What are Customers Saying About Your Company? Social Strategies for Building Exceptional Customer RelationshipsExceptional Customer Relationships

Larry Bowden, Vice President, Web Experience Software, IBM Collaboration Solutions IBM Software GroupIBM Collaboration Solutions, IBM Software Group

Chris Del Mundo, Business Manager, Global Corporate Travel, American Express

Samuel Sharaf, Account Solutions Executive, Prolifics

© 2011 IBM Corporation

IBM Social Business Industries SymposiumGet Started. Get Results.Sponsored by Wired MagazineOrlando, Florida – Jan. 31 & Feb. 1, 2011

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Disclaimer

Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretionfunctionality described for our products remains at our sole discretion.

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Every Customer Interaction Defines The Customer Experience

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Exceptional Customer Experiences Are Defined by Customer Perception & Satisfaction

Your call is very important to us...please wait for

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us...please wait for the next available agent...♫ ♪ ♫

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An Increasingly Social World Means Exceptional Customer Experiences Matter More Than Ever...

90% of consumers onlinetrust recommendationsfrom people they know;70% trust opinions of unknown users.

(Econsultancy, July 2009)

In a recent study, 81 percent of respondents said they'd received (Econsultancy, July 2009) yadvice from friends and followers relating to a product

h th hpurchase through a social site. (Click Z, January 2010)53% of people on Twitter

recommend companies and/or products in their Tweets, withproducts in their Tweets, with 48% of them delivering on their intention to buy the product.(ROI Research for Performance, June 2010)

Customer Focus Is CEO Priority

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Retaining Customers A Priority

“A focus on customers at the top of the list is usual. This year, the "existing customers" i ti i hi himperative is a higher priority than "attracting new customers."

S G t ISource: Gartner, Inc.Gartner CEO and Senior Business Executive Survey, 2010: Anticipating the Post-Recession Landscape19 March 2010

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Why the Focus on Customers?Retaining customers is linked to increased profitability

2% increase in customer retention has the same effect onretention has the same effect on profits as cutting costs by 10%

5% reduction in customer defection rate can increase profits by 25-125%,depending on the industry

Acquiring new customers can cost 5x more than satisfying and retaining current customers

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Exceptional Customer Experiences Lacking

In a survey of more than 7,700 US consumers about their interactions with a variety of companies across multiple industries:

Only 6% of companies garnered a rating of “excellent” in this year’s Customer Experience Index of large US firms...29% of firms were rated as “poor” or “very poor”.

Source: Forrester Research, Inc.The Customer Experience Index, 2011January 11, 2011

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How Do You Stand Out?How Do You Stand Out?

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Deliver Exceptional Web Experiences That Are...

Know Your Intended Audience:

Balance Form & Function:Visual Appeal + Deliver Precisely

What They Need/Want

Visual Appeal + Ease of Use Equally Important

People Are Turn Customerseop e eEverywhere:Explosion of Mobile Means A Moving Target!

Turn Customers Into Advocates:Ensure A Reliable, Secure Experiencep

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College govCollege.govAn Exceptional Web Experience for Students

� Designed based upon feedback from target audience (Teens)

� Embedded Rich Media (Video)

C t t Sh i� Content Sharing (Upload Videos, Pictures)

� Social Network (Facebook) and Video (YouTube) Links, Pages & Content Sharing& Content Sharing

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Exceptional Web Experiences May Deliver...

AX eXploreAX eXplore

Y t l d t l t d & tYour travel command central today & tomorrowSolution Overview

Chris Del Mundo, Business Manager, Global Corporate Travel, American ExpressSamuel Sharaf, Account Solutions Executive, Prolifics

© 2011 IBM Corporation

Samuel Sharaf, Account Solutions Executive, Prolifics

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Agenda Our Challenge1

3 AX eXplore – Exceptional Web Experience For Corporate Travelers

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2 The Value Proposition

p p p p

4 Solution Summary

5 Q&A

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Our ChallengeThe Goal: Serve customers as a single point of access for related services and informationTh Ob t l Di t li ti i id i t f t tThe Obstacle: Disparate applications serving up a wide variety of content

Customers

Transparency and Consistency

Online TMC Travel C l

Global Distribution Kiosk Check-InMobile

Counselor Distribution Systems

All processes supported by disparate heterogeneous applications & information silos

