reinventing customer experiences for growth
TRANSCRIPT
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Greater Expectations Reinventing customer experiences for growth Moments that matter
Frank OestergaardDirector, IBM Commerce Unit [email protected]+45 28804404
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We live in a moment of enormous possibility and transformation
Three imperatives for new value creation:
Alone, each of these has immense potential. Integrated, they change everything.
Drive people-centric
Engagementfor new profit channels
Exploit Dataas the new basis of
competitive advantage
Leverage Cloudas a growth engine for
business
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Market Shifts & Our Beliefs
3 Strategies for reinvention
Innovate how you execute
Line-up
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The customer-activated enterprise is here
Market Shift
• 2013 study: 4,183
face-to-face CxO
conversations
• 70 countries
across 20
industries
600
CSCOs
4,500
CFOs
1,500
CHROs2,200
CMOs
7,000
CIOs6,300
CEOs
Since
2004
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Source: Question CEO1–Who has the most influence on your strategic vision and business strategy?; n=884 [CEO only]
Customers 55%C-Suite 78%
Board of Directors 53%
Corporate strategy function 44%
Non-exec senior leadership 26%
Key business partners 25%
Parent company 23%
Market ShiftVoice of the board: key influencers on business strategy
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90% 32%of consumers expect
personalisationclaim to be highly
effective at engaging
individual customers
only
Source: IBM Institute for Business Value and Center for
Applied Insights
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The world of B2B or B2C is dead.
The focus is now on Human-to-Human
interactions.
Experience is the new competitive
battleground
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You don’tknow me.
You’re not connectingwith me.
It’s toohard.
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customers expect so much morea lot is changing in the market
The last, best experience that anyone has anywhere
becomes the minimum expectation for the experiences
they want everywhere. – Paul Papas, Global Leader, IBM Interactive Experience”
“
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experience transcends channel
It’s no longer about singular channels…
data informs experience
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the importance
of design
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Design is not just what it
looks like & feels like.
Design is how it works.- Steve Jobs
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IBM Design :: IBM Confidential :: ©2014 IBM Corporation
This is not a user experience
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This is a user experience
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Context is key to engagement
Contact
Center
Purchases
Issues
Input
Mobile
Marketing
Offers
Coupons
Email/SMS
Web
Clickstream
Purchases
Lists
Offers
Mobile
Payment
Social
Likes
Shares
Reviews
Offsite
Retargeting
SEO
Entry Context
Location
Services
Mobile
Shopping
Scan
Compare
Lists
Store Data
Transactions
Loyalty
Operations
Common
Interaction
History and
Context
Store
Loyalty Card
Use
CONTEXT
PERSISTENCE
EXPERIENCE
ANALYTICS
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3 strategies for reinvention
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1 Experiences driven by
data
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Attitudinal / Sentiment Data
Context Data
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2 Extend physical experiences
with digital
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Use digital to enhance personal engagement3
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Heritage: tennis in an English country garden.
Wimbledon is about
heritage and innovation:
Innovation: that helps support the event.
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Digital was the only way to go.
Making content
accessible, interactive and
personal.
Wherever. Whenever.
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Personalised Mobile Fan Experience
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Fan engagement through insights – driving experience with data
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Hill vs World – Making the digital to physical connection
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Social command centre – listening, understanding and deepening
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Experiences driven by data
Extend physical experiences with digital
Use digital to enhance personal engagement
In summary
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2
3
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Personalize engagement•Manage omni-channel marketing campaigns and personalize engagement based on real-time context and changing customer needs•Inspire customers by tailoring assortment, search and browsing
Omni-channel shopping•Empower customers with robust shopping capabilities that enable them to quickly find the right products in practically every channel•Retain persistence across channels and capitalize on the unique strengths of each touch point
Omni-channel commerce solutions from IBM are designed to address these trends, differentiating your brand and enhancing execution
Understand consumers•Create a 360-degree view of customers across virtually every device and channel, in-store, and offsite to create actionable, multidimensional profiles•Scientifically optimize the omni-channel experience by understanding how customers progress through their journeys and across channels
Optimize operations• Improve business efficiency to
optimize business agility and efficiently deliver what your customers want, when they want it
• Capitalize on physical locations and accelerate delivery with leaner inventories
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IBM Commerce brings it all together
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We are entering the Third phase of the Commerce Market Lifecycle
Phase One:1993 - 2003 Phase Two: 2003-2013 Phase Three: 2013-2023
Chasm: First Commercial sitesIBM Productized LL Bean, Intershop launches commercial SW, Broadvision was born ’93 and launches commercial sites in ‘96
Chasm: C+ Sites are ported onto distributed Java Platforms, True Enterprise Class is born. Coincides with the .com crash
Early Mainstream: Exiting the .com crash online shopping behavior is becoming more advanced and suppliers respond with integrated Web 2.0 cross-channel platforms
Late majority Commerce cycle. Current platforms evolving into Customer Engagement Systems and Omni-Channel Platforms. Disruptive Innovators changing the Commerce Game with Cognitive Commerce, LOSA, and new business models
Chasm: New entrants enter
market with platform API
Economy platforms while a new
breed of Omni-Channel platforms
begins to take shape
Key Events during next lifecycle•Continued reimagination•Data integration, liberation, and privacy•Attention Economy Gets worse•Touch point proliferation: Wearables, IOT, T-Commerce and new screens proliferate•Dynamic pricing and Assortment•Faster everything•Recognition of intent with highly targeted individualized everything•Operations: Value nets•3D printing becomes real
• There have been three distinct phases of the Commerce lifecycle. Current Web 2.0 cross-channel commerce phase has reached late majority while highly flexible omni-channel engagement platforms and new disruptive innovators transforming the market
• The next phase:
– Will be characterized by highly extensible, cognitive commerce platforms, that will push omni-channel to the
limit powering Internet of Things, Wearables, Adaptive Stores, and more immersive shopping experiences while
experimenting with new delivery models.– Innovation will primary impact four areas: Brand and Experience, Assortment and value, operations and value net , and business model innovation
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Tak
Let’s go create....
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Tack