IBM Commerce for the Insurance Industry
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Maturing markets, tight capital, increasing risk: these are just some of the pressures facing the insurance industry today. Faced with a host of challenges from empowered customers to technological innovation, insurers have to become essential to their customers and ecosystem partners. Past approaches will no longer suffice. It’s about delivering relevant experiences at the right time and place. Doing so requires an integrated approach, fueled by the power of cloud, mobile, social, big data and analytics to create value and profitable revenue. To meet these and other challenges, insurers will have to be more nimble, more innovative and better able to communicate with their customers, internally and within their industry. IBM Commerce can help insurers forge a new “customer to business” approach.
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IBM Commerce for the Insurance Industry
- 1. C2B Customer to Business The Future of Commerce for Insurance © 2015 IBM
- 2. What’s has changed in the world of Commerce for Insurance Customers are more connected and empowered Competition is coming from new and different areas Operations and business models are being transformed
- 3. of brands are satisfied with their ability to resolve conflicts with customers of policyholders do not trust the insurance industry Source: The Consumer Conversation – eConsultancy Report; IBM IBV Study “Capturing Hearts, Minds & Market Share”
- 4. A Satisfaction Gap exists of policyholders switched their insurer when their needs changed and their insurer couldn’t keep up WHAT POLICYHOLDERS DO… Source: IBM IBV Study “Capturing Hearts, Minds & Market Share” WHAT POLICYHOLDERS FEEL… Unsatisfied policyholders are 6x more likely to switch insurers
- 5. Insurers need to compete with new entrants Policyholders would buy insurance from… Source: IBM IBV Study “Capturing Hearts, Minds & Market Share” 49% 26% 17% 16% 13% 30% Banks Auto dealers (auto insurance only) Online service providers(e.g Amazon/Google) Home service providers Retailers None of the above © 2015 IBM5
- 6. By 2018, organizations who offer personalization will outsell companies who don’t by more than 30% VoC initiatives that don't share data across the enterprise will compromise customer satisfaction and loyalty measures by 30%. 83% of consumers are more likely to do business with brands that allow them to control what, when and how they interact The Customer-to-Business paradigm sets a higher bar Source: Gartner Research, IBM IBV Study “Winning Over the Empowered Consumer”
- 7. Just 33% of insurers say they are collaborating extensively with their customers today 90% of insurance CEOs plan to focus on getting close to the customer in the next 5 years Many insurers are just beginning to prepare Source: IBM IBV C-Suite Study Only 38% of insurance CEOs have an integrated physical and mobile strategy Just 34% of insurance CEOs have a cohesive social strategy Only 33% of insurance CEOs say their mobile strategy facilitates conducting business regardless of location
- 8. Understand your customers’ needs, desires and context Engage in real-time with your customers, partners and suppliers Connect your customers to your ecosystem A C2B winning insurance strategy
- 9. Winning in insurance means integrating customer engagement with insurers’ value chains 9 © 2015 IBM In the back office: Manage risk Reshape internal operations Interconnect ecosystem partners In the front office: Gain customer insight Personalize relationships Provide a seamless Brand experience
- 10. 350,000+ Global trading entities connected IBM Commerce delivers nearly 15x ROI for every dollar spent 100% of the Global Fortune top 100 insurance companies have worked with IBM 15,000+ professionals are dedicated to serving the insurance industry 1 billion+ insurance transactions per day are processed on IBM platforms IBM teams with 17 of the top 20 insurance companies in the US $100 billion commerce transactions analyzed Holiday Benchmark Reports Sources: IBM and Nucleus Research provided for illustrative purposes and is not intended to be a guarantee of future growth rates or market opportunity; IBM analysis
