Talk about omnichannel digital experience and IBM integrated solution. How customers in the right track are managing projects and obtaining outperforming results.

1. Modelli di ingaggio
e relazione “omnicanale”
(ma dove stiamo andando?)
Max Ardigò
Consulente di trasformazione digitale / IBM

2. OMNICANALE:
-- MARKETING //COMUNICAZIONE...
MARKETING COMUNICAZIONE...
--COMMERCIALI //B2C/B/RETI...
COMMERCIALI B2C/B/RETI...
--OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
--FISICO //DIGITALE (WEB-MOBILE...)
FISICO DIGITALE (WEB-MOBILE...)
2
© 2012 IBM Corporation
© 2013 IBM Corporation

3. OK:
3
© 2012 IBM Corporation
© 2013 IBM Corporation

4. OK:
4
TWIT-TWIT! (hummm)
© 2012 IBM Corporation
© 2013 IBM Corporation

5. CRASH TEST
EXAMPLES
DOVE IL CROSS CANALE FA PUM (A VOCE):
5
ENERGIA
RETAIL
BANCA
...
© 2012 IBM Corporation
© 2013 IBM Corporation

6. DEVI STARE
MOLTO CALMO.
(NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI)
6
© 2012 IBM Corporation
© 2013 IBM Corporation

7. PASSEGGERI
& GUIDATORI.
(CIO & CMO INSIEME E NELLA STESSA DIREZIONE)
7
© 2012 IBM Corporation
© 2013 IBM Corporation

8. 1) RELAZIONE,
2) INTERAZIONE,
IN
PU OG
CO NT NI
NT O D
AT I
TO
3) TEMPO REALE.
(DISEGNO UX INTEGRATA, UNICO LAYER IT)
8
© 2012 IBM Corporation
© 2013 IBM Corporation

9. IBM Digital Experience – Integrated capabilities
Campaign
Real Time
Marketing
Social
Engagement
& CRM
Digital
Analytics
Portals &
Dynamic
content
Mobile
Commerce
B2C-B2B
9
© 2012 IBM Corporation
Da qualunque
parte inizi, sei
ben indirizzato
Customer
operations
© 2013 IBM Corporation

10. IBM Digital Experience – Integrated capabilities
IBM Unica
Campaign
Real Time
Marketing
Social
Engagement
& CRM
Digital
Analytics
Portals &
Dynamic
content
IBM
Customer
Experience
Suite
10
© 2012 IBM Corporation
Mobile
Commerce
B2C-B2B
Customer
operations
Esperienza gestita
per ogni touchpoint
© 2013 IBM Corporation

11. IBM Digital Experience – Integrated capabilities
Una tecnologia
per non disegnare
sulla carta.
Campaign
Real Time
Marketing
Social
Engagement
& CRM
Digital
Analytics
Social
Portals &
Dynamic
content
Mobile
Smartphone
Tablet
Commerce
B2C-B2B
11
© 2012 IBM Corporation
Customer
operations
Branch
Real time customer journey – on line design
© 2013 IBM Corporation

12. IBM Customer Experience Suite – Implementare esperienze dinamiche
x Canali
Drag&Drop
Multidevice
Rule based
Marketing e/o
web agency (&IT)
12
12
© 2012 IBM Corporation
© 2013 IBM Corporation

13. IBM Customer Experience Suite – IT e Marketing insieme
“ERP
delle
relazioni”
CIO
13
© 2012 IBM Corporation
LOB
© 2013 IBM Corporation

14. ESEMPIO
RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL
Indicatore
#Y0
#Y3
Online Banking
Active Clients
1x
1.8x
Online Sales
1x
2.9x
Online Service
Transactions*
1x
2.0x
Synovate Online
Banking Satisfaction
5th
2nd
Surviscor Email
Benchmarking
13th
1st
Dalbar Ranking
Direct Investing
n/a
1st
Forrester Online Banking
Secure Site
3rd
1st
Forrester Online Banking
Public Site
5th
1st
REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E
40% faster implementation
80% less cost than estimated
James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX)
14 Data provided by © 2012 IBM Corporation
© 2013 IBM Corporation

15. ESEMPIO
RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI
Indicatore
#
Reduced cycle for
campaign implementation
100%
First contact data
& premission acquisition
(prospecting)
3x
CTR for intelligent
inbound/outbund
4x
Bounce rate reduction
in funnel acquisition
40%
Time reduction for
digital lead management
2 - Social
- Social
&2Portal
& Portal
Apps
Apps
7x
Qualified digital
data permission
acquisition (existing base)
15
40/80%
Knowledge of
individual behavior
1 - Social
1 - Social
broadcast/
broadcast/
targeting
targeting
90%
REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E
3 - Native
3 - data
socialNative
social data
collection
collection
Data provided by IBMIBM Corporation
© 2012 Digital Benchmarking in customer innovation lab
4 - Smart portal
4 - Smart portal
(mobile & web)
(mobile & web)
landing pages
landing pages
Customer
Business Data,
Social Data,
Interactive data
Transactional data
© 2013 IBM Corporation

16. ESEMPIO
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E
From digital marketing
to cross-channel real
time marketing
16
© 2012 IBM Corporation
© 2013 IBM Corporation

17. ESEMPIO
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E
Knowing the customer
to deliver consistent
marketing propositions
17
© 2012 IBM Corporation
© 2013 IBM Corporation

18. REL
A
INTE ZIONE
RAZ
I
TEM
PO R ONE
EAL
E
Per condividere altri esempi
e relativi business case, scrivimi.
max_ardigo@it.ibm.com
18
© 2012 IBM Corporation
© 2013 IBM Corporation

19. 1) RELAZIONE,
IN
PU OG
CO NT NI
NT O D
AT I
TO
2) INTERAZIONE,
3) TEMPO REALE.
(NON E’ FACILE, MA PAGA)
19
© 2012 IBM Corporation
© 2013 IBM Corporation

20. è verde.
max_ardigo@it.ibm.com
linkedin.com/in/maxardigo
@ardigo
20
© 2012 IBM Corporation
© 2013 IBM Corporation