Download
customer engagement solutions n.
Skip this Video
Loading SlideShow in 5 Seconds..
customer engagement solutions PowerPoint Presentation
Download Presentation
customer engagement solutions

customer engagement solutions

240 Vues Download Presentation
Télécharger la présentation

customer engagement solutions

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. customer engagement solutions

  2. Our evolution to date We’ve led the way in helping clients make the shift to continuous customer engagement, with many milestones along the way 2Q2014 • Unified IBM brand for customer engagement • Customer engagement point of view • IBM Interactive Experience @brandmaster63 | #smartercommerce

  3. Our value proposition IBM ExperienceOne helps you attract, delight and maximize the lifetime value of customers by enriching the ways you engage with each of them

  4. Source Gartner MCCM MQ 2014.pdf - G00250970 IBM Consider IBM Cross-Channel Marketing Optimization when MCCM is a strategic requirement. IBM's offering supports a range of industries. IBM has global reach and generated $99.75 billion in revenue in 2013. Cross-Channel Marketing Optimization focuses on real-time marketing, marketing performance management and usability on-premises. Marketing Center, a SaaS option, provides digital campaigns, email marketing, site personalization, tracking and management. IBM has started bundling in merchandising and other role-based offerings to simplify its growing portfolio. IBM Mobile (formerly Xtify) supports mobile push marketing. In 2014, IBM plans for additional partnerships with data management platforms (DMPs) to integrate known and anonymous data in areas like ad management. IBM has preintegrated API partnerships with DMP BlueKai and other ad tech players, such as DataXu, Turn, Google and Marin Software through IBM's Digital Marketing Network. IBM will also expand its real-time and event marketing for both on-premises and SaaS deployments. References said they like IBM's breadth of offerings and integration into a single platform.

  5. Through its product portfolio, the Omni-Channel Marketing solution for customer relationship marketers Engagies customers in a one-to-one dialogue across channels by being able to… Marketing Planning Marketing Operations Analyze Decide Deliver Campaign Interact Contact Optimization Campaign eMessage Xtify mobile messaging Contact Optimization Interact

  6. Introduction to IBM Campaign

  7. What is IBM Campaign? 9 CAMPAIGN MANAGEMENT software: • Used to design, execute, measure and analyze outbound direct marketing campaigns • Capable of managing all types of large-scale, multi-wave and cross-channel campaigns • Creates a central repository for re-usable offers, segments and contact & response history • Recognized best-of-breed functionality, scalability and record of customer success • Serves as a platform for add-on modules: • Email marketing [IBM eMessage] • Real-time interactions management [IBM Interact] • Contact optimization [IBM Contact Optimization] • Distributed marketing [IBM Distributed Marketing]

  8. Simple overview of IBM Campaign communication channels customer data IBM Campaign (2) manipulates data (3) selects & segments customers (4) assigns offers to customers (1) accesses customer data (5) schedules runs & waves (6) generates and delivers lists often replacing slow processes involving custom-coded database queries 7) tracks contacts and responses, attributes results 10

  9. Key features of IBM Campaign Customer data access through Universal Data Interconnect (UDI) Segmentation, targeting and campaign design through flowcharts Ability to design & execute multi-wave, multi-channel campaigns Complex customer data handling with audience-level switching Central repository for re-usable offers and segment definitions 11

  10. Key features of IBM Campaign – continued Campaign planning through target cell spreadsheet (TCS) interface Complete contact and response history for each individual Multiple response attribution approaches to assess results Rich set of reports – both standard and configurable Integration with IBM Digital Analytics to leverage online data 12

  11. Highlight on Universal Dynamic Interconnect (“UDI”) Capability: Enables simultaneous access to multiple data sources located in various locations throughout the company Benefit: Provides the flexibility to leverage all available marketing data reducing required IT support UDI Customer DB Transactional SYSTEM Transient Data & Flat Files 13

  12. Highlight on flowcharts 14

  13. Highlight on flowcharts • Selection & Segmentation: • Select target audience • Suppress groups • Create segments and assign offers • Sample for testing 15

  14. Highlight on flowcharts • Execution: • Schedule campaign runs • Send targets to IBM eMessage • Generate output lists • Create contact history 16

  15. Highlight on flowcharts • Tracking & Optimization: • Call predictive models (SPSS, PredictiveInsight, 3rd party) • Optimize contacts across campaigns (using IBM Contact Optimization) • Track responses and attribution 17

  16. Highlight on flowcharts • Tracking & Optimization: • Call predictive models (SPSS, PredictiveInsight, 3rd party) • Optimize contacts across campaigns (using IBM Contact Optimization) • Track responses and attribution 18

  17. Highlight on flowcharts Selection & Segmentation Execution Tracking & Optimization • Benefits: • Graphical interface makes it easy to create, audit and modify campaign logic • Broad and flexible capabilities accommodate the most complex campaigns 19

  18. Highlight on offer management and target cell spreadsheet • OFFER MANAGEMENT • Central repository of offers to promote reuse and consistency • Offers created based on templates with standard and custom attributes • Offer attribute values can be dynamically generated for each campaign target • Benefit: simplifies management of complex campaigns • TARGET CELL SPREADSHEET • Captures all cell information in an accessible, spreadsheet-like environment • “Top-down” assignment of offers to cells • Facilitates campaign QC processes • Benefit: creates a collaboration workspace for campaign planning and development teams 20