- 11. Marketing Digital Marketing Lead Management Customer Experience Analytics Journey Design Omni-Channel Marketing Real-Time Personalization IBM Marketing Cloud IBM Marketing Software
- 12. A A French Insurer A French insurance company uses IBM Marketing Solutions to eliminate the complexity from developing profitable email campaigns and aggregate disparate customer date into a single view while also enabling marketers to use analytics to segment customers down to the most specific marketing criteria. 50% 60%email open rate reduction in email costs 2x increase in growth revenue
- 13. Sales and Customer Service B2C Commerce B2B Commerce Cloud and Software Solutions
- 14. A Major U.S. Insurer A U.S. insurer of autos, homes, and small businesses implements a suite of IBM solutions to enhance customer experience and analytics on its eCommerce site. Enhanced Enhanced customers’ online experience Gained ability to proactively resolve issues before they occur Improved overall operating efficiency
- 15. Customer Analytics Digital Analytics Social Analytics Predictive Analytics Customer Experience Analytics Customer Service Optimization Cloud and Software Solutions
- 16. Octagon Insurance Octagon, an early-stage European insurance company used IBM Marketing Solutions to enable the online marketing team to review replays of specific user sessions and quickly uncover why customers were dropping out of the online application process. 22% 40%increase in conversion rates reduction in validation errors 330%Overall ROI
- 17. B2B Integration B2B Integration Managed File Transfer Cloud and Software Solutions © 2015 IBM
- 18. A New York-Based Insurer An insurer of commercial real estate and commercial businesses upgrades its IBM WebSphere software to enhance the performance of its messaging infrastructure Enhanced Enabled automatic failover for disaster recovery Enhanced data security Increased operating flexibility
- 19. Why choose IBM Commerce? THOUGHTFUL,PREDICTIVE,COGNITIVE Design & Analytics Integration COLLABORATIVEANDSECURE PROVENPARTNERFORSUCCESS Industry Expertise
- 20. Join the conversation Blog, YouTube, Twitter, LinkedIn and Facebook The Future of Commerce is Now
- 22. Humana Humana is using IBM Marketing solutions to engage their members with personalized, meaningful, timely and relevant communications. 180% Increase in email open rates 12M Members provided with relevant communications
Editor's Notes
- Maturing markets, tight capital, increasing risk: these are just some of the pressures facing the insurance industry today. Faced with a host of challenges from empowered customers to technological innovation, insurers have to become essential to their customers and ecosystem partners. Past approaches will no longer suffice. It’s about delivering relevant experiences at the right time and place. Doing so requires an integrated approach, fueled by the power of cloud, mobile, social, big data and analytics to create value and profitable revenue. To meet these and other challenges, insurers will have to be more nimble, more innovative and better able to communicate with their customers, internally and within their industry. IBM Commerce can help insurers forge a new “customer to business” approach. What is “Customer to Business”? -- It’s really about knowing your customer Showing them you’re listening, caring, adopting, anticipating, Going-the-extra-mile by doing the large-, small-, and in-between things showing you really care C2B business put the customer at the center of the business…. Simply put, they are delivering value at speed and scale while treating customers as individuals. C2B isn’t the future. It’s what’s happening now. You must transform your business and your profession to deliver the best experience possible to win the hearts and minds of you customers – keep them loyal and coming back for more. All parts of your organization whether the creation of an on-line offer that responds to a customer’s situation or an app that allows customers to initiate a claim by the side of the road after a fender bender -- whatever it takes to provide them with excellent and memorable experiences.
