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1 Understand Your Customers Tom Morris WW Leader Eric Tran - Growth Market Leader

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Page 1: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

1

Understand Your Customers

Tom Morris – WW Leader

Eric Tran - Growth Market Leader

Page 2: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

22016 IBM Confidential-For Forrester Use Only

To have meaningful engagement you must first understand your customers

Page 3: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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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

Page 4: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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

Page 5: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

Customer Analytics 5

What is good customer Experience?https://www.youtube.com/watch?v=d-WLyWAmGdQ

Page 6: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

Customer Analytics

There is a massive customer experience gap

6

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

Page 7: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

Understanding customers requires seeing

their entire journey and connecting the dots

is difficult

Page 8: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

Organizations are fragmented

8

…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

Page 10: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

We are not in the coffee business serving people,we are in the people business serving coffee.

Page 11: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

“Automated customer experience management

is a key enabler of the Air France transformation

process.”Luc Behar, Digital Experience and Performance Director

Air France

Page 12: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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

Page 13: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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

Page 14: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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

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Customer Analytics

As-it-Happens Awareness To Eliminate Further

Struggle And Make More Customers Successful

Page 17: Understand Your Customers - › events › wwe › grp › grp307.nsf... · Understand Your Customers Tom Morris –WW Leader Eric Tran - Growth Market Leader. 2 ... Understanding

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