ibm digital experience - 24 ottobre 2013 smau - ardigo
DESCRIPTION
Talk about omnichannel digital experience and IBM integrated solution. How customers in the right track are managing projects and obtaining outperforming results.TRANSCRIPT
Modelli di ingaggioe relazione “omnicanale”(ma dove stiamo andando?)
Max ArdigòConsulente di trasformazione digitale / IBM
© 2012 IBM Corporation© 2013 IBM Corporation2
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
OMNICANALE:
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
© 2012 IBM Corporation© 2013 IBM Corporation3
OK:
© 2012 IBM Corporation© 2013 IBM Corporation4
TWIT-TWIT! (hummm)OK:
© 2012 IBM Corporation© 2013 IBM Corporation5
CRASH TEST EXAMPLES
ENERGIA
DOVE IL CROSS CANALE FA PUM (A VOCE):
...
RETAIL
BANCA
© 2012 IBM Corporation© 2013 IBM Corporation6
DEVI STARE MOLTO CALMO.
(NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI)
© 2012 IBM Corporation© 2013 IBM Corporation7
PASSEGGERI & GUIDATORI.
(CIO & CMO INSIEME E NELLA STESSA DIREZIONE)
© 2012 IBM Corporation© 2013 IBM Corporation8
1) RELAZIONE,
2) INTERAZIONE,
3) TEMPO REALE.
IN OGNI PUNTO DI
CONTATTO
(DISEGNO UX INTEGRATA, UNICO LAYER IT)
© 2012 IBM Corporation© 2013 IBM Corporation9
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Da qualunque parte inizi, sei ben indirizzato
© 2012 IBM Corporation© 2013 IBM Corporation10
IBM Unica
IBM Customer
Experience Suite
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Esperienza gestita per ogni touchpoint
© 2012 IBM Corporation© 2013 IBM Corporation11
Branch
Smartphone
Tablet
Social
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Real time customer journey – on line design
Una tecnologia per non disegnare
sulla carta.
© 2012 IBM Corporation© 2013 IBM Corporation12
12
IBM Customer Experience Suite – Implementare esperienze dinamiche
x Canali Drag&Drop Multidevice Rule based
Marketing e/o web agency (&IT)
© 2012 IBM Corporation© 2013 IBM Corporation13
“ERP delle
relazioni”
LOBCIO
IBM Customer Experience Suite – IT e Marketing insieme
© 2012 IBM Corporation© 2013 IBM Corporation14
� Online Banking 1x 1.8xActive Clients
� Online Sales 1x 2.9x
� Online Service 1x 2.0xTransactions*
� Synovate Online 5th 2nd Banking Satisfaction
� Surviscor Email 13th 1st Benchmarking
� Dalbar Ranking n/a 1st Direct Investing
� Forrester Online Banking 3rd 1st Secure Site
� Forrester Online Banking 5th 1st Public Site
Data provided by James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX)
#Y0Indicatore #Y3
� 40% faster implementation
� 80% less cost than estimated
RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation15
� Reduced cycle for 40/80%campaign implementation
� Knowledge of 100%individual behavior
� First contact data 7x& premission acquisition(prospecting)
� Qualified digital 3xdata permission acquisition (existing base)
� CTR for intelligent 4xinbound/outbund
� Bounce rate reduction 40%in funnel acquisition
� Time reduction for 90%digital lead management
#Indicatore 1 - Social broadcast/ targeting
1 - Social broadcast/ targeting
3 - Native social data collection
3 - Native social data collection
4 - Smart portal (mobile & web) landing pages
4 - Smart portal (mobile & web) landing pages
1 - Social broadcast/ targeting
1 - Social broadcast/ targeting
Data provided by IBM Digital Benchmarking in customer innovation lab
CustomerBusiness Data,
Social Data, Interactive data
Transactional data
RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI
ESEMPIO
2 - Social & Portal
Apps
2 - Social & Portal
AppsRELAZIONE INTERAZIONE
TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation16
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
From digital marketing to cross-channel real time marketing
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation17
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
Knowing the customer
to deliver consistent marketing propositions
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation18
RELAZIONE INTERAZIONE TEMPO REALE
Per condividere altri esempie relativi business case, scrivimi.
© 2012 IBM Corporation© 2013 IBM Corporation19
1) RELAZIONE,
2) INTERAZIONE,
3) TEMPO REALE.
IN OGNI PUNTO DI
CONTATTO
(NON E’ FACILE, MA PAGA)
© 2012 IBM Corporation© 2013 IBM Corporation20
linkedin.com/in/maxardigo
@ardigo