- There are a few key factors influencing the world of commerce Customers expect immediate, relevant engagement Speed of business leaves no room for error in value chains Agile competitors who are manically focused on customers are disrupting traditional business models – the ones who have already embraced a C2B model. The new era of Commerce begins and ends with the customer. There is no area of business that has been more disrupted by the convergence of data, cloud, mobile and social than Commerce. Customers expect relevance and personalization and will abandon those who do not provide it. Organizations must anticipate and respond to our needs as individuals. These expectations put increased pressure on businesses and their entire value chain to deliver the right product and service, at the right price, time and place and leave no room for errors. New, agile competitors emerge every day, and are succeeding by innovating the customer experience across every industry we serve, be it Insurance, Banking, Telecommunications, Retail, Manufacturing or others. What each of these companies has in common, is the vision and grit to innovate, building new business models around one thing: the customer. In response, people are opening their hearts and their wallets. Industry leaders are delivering exceptional experiences and creating enduring relationships with people. They instill confidence in their customers with secure, transparent and authentic interactions. And, they seamlessly integrate their value chains with speed and flexibility so they can see and respond to opportunities before they happen. Simply put, they are delivering value at speed and scale while treating customers as individuals. Digital transformation forces are changing the nature of how customers and insurers interact, creating an individual-centered economy Social media adoption is prevalent, and is connecting people globally Mobile revolution has miniaturized computing power and changed how and where consumers interact Powerful analytics bring deep consumer intelligence and business optimization Cloud enablement drives new business models Digital transformation and the individual-centered economy are impacting all levels of business and society, creating a set of opportunities and challenges for insurers. Individuals are more connected and empowered, leading to rising expectations around access, ubiquity, and transparency. For insurers, this creates an expectation gap, which we first talked about in the “Trust, transparency and technology” study of 2008: consumers have more information about insurance than ever before, while insurers mostly still treat insurance as a push business, and in the moment of truth, customers are not getting what they expect. Insurers are becoming aware of the disconnect, as seen by the proliferation of “Customer Centricity” projects. (https://w3-03.sso.ibm.com/services/practitionerportal/ppServlets/logKnowledgeViewActivityAndDisplayDocument.wss?syntheticKey=H986245I66794Y07) Competition is coming from new and different areas, opening up opportunities for new entrants while creating new threats. Product innovation is everywhere: from pay-how-you-drive auto insurance to travel insurance that pays if you are delayed on the tarmac. “I purchased the plan for my wife and myself, and our flight from New York to Phoenix on June 3 was tarmac-delayed due to an inbound thunderstorm,” said Stuart Kritz of Melville, New York. “After arriving in Phoenix five hours late, I learned AirCare was funding my PayPal account $1,000 for each of us and by 2 p.m. the next day, the account had been funded.” http://www.nbcnews.com/business/travel/flight-delayed-or-canceled-you-could-be-paid-1-000-n152201 To respond to product innovations and new competitive threats, insurers are adapting new business models and leveraging digital capabilities to enable new consumer experiences. A prominent example is Internet insurance, pay-as-you-drive auto insurance, or AirCare’s automatic claims-paying feature (based on real-time flight delay stats) paid directly into customers’ PayPal accounts – innovative and convenient for travelers. “The high cost of travel insurance and inconvenience of submitting claims can deter consumers from purchasing policies. But AirCare’s low-cost, ease of use and last-minute accessibility [allowing] customers to purchase travel insurance up to one hour before their scheduled departure should make major inroads with the technologically connected travelers of today.”
- But, customer experience hasn’t met customer expectations yet. With a profusion of information and insurance options available, it seems harder than ever for insurers to reach and keep today’s empowered customers. While traditional insurance distribution channels still work, they are not enough to secure trust and lasting relationships. What other instruments do insurers need? Based on a survey of 12,000 consumers in 24 countries, our latest insurance study shows that three ingredients are indispensable in capturing hearts, minds and market share: customer knowledge, customer value and customer engagement. Unfortunately, 66% of insurers do not have a cohesive social strategy. And this is not the only place we see an experience divide… But studies show that there is a gap – an experience gap – between what customers want and what they get … 89% of Brands are satisfied with their ability to resolve conflicts with customers but 57% of policyholders do not trust the insurance industry In addiiton, 81% of marketers say they have a holistic view of the customers across segments/channels yet only 37 % of customers stated that their favorite brands understand them as individuals … making this gap very real. Source: The Consumer Conversation – eConsultancy Report; IBM IBV Study “Capturing Hearts, Minds & Market Share”
- Low trust and low satisfaction translates to high churn. Because when we talk about satisfaction, the gap continues to grow. When conflicts or missteps happen, and they always do, how they are resolved is critical. Unsatisfied policyholders are 6x more likely to switch insurers and 41% of policyholders who switched their insurer when their needs changed did so because their insurer couldn’t keep up with their changing needs. In fact, 33% of customers have switched their insurer at least once in the past two years. Brands may be attending to the conflicts and bringing them to conclusion, but these conclusions do not seem to satisfy the customers impacted. Ubiquitous connectivity has changed consumer behaviors and expectations, increasing influence on insurers and driving adoption of consumer-centric strategies Today‘s insurance customers often begin their relationship with an insurer digitally using a variety of web-based interactions, often a mobile device. Our research shows that there is a widening gap in the interaction points used for different phases of the purchase process. For information gathering and quoting, customers use more different interaction points, and do not necessarily search where they purchase, with an 18 percent shift away from personal interactions toward those that are web-, mobile- and social media-based. At the point of purchase for insurance, customers still mostly use personal interaction points, such as agents, brokers or direct telephone contact (69% of the time, a rate that is virtually unchanged from 2010). Therefore, the trick for insurers is seamlessly merging a customer‘s possible digital and physical interactions into one unified and compelling brand experience. But, today almost 2/3 of insurers say they have a weak digital physical strategy – or none at all. Due to ubiquitous connectivity, today‘s insurance customers are demanding customer-centric interactions.
