Driving Five Common Business Goals with Customer Analytics Solution Patterns

As mobile traffic and sales continue to increase, omni-channel interactions have become the norm. Organizational and data silos make it difficult to gain a holistic view of the customer, which is critical to engaging customers, and maximizing revenue. A keen understanding of customers across time, channels and interactions points can help you achieve these major business objectives:

• Acquire the right customers• Deliver a superior customer experience in

digital and mobile channels• Optimize the customer journey• Serve and delight customers• Reduce fraud and customer disputes.

In industries as diverse as retail, finance, travel, insurance and healthcare, IBM’s customer analytics solution patterns are enabling our business partners and clients to achieve their major business goals, which allows them to address their most pressing customer engagement needs while adapting to continually changing market dynamics.

The major business objectives have not changed but the tools and methods used to achieve them continue to evolve. Simple to sophisticated approaches can be exercised as companies mature in their ability to use customer analytics solutions for holistic customer understanding. IBM enables companies to deliver superior customer experiences across digital and mobile channels with solution patterns that range from simple segmentation to sophisticated prediction models for next-best actions. Those who invest in knowing their customers and acting on these insights in the best interests of their customers will reap the benefits of superior client acquisition and loyalty.

Learn more at ibm.com/customer-analytics

80% of individuals are willing to share their personal information in exchange for personalized offers

64% of marketers strongly agree that identifying high value customers is vital to their growth.1

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Acquire the Right Customers

1 IBM and Econsultancy 2015 study, http://www.ibm.com/common/ssi/cgi-bin/ssialias?subtype=WH&infotype=SA&htmlfid=ZZL03106USEN&attachment=ZZL03106USEN.PDF

Today’s customers are more demanding and empowered than ever before. For marketers, this surge in digital interactions has introduced a host of challenges. Marketers are constantly looking for ways to increase customer acquisition while increasing the return on their marketing spend. Acquiring customers has always been one of the most important and challenging business goals for all organizations, but what is critical is not just to acquire, but more importantly, to target the high-value customers. You need a solution that gives insights into your customer interactions and helps you to:

• Identify your most desirable customers• Understand acquisition progress and which acquisition

programs are delivering the best results• Improve customer targeting execution

Organizations need to have real-time insight into how their customers interact with their brands online and use that insight to relentlessly target the right customers with the right offers at the right time. As organizations mature in their ability to acquire the right customers, they can adopt simple to sophisticated approaches in their use of digital analytics solutions, providing them with a 360 degree view of their customers for holistic targeting.

With IBM® Digital Analytics Beta, users can discover new workflows, flexible reporting, and seamless integration with the IBM Customer Analytics platform for quantitative and qualitative analysis. The next generation of Digital Analytics is designed with the end user in mind, enabling them to reach actionable insights faster than ever before. There are also 20 new industry-specific solutions pre-built with analytics capabilities that make it easier and faster for organizations across industries like retail, banking, telecommunications and insurance to uncover and act on critical business insights. Organizations equipped with insights that help acquire the right customers are surely on the right track to success.

Learn more at ibm.com/customer-analytics

Differentiating by Delivering a Superior Experience in Digital and Mobile Channels

1 “The Digital Customer Experience.” 2014. Ipsos Public Affairs poll conducted for IBM. https://ibm.biz/BdFfWf Last accessed 20 March 2015.

Organizations are facing tremendous pressure to increase revenue and reduce costs. It’s no longer profitable for your company to focus solely on attracting customers to your digital and mobile channels. You must go further and find ways to gain clear visibility into why customers abandon key business processes, such as checkout, site registration, bill pay, and mortgage applications. And, you need to understand the true cause of abandonment: was it application or system issues, poor site usability, or just a mediocre offer?

You need a solution that gives you insight to your digital and mobile channels and enables you to:

• Identify and resolve application problems• Understand the true causes of abandonment• Raise awareness of customer struggle• Improve site usability and customer satisfaction• Measure and analyze mobile behavior• Optimize mobile engagement channels

Organizations that deliver outstanding customer experiences will reap the benefits of better business outcomes. High performing organizations leverage IBM® Tealeaf® Customer Experience analytics solution to capture and manage customer interactions. Across the organization — from ecommerce, marketing and production support to customer service and compliance—IBM Tealeaf delivers breakthrough visibility and actionable insight into your customers’ digital and mobile experiences.

A superior customer experience can differentiate you from the competition. With visibility into every customer’s digital and mobile experiences you can gain the insight you need to enrich engagement, reduce struggle and prevent churn, deliver a greater experience and keep customers coming back for more.

As organizations mature in their ability to deliver a superior customer experience, they move from simple approaches to customer experience analytics to more sophisticated approaches for holistic customer understanding. Organizations that invest and act on insights in the best interests of their customers will be equipped to maximize engagement and sales by offering products and content tailored to what they know about each customer’s demographics, past buying behavior and current context.

Learn more at ibm.com/tealeaf-cx

Up to 60% of web and mobile users abandon sites if they have transaction issues and look elsewhere for similar products or services1

20% will share the bad experience on social media or post a negative comment1

Optimize the Customer Journey to Deliver Superior Customer Experiences and BetterResults

1 Nielsen, The Digital Consumer, February 2014. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf 2 McKinsey and Company, Customer Journey Analytics and Big Data, April 2013. http://www.slideshare.net/McK_CMSOForum/customer-journey-analytics-and-big-data

Today’s typical digital consumer is engaged, empowered, owns four devices and consumes 60 hours of digital content per week.1 Your customers can now access your brand anytime from anywhere.

