Smartare kunder kräver smartare affärer


Published on

Att alla affärer börjar med en kund är en gammal sanning. Men nu håller en ny typ av kunder på att förändra kraven och dynamiken mellan köpare och säljare. Kundernas ställning stärks genom ökande social interaktion och tillgång på information på nätet.

Per Ankarås, Smarter Commerce Lead Nordic, IBM Svenska och IBM Business Partner Fiwe

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Smartare kunder kräver smartare affärer

  1. 1. Smarter Commerce Redefining commerce in the age of the customer Per Ankarås – IBM Smarter Commerce LeadPeter Karlsson – Fiwe Premium Commerce Solutions
  2. 2. We have entered the age of the empoweredcustomer Customers now have Social networking and Customer This is changing unlimited access to mobile commerce expectations of the entire way information and can have dramatically service, price and products are sourced, instantly share it changed the dynamic delivery is soaring. manufactured and with the world between buyer and distributed—and seller. making business more complex than ever. 200 million 75% $93 billion Number of tweets sent Percentage of people who Amount in sales missed due via Twitter each day believe companies don’t tell to out of stock inventory 110630 the truth in advertisementsSources: Fortune Magazine, May 2, 2011 Issue, Article Trouble@Twitter, Yankelovich, Evolution of Advertising and Media, 5th Annual Store Systems Study, IHL Group and RIS News, 2008
  3. 3. Mest anlitade källor inför köp:§ Familjemedlemmars/vänners omdömen - 30%§ Expertrecension i tidskrift/på sajt – 28%§ Andra konsumenters omdömen – 23%§ Expedits/försäljares omdöme i butik – 8%§ Reklam/produktbeskrivning från tillverkaren – 4%§ Åldersgruppen 18-25 år§ Andra konsumenters omdömen – 40%§ Familjemedlemmars/vänners omdömen – 25%§ Expertrecension i tidskrift/på sajt – 20%§ Källa: Dagens Handel, Cint
  4. 4. These disruptive forces ripple from thecustomer through the enterprise and acrossentire industries Individuals • The connected consumer “The consumer is using new channels to • The networked workforce perceive value, and associated pricing • The empowered citizen implications.“ Consumer Products CEO, United States Enterprises "Profits will shift away from analog • Evolved business models distribution to digital distribution; we will see increased margins in • Optimized digital operations digital distribution and increased • Connected enterprise international distribution.“ Media and Entertainment CEO, United States Industries • Value migration “Disintermediation of clients by smaller • Value chain redefinition niche players (such as mobile players) is cause for concern.“ • Fragmentation Financial Markets CEO, Canada Source: IBV Analysis
  5. 5. Power has shifted to the customer — compressingmargins and changing paradigmsIn this new era, businesses need to: Understand and Adapt sourcing and Market, sell and Service anticipate procurement based fulfill the right customers customer on customer flawlessly, product and service behavior and demand and predict and at the right price, drive customer needs based on optimize supplier time and place loyalty customer interactions across insights across extended value all channels chains
  6. 6. At IBM we call the path forward: SmarterCommerce Smarter Commerce is a It maximizes the insight It capitalizes on strategic approach that generated through social and mobile places the customer at customer interactions commerce the center of your business operations It synchronizes your entire value chain to It drives growth by enhancing, deliver consistent and extending, and redefining the predictable outcomes value you provide Customer It increases margins by It improves collaboration boosting efficiency at every and visibility for your stage of the commerce cycle customers & partners
  7. 7. Smarter Commerce focuses on threedimensions centered around the customer Customer Value Strategy Customer Insight In turn, you must re-think In today’s world of instant how your customers define business, you need deep value, and the changes you insights, in real-time that you must make to your value can turn into immediate action chain so you can deliver exactly what your customers want - profitably CustomerCustomer & Partner Engagement You need an approach that allows you to more effectively connect, collaborate, conduct …increasing the value companies generate commerce and create a for their customers and partners in a differentiated customer rapidly changing digital world experience