- What does this all add up to? New insurance business models are emerging New and non-traditional entrants to the insurance market are taking advantage of the opportunities of digital technologies. For example, Google recently launched an insurance comparison site for California and other regions of the U.S. This presents a real threat to both online insurers and traditional providers – not because of the comparison option itself, but because Google has collected a huge amount of information about each individual through his or her surfing habits, thus allowing better personalization and higher value offers. Insurance incumbents are at risk! One characteristic of the millennial customer is the desire for omni-channel shopping for their goods and services. For insurance shoppers, this extends well beyond using traditional insurers – many millennials and current policyholders are open to using adjacent providers and new entrants into the market.
- So what are insurers doing to close these gaps? Especially what are they doing now that the C2B paradigm is setting the bar just a bit higher? Let’s take a look at what the analysts have forecast: By 2018, organizations that have fully vested in all types of online personalization will outsell companies that have not by more than 30% Gartner--Predicts 2014: E-Commerce Becomes Digital for Those That Can Adapt Fast (November 2013) 83% of consumers are more likely to do business with brands that allow them to control what, when and how they interact "Winning over the empowered consumer," IBM Institute for Business Value, 2012 Voice of the Customer (VOC) initiatives must share data they collect across the entire enterprise if they are going to make good use of it to drive customer satisfaction and loyalty. Gartner Predicts 2015: IT Leaders Will Need to Develop a Stronger Relationship With Marketing Published: 30 October 2014 Analyst(s): Kimberly Collins, Jim Davies, Penny Gillespie
- Insurance CEOs and CIOs are well aware of the need to drive greater customer intimacy. But, most insurers are only just beginning to prepare. For example, 67% of insurance CEOs do not think their mobile strategy facilitates conducting business regardless of location. 66% of insurance CEOs say they do not have a cohesive social strategy. And, 62% of insurance CEOs do not have an integrated physical and mobile strategy. In fact, insurance CxOs plan to collaborate far more extensively with customers in the future. Even so, just 33% of insurance company CxOs say they plan to collaborate much more extensively with customers today. But, 90% of insurance CEOs plan to do so in the next 3 to 5 years. Insurance respondents cite that their top four investment areas in the next five years will be customer relationship management (44.0%), digital customer experience (38.0%), analytics (37.0%) and customer intelligence (36.0%) Source: Economist, Date published: 10/13/2014 Therefore, there is an opportunity for insurers to get ahead of their competitors, if they become a customer-activated enterprise today. Source: IBM 2013 C-Suite Study
- So, how can insurers close the gap between how you think you are performing and how consumers are experiencing your Brand? We have learned by working on thousands of engagements – including 2000 leading Brand name companies. This starts when you put the customer at the center of your business and embrace a C2B strategy: 1. Deliver personalized content in context to drive customer engagement. Understand customers as individuals - Use data to intelligently market to individuals in context, promote relevant products and services based on behaviors, attitudes and propensities. Personalize content across channels - Do this at scale with personalization across millions of customers and all channels simultaneously to create meaningful dialogs. Create confidence with customers - Leverage insight and context about each customer and earn the right to sell, cross-sell or upsell across channels to grow revenue. Drive innovations around engagement – Leverage social sentiment to respond to market trends and engage customers in ways that are relevant. 2. Collaborate and engage with partners and suppliers with speed and flexibility. Synchronize the value chain - Manage constant change, ensure compliance, and manage risk and performance to pivot with confidence and speed. See and respond to opportunities before they happen - Sense shifts in customer demand in real-time through intelligence and optimize spend while mitigating supply risk across the ecosystem. Drive innovations around engagement - Create and deliver collaborative, always on, secure “gateways to trade” with a 360 degree view to proactively monitor and govern operations. Accelerate time to value - Extend core systems and processes through hybrid cloud approaches with speed and flexibility. 