Joseph Preston, Sales Executive, IBM Web Experience and Social Software

1. Joe Preston-Web Experience
and Social Business Software
October 2012
Transforming the Business Environment:
Becoming a Social Business
© 2012 IBM Corporation

2. IBM’s integrated portfolio for Smarter Commerce
VALUE CHAIN STRATEGY AND SERVICES
Customer Experience and Customer Operations and
Market Strategy Experience Design Supply Chain
Aligning sales, marketing and Designing and delivering customer Designing operations, supply chain and the
operations for innovation experience organization model to deliver customer value
across brand touchpoints
CORE BUSINESS SOLUTIONS AND PROCESSES
Buy Market Sell Service
• Supplier Integration & • Customer Awareness & • Cross-channel Selling • Delivery, Service, &
Collaboration Analytics • Order Management & Support
• Supply Chain • Social Media Marketing Fulfillment
• Customer Integration & • Customer Self-Service
Management • Marketing Interaction
Optimization Collaboration • Case Management
• Accounts Payable • Digital Marketing • Store Solutions
• Source to Contract Optimization • Payments & Settlements
• Supplier Lifecycle • Pricing, Promotion &
Management Product Mix Optimization
Smarter Analytics
Improving customer experiences by embedding actionable insights into operational processes
IBM SmartCloud Solutions and Smarter Computing
Delivering agility, integration and automation to drive relevant business outcomes
2 © 2012 IBM Corporation

3. Customers are in the driver's seat. Connecting with them
individually requires a consistent and engaging online experience
Changes required to meet customer expectations
72% improve understanding of individual customer needs
72% improve response time to market needs
58% harmonize customer experiences across channels
Most important mechanisms to engage
Engaging customers
customers with Web 55%
exceptional web + 47%
social Social 57%
16% Today
In 3 to 5 years
Sources: IBM 2012 CEO study, Social Networking Leads As Top Online Activity Globally, comscore, December 2011. Social Media Influence In Purchasing “Social Media Now Influences Brand Perceptions, Purchase
Decisions of 38 Million in US. June 2011, Social Commerce sales in US. Internet Retailer U.S. Social Commerce Sales 2011-2015.Smartphone users making purchase, eDigitalResearch and Portaltech Reply 2012
3 © 2012 IBM Corporation

4. Business leaders recognize the importance of leading through
connections
Percent of CEOs using Social Primary Channel for Engaging
to Connect with Customers Customers within 5 Years
Top 3 CEO Priorities:
Empowering employees Engaging customers Amplifying innovation
through value and individuals with partnerships
Source: 2012 IBM CEO Study “Leading Through Connections
4 © 2012 IBM Corporation

5. Winning customer loyalty requires delivery of meaningful
customer self service on the web
86% quit doing business w/ company bc
bad customer experience
75% would prefer to use online
support but only 37% try self service
50% of “How do I” questions
could be deflected to self service
IBM's Web Experience software helps our customers achieve :
90% lower cost to serve customer on web
62% customers didn't need to call
30% reduction in call center calls
2X increase self service transactions
Customer results with Customer Experience Suite self service
Source(s): Losses from poor customer service, The Cost of Poor Customer Service: The Economic Impact of Customer Experience in the US, Genesys. Harris Interactive, Customer Experience Impact Report. Online
self service – March 2012 Coleman Parkes study of Customer Self Services. Customer results from self service. IBM Customer Engagements.
5 © 2012 IBM Corporation

6. Three shifts are creating an opportunity for social technology to
create real business value
Pressure to build and share Increasingly influential and vocal
expertise for competitive advantage customers
Growing demand for 24/7 and mobile connectedness
6 © 2012 IBM Corporation

7. Customers see many online experiences from your company
7 © 2012 IBM Corporation

8. Customers need consistently exceptional self service
experiences across all channels
8 © 2012 IBM Corporation

9. Exceptional online experiences deliver exceptional business
results for our customers...here are a few
Growth & Customer
Reduce costs Time to Market
Profitability Satisfaction
60% increase in online 30% higher rating for 62% customers didn't 84% faster time to
sales conversion web self service than need to call find experts
help desk
85% sales conversion 30% increase in 2X increase self service 61% faster service
rate when use web referral rates transactions delivery to new
tools customers
17% decrease in Move up 3 places in 90% lower cost to serve 50% faster delivery of
shopping cart abandon national online customer services to citizens
rate customer satisfaction
ranking
3X online sales Answer more than 1M 30% reduction in call
customer questions center rates
a day
9 © 2012 IBM Corporation

10. IBM capabilities support the full range of customer
relationship and self service needs
Customer Relationship Self Service Support
Customer Content Self Service Account Mgmt Customer Contact
Delivery Delivery Support
Online Product & Service Registration & profile
Product & Service Content Dealer, franchise, store,
Delivery management
distributor & branch support
Marketing Content
Self-service problem Bill Presentment & Payment
Contact Center support
Social Content resolution Loyalty Programs
Royal Bank of Canada
Bharti Airtel Bank of Montreal
10 Florida Blue © 2012 IBM Corporation