So, it’s no surprise that the majority of customer interactions now happen during multi-event, multi-channel journeys.2 This increased contact provides unprecedented opportunities to connect on a personal level with your customers, but it also presents many more opportunities to disappoint.

Companies need to understand how customers interact with their brand across the multitude of interactions regardless of channel, so they can deliver consistent and exceptional customer experiences.

With the right solutions in place to optimize the customer journey, you can successfully:• Support multi-channel customer journeys• Increase customer loyalty and repeat purchases• Understand customers in the context of complete

relationships• Maximize customer profitability through up-sell

and cross-sell• Minimize churn with optimized engagement and offers• Maximize revenue in the moment

Having a solution that provides a common view of customers over time and across devices will enable your company to develop superior customer experiences and

creative interactions at just the right time in the journeys of your customers. You will be able to learn from the paths your top customers take to know which channels are most valuable to use and, just as importantly, when it’s the best time to use them to make a true impact. You need solutions that will not only provide lifecycle and journey analysis, but will also allow you to quickly take action, in the moment, on what is learned.

Learn what’s possible by exploring IBM’s customer lifecycle products, designed specifically to provide insight and help you take action based around key milestone events taking place over time and across devices. IBM® Journey Analytics is designed to help business users visualize key events throughout customer journeys regardless of channel. Perhaps most importantly, insights gained from these solutions can be quickly turned into meaningful action, at just the right moment, using solutions like IBM’s Silverpop®.

Learn more at ibm.com/customer-analytics

56% of customer interactions happen during a multi-event, multi-channel journey.

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Delight Your Customers by Providing Superior Customer Service

1 Forrester Report. 2015. Leggett, K. Blog. Last accessed 2 April 2015. http://blogs.forrester.com/kate_leggett/15-03-03-consumer_expectations_for_customer_service_dont_match_what_companies_deliver

In today’s technology-driven lifestyle, customers have changed their behavior and preferences in how to do business with companies. As more customers become more tech savvy, they become more comfortable researching products and services and completing their purchases online through self-service.

To gain customer loyalty, companies need to adapt to the fast changing dynamics by effortlessly delivering service through multiple channels, such as social media, email, chat and phone. With so many devices and touchpoints available at customers’ fingertips, it can exasperate customers if the same information is not readily available across channels. This can cause customers to connect via a more costly channel, such as a live customer service representative, to get the answers they need. A holistic understanding of how customers move from one channel to another is crucial in providing an exceptional customer service that delights your customers.

With the right Serve and Delight Customers solution, you will successfully:

• Drive the adoption of self-service• Improve first call resolution• Reduce call handle times• Support the omni-channel customer experience• Minimize churn with optimized engagement and offers

Whether an organization is small or large, customer service teams are at the forefront of engagement. As organizations continue to evolve and mature in their ability to serve and delight customers, contact centers need smarter and more sophisticated approaches in providing levels of service that span cross-channel customer context to integrated automated interaction handling with cross-channel context. IBM’s Serve & Delight Your Customers solution enables you to create a low-effort and intuitive web and mobile site to drive self-service adoption, while helping your customer service teams proactively deliver service that can result in improved customer satisfaction and experience across channels.

55% of US online adults are likely to abandon their online purchase if they cannot find

a quick answer to their question1

77% say that valuing their time is the most important thing a company can do to provide them

with good online customer service1

Learn more at ibm.com/customer-experience-for-service

Reduce Customer Disputes and Fraud

Merchants incurred more costs in addition to their fraud losses, with each dollar of fraud costing them $3.08, compared to $2.79 last year.1

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© Copyright IBM Corporation 2015. IBM, the IBM logo, ibm.com, and Tealeaf are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.

1 2014 LexisNexis True Cost of Fraud Study, http://www.lexisnexis.com/risk/downloads/assets/true-cost-fraud-2014.pdf

Customer expectations of great experiences across all channels are reaching new heights as more companies are relying on customer experience as a key differentiation. Organizations have made tremendous investments in delivering improved experiences across all digital channels. But what happens when things go wrong and there is a dispute, or worse, a fraud being committed? Most businesses are ill equipped to handle the critical moments when customers encounter challenges and need assistance. And worse, these companies cannot quickly determine if an issue is a legitimate dispute.

IBM® Tealeaf® solutions have provided leading organizations with unprecedented visibility into their customers’ online experiences by capturing each customer’s interaction, each time. This helps create a 360-degree view that enables companies to answer many of the compelling questions asked by customers online.

Customer disputesIBM Tealeaf provides the visual context into both live and historical online activity. This gives contact centers the ability to quickly understand the actions a customer took before they called in, helping them avoid additional questions that negatively impact customers’ satisfaction and quickly resolve customer disputes.

Customer frustration and abandonment rates are reduced as customer service representatives can identify customers’ issues efficiently and reduce call handle time. With Search and Session Replay packaged into a simple

and efficient user interface, users have quick access to both live and historical customer sessions from existing customer relationship management (CRM) solutions.

FraudIBM Tealeaf solutions acquire and keep the complete transactional data. Utilizing this comprehensive data set, organizations can:

• Detect: Become aware of fraudulent activity — either in real time or post mortem.

• Stop: Block access to the site — or prevent the goods from leaving (time-delayed).

• Research/investigate: Capture the whole stream of traffic in order to facilitate forensic discovery.

• Report impact: Understand what the true losses are. Which accounts have been breached? What Personally Identifiable Information (PII) was displayed, and to whom?

Learn more at ibm.com/tealeaf-cx

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