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The Power of Individualized Interaction


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The Power of Individualized Interaction

  1. 1. The power of individualized interaction IBM® Predictive Customer Analytics solutions help you provide that one touch by: • Gathering relevant customer information from internal and external sources • Using predictive analytics to determine the right offer for the right customer at the right time, whether they are interacting on the web, on the phone or with an app • Addressing each customer’s need consistently and with relevant, personalized content across all engagement channels Here’s one way it works: Want to benefit from individualized interactions? Learn more at 0.3seconds Amount of time print ads have to prove their relevance1 81%of companies say they have or are close to having a holistic view of their customers 83%say they completely or somewhat trust the recommendations of friends and family4 2/3of customers made a purchase in the last six months that involved multiple channels3 $ YET ONLY 37%of consumers say their favorite retailer understands them5 The number of small, personal touches that can have a major impact on a customer’s perception of your brand6 1 2 4 6 10 8 3 5 9 7 Natalie logs into the website of a retailer where she has previously shopped both in-store and online. Today it offers loyalty points for all visitors. The solution recognizes Natalie’s ID and analyzes her demographic information, visit history and purchase history along with activities from millions of other customers. Based on that information, it presents Natalie with a specialized selection of products. Natalie clicks the product details link, adds the food processor to her cart and is reclassified as a product viewer likely to be tempted by non-mainstream products. Natalie doesn’t visit the site again for a long time. She receives an email reminder about her unused loyalty points. A notification from the store’s mobile app also pops up on Natalie’s phone, alerting her to the availability of an exclusive silver Surf Force toaster. While in the store, she receives a message that as a thank-you for her patronage, the 15% discount has been extended to any home entertainment accessory bought today. Natalie purchases an HDTV, wall mounting kit and wireless speaker. On impulse, Natalie adds an HDTV to her cart but deletes it before leaving the app. She later sees an ad on her Facebook page for a 15% discount on the HDTV. When she deleted it from her cart, the solution classified her as abandoning her cart and generated the customized discount. Natalie sees a limited edition silver Surf Force food processor. Predictive models indicated that she is most likely to purchase this food processor. She purchases the food processor, earns her loyalty points and is reclassified as a buyer with a predicted high/medium customer lifetime value. Natalie is excited about the discount. She calls the company and asks if the discount is valid on in-store purchases. A customer service rep tells her the discount will be good and mentions that a lot of new HDTV models are arriving this week. Natalie decides to visit her local store to take a look. She buys the toaster with the app. The solution identifies a new offer for a 10% discount on a home theater system. Based on Natalie’s buying behavior, the solution predicts that the discount is essential for enticing her to buy from a new category. 10% Login 1 Grimm, Erik. “Brain research shows print ads have 0.3 seconds to prove their relevance to readers.” INMA. June 30, 2014. research/post.cfm/brain-research-shows-print-ads-have-0-3-seconds-to-prove-their-relevance-to-readers 2 “The Power of Personalization.” A Forrester Consulting Thought Leadership Paper commissioned by PriceWaterhouseCoopers. December 2015. 3 Hartjen, Ray. “Retail’s Main Event: Brick & Mortar vs. Online.” RetailNext. December 18, 2014. 4 “Global Trust in Advertising.” Nielsen. September 2015. advertising-report-september-2015.pdf 5 IBM 2015 E-Consultancy Customer Analytics Survey, “The Consumer Conversation,” smartercom_medium&S_PKG=ov33876&dynform=18187&S_TACT=C348047W&cm_mmc=EconsultancySurvey-_-social-_-infographic-_-Apr2015 6 Forbes online. September 13, 2013. © Copyright IBM Corporation 2016. IBM, the IBM logo, and are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at IMU14243-USEN-00 1 38%Percentage of marketers that believe they are optimized to deliver real-time offers and campaigns across all touchpoints2 ! EXCLUSIVE EXCLUSIVE