  19. Highlight on response tracking & attribution Action Table Response History Benefits: • Flexible attribution options to fit any approach • Standard tools minimize need for custom work • Better insights into campaign performance CLICKS • Attribution • Response types: • Direct (exact, inexact) • Inferred • Custom (e.g., viral) • Attribution options: • First, Last • Fractional • Multiple CALLS PURCHASES or REDEMP- TIONS & other response types responses can also be made part of IBM’s cross-channel attribution methodology 21

  20. Highlight on reporting • Many standard reports included • By campaign, channel, cell, offer and segment performance • Over time (day, week, month, qtr, yr), relative days, weeks, months • Allows report customization and new report creation • Supports bursting and non-bursting, scheduling and notification Benefits: • Increases insight into campaign status and results • Improves marketing decision-making • Provides every user with information 22

  21. What Is IBM Contact Optimization? 23 CONTACT OPTIMIZATIONsoftware: • Determines the optimal contact strategy for each customer • Uses powerful, integrated algorithms • Balances business objectives and constraints with customer preferences and history • Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses

  22. Contact Optimization Functional Flow Design and run individual campaigns to generate proposed contacts Run the optimization session, review the results & adjust if necessary Trigger campaign completion to use optimized contacts CAMPAIGNS PROPOSED Contacts CONSTRAINTS BUSINESS Rules Contact Optimization D Contacts Customer ID Campaign ID Channel ID Offer ID Date Contact Optimization CONTACT History OTHER Data Campaign Contact Optimization 24

  23. Introduction to IBM E message

  24. Combine on premise customer data with the flexibility of SaaS to create, optimize and deliver digital messages • More real-time integration with segmentation engine reducing the time to customers inbox • Improved one-to-one messaging b/c they're email engine is tied to their customer database/segmentation engine • Coupled with the best-in-class campaign mgmt solution • Engage with customers in real-time

  25. Costruire una DEM 27 IBM Confidential

  26. Identify which platforms customers uses to read email and optimize for a one-to-one experience • Customer level intelligence to create personalized target communications • Improve email campaign quality with sophisticated content and social diagnostics • Fine tune email designs through comprehensive sets of proceduralized QA tools prior to production • Protect your brand by ensuring rendering integrity across platforms and devices

  27. Gain peace of mind with ISP folder placement insight • Uncover & resolve delivery issues before deploying a campaign • Extensive domain coverage across regions and markets • Diagnostic tools and insights across all campaigns • Test & trend deliverability across templates and hone your message for maximum cross-channel impact

  28. Guided message creation on push notification

  29. Send simple and rich messages

  30. Leading movie theater chain uses Preference-Based notifications Rich Notification • Users choose movie preferences in a customized preference center • Targeted messages with ticket releases, new trailers, 3rd-party promotions, and news about movies of interest are sent to users Simple Notification Customized Preference Center Notification Inbox

  31. Introduction to IBM Interact

  32. Introducing IBM Interact • IBM Interact is • REAL-TIME INTERACTION MANAGEMENT • software • Determines, in real-time, the best personalized message for each live customer interaction, especially “inbound” contacts • Can plug into any customer touch-point: Web site, call center, kiosk, point-of-sale, etc. • Personalization based on historical data and new information gained during the interaction • Connects and coordinates inbound marketing with outbound campaigns • Designed for easy usage and management (“so easy a marketer can do it”) • Can scale to meets the most rigorous performance requirements: 100,000s of concurrent sessions, response times < 0.1 sec 34

  33. Interact enables “inbound marketing” hold time… ? http://www.voluptatem.quia Inbound marketing: the presentation of personalized marketing messages during “inbound interactions” – when the customer or prospect chooses to contact you HOME PAGE blank perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat http://www.voluptatem.quia/maliquam.html DETAILS ! perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut perspiciatis unde omnis iste natus fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat OFFER blank OFFER WWW ! [authentication] “Greetings” reason for call resolution ? OFFER OFFER CALL CENTER Turns every customer touch-point into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns 35

  34. How Interact works – detailed Can use common: http://www.voluptatem.quia segment definitions WELCOME offers Data from real-time service calls blank interaction history IBM Interact IBM Campaign perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat REAL-TIME LOGIC Uses combination of segmentation & rules PRE-CALCULATED DECISIONS Builds white lists and black lists Customer profile candidate offers & scores ADD/REMOVE OFFERS Adjust list of offers using white/black lists and suppression rules Real-time context …and factored into future batch campaigns. white lists, black lists OFFER final offer(s) ARBITRATION Self-learning algorithm or external model adjusts scores Records offer presentation and response or non-response revised offer list and scores Offers can be: global segment-level Can be factored into self-learning for future scoring… individual-level 36

  35. IBM Interact (inbound) and IBM Campaign (outbound) together are an integrated, centralized decision-making capability Deliver Decide Collect real-time interaction management Analyze segments offers interaction history attribution optimization outbound campaign management 37