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IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)
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IBM-CARIGE Webcast 14-11: Reinventing Relations - Multichannel Experience & Real Time Marketing (WEBCAST LINK BELOW)

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IL WEBCAST CON LO SPEECH DEL CHIEF INFORMATION OFFICER DI CARIGE E DEGLI IMPLEMENTATORI E' DISPONIBILE QUI: http://event.on24.com/r.htm?e=699449&s=1&k=A93178118CA8608C5FB1F7FBC3124E4A …

IL WEBCAST CON LO SPEECH DEL CHIEF INFORMATION OFFICER DI CARIGE E DEGLI IMPLEMENTATORI E' DISPONIBILE QUI: http://event.on24.com/r.htm?e=699449&s=1&k=A93178118CA8608C5FB1F7FBC3124E4A

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  • 1. ibm.com/digitalexperience Reinventing Relationships Coinvolgere clienti e dipendenti con esperienze digitali eccezionali Italy Live Webcast - 14 novembre 2013 © 2013 IBM Corporation
  • 2. Guarda qui il Webcast Live con lo speech del client e degli implementatori: h#p://lnkd.in/dbPpbfx    
  • 3. ibm.com/digitalexperience Da questo lato dello schermo: Tiziana d’Alesio Consulente IBM Nicola Pepè Digital Manager Objectway Max Ardigò Moderatore IBM Luca Falco CIO Banca CARIGE © 2013 IBM Corporation
  • 4. ibm.com/digitalexperience “Leading Companies are creating exceptional, in-context journey for their customers” Awareness Advocacy Empowering/Compelling/Relevant/Consistent 3 © 2013 IBM Corporation
  • 5. ibm.com/digitalexperience “Leading Companies are connecting customers, partners, employees AND channels” Customer Engagement Customer Interaction Channel Support • Social registration & profile management • Product & Service Transactions & Catalogs • Online Product & Service Delivery • Targeting, acquisition • Marketing / Social Content •Personalization, x-sell • Dealer, franchise, store, distributor, drivers, agents & branch support • Contact Center support • Support automation Amadori extranet, public sites & social • Loyalty Programs Lufthansa ticketing, Miles and More, WeFly, Agents Reliance Insurance for agents and customers Self Service Delivery • Billing, Payments Milan City hall services for citizens and tourists © 2013 IBM Corporation
  • 6. ibm.com/digitalexperience IBM Digital benchmarks: HSBC > 50M customers Fused sites & Targeting • Public & transactions for x-sell • Targeted (named) cont. & prop. • Up to 3X conversion rate © 2013 IBM Corporation
  • 7. ibm.com/digitalexperience IBM Digital benchmarks: BCC Cavola e Sassuolo Start: 100 employees Social banking tranformation • Hub & Spoke model • M&A acceleration • Digital excellence (on the territory) • Ready for “connected customers” Data provided by James McGuire / 2011 - Vice-President , Digital Strategy Experience IBM Confidential (DSX) © 2013 IBM Corporation
  • 8. ibm.com/digitalexperience IBM Exceptional Digital Experience Portfolio Campaign Real Time Marketing Social Engagement CRM Digital Analytics Portals Dynamic content Mobile Commerce B2C-B2B Customer operations © 2013 IBM Corporation
  • 9. ibm.com/digitalexperience IBM Exceptional Digital Experience Portfolio IBM Unica Campaign Real Time Marketing Social Engagement CRM Digital Analytics Portals Dynamic content IBM Customer Experience Suite Mobile Commerce B2C-B2B Customer operations IBM Worklight © 2013 IBM Corporation
  • 10. ibm.com/digitalexperience IBM Exceptional Digital Experience - Capabilities Campaign Real Time Marketing Social Engagement CRM Digital Analytics Portals Dynamic content Mobile Commerce B2C-B2B Customer operations 1) Creare un sistema di ingaggio e relazione che generi valore in ogni punto di contatto. 2) Comprendere e gestire ogni prospect/cliente come singolo individuo, in tempo reale 3) Sincronizzare forza lavoro e operazioni, connetterla a 2 vie con i clienti © 2013 IBM Corporation
  • 11. ibm.com/digitalexperience IBM Exceptional Digital Experience - Omnichannel Campaign Real Time Marketing Social Engagement CRM Digital Analytics Awareness Engaged Onboard Growth Risk Social Portals Dynamic content Mobile Smartphone Tablet Commerce B2C-B2B Customer operations Branch Lifetime omnichannel journey design © 2013 IBM Corporation
  • 12. ibm.com/digitalexperience IBM Exceptional Digital Experience in CARIGE Campaign Real Time Marketing Social Engagement CRM Digital Analytics Portals Dynamic content Mobile Commerce B2C-B2B Customer operations Una banca che trasforma e integra la gestione dei suoi canali, consolidando customer experience, informazioni e tecnologie Luca Falco Chief Information Officer Banca CARIGE © 2013 IBM Corporation
  • 13. ibm.com/digitalexperience Il Gruppo CARIGE © 2013 IBM Corporation
  • 14. ibm.com/digitalexperience Una crescita 5x in 25 anni: Il network nel 1989 Il network oggi © 2013 IBM Corporation