3. Deliver secure, intelligent and authentic interactions. Build security into all commerce processes – Gain trust through secure interactions as you engage with customers, partners and suppliers. Embed analytics in all commerce processes – Capitalize on analytics in real-time by embedding them in key processes for marketing, selling and fulfillment, supply chain execution and procurement. Connect the silos of the business – Deliver integrated and transparent experiences across the value chain and beyond, tailored to meet customer needs. Adopt new capabilities quickly to differentiate – Drive intelligence into key commerce processes with secure cloud solutions to jump start success with limited initial investment. A winning insurance strategy starts when you put the customer at the center of your business. Create relevant points of engagement across your integrated insurance value chain to drive excellent customer experience and ultimately customer advocacy. Customer loyalty is not enough now – customers who are advocates are sharing that with their ecosystems. They are not only coming back to you and loyal but generating more business for you – in the end higher revenues. Make it personal. Customers expect you to know them as individuals. Engage with them in innovative ways by providing personalized interactions at the right time, in the right context. These deepened experiences lead to new customers, happier customers and long term, high value engagements. Maximize the moment. Smarter approaches to insurance allow insurers and their ecosystem partners to use contextual information – like intent, motivation, location and transaction history – to engage in real time and deliver seamless, intuitive interactions. The cumulative effect of these moments heightens loyalty and accelerates advocacy. Satisfy at the speed of life. Smarter enterprises create a single “system of satisfaction” by integrating their front and back end operations and integrating with their entire ecosystem. By infusing intelligence throughout all commerce processes – with customers partners and suppliers – your enterprise and your ecosystem can connect and deliver delightful experiences every time, in every context.
- To execute on this strategy, we are ready to help. Actually, all of what you need is ready today – IBM Marketing, Sales and Customer Service, Customer Analytics for customer engagement and for the complete commerce cycle – we have Procurement, B2B Integration and Payments –– Cloud, SaaS and Hybrid offerings - to get you going quickly – highly visual - easy to use … and kept up to date … in the Cloud …. IBM Commerce takes an integrated approach to engagement with customers and partners. IBM Commerce brings the customer – front office operations of marketing and selling -- together with the back office areas of underwriting and payment processing. IBM Commerce – brings it all together For Marketing, Sales, eCommerce and Customer Service leaders in the front office who would benefit from having the ability to deliver personalized content in context to customers and prospects across all channels so they can: Leverage customer data to gain customer insight to engage personally with their customers and prospects Personalize relationships to drive better marketing campaigns across all channels Provide a seamless Brand experience across devices and channels (both digital and physical) For operations, compliance, and IT leaders in the back office who would benefit from growing business value by helping them engage in new and innovative ways with partners with speed and flexibility who want to: Manage risk like gaining control and oversight of file transfers between people and devices Reshape internal operations by synchronizing critical data information flows across their entire value chains with multi-enterprise collaboration Interconnect ecosystem partners to synchronize your value chain
- Sources for sparklers: IBM Commerce delivers value at speed and scale and value in the form of 15x ROI for every dollar spent. Source: External Commerce C2B Deck 100% of the Global Fortune top 100 insurance companies have worked with IBM. Source: p. 14 of June, 2015 “Insurance Sparklers” deck published by Mark McLaughlin’s team (Mark Carter author). 1 billion+ insurance transactions per day are processed on IBM platforms. Source: p. 10 of June, 2015 “Insurance Sparklers” deck published by Mark McLaughlin’s team (Mark Carter author). $100 billion commerce transactions analyzed Holiday Benchmark Reports. Source: External Commerce C2B Deck 15,000+ professionals are dedicated to serving the insurance industry. Source: p. 14 of June, 2015 “Insurance Sparklers” deck published by Mark McLaughlin’s team (Mark Carter author). 350,000+ global trading entities connected. Source: External Commerce C2B deck IBM teams with 17 of the top 20 insurance companies in the US. Source: p. 14 of June, 2015 “Insurance Sparklers” deck published by Mark McLaughlin’s team (Mark Carter author).