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Corporate Travel management needs and challenges

Best in class travel policies

You want:Best-in-class travel policies

Industry-leading supplier rates

State-of-the-art online technologyState of the art online technology

Y t l ithTraveler compliance

You struggle with: Technology adoption

Fragmented travel tools / systems

Ch i B h i M S iChanging Behavior Means Savings

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The key drivers of change management

Incentive

C li

Communication

Compliance

ICA

L

Communication

SavingsCR

ITI

Control

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AX eXplore – Your travel command central

Incentive

Communication

Control

2020

AX eXplore Provides Incentive

Single sign on

Centralized travel tools and info

User-friendly navigation

Traveler specific content*

Visibility in expenses/Visibility in expenses/ reimbursements

AX eXplore enables effective communication

Push user- or group-

Store travel policies

based info*

policies

Share news/ promote suppliers

Call out incentives, best practices, teambest practices, team competition results

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AX eXplore is a command centre for travel managers

Xi @ k

Trackpoint

aXis@work

Trackpoint

Pre-trip auditorPre trip auditor

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AX eXplore – Your travel command central

TODAYVisa & Passport small meetings eXpert

axis @ work

TODAYOnline booking tool

Virtual Meetings eXpert

Large Meetings registration

Social Networking

AX eXploreTargeted Company Messages

Broadcast Company

Pre-Trip Auditor

g

TravelerItineraries

T l t lBroadcast Company Messages

Travel Policies

Trackpoint

Travel tools (e.g., currency converter, maps, weather)

Mobile version of AX eXplore

AX Green Travel Solutions*

TOMORROWAX Profile

Purchase on-tripproducts (pillows, meals, etc.)

TOMORROWAmerican Express

Card StatementsDestination Information

& Traveler Alerts

E-InvoicingConcur Travel &

Expense*

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Higher traveler

AX eXplore – Your travel command central today & tomorrow

Higher traveler compliance

Greater savings

Speed to market and usage in the future

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Solution Summary

Scalable Solution

Portal SolutionScalable Solution

Time to Market

Single Sign On SolutionSingle Sign On Solution

C t t M tContent Authoring Workflows

Content Management Presentation Templates

Multilingual Solution

Exceptional Scalability BusinessExceptionalWeb Experience

Scalability –Portal Platform

BusinessRequirements

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AX eXplore – Your travel command central

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Line-of-Business and IT Lockstep:Understanding Customer Needs is Paramount*

LOB and ITRated Highest

LOBIT

LOB also ranks“consistentconsistent customerexperience”high

*When asked to rate a range of value propositions of a comprehensive Web experience solution may deliver (% Extremely or Very Important)

Source: Northstar Market Research, N= 432 respondents worldwide, November 2010.

LOBIT

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Line-of-Business and IT Agree:Web Experience Scalability, Analytics, Flexibility Important*

LOBIT

LOB and ITRated Highest

Customer analytics & operationaloperational flexibility also important

LOBIT

*When asked to rate a range of value propositions important in a comprehensive Web experience investment (% Extremely or Very Important)

Source: Northstar Market Research, N= 432 respondents worldwide, November 2010.

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Web/ContentWeb/ContentPlatform

SearchAnalytics

� Context is key

� Social is everywhere...

Social Commerceeverywhere is Social

� Function and Form coexist

Mobile

RichM di

UnifiedCommunications

� Integration ease is imperative

� Analytics are powerfulMedia

Technology is not at the center of an exceptional experience; rather it is employed as necessary toexperience; rather it is employed as necessary to help achieve experiences that meet/exceed the expectations of the intended user(s)

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IBM Customer Experience Suite

Create Dynamic, Engaging Web Experiences that Wow Customers

IBM Customer Experience Suite

that Wow Customers

Target the Right Experience to the Right User via the Right Channel at the Right Time

Improve Customer Loyalty by Enabling Users to Socialize

Optimize the Experience to Maximize Results

Realize Business Goals

Reach Customers Across Multiple Channels –Mobile, Web, Kiosk, Email...

Integrate Across Heterogenous Systems toIntegrate Across Heterogenous Systems to Deliver New Value

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G tti St t dGetting StartedIBM Business Value Assessment for Exceptional Web Experiences

Evaluate the Business Impact of an Exceptional Web Experience

Ask your IBM Representative or IBM Business Partner!