11. Royal Bank of Canada transformed their online experience
and self-service capabilities to increase customer satisfaction
Business Need
Provided customers with a new online
channel experience that deepens client
relationships
Leverage the online channel to grow
product revenue, improve self-service,
and reduce cost of fulfillment
Flexibility to quickly deploy new business
functions and services to the online
channel
Integrate and leverage the existing RBC
back-end online infrastructure
Real Results
Real Results
Advanced from 5th to 1st in online banking satisfaction rankings
Advanced from 5th to 1st in online banking satisfaction rankings
Increased online self-service transactions by 2X
Increased online self-service transactions by 2X
Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine
Awarded 2011 Best Consumer Internet Bank in Canada—Global Finance magazine
11 © 2012 IBM Corporation

12. BMO created an award winning customer self service experience
that increased online revenue
Award: 2011 CIO 100 Award
Recipient: BMO Financial Group
BMO Financial Group wins 2011 CIO
100 Award for www.bmo.com which
offers unified global commercial
online banking solutions.
New platform makes it easier for BMO
to identify customized up-selling and
cross-selling opportunities.
Single sign-on feature allows
customers to access different services.
12 © 2012 IBM Corporation

13. Bharti Airtel's self service experiences deliver millions of
customers on-boarded for rapid business growth
Business Need
Automating processes and delivering
excellent service to grow revenue in
price sensitive markets
Deliver personalized content based
on account level and usage
Scalability to meet increased
demand
Real Results
Real Results
Ability to provide flawless service to 110 million customers at low margins
Ability to provide flawless service to 110 million customers at low margins
Process between 7-8 million transactions a day
Process between 7-8 million transactions a day
Process between 3-4 million new customers per month
Process between 3-4 million new customers per month
Real-time responses to customer requests
Real-time responses to customer requests
13 © 2012 IBM Corporation

14. Cars.com deepens brand awareness and interactions for
customers
2011 Web Marketing Association
Award Winner!
Real Results
Real Results
Enhance user experience for a single, consistent brand image across different online presences
Enhance user experience for a single, consistent brand image across different online presences
serving over 10M users a month
serving over 10M users a month
Scaled to support 200 million unique visitors a year, an increase of 145 million visits since 2007
Scaled to support 200 million unique visitors a year, an increase of 145 million visits since 2007
Enabled the company to migrate 75 percent of its existing applications to the new IBM solution
Enabled the company to migrate 75 percent of its existing applications to the new IBM solution
Delivered an integrated, standardized solution that will enable the company to turn its focus to
Delivered an integrated, standardized solution that will enable the company to turn its focus to
innovation rather than maintenance
innovation rather than maintenance
14 © 2012 IBM Corporation

15. The next generation of customer relationships and self service
must adapt to how customers now interact with your business...
Old way customers purchased New way customers purchase
and interact with your company
Interactions are social,
continuous, formal & informal
To... increase revenue and profitability per
customer requires a total relationship view
of the customer
* David C. Edelman, Harvard Business Review, Dec 2010
15 © 2012 IBM Corporation

16. Successful self service solutions span these areas to build deep
relationships with customers
Help me solve a problem, Learn patterns of behavior, Learn more about
answer a question, use a interaction from customers product/service, deepen affinity
service, act on my across owned and external with product, brand, company,
account... properties/channels provide feedback, interact with
company experts...
Customer
Customer Customer
Relationship &
Service Insight Communities
External Internal External
IBM Customer Experience Suite
(Web Experience + Social + Collaboration)
IBM Social Analytics
(Web, Social, Lifecycle Analytics + Sentiment Analysis +
Campaign / Email Optimization)
IBM WebSphere Commerce
(Self service for purchasing, order fulfillment etc)
16 © 2012 IBM Corporation

17. IBM's solution for self service brings together IBM's web
experience and Commerce capabilities
IBM's Vision for Exceptional Multichannel Self Service Experiences
Bringing together the essential capabilities to create, manage, and deliver
powerful multichannel customer experiences
IBM Customer Experience Suite IBM WebSphere Commerce
Business is driven by relationships Seamless buying experience across channels
17 © 2012 IBM Corporation

18. Improve customer satisfaction and make self service more
effective with social capabilities
Allow customers to find the right people to
Wikis, blogs, ideation Solve problems instantly answer their questions
blogs
User profiles
Rating, commenting,
tagging
Forums and
communities
Integrate with twitter,
Facebook, YouTube,
etc.
Shared files
Shared bookmarks
Instant messaging Drive excitement and brand loyalty by enabling
Activities direct communication from customers Enable customers to get
problems resolved quickly
Allow customers to
provide feedback
18 © 2012 IBM Corporation

