think like your customer

© 2015 IBM Corporation

Click to edit Master title styleThink like your customer


The challenge: Understanding customers in a world of big dataThe challenge: Understanding customers in a world of big data

The new requirementsThe new requirements

IBM can helpIBM can help

Next stepsNext steps

Agenda

© 2015 IBM Corporation3

The Customer: your most important data domain

Addresses & Contact Details

Contracts & AccountsIdentifiers

Relationships

Order History

Call Center Logs

Unstructured Documents

Social Media Sentiment

Support History

Email Text & Sentiment


But, uncertain and incomplete customer information leads to missed opportunities

Increase campaign yields

Improve privacy preference compliance

Engage customers Increase average

deal size

MissedOpportunities

MissedOpportunities

Reduce average handling timeIncrease first-call resolution


#1: Simplify customer information for multiple audiences in a world of complexity #1: Simplify customer information for multiple audiences in a world of complexity

5

The new requirements

BIG DATA & ANALYTICS

SOCIAL BUSINESS

ENTERPRISEMOBILITY

CLOUD COMPUTING

What?What?

Create a holistic, connected picture of the customer

Analyze social media to uncover sentiment about products and services

Add value by optimizing every client interaction

Deliver data and analytics in a contextually relevant view



How?How?

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#2: Incorporate both structured and unstructured information, from within and beyond the enterprise#2: Incorporate both structured and unstructured information, from within and beyond the enterprise

Enhanced 360 degree

view



Hadoop Systems

Information Integration & Quality

How?How?

Federated Discovery & Navigation

Streaming Analytics

Content ManagementMaster Data Management

What’s needed for a base 360o view ?

What’s needed for an enhanced 360o view ?

#3: Use new technologies to manage new data types on a proven master data foundation#3: Use new technologies to manage new data types on a proven master data foundation


What products can I upsell this customer?

What impact will inventory have on her?

What marketing materials should I send?

What should I know before calling her for renewal?

What’s going on with this customer TODAY?

How can we increase engagement with her?

How can we get more customers like her?

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An enhanced 360º view answers questions that require multiple systems

Fusion of data from multiple systems enables deeper insights—not just facts

WikiExperts

Social Media

Fulfillment

Support Ticketing

External Sources

CRM

Supply Chain

Email

Content Mgt.

DBMS


And…extends its value

Better information delivered to front-line employees

Increased customer loyalty and lifetime value

Complete view of customer, accounts, products and more

Real-time activity feed for instant updates

Analytics delivered in context

Discovery view

Product view

Account view

Contact view


A sneak peek into the view

Contact

informatio

n

from M

DM and

CRM

Contact

informatio

n

from M

DM and

CRM

List of past purchases

by this contact from

order tracking system

List of past purchases

by this contact from

order tracking system

Consolidated list of products owned based on account

affiliation

Consolidated list of products owned based on account

affiliation

Information about contact from external

sources

Information about contact from external

sources

Real-time activity feed

shows new content and

conversations fro

m all

sources Real-time activity feed

shows new content and

conversations fro

m all

sources

Recent conversations from multiple sources: e.g., CRM, e-mail, etc.

Recent conversations from multiple sources: e.g., CRM, e-mail, etc.

Accounts associated with

contact (past a

nd present)

Accounts associated with

contact (past a

nd present)


It makes a difference in all industries

Optimize every customer interactionby knowing everything about each customerOptimize every customer interactionby knowing everything about each customer

Industry Examples

Retail marketing optimization

Retail marketing optimization

Telco customerchurn reductionTelco customerchurn reduction

Insurance customer service enhancementInsurance customer service enhancement

Government service delivery to citizens

Government service delivery to citizens

Travel and transport loyalty marketing

Travel and transport loyalty marketing

Financial Services Next Best Action and customer retentionFinancial Services Next Best Action and customer retention


Trusted, consistent master data is the foundation

MatchMatch information at big data scale

ScoreScore accurately via probabilistic statistics

MasterCreate a trusted, consistent, reliable

master view


Probabilistic matching and search engine: InfoSphere MDM

Optimizes data for statistical comparisons

Finds all the potential matches

Scores accurately via probabilistic statistics

Supports custom threshold settings

The IBM Difference


Correlate & combine all data sources to unearth unique relationships

Understanding big data is critical to success

Explore

Analyze

Understand

Discover and navigate all big data repositories – internal and external sources

Analyze and compare trillions of data records from structure and unstructured sources