- So let’s turn and start to talk about the different parts of the commerce cycle and what it is that we see and how it is we can help. For Marketing for the CMO, VP of Marketing, VP eCommerce and VP of Sales We have solution that allow them to Engage customers with relevant and rewarding experiences in real-time So if we think about what some of the challenges are that marketing leaders and sales leaders are facing day in and day out: Challenges: • Understand customers and their intentions • Deliver a consistent customer experience across all channels • Engage customers at the right times/places • Provide customers what they want when and where they want it Solutions: Digital Marketing to quickly design and automate consistent digital customer experiences • Lead Management to Capture, qualify and nurture leads • Customer Experience Analytics to understand the what, why, and how of customer behaviors • Journey Design to Collaborate across a team to design and continually improve customer experiences • Omni-channel marketing to Acquire and grow customer relationships across all online and offline channels • Real time personalization to Dynamically serve up relevant content, offers and recommendations
- And if like the VP of eCommerce, VP of Marketing, VP of Sales and VP of Customer Service you are looking to deliver a differentiated brand experience across all channels, we can help with that. Specifically, the challenges that are keeping these execs up at night are : Challenges: • Provide personalized content, recommendations and offers • Deliver a seamless and consistent customer experience across channels • Navigate digital and physical channel convergence while supporting corporate goals for market/geographic expansion • Provide customers with a cross-channel experience that gives them what they want when and how they want it • Maintain competitive prices to maximize sales, profit and customer loyalty Solutions: B2C Commerce to engage seamlessly across all channels for a better customer experience • B2B Commerce to deliver a unique brand experience that makes selling effortless • Omni-channel merchandising to understand customer insights to maximize sales, profits and loyalty
- Knowing who your customers are, how they feel about things and what it is they need from you are all issues faced by the CMO, VP of Marketing, VP of eCommerce, VP of Sales, VP of Customer Service The challenges are a lot about understanding and keeping in sync with your customers. Challenges: • Understand customers in context including description, attitude, behavior and interactions in real time • Link customer understanding to execution in real time • Understand customer activity across all channels and devices • Understand customer buying cycles • Benchmark against competitors Anticipate customer needs and prepare in advance to meet them (Predictive Analytics) Solutions: Customer Experience Analytics to Understand the what, why, and how of customer behaviors • Social Media Analytics to Capture and analyze social media opinions and trends about a business
- http://www-03.ibm.com/software/businesscasestudies?synkey=E066530V10752G56 Overview: With over 200,000 customers, Octagon Insurance is a leading online and offline car insurance provider. Octagon Insurance has been providing low-cost car insurance premiums and high levels of service to their customers since 2009. They rely on IBM Tealeaf CEM solutions to provide a great customer experience and maintain their competitive advantage in the highly competitive online car insurance market. By implementing IBM Tealeaf, Octagon Insurance has unprecedented visibility into the online user experience through each visitor’s journey. Business Need: Octagon Insurance had limited information on their visitors’ behavior and worked hard to draw cohesive conclusions on how to improve their website. Without a clear understanding of their visitors’ interactions on the website, they felt blindfolded when identifying site errors that drove visitors to abandon a process or their website altogether. Solution Summary: Octagon Insurance began using IBM Tealeaf CEM solutions to understand exactly what problems with their online experience were causing customers to abandon their policies before completion. Benefits: By identifying and removing the obstacles that were preventing customers from converting, Octagon Insurance was able to increase conversion rates by 22 percent within six months, decrease validation errors by 40 percent, improve end-of-funnel conversion by 25 percent, and realize an overall return of 330 percent on their IBM Tealeaf CEM investment.
