Growth, Alignment,
And the Exceptional Web Experience
September, 2010




Deliver highly personalized, engaging, and agile...
Two years ago   Now




2
Now



    The emergence of the...

    Exceptional
    Web Experience

    ... as a strategic priority




3
Growth!




            C-Suite demands


              Exceptional
                 Web
              Experience


     C...
Growth!
                           C-Suite demands
     A “return to growth” is the top C-Suite priority...
        Gartne...
Growth!
                    C-Suite demands
              2010 IBM Global CEO Study
              High-performing companie...
Growth!
                          C-Suite demands
          2010 IBM Global CEO Study
          How do you reinvent custom...
Online usage trends




8
Online usage trends




9
Customer expectations
         Relevant &            Engaging --                  Portable --
        personalized       m...
Growth!




             C-Suite demands


               Exceptional
                  Web
               Experience


  ...
What should enterprises demand from an
Exceptional Web Experience
to deliver the business results they need?


           ...
Delights
     customers




     Engaging     Relevant




      Portable   Trustworthy




13
Adapts to new
      opportunities



     Marketing &
     business tooling

     Fast time to market

     Measure & opti...
Creates       How do you turn the temporary competitive
      sustainable      advantage you get from a site launch
     d...
Leverages         Enterprises have deep business
      investments        value in existing investments
                  ...
Delivers



     Scale when you need it
      - customers, typical & peak
      - web properties
      - languages
      -...
IBM Project Northstar
     IBM's vision for
     Exceptional Web Experiences
 ■   Multi-year strategy to be the standard f...
19
Create Dynamic, Engaging
                 Web Experiences that
                 Wow Your Customers
●Increase responsivenes...
Target the Right Experience
                 to the Right User via the
              Right Channel at the Right Time
    ●...
Improve Customer Loyalty
                         by Enabling
                      Users to Socialize
●  Support conversa...
Optimize the Customer
                          Experience to
                        Maximize Results
Leverage analytics ...
Realize Your Business Goals

With Experience Suite, you can:                         Leverage WebSphere Commerce to
● Impr...
Reach Customers Across
                Multiple Channels – Mobile,
                    Web, Kiosk, Email...
●Utilize built...
Integrate Across
               Heterogenous Systems to
                   Deliver New Value
●  Deliver more personalized,...
IBM Customer Experience Suite
        Exceptional Web Experiences Guided by IBM Project Northstar




     Engaging
      ...
IBM Project Northstar Offerings
      IBM                         Services and Support Lab
                     Global Tec...
IBM Project Northstar Offerings
      IBM                         Services and Support Lab
                     Global Tec...
IBM Project Northstar Offerings
      IBM                         Services and Support Lab
                     Global Tec...
IBM Project Northstar Offerings
Services and Support
      IBM            Global Technology        Global Business        ...
IBM Project Northstar
     IBM Customer Experience Suite




