2. Introduction
Businesses are telling us they find approaches around insight-driven
marketing automation too complex, too costly, need specialist skills and
take too long to deliver.
Therefore IBM, Houston Analytics and Agillic have created a marketing
power tool – by marketers for marketers.
We call it Armstrong.
3. Why Armstrong? Consequences of a full scale
digital infrastructure
OPPORTUNITIES:
↓ New technologies & innovations
↓ Constantly changing consumer behaviour & expectations
↓ Explosion in data
↓ Customer experience has become a key differentiator
CHALLENGE:
Accelerating gap between brands adopting digital to their core center of
business and those who hesitate
4. OPPORTUNITY
• 86% of customers say they are willing to pay more for a better
experience
• It is 6 times more expensive to acquire a new client than to
retain an old one
• 78% of customers usually recommend a brand to friends after a
great experience
• A loyal customer is worth up to 10 times as much as his/her
first purchase
BUSINESS IMPACT
• High churn
• Missed cross upsell opportunities
• Damaged brand recognition
• Lower brand awareness
CHALLENGE
• 80% of brands say they truly believe they offer a ‘superior’ CX.
• Problem is only 8% of people think the same brands actually deliver a
‘superior’ CX.
• 86% has quit doing business with a company because of a bad CX
• 89% engaged with a competitor following poor CX
• 51% say they only try to reach support once before abandoning a
purchase
• A dissatisfied customer will tell between 9 to 15 people about the bad
experience
• 24% of customers having a bad experience shared the experience
through social networks.
• only 4% of disappointed customers directly contact the company
BUSINESS IMPACT
• More & faster sales
• Higher basket size
• Higher loyalty
• Lower cost of sales
• Higher growth
• Higher profit
• Improved brand recognition and awareness
Zooming in
Sources: CX impact report, Gartner, James Allen et al., McKinsey Institute
5. Root Cause
SILOS cause inefficiency and block the
creation of competitive customer
experiences
DATA ACCESS for marketing and
communication purposes are cumbersome
ANALYTICS is a rear-mirror exercise
MARKETING EXECUTION is not data-driven
POOR CUSTOMER EXPERIENCE
LACKING BUSINESS PERFORMANCE
ORGANISATIONAL INEFFICIENCY
LOW COMPETITIVENESS
9. Benefits with Armstrong One
With Armstrong One you can:
• Create relevant customer insights
• Act on insights in real-time
• Start supporting customer decisions (stop
pushing products)
• Decrease time to market
• Make marketing measurable
With Armstrong One you will:
• Reach higher conversions
• Lower churn
• Increase customer lifetime value
• Lower sales and operating cost
A digital in-a-box business driver