- For the VP, Director IT and IT Architects who is trying to improve information flow across business relationships as well as face the challenge of • Responding to shifting market demand and supply variability, and gaining visibility into fragmented supply chains • Meeting faster order to cash and procure to pay cycle times Solutions: B2B Integration to securely execute B2B processes with a global business community For the Chief Compliance Officer, Chief IT Architect who is trying to • Support the safe and secure movement of data regardless of size, volume or use case • Manage prolific partner on-boarding to support partners that lack technical capabilities • Meet regulatory and compliance needs of industry, government and business clients Solutions: Managed File Transfer can ensure data exchanges are fast, reliable and secure
- IBM Commerce enables clients to uncover and realize new, sometimes hidden growth and efficiency opportunities. Through the unmatched breadth and depth of our market leading products and services across the commerce cycle from more than $3.5B invested in acquisitions and organic development, 100+SaaS offerings, and rich services capabilities, we continue to set the bar high with our differentiation. Design and analytics Applying analytics to all of the solutions is critical. IBM Commerce has built embedded, real-time analytics into key processes for marketing, eCommerce, merchandising, as well as supply chain execution and procurement. Not just descriptive, but from predictive to cognitive as well – Analytics to keep you informed and ahead of the game. This helps enterprises turn on a dime so that each engagement is tailored to customer needs and preferences; supply chains can be reconfigured on the fly to meet demand; and trading partners and suppliers can collaborate in real time and sense and respond to opportunities before they happen We have invested 24 million in this area to do analytics for both structured and unstructured data. And when you talk about design, there is something of a revolution happening inside of IBM in this space. With IBM Interactive, we are making large investments in design all in the quest to satisfy the consumer. There is a real need to focus on consumeability and the end users experience of your brand. Our solutions are easy to use – purpose built and simple – we bring design beauty to you with elegant drag and drop interfaces and integrations baked in for ease of use. But even more exciting is this other aspect of design that is not talked about enough, namely the role it can play in progressing the way we do things. So what we mean by that is we see the importance of not only making the interfaces more pleasant to work with, but as we are doing with our Journey Design solution, using design to drive improvements in the way our clients are actually managing the processes. So not just automating an existing process with good design, but actually improving processes with better design. Analytic and Design, we believe you need to bring these two together to make a differentiated experience. Industry Expertise Then we turn to industry expertise, We are more and more selling our offerings to the LOB executives and if we don’t understand the domain or industry they are in, they very simply put, don’t want to talk to us. These 8000 experts, across multiple industries, are bringing the IBM Commerce message and solutions to our clients through an industry or domain lens. Software plus industry expertise is what drives outcomes for our clients and in this area we have a very strong play here. And through our work with over 30,000 organizations, we are continually building on that expertise. Integration And finally, Integration where we are riding on other bets IBM is making in areas such as Security, Social, Mobile, Cloud, Watson Bluemix, or Softlayer, - it is here we also amp up our differentiations. As an example, Xtify an acquisition we made that delivers mobile driven notifications, when combined with our security capabilities, well now you can start looking for malware on the devices as well and really up the ante on the value proposition. IBM Research is also a great differentiator for us. We have 100’s of mathematicians and data scientists working with clients on tough, tough issues. Why IBM? We are ready for the tremendous opportunity. IBM Commerce has the software supported by a scalable and flexible engine via cloud or hybrid model, combined with the industry consultants and technology expertise that marketing, selling and fulfillment, procurement and B2B leaders need to succeed. We developed a dedicated business unit for Commerce to capitalize on this growing market opportunity to help our clients move with speed to meet their customer, partner and supplier needs. IBM Commerce delivers value at speed and scale Over 8000 organizations ww depend on IBM Commerce Customer Engagement Solutions –Marketing, Selling and Fulfillment and Customer Analytics solutions – to build enduring relationships with customers. Over 27,000 organizations ww depend on IBM Commerce Partner Engagement Solutions – Procurement, B2B Integration and Payments to accelerate business value through collaborative, always on engagement with partners and suppliers.