32
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Project Northstar

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Project Northstar

  1. 1. Growth, Alignment, And the Exceptional Web Experience September, 2010 Deliver highly personalized, engaging, and agile online experiences with IBM Customer Experience Suite © 2009 IBM Corporation
  2. 2. Two years ago Now 2
  3. 3. Now The emergence of the... Exceptional Web Experience ... as a strategic priority 3
  4. 4. Growth! C-Suite demands Exceptional Web Experience Customer Online expectations usage trends 4
  5. 5. Growth! C-Suite demands A “return to growth” is the top C-Suite priority... Gartner, 2010 Gartner CEO and Business Executive Survey ”In 2009, CEOs initially placed cost cutting at the top of their priorities to cope with the sudden and severe recession. In 2010, the focus for 71% of business leaders is a return to revenue growth.” Frost & Sullivan / BusinessWeek, 2009 Frost & Sullivan CEO Survey ”Top line revenue growth remains the number one priority for CEOs across the world.” CMO Council, Marketing Outlook 2010 ”CMOS report their top priorities are... grow or retain market share, drive top-line growth, and better define the brand and its value proposition” 5
  6. 6. Growth! C-Suite demands 2010 IBM Global CEO Study High-performing companies differentiate themselves in three ways... 6
  7. 7. Growth! C-Suite demands 2010 IBM Global CEO Study How do you reinvent customer relationships? 7
  8. 8. Online usage trends 8
  9. 9. Online usage trends 9
  10. 10. Customer expectations Relevant & Engaging -- Portable -- personalized memorable, compelling, consistent experiences to individual needs moments of truth when & where needed Trustworthy: Delivered with reliability, security, consistency 10
  11. 11. Growth! C-Suite demands Exceptional Web Experience Customer Online expectations usage trends 11
  12. 12. What should enterprises demand from an Exceptional Web Experience to deliver the business results they need? Creates sustainable Delights differentiation Leverages customers investments Adapts to new opportunities Delivers Delivers 12
  13. 13. Delights customers Engaging Relevant Portable Trustworthy 13
  14. 14. Adapts to new opportunities Marketing & business tooling Fast time to market Measure & optimize, don't fire & forget 14
  15. 15. Creates How do you turn the temporary competitive sustainable advantage you get from a site launch differentiation into sustainable differentiation? Key: Marketing / IT Alignment Ability to differentiate using compelling and unique experiences Combined with open, scalable, extensible technologies that can be sustained over time 15
  16. 16. Leverages Enterprises have deep business investments value in existing investments waiting to be unlocked web properties web presence / .com B2C B2B commerce commerce site site customer self- service mobile apps investor site Facebook presence ... micro- sites information & process assets customer product business & web databases information analytics CRM & support core business rich content systems processes 16
  17. 17. Delivers Scale when you need it - customers, typical & peak - web properties - languages - content Wrap around customers - traditional web - rich internet applications - mobile channels - external social properties - kiosks, settop boxes, digital signage, point of sale devices, etc 17
  18. 18. IBM Project Northstar IBM's vision for Exceptional Web Experiences ■ Multi-year strategy to be the standard for customer-facing experiences ■ Portfolio alignment for simplicity and ease ■ Guide for organic and inorganic investments ■ Responsive to technology convergence and advances 18
  19. 19. 19
  20. 20. Create Dynamic, Engaging Web Experiences that Wow Your Customers ●Increase responsiveness by empowering business owners to manage the creation & delivery of dynamic web content, entirely new websites or micro-sites, mashups, rich media & documents. ●Leverage existing skillsets and familiar tools to control the web sites' look & feel (e.g, Dreamweaver) or create content (Microsoft Word, Lotus Symphony). ●Improve site consistency, quality, and accuracy with a configurable workflow capability. ●Reduce the cost of web operations with a robust tools for easing site management. ●Speed time to market with a rich set of pre- built templates (e.g., news, events, jobs offers FAQs, training announcements, etc.)
  21. 21. Target the Right Experience to the Right User via the Right Channel at the Right Time ● Deliver highly personalized, memorable experiences that that adapt to a user's preferences, behaviors, location, relationships, device, sentiment, or even time of day. ● Enhance cross-sell and up-sell by providing tailored recommendations based on users' similarity to like-minded folks. ● Keep online experiences dynamic and relevant by leveraging campaign management tools to drive automated, personalized email and web campaigns ● Increase customer engagement by allowing users to tailor their own web experiences through drag and drop. Appeal to a global audience by delivering globalized and localized sites. Personalized Experiences Drive Big Business Benefits: ● Personalization can increase conversion rates by 70% http://searchenginewatch.com/3634419 ● “The majority of marketers who have implemented strategic personalized marketing techniques have seen decidedly greater success over traditional mass marketing approaches” CMO Council ● 66% of shoppers report purchasing additional products based on merchant recommendations at least once in a while, with 21% doing so most or all of the time. Emarketing and Commerce
  22. 22. Improve Customer Loyalty by Enabling Users to Socialize ● Support conversations and information sharing with and between users with capabilities such as wikis, blogs, forums, communities, ratings, commenting, tagging, shared bookmarks & files, and activities for organizing work & ideas. ● Allow users to find the right people based upon their profile: expertise, projects, responsibilities, and interests. ● Enable customers to get problems resolved quickly with click-to-chat functions. ●Improve SEO and brand awareness by syndicating content across the web, into other online properties, such as Facebook.