  8. 8. Smarter Commerce can help transform everyphase of the commerce cycle Buy Market Sourcing, Insight Strategy Targeted and controlling and personal ized procurement of marketing goods and Buy Market across all services customer interactions Customer Service Sell Servicing Service Sell Enables selling customer and fulfillment of needs across products and all interaction services across channels all channels Engagement
  9. 9. Back-upslides
  10. 10. Together we will deliver Smarter Commerce• We collaborate with you to enhance, extend, and re-define your approach to deliver value through o Acting on Customer Insight o Evolving your Customer Value Strategy o Optimizing Customer & Partner Engagement• We help you address most pressing concerns now and prepare for future growth• We can help you leverage and extend your existing technology and investments Over 2,000 of the …increasing the value you generate for your customers, world’s top brands partners and shareholders in a rapidly changing rely on IBM to improve digital world. their business insight and execution
  11. 11. IBM’s integrated portfolio for Smarter Commerce VALUE CHAIN STRATEGY AND SERVICESInnovation and business value Market and customer mgmt Operating and Organization ModelsInnovating and aligning business models to Aligning sales, marketing and operations Designing operations, supply chain and the drive value to the customer to engage with customers organization model to deliver customer value CORE BUSINESS SOLUTIONS Core Business Processes Buy Market Sell Service • Supplier Integration & • Customer Awareness & • Cross-channel Selling • Delivery, Service, & Support Management Analytics • Distributed Order Management • Customer Self-Service • Supply Chain Optimization • Social Media Marketing • Customer Integration & • Reverse Logistics • Logistics Management • Brand Experience Collaboration • Case Management • Payments and Settlements • Cross-channel Campaign Mgmt • Fulfillment • Digital Marketing Optimization • Store Solutions • Marketing Resource Mgmt • Payments & Settlements Advanced Analytics Store analytics | Purchase analytics | Consumer loyalty | Predictive and prescriptive | Social Analytics | Master data management Workload Optimized Systems (Z-Enterprise, Power, X, Storage and Systems Software) focused on agility, integration and automation to drive relevant business outcomes
  12. 12. What does Smarter Commerce mean to theseclients? 1-800-FLowers ING Bank Crocs For 1-800-Flowers, Smarter For ING Bank*, serving over 8M For Crocs*, a $700M Commerce means having a customers, Smarter Commerce manufacturer, Smarter unified platform for commerce means transforming their Commerce means transforming across brands with agility to marketing so personalized their fulfillment operations and launch offerings. The commerce product offers can be delivered supply chain so internet platform started with two across multiple channels in real customer orders are filled with brands and will eventually time for an expected €20M nearly 100% accuracy through increase in corporate earnings, their network of suppliers at the drive most brands with cross- 35% reduction in marketing lowest cost selling and information sharing costs, and shorter cycle times across the enterprise. *Case studies based on Coremetrics, Sterling Commerce and Unica solutions
  13. 13. What is unique about IBM’s Smarter Commerce? Comprehensive Integrated • Optimizes the complete Suppliers • Integrated analytics commerce lifecycle • Integrated focused • Leading software, services industry solutions and infrastructure Customers IBM Smarter Partners Commerce Outcome Driven Flexible and Open • Measureable business Influencers • Flexible deployment outcomes • Modular offerings and • Outcomes tailored to flexible consumption business domains
  14. 14. IBM is the right partner for Smarter Commerce • Leading industry capabilities and offerings o Analytics, B2B Integration, Decision Optimization, Enterprise Marketing Management, Order Management, Selling and Fulfillment o Modular approach to address key challenges today and grow with confidence • Leader in research and development • $2.5 billion invested since 2010 to create a truly smarter approach to commerce • New services practice with more than a thousand dedicated experts • Expertise in over 20 industries to help create a solution customized for your specific needs • Leader in Smarter Computing - Over 50,000 hardware and software developers optimizing systems to manage needs driven by commerce applications