  • 15. ibm.com/digitalexperience Obiettivo e sfide del progetto Avviare la trasformazione multicanale per step progressivi e convergenti OBIETTIVI Una nuova user experience per il Banking online e il Trading online, dedicato al segmento retail Una esperienza mobile integrata per far leva sulle opportunità marketing e di comunicazione con i clienti Un nuovo modello operativo CIO/CMO Convergenza Time to market Riconsegnare i dati ai clienti Aggiornamento servizi backend © 2013 IBM Corporation
  • 16. ibm.com/digitalexperience Strategia e decisioni Partnership: collaborazione tra partner implementativi, convergenza progetti Team in loco e remoti STRATEGIA Agile locale, Governance globale Piattaforma tecnologica unificante: web, mobile, marketing, dati Unica base dati per marketing Integrazione con strumenti di mining avanzati Implementazione strumenti campaign management omnicanale, integrati a 2 vie con strumenti di mining Un backbone di servizi a fattor comune © 2013 IBM Corporation
  • 17. ibm.com/digitalexperience Architettura Digitale Fisico Desktop Mob responsive Desktop / Mobile Responsive UX ... CARIGE Banca Imprese Mob ibrido IVR Branch Print ... Hibryd Mobile CARIGE Internet Banking Campagne e RTM Security VMM Security VMM Application server / UX Layer Application server / UX Layer Servizi di back- end Mkt DB MAINFRAME © 2013 IBM Corporation
  • 18. ibm.com/digitalexperience Linea guida: “su misura” + il mio spazio + la mia relazione + costruito sui miei bisogni © 2013 IBM Corporation
  • 19. ibm.com/digitalexperience IBM Exceptional Digital Experience in CARIGE Campaign Real Time Marketing Social Engagement CRM Digital Analytics Portals Dynamic content L’intelligenza in tempo reale, su portali, sul mobile e oltre: il marketing multicanale Mobile Tiziana d’Alesio Consulente IBM Commerce B2C-B2B Customer operations © 2013 IBM Corporation
  • 20. ibm.com/digitalexperience Marketing multicanale: esigenze Unico punto per identificare, modellare e automatizzare interazioni su canali fisici e digitali MARKETING MULTICANALE Campagne e RTM Mkt DB Centralizzare in un unico DB di Marketing i dati per il mining e la costruzione delle campagne Utilizzare nella costruzione dei target di campagna modelli di mining attenti alla valutazione della redditività attuale e prospettica dei clienti Automatizzare la gestione di un elevato numero di campagne di marketing mirate a target selettivi Veicolare il flusso di campagne nei diversi touch point digitali (portale, mobile, mail, sms…) in affiancamento ai canali tradizionali (filiale, gestore…) © 2013 IBM Corporation
  • 21. ibm.com/digitalexperience Marketing multicanale: interazione digitale e fisica Open homepage Open product pages IBM Unica Owned Portals Mobile Secure homepage Secure landing pages Open Logoff page Input per definizione target campagne Esiti campagne Mkt DB Dati comportamentali del cliente Score di propensione, segmentazioni, next best action © 2013 IBM Corporation
  • 22. ibm.com/digitalexperience Marketing multicanale: benefici Incremento atteso del 10% della redemption di campagna grazie a una micro segmentazione basata su modelli di mining RISULTATI MULTICANALE Campagne e RTM Mkt DB Riduzione del time to market di lancio delle campagne: da campagne mono-step (ca. 30/anno, max 2 comunicazioni) a campagne multi-wave, multi-channel e multi-step in logica real time (a regime) Definizione di strategie di marketing sul social network con ampliamento della banca dati dei prospect Gestione e trattamento real time (a regime) degli esiti Eliminazione duplicazioni dati: riduzione del 75% del tempo necessario per l’aggiornamento del DB Marketing © 2013 IBM Corporation
  • 23. ibm.com/digitalexperience IBM Exceptional Digital Experience in CARIGE La costruzione di una esperienza digitale integrata: Il nuovo internet banking Campaign Real Time Marketing Social Engagement CRM Digital Analytics Nicola Pepè Digital Manager Objectway Portals Dynamic content Mobile Commerce B2C-B2B Customer operations © 2013 IBM Corporation
  • 24. ibm.com/digitalexperience Internet banking: esigenze RELAZIONE A 2 VIE APPROCCIO E METODO SVILUPPO Indipendenza del Business End User UX One-click Campi essenziali Interazioni dinamiche (personalization) Content Mgmt Campaign Mgmt Plain Language Tooltip e guide Alert ARCHITETTURA USER EXPERIENCE Razionalizzazione Servizi Convergenza Canali Cross Browser Evoluzione mobile © 2013 IBM Corporation
  • 25. ibm.com/digitalexperience Internet banking: personale e personalizzabile © 2013 IBM Corporation
  • 26. ibm.com/digitalexperience Internet banking: personalizzazione e impersonificazione Immagine dashboard con elementi dragdrop © 2013 IBM Corporation