  23. 23. Optimize the Customer Experience to Maximize Results Leverage analytics to: Gain deeper business insights with Coremetrics: ● Improve user engagement by measuring and then fine tuning the customer experience ● Intelligently manage your marketing resources ● Make better decisions faster Experience Suite supports: ● Out-of-the-box integration to the leading analytic providers: Coremetrics, WebTrends, Unica, & Omniture •A/B + multi-variate tools Ability to create sites optimized for search engines
  24. 24. Realize Your Business Goals With Experience Suite, you can: Leverage WebSphere Commerce to ● Improve self-service by leveraging robust deliver a tailored shopping tooling and integration capabilities to deliver rich, experience: intuitive web applications that support business transactions. ● Scale to meet the demands of new campaigns, events, & announcements. ● Capture new leads by easily publishing dynamic, compelling offers and content. ● And much more! Enhance results with value-added features: ● Further improve efficiency and reduce costs by automating paper-based processes with Lotus Forms. ● Improve profits by converting visitors into buyers with seamless integration of WebSphere Commerce functions such as product catalog and shopping cart
  25. 25. Reach Customers Across Multiple Channels – Mobile, Web, Kiosk, Email... ●Utilize built-in support for client detection to return the appropriate pages and content depending upon the device Support mobile shopping ●Leverage one common theme to deliver through content through the browser to deskop + mobile WebSphere Commerce ●Leverage out-of-the-box tooling to create a single application that can support both smartphones and full-sized desktop browsers. ●Add on: Use the Mobile Module to dynamically adapt content to the unique display Out-of-the-box characteristics of over 7,000 different mobile mobile device types, including smartphones support included for social capabilities.
  26. 26. Integrate Across Heterogenous Systems to Deliver New Value ● Deliver more personalized, relevant Speed integrations through no-code, visual tooling web experiences by leveraging out-of- the-box connectors and restful services to integrate with data sources such as SAP, Excel, Siebel, Facebook, twitter, YouTube, databases, web services, widgets, portlets, analytics systems, and much more. ● Aggregate disparate systems into a seamless, cohesive experience by utilizing the built-in mashup and portal Encourage reuse through a social catalog framework. ● Facilitate sharing of components (feeds, widgets, pages) and speed time to market with a social catalog. ● Encourage reuse by turning content and information into standards-based feeds and web services.
  27. 27. IBM Customer Experience Suite Exceptional Web Experiences Guided by IBM Project Northstar Engaging Personalized “Conversational” Everywhere Empowering Integrated 27
  28. 28. IBM Project Northstar Offerings IBM Services and Support Lab Global Technology Global Business IBM Enterprise Software Business Partners Services Services Software Services Support Industry Government Healthcare Banking Solutions and Templates Telco Retail Insurance Industrial Travel + Transportation Mobile (multi- Digital Asset Commerce eForms Web Analytics Mobile IBM Value-added channel server) Modules Management Partner Value-added Modules Predictive Business Enterprise Immersive Web Analytics CRM Analytics Intelligence Marketing Mgt Viewing IBM Customer Experience Suite Web Content Portal Social Personalization Marketing Tools Search Analytics- Instant Mobile Rich Internet Rich Media Mashups enabled Messaging (high end) App Tooling
  29. 29. IBM Project Northstar Offerings IBM Services and Support Lab Global Technology Global Business IBM Enterprise Software Business Partners Services Services Software Services Support Industry Government Healthcare Banking Solutions and Templates Telco Retail Insurance Industrial Travel + Transportation IBM Value-added Modules Partner Value-added Modules Mobile (multi- Digital Asset Commerce eForms Web Analytics Mobile channel server) Management Predictive Business Enterprise Immersive Web Analytics CRM Analytics Intelligence Marketing Mgt Viewing IBM Customer Experience Suite Web Content Portal Social Personalization Marketing Tools Search Analytics- Instant Mobile Rich Internet Rich Media Mashups enabled Messaging (high end) App Tooling
  30. 30. IBM Project Northstar Offerings IBM Services and Support Lab Global Technology Global Business IBM Enterprise Software Business Partners Services Services Software Services Support Industry Solutions and Templates Travel + Government Healthcare Banking Retail Insurance Industrial Telco Transportation IBM Value-added Modules Partner Value-added Modules Mobile (multi- Digital Asset Commerce eForms Web Analytics Mobile channel server) Management Predictive Business Enterprise Immersive Web Analytics CRM Analytics Intelligence Marketing Mgt Viewing IBM Customer Experience Suite Web Content Portal Social Personalization Marketing Tools Search Analytics- Instant Mobile Rich Internet Rich Media Mashups enabled Messaging (high end) App Tooling
  31. 31. IBM Project Northstar Offerings Services and Support IBM Global Technology Global Business IBM Lab Enterprise Software Business Partners Services Services Software Services Support Industry Solutions and Templates Travel + Government Healthcare Banking Retail Insurance Industrial Telco Transportation IBM Value-added Modules Partner Value-added Modules Mobile (multi- Digital Asset Commerce eForms Web Analytics Mobile channel server) Management Predictive Business Enterprise Immersive Web Analytics CRM Analytics Intelligence Marketing Mgt Viewing IBM Customer Experience Suite Web Content Portal Social Personalization Marketing Tools Search Analytics- Instant Mobile Rich Internet Rich Media Mashups enabled Messaging (high end) App Tooling
  32. 32. IBM Project Northstar IBM Customer Experience Suite 32
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