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TRANSCRIPT
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Understand Your Customers
Tom Morris – WW Leader
Eric Tran - Growth Market Leader
22016 IBM Confidential-For Forrester Use Only
To have meaningful engagement you must first understand your customers
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Know each customer in context: Each interaction is meaningful and personalized
who
what
why
=
right offer for this moment
for this activity
in our relationship
when
where
how
=
right communicationat the right time
through the right channel
in the right tone
Customer Analytics
44 of the Internet Retailer Top 100; 7 of the top 10 online retailers
8 of 10 of the Top Bank Holding Companies
9 of the 12 Largest P&C Insurance Companies in North America
10 of 12 of the most booked travel portals
50% of the top US airline carriers
All Major North American Wireless Providers
600+ Customers WW
Customer Analytics 5
What is good customer Experience?https://www.youtube.com/watch?v=d-WLyWAmGdQ
Customer Analytics
There is a massive customer experience gap
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69%
of companies say they
offer a superior online
experience
81%
say they have or are close to
having a holistic view of their
customers
51%
of customers who left companies
blamed their exits on bad online
experiences
37%
of consumers say their favorite
retailer understands them
what customers saywhat brands think
Understanding customers requires seeing
their entire journey and connecting the dots
is difficult
Organizations are fragmented
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…resulting in disjointed customer experiences
Marketing eCommerce Service
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It is not about the portfolio of productsIt is about the portfolio of customers
We are not in the coffee business serving people,we are in the people business serving coffee.
“Automated customer experience management
is a key enabler of the Air France transformation
process.”Luc Behar, Digital Experience and Performance Director
Air France
Motorcycle SuperstoreMotorcycle Superstore’s mobile conversion rates are boosted due to increased customers engaging with
mobile devices using IBM Customer Analytics
10%Increase in mobile
conversion rates
by decreasing cart
abandonments232% ROI by delivering
seamless mobile
journeys
© 2015 IBM12
Octagon InsuranceRemoves the obstacles that were prevent customers from converting during the online application process --
all powered by IBM Customer Analytics solutions.
22% 40%Increase in
conversion rates
Reduction in
validation errors 330%Overall ROI
13 © 2015 IBM
Dollar BankDollar Bank is using IBM Customer Analytics to provide a high level of service to their customers by
having rapid resolution of sticking points in the customer journey.
25SReduction in
average contact
call center times 30%Fewer call escalations,
increasing customer
satisfaction
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How we deliver valuehttps://www.youtube.com/watch?v=q7uyocygYfI
Customer Analytics
As-it-Happens Awareness To Eliminate Further
Struggle And Make More Customers Successful
Real World ROI – Backed by Forrester
SOURCE: Forrester Consulting, The Total Economic Impact™ Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush, August 2013. Report commissioned by Tealeaf.
ROI
249%
Payback
7.3 Months
Total Benefits (PV)
$20.9M
Total Costs (PV)
($6.0M)
Total Net Present Value
$14.9M
Composite Organization Three-Year Risk Adjusted Results (10% Discount Rate)
• Increased conversion/adoption rate3.5%
• Increased retention rate1%
• Reduced IT cost – problem discovery80%
• Additional percentage of critical items addressed20%
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Thank you