19. Reach customers across multiple channels - mobile, web, and
automatically display appropriate content to right device
Support mobile Out-of-the-box
self service mobile support
applications included for
social
capabilities.
Leverage
mobile themes
and automatic
device
detection to
deliver
appropriate
user
experience for
self service.
Desktop Tablet Mobile
19 © 2012 IBM Corporation

20. In-line analytics for rapid insights help you adapt in
real time to customer's behavior
In-line analytics overlay on
web page to rapidly assess
usage – allowing real time
adjustments to help
customers use services
and applications better
Instantly see usage for
specific self service
capabilities and edit
content to optimize use
20 © 2012 IBM Corporation

21. Make Better, Evidence-Based Decisions with Analytics
Leverage analytics to:
Improve user engagement by
measuring and then fine tuning
the customer experience
Intelligently manage your
marketing resources
Make better decisions faster
21 © 2012 IBM Corporation

22. How does social business and talent management come together
to help create a smarter workforce?
Continuously create and share
Social enhances the sales process best practices
Transform Culture
And Processes
Identify and enable
the right people
Build
Skills
Harvest insights
Engage and act with speed
Clients
22 © 2012 IBM Corporation

23. The business benefits are tangible and significant
Up to
increases in the productivity
of knowledge workers
Up to
increase margins industries such
as consumer packaged goods
Source: 2012 McKinsey Global Institute: The social economy:
Unlocking value and productivity through social technologies
23 © 2012 IBM Corporation

24. Amadori transformed it's marketing process using social to create
customer advocates and boosted presence with new customers
Creating exceptional customer experiences
100%
Improved exposure
Identified and predicted consumer
buying preferences, refined their digital
marketing campaigns, to generate
more sales and reach a new, younger
customer demographic
24 © 2012 IBM Corporation

25. Children’s Medical Center of Dallas leads by integrating social
business technology into their patient care and disease
management processes
Creating exceptional customer experiences
75%
reduction in clinic
phone calls
Created customer advocates and
redefined how they care for patients to
improve patient experiences and health
outcomes with private support
communities
25 © 2012 IBM Corporation

26. Reliance Life integrated social business portal technologies into their
policy origination to grow branch offices and service more customers
Creating a smarter workforce
30%
reduction in
operating cost
Integrating social business
technologies into their branch-based
operations resulting in industry
leading growth while reducing
operating costs by 30%
26 © 2012 IBM Corporation

27. To become a social business, leaders must define the right problem
to address and then develop a purposeful and deliberate plan
1. Identify a core business processes
One that relies heavily Where sources of Where process flows Where “agents of
on knowledge workers innovation are at a can adjust dynamically change” can thrive
premium to changing conditions
2. Foster trust and transform the culture
Create a shared Design social work Align adoption strategy Manage to a new way of
vision of the practices into existing and measurements working, thinking, trusting
culture business processes with organizational culture and engaging customers
3. Integrate a platform for social business
Social Networking Social Analytics Social Content
Services are presence Services are sentiment Services are web content
indicator, meetings, mail, analysis, web analytics, smart editing, enterprise content
blogs, wiki’s, other filtering, other management, shared files,
folders, other
Process, Governance, Security & Lifecycle Management
27 © 2012 IBM Corporation

28. IBM continues to be the partner of choice for social business leaders
Leading social business in three dimensions
outcomes for social business ecosystem and
our clients engagement platform industry expertise
28 © 2012 IBM Corporation

29. With IBM Connections, you can leverage a social collaboratoin
solution that provides a foundation for social business
Make everything social Eliminate the guesswork
and bring your brand to The leading social software that offers the most
every experience powerful social analytics and metrics to foster vital
networks & communities
The leading social software solution that can
integrate social into your business processes
and across your entire customer experience
Unlock creativity Deploy with choice and
everywhere confidence
The leading social software solution that reveals The leading social software that offers the
creativity anywhere and is ready to be delivered choice to deploy securely in the cloud, on
to a broad range of mobile devices premise and hybrid options — it’s never
been easier
29 © 2012 IBM Corporation

30. With the IBM Customer Experience Suite & Intranet
Experience Suite clients are creating value built on a
proven foundation of technology
Delighting customers by engaging them on their own terms
The next-generation Content authoring
intranet now made easier
With seamlessly integrated social tools Leveraging existing properties for new ROI
Business-user generated Insights through
self-service applications instrumented web analytics
Complete with mobile experiences With new web experiences in minutes
30 © 2012 IBM Corporation

31. The deepest ecosystem and expertise in your industry
We have the breadth Bringing new, cutting-edge
capabilities
One of the largest social business
ecosystems in the world with over In the most important social software
39,000 partners domains including gamification, video,
compliance, project management and
mobility
The platform of choice Expertise where it matters
for partners Thousands of experts who understand
Over 700 partners have business your industry, your most critical business
applications built on the social and process with real experience serving
portal platforms leaders in your industry
31 © 2012 IBM Corporation

32. Thank you
32 © 2012 IBM Corporation