Unstructured DataContent Mgt Systems

Enterprise Systems & Content Stores

Databases Data Warehouses

SCM SOA, ESB,Web ServiceWeb RSS Feed

____________Social Media

Unstructured Structured

In-place analysis and correlation of big data assets

Explore, analyze, understand information: IBM Watson Explorer

Enterprise Unstructured SourcesEnterprise Unstructured Sources


Integrating and transforming big data and content to deliver accurate, consistent, timely and complete information

Integrating and transforming big data and content to deliver accurate, consistent, timely and complete information

Data Integration & Quality: InfoSphere Information Server

Information Integration and Governance

Metadata, Business Glossary and Policy Management and Entity

Analytics

Data Quality

Master Data Managemen

t

Privacy & Security

Data Lifecycle

Management

Information Integration

Transform Enable massively scalable

data movement Move data in batch and real-time

Visualize data and drill into runtime analytics

Create & maintain quality Analyze and validate data

Cleanse data Establish rules and manage

data quality

Understand & govern Use information blueprints

Discover relationships across data sources

Map IT-to-business language

Deliver Deliver accurate data

to any system Integrate data from any target

or system Leverage Hadoop and big data


The Power of Hadoop: InfoSphere BigInsights

WATSON FOUNDATIONS

DecisionManagement

Planning &Forecasting

Discovery &Exploration

Business Intelligence & Predictive Analytics

ContentAnalytics

Information Integration & Governance

Data Mgmt & Warehouse

HadoopSystem

StreamComputing

ContentManagement

WATSON FOUNDATIONS

DecisionManagement




ContentAnalytics



HadoopSystem

StreamComputing

ContentManagement

WATSON FOUNDATIONS

DecisionManagement



Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics

ContentAnalytics



HadoopSystem

StreamComputing

ContentManagement

Basis: Open source & IBM technologies Large-scale, low-cost storage Enterprise integration : Complements and extends

existing capabilities Production-ready with tooling for analysts,

developers, administrators Tools for rapid deployment

Analytical platform for persistent big data

Landing and exploration zone for all types of customer data

Low-cost processing power Enablement of deeper analytics Accelerators for social media analytics and other

key capabilities Integration with InfoSphere MDM and Watson

Explorer

Support for enhanced 360º view

Provides a virtually limitless, low-cost, persistent storage and parallel processing capability for customer data


Real-time Analytics: InfoSphere Streams

Harness and process streaming data sources

Select valuable data and insights to be stored for further processing

Quickly process and analyze perishable data, and take timely action

Analytical platform for data in motion

Delivery of information at the instant it is needed

Continuous processing of fast-moving customer data

Instantaneous insights into customer activities, sentiment and location

Support for enhanced 360º view

A real-time response/action capability based on continuously analyzing all available data

WATSON FOUNDATIONS

DecisionManagement




ContentAnalytics



HadoopSystem

StreamComputing

ContentManagement

WATSON FOUNDATIONS

DecisionManagement




ContentAnalytics



HadoopSystem

StreamComputing

ContentManagement

WATSON FOUNDATIONS

DecisionManagement



Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics

ContentAnalytics



HadoopSystem

StreamComputing

ContentManagement


Organizations Reap Benefits from the IBM Approach

Client Clients Needs Success Proof Points

Tier 1 Mobile Service Provider

Reduced average handle time Increased first call resolution Increased Net Promoter Score

Financial Services Group

Saved US$10M annually Increased market share Improved app performance

Leading Insurance Provider

Improved retention of agents Reduced AHT by 3 seconds Saved US$11M in costs

State Department of Human Services

Improved quality of service Improved eligibility management Reduced duplication issues

Improve service and customer satisfaction while controlling cost in contact center

Improve service delivery to citizens with a single view

Provide 24,000 agents a single view of customers and products

Improve targeted marketing and cross-selling with single customer view


The IBM Enhanced 360º View Solution

IBM is the only vendor who combines these technologies for an enhanced 360º view.IBM is the only vendor who combines these technologies for an enhanced 360º view.

Watson Explorer

ECM InfoSphere BigInsights

InfoSphere Streams

InfoSphere Master Data Management

InfoSphere Information Server

01010101


Making each investor feel like #1Making each investor feel like #1

Large brokerage and financial services firm

Leading provider of workplace and individual retirement savings plans, mutual funds and other financial products for millions customers

Secure access to over 30 different silos to empower agents to engage high-value customers to promote up-selling and cross-selling

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Recognized leader across key capabilities: In analysts’ market assessments In analysts’ market share estimates

IBM Leadership in Delivering Enhanced 360º View of the Customer

Master Data Management & Information Integration

Big Data

Visualization, Discovery & Exploration

Analytics


Before Relying on Key Data About Your Customers, Make Sure You’re Confident

think like your customer

Data & Analytics

view contact information

new data types

o view

world of big data

relevant view

unstructured information

degree view

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