- Externally Approved Reference Humana’s is on a transformation journey - Nursing Homes>Hospitals>Insurance>Wellness Goal – Members 20% healthier X 2020 Vision - Delivering personalized, timely, and relevant messages Email Transformation is key to their transformation plan – to connect and communicate with their 12 M members 8 years ago 1 associate, Old tool, 10m/year NOW - Multi-teams, New state-of-the-art tools, Robust Processes, New communications platform (Front end – Unica, back end Silverpop E-mail – #1 Internet activity, Most ubiquitous channel, Most impactful channel > SMS/mPush Mobile biggest boon to email, Reaching users on the go,, More emails opens on mobile than desktop…. Responsive Design critical in maintaining effectiveness Humana aims to deliver a multi-channel experience – for the expanding ways they reach their members … in terms of channels and offerings … Humana Vitality App, myHumana App, RightSource – Humana’s mail-order pharmacy app As Neil Pierce, Enterprise Communications manager from Humana shared at Amplify 2015– “Now they aim to deliver to our 12m+ members communications that are: Personalized, Timely, Meaningful relevant. And reach members when they are healthy and reward them for this with Humana Vitality app and reward program.” http://www-01.ibm.com/software/events/amplify/ Need Permission to Use in Sales Situations, See Contacts Below http://w3-01.ibm.com/sales/ssi/cgi-bin/ssialias?infotype=CR&subtype=NA&htmlfid=0CRDD-8RFPKL&appname=crmd Highmark Inc. Solution synopsis An insurance company in Pittsburgh gains the ability to perform advanced segmentation, build flowcharts and develop business rules around marketing campaigns when it installs IBM Enterprise Marketing Management software Client information Client name: Highmark Inc. Location: Pittsburgh Pennsylvania United States Industry: Insurance Integrated/Aligned Account Geography/IOT/GMU: North America IOT Region/IMT/GMT: US IMT Focus area: Customer Relationship Management, Commerce Solutions, Business-to-Consumer, Smarter Marketing, Cloud Computing, Inside Sales Client background: Based in Pittsburgh, Highmark Inc. provides healthcare coverage to more than 4.6 million people in Pennsylvania and West Virginia. Highmark and its subsidiaries also offer a wide range of employee-benefit programs to customers in Pennsylvania and across the United States, including vision programs, dental coverage and other health-insurance-related products. Created in 1996 through the merger of two Pennsylvania licensees of the Blue Cross and Blue Shield Association, the company employs approximately 19,500 people. It reported USD14.6 billion in total combined revenue in 2010. URL: https://www.highmark.com Project start: 06/2009 Project end: Ongoing Business need Highmark Inc. needed a holistic marketing solution to create direct-mail, email and digital channel campaigns for existing members and to acquire new members. In addition, the company wanted the solution to allow sophisticated segmentation and be scalable for future growth through its multichannel marketing strategy. Solution implementation To address its needs, Highmark installed IBM (Unica) Campaign, IBM (Unica) Marketing Operations and IBM Digital Analytics (Coremetrics) software. With this IBM Enterprise Marketing Management (EMM) software, the client automates the creation and execution of personalized campaigns, manages that schedule and process across the business, and reports back on the success of each campaign. The client anticipates using the solutions for future business growth and to enable quick adaptation to the various rules and regulations imposed on the insurance industry. Benefits of the solution By implementing IBM Enterprise Marketing Management software, Highmark can now perform advanced segmentation, build flowcharts and develop business rules around its marketing campaigns. In addition, the client can now better see how its campaigns are budgeted and scheduled. It can also collect and analyze the results of the digital campaigns and digital presence to empower optimization and continued growth. Solutions/Offerings Software: ExperienceOne: IBM Campaign; IBM Marketing Operations; IBM Digital Analytics; IBM Digital Analytics Solutions: SmartCloud: IBM Digital Analytics Contact information Primary contact information: Audra E. (AUDRA) Jones Account Executive, EMM SaaS Sales IBM Sales & Distribution, Digital Sales USA Telephone: 1-781-472-6854 Audra E Jones/Waltham/IBM@IBMUS aejones@us.ibm.com