  • 27. ibm.com/digitalexperience Internet banking: fatto per cambiare insieme a te © 2013 IBM Corporation
  • 28. ibm.com/digitalexperience Internet banking: UX dinamica con regole 1-2-1 (anche verso mobile) © 2013 IBM Corporation
  • 29. ibm.com/digitalexperience Internet banking: componenti attivate IBM Customer Experience Suite © 2013 IBM Corporation
  • 30. ibm.com/digitalexperience Internet banking: benefici Un unico layer per la costruzione di user experience web, mobile, contestuale Riduzione tempi di sviluppo con asset tecnologici Standardizzazione di servizi, riuso Assemblaggio di esperienze dragdrop (servizi editoriali, collaborativi, applicativi, gestione forms etc.) Gestione dinamica dell’interazione con motore di regole basato su dati: transazioni, comportamenti, localizzazione, campagne. Riduzione del TCO complessivo per la gestione dei portali transazionali (imprese, privati, customer care, dipendenti) Maggior libertà operativa del Marketing © 2013 IBM Corporation
  • 31. ibm.com/digitalexperience IBM Exceptional Digital Experience in CARIGE Campaign Real Time Marketing Social Engagement CRM Digital Analytics L’altra faccia del portale: Il mobile banking Tiziana d’Alesio Consulente IBM Portals Dynamic content Mobile Commerce B2C-B2B Customer operations © 2013 IBM Corporation
  • 32. ibm.com/digitalexperience Mobile: esigenze Il mobile come estensione organica dei sistemi bancari (vs. appendice esterna), per clienti e dipendenti HYBRID MOBILE Massima accessibilità garantita con unico sviluppo (tutte le piattaforme) Insourcing del canale mobile nel disegno strategico multicanale e nel processo di sviluppo applicativo integrato Miglioramento del time to market a fronte di interventi evolutivi e introduzione di nuovi device e piattaforme Utilizzo a pieno di servizi, contenuti e proposizioni già disponibili su altri canali (un’altra «faccia del portale») Drastica riduzione del TCO complessivo © 2013 IBM Corporation
  • 33. ibm.com/digitalexperience Mobile: un singolo processo, un unico sviluppo IBM Worklight iOS Android Windows Phone Blackberry Mobile Web App © 2013 IBM Corporation
  • 34. ibm.com/digitalexperience Mobile: benefici Qualitativi / Quantitativi: Unica customer experience dinamica su web e mobile con singolo punto di controllo RISULTATI MOBILE Time to market: sviluppo, rilasci e manutenzione di un’unica applicazione per tutti i device e le piattaforme (1/3 dell’effort rispetto a sviluppo nativo) Stesse performance e stesse modalità interattive (ca. 95-98%) delle app. native Stesse modalità di integrazione del canale mobile nel processo di campaign management, utilizzate per gli altri canali di contatto Riutilizzo dei contenuti e dei servizi sviluppati per gli altri canali digitali © 2013 IBM Corporation
  • 35. ibm.com/digitalexperience Il percorso continua... Garantire una esperienza ancora più personalizzata, mutuando abitudini ormai consolidate dalla “consumerizzazione” dell’informatica: NEXT Web Mobile liquido Real Time Marketing - dal target marketing al one2one marketing in ogni punto di contatto Nuove «scrivanie utente», Valorizzazione dei dati presenti in azienda Social Banking Big Data © 2013 IBM Corporation
  • 36. ibm.com/digitalexperience IBM Exceptional Digital Experience Awards © 2013 IBM Corporation
  • 37. ibm.com/digitalexperience IBM Exceptional Digital Experience Awards Shorter Time to Market Delivery Higher Win Rates Lower Operational Costs More Satisfied Customers 84% 60% 62% 30% more online sales conversion customers didn't need to call higher rating for web self service vs. help desk 85% 2x 30% increase in self-service transactions increase in referrals faster time to find experts 61% faster service delivery to new customers conversion rate using web tools © 2013 IBM Corporation
  • 38. ibm.com/digitalexperience IBM Exceptional Digital Experience - Innovation Workshop Chief Digital Officer Chief Marketing /Sales Officer Customer experience (web/mobile/physical) Digital analytics Digital Marketing Earned / Payed Inbound/ Outbound channels Real Time Marketing – Next Best Action Chief Information Officer Marketing analytics and Campaign management Social content analytics Tu. Tu. Customer/prospect Master data Social Master Data Backend systems © 2013 IBM Corporation
  • 39. ibm.com/digitalexperience Link utili IBM Exceptional Digital Experience ibm.com/software/collaboration/digitalexperience/ IBM Customer Experience Suite ibm.com/software/products/en/ibmcustxpersuit IBM Worklight ibm.com/mobilefirst/it/it/why-ibm-for-mobile/platform.html IBM Enterprise Marketing Management ibm.com/software/products/it/it/category/SWX00 © 2012 IBM Corporation © 2013 IBM Corporation

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