.
Main jobs to do:• Decide messaging for her company’s products• Create promotional content to promote brand and
products• Decide and/or support campaign schedule
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Watson Customer Engagement © 2017 IBM
Content specialist
The new app is great, but how can I control what’s displayed and reuse that content on other channels?
This is Amy, she makes sure Kirsten’s content reaches the target audiences. She is often concerned with pushing content to the web.
Main jobs to do:• Work with colleagues and agencies to assemble all
the creative and copy needed.• Publish updates to the website and to content in line
with the campaign schedule.
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Watson Customer Engagement © 2017 IBM
Front-end developer
This is Pierre, he's a front end web developer who knows the latest HTML, CSS, and JavaScript approaches.
When I’m developing our app, I don’t want to worry about managing the content at all.
Main jobs to do:• Take the design and implement it on the site• Build application capabilities to integrate with site
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Content brings the customer experience to life
IBM Watson Content HubNew cognitive cloud-based CMSto power your omnichannel experiences
We make it easy with IBM Watson Content Hub
Now with Watson Content Hub you can…
Content-enable any application via our API-
first, decoupled CMS
Manage content across all customer touchpoints
Tame your content sprawl with cognitively enhanced meta-data
Watson Content Hub has three main parts
Business User Interface• Asset management• Content management• Content modelling• Cognitive tagging• Image profiles• Website management
Global PAYG Platform• Akamai CDN included• Watson services included• Pay for asset storage GB and
data transfer GB – overage or up-front purchase
• 99.9% uptime SLA• Multi-site resilience
Developer Tools• Authoring, Delivery, Search API• Code samples• Command line client• Asset and Content publishing• Layout templates• Customizable Angular Starter Site• SDK for Angular site apps
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Watson Content Hub: Overview
Server side markup
Publishing
Authoring
Site Application
Asset LibraryContent AssemblyCategoriesTagging
Angular 4 ApplicationHosted on WCH CDN
NavigationPage RenderingJS support for templates
Sites Structure Pages LayoutContent Templates
Content Delivery Network (CDN)AssetsDeveloper FilesAuthoring, Delivery and Search APIs
SDK(Angular) APIs
Websites
Custom apps
Emails, Devices etc
Front-end Developer
Choice of Tooling
Content Specialist
Business User Interface
Marketer
Watson Content Hub
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Watson Content Hub: Skills
Publishing
Authoring
Site Application
SDK(Angular) APIs
Websites
Emails, Devices etc
Front-end Developer
Choice of Tooling
Web Specialist
Business User Interface
Marketer
Watson Content Hub
Custom apps
OOB starter has been created using Angular 4.Designed to be customizable with minimal Angular knowledge
WCH uses simple REST APIs, documented via https://developer.ibm.com/apiSamples gallery available online: https://developer.ibm.com/customer-engagement/watson-content-hub
In-line helpUI is designed to be easy to adopt with no prior training.
Pretty much anything
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https://www.youtube.com/watch?v=Ro2GMSVnQsM
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IBM Watson Content Hub – Demo time!1 2 3
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Content brings the customer experience to life
IBM Watson Content HubNew cognitive cloud-based CMSto power your omnichannel experiences
We make it easy with IBM Watson Content Hub
Free 30-day trial of WCH§ Free 30-Day Trial
Available to anyone who wants oneExplore and evaluate the product
https://bit.ly/wchtrial
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Watson Customer Engagement
From 3.000€ ACV
From 36.000€ ACV
Watson Content HubEssentials Edition
Watson Content Hub Standard Edition
A SaaS content and asset management service, with embedded Watson cognitive tagging capabilities. Access content via APIs.
Builds upon Watson Content Hub Essentials by adding business user tooling to manage content driven web site with developers created templates
Use this if you’re delivering omni-channel content and are focused on mobile apps or developer-created experiences.
Use this to allow business users to control site structure, pages and content using web tooling, as well as using that content in other channels.
Headless CMS Headless CMS + Website Management
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IBM Watson Content Hub – Price
Essentials – $250/mo (D1QD7LL) Standard – $3000/mo (D1QDNLL)
Content items Not limited
Users Not limited, authenticated via BlueID
Capacity included
Asset storage 10GB 100GB
Data transfer 100GB/month 1000GB/month
Other characteristics
SLA 99.9% (D1QDGLL, D1QDRLL, D1QDXLL)Support Online & Phone, standard IBM response time SLOGeography 1x NA, 1x Europe @ go-live, others laterExtra capacity – customer commits additional usage
Extra asset storage Tiered – see chart to right (D1QDLLL)Extra data transfer Tiered – see chart to right( D1QDMLL)Extra capacity – overage pricing when customer exceed committed amount
Extra asset storage $75 for every 10GB/month (D1QDCLL)Extra data transfer $31 for every 100GB/month (D1QDFLL)
IBM Watson Content Hub is available on Cloud Marketplace, with a 30 day free trial.SQO Quote-to-Marketplace and Credit Card purchase will both be supported.
Tier Min Qty Max Qty Price
1 1 10 $60
2 11 25 $54
3 26 50 $49
4 51 100 $44
5 101 250 $39
6 251 500 $35
7 >=501 $32
Tier Min Qty Max Qty Price
1 1 10 $25
2 11 25 $23
3 26 50 $20
4 51 100 $18
5 101 250 $16
6 251 500 $15
7 >=501 $13
Extra Asset Storage – Per 10 GB per Month
Extra Data Transfer – Per 100 GB per Month
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Watson Customer Engagement
Watson Content Hub Evolution … Stay Tunned!Monthly blog on what’s new... https://developer.ibm.com/customer-engagement/blog/
Watson Customer Engagement
Watson Content Hub Evolution … Stay Tunned!
Tools to create and deliver websites inside of WCH, or leveraging WCH content, such as:• Storefront Tooling• Site hosting & CDN integration• Publishing• Site maps, navigation• Targeted & role-based sites• Layout editing tools - forms based
and visual tools
Integration with other products in the Watson Cognitive Engagement portfolio and beyond, such as:• Watson Campaign Automation• Watson RTP• Watson Marketing Insights• IBM Digital Commerce• Analytics and usage data• 3rd party collaboration tools e.g.
Slack• 3rd party CX ecosystems e.g.
Wordpress• Hybrid scenarios with DX
Content repository and associated tools for creatives and content authors to create & manage content with features such as:• Core content management• Collaboration & teamworking tools• Governance capabilities• Localization and multi-lingual• Forms• APIs & platform enhancements
1 2 3Core Content Management
Site Composition & Delivery Integration
Note – these are not exhaustive or prioritised lists, they’re intended to articulate what the theme means
IBM Watson Content Hub
Try & Buy
Low Entry Level
Pay As You Go
Easy to Use, Easy to manage
Multichannel Digital Relationships
Insurance Deregulation ActProvide Customers with direct access to their individual policy
and payments information, including contracts, claims and
payments
New Agent & Customer Digital Solution
Creating targeted content dynamically
Enriching the agent experience
Gaining insight on client base
“Before, we supported one type of user, the agent,
and now we’ve added our clients, the marketing staff and contact center
employees,”
Watson Customer Engagement
Round TableDigital Transformation challenges in your
company?
How you manage digital content in yourcompany?
Do you use or plan to use cognitive technologies in your company? Use Cases?
Watson Customer Engagement
Carlos Garcia de MiguelEurope Digital Experience Sales Leader
November, 2017
IBM Watson Content HubNew cognitive cloud-based CMSto power your omnichannel experiences
11/28/17Footer30