The document discusses building exceptional digital experiences for customers and organizations. It provides: 1) Characteristics of exceptional digital experiences including being empowering, relevant, compelling and flexible. 2) How exceptional experiences can increase customer satisfaction, operational efficiency, time to market and win rates based on studies. 3) IBM's integrated portfolio approach and capabilities for building exceptional experiences including customer experience, employee experience, content integration, and multi-channel delivery optimization.

1. © 2014 IBM Corporation
Exceptional Digital Experiences
Pam Chandor
Edmund Johnson
Gartner PCC Summit, May 2014

2. Pam – Story line for the beginning, moving thru the slides
pretty quickly
3> Set the context for why an exceptional experience is critical for competitive differentiate
your organization, rise above the rest.
4> the characteristics of an exc. dig exp. (see speaker notes for the characteristics)
5,6 > what is the value of an exceptional / differentiated exp to an organization?
7> what is needed to build an exceptional / differentiated exp?
8> how has IBM packaged these pieces (present the broad and flexible set of services) – 8.5
announced today!
9> what are our themes the release we announced today
10> can’t continue with business as usual, then how best to proceed?
11 – 13 > patterns as a way to identify a logical starting point
2

3. What do you want to be?
Good Enough?
Or Exceptional?

4. 4
Characteristics of an Exceptional Digital Experience
• Empowering
• Relevant
• Compelling
• Flexible and adaptable
Your organization must deliver a
differentiated brand experience
throughout the customer journey
that is…
IBM Confidential

5. And when you do… the results will payoff in manyareas
Increase Customer
Satisfaction

30%higher rating for web self service than help desk

30%increase in referral rates
Increase Operational
Efficiency

62%customers didn't need to call

2X increase self service transactions
Faster Time
to Market

1/3 faster to develop and bring newproductsto market

61%faster service delivery tonewcustomers
Improve Win
Rates

60%increase in online sales conversion

85%salesconversion rate when use web tools

6. Coming together to drive shareholder value
Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013

7. IBM Confidential
Vital elements of an IBM Exceptional Digital Experience solution

8. An Integrated Portfolio Approach leveraging the breadth of IBM SWG
Customer Experience Suite
Delight customers & partners,
increase revenue & satisfaction
Portal Forms Web Content Management Social Mobile
Commerce Social ECM Analytics EMM Collaboration BPM
Investment focus areas
Persuasive Content Leadership“One IBM” for Marketing buyerCloud
Employee Experience Suite
Empower employees and
improve business efficiency
8
IBM Confidential

9. 8.5 Launch Product Areas of Emphasis
9
Simplified
Capabilities for
the LOB to Create
Digital Experiences
Enhanced Content &
Application Integration
for More Personalized
Experiences
Further Optimization for
Multi-Channel Digital
Experience Delivery

Platform configuration support for HTTP Outbound
connections

Simplified Installation and Configuration

Improved Upgrade/migration and WCM Syndication
management

WebSphere Application Server 8.5.5 Support

10. Its not good enough toIts not good enough to
just keep doing whatjust keep doing what
you are doingyou are doing

11. Where to begin? Use Patterns of Engagement
Patterns represent modernized processes with dynamic,
repeatable and measurable “people interactions” created by
building engagement into work and life

12. 66% consumers left in past year from
poor service costing $5.9T
Accenture
Social customer tells 42 other
customers of good experience; 53 of
bad
Amex
ROI
15% increase in Revenue
McKinsey
68% increase in profit from 5%
decrease in customer defection rate
Bain
Customer Engagement

13. Customer Engagement -
Ongoing Relationships across touch points & channels
Contact Center
Self Service
Store/Branch/Location
Maintenance/Repair
Face-to-Face
Kiosk
Social
Mobile
Consumer
Business Citizen

14. Pacific Life
Offering insurance since 1868, Pacific Life provides
a wide range of insurance products, annuities, and
mutual funds, and offers a variety of investment
products and services to individuals, businesses,
and pension plans.
14

15. Selling Life Insurance Today
●
A topic that no one wants to discuss
●
Life insurance can be complicated
●
Everything is on paper
●
Fill out a really long application
●
Talk about your medical history
●
4-6 weeks to underwrite
15

16. Why build the Prime Mobile Platform?
●
Expand into additional life insurance markets
●
New products
●
New Financial Advisers
●
New tools to perform business anywhere
●
Faster and more transparent processing of
life insurance applications
●
Agility to quickly react to changes
●
Improved internet presence
●
Leverage technology back into the enterprise
16

17. What is the Prime Mobile Platform?
This Is Prime Video

18. The Prime Mobile Platform
●
IBM Forms
●
IBM WCM
●
Content Template
Catalog (CTC)
●
IBM Digital Analytics
18
●
Apache SOLR
●
Active Directory(AD)
●
Custom SSO Site
●
.NET Web Services
●
.NET Web Apps
●
MS SQL Server
IBM Websphere Portal Pacific Life
Environment
WebSphere
WEF
WAB
Integration

19. Engaging our Financial Advisors through Prime Mobile Platform
●
Our financial advisors are independent from Pacific Life.
●
Prime fully looks at the Financial Advisor’s experience
●
Prime Mobile Platform address the following 4 areas of the financial adviser’s
experience
19

20. Education
20

21. Proposal/Quote
21

22. Application
22

23. Manage the Process
23

24. Understanding our Financial Advisors
●
Analytics are key to
improving site
●
Graphical tools help
us understand how are
site is being used.
24

25. Understanding our Customer
25
●
The tools can also help you
understand what the customer
uses.
●
Help prioritize improvements
for browsers or devices
●
Help identify key devices for
testing.

26. Responding to business changes
•WCM is used to author new content
•Pages leverage CTC so they can grow
•Responsive Design to adjust for different devices
Additional New
Products
•WAB makes changes in the proposal system transparent to Portal
•WEF can be used to quickly modify the presentation of results
Changes to
Quotes
•The wizard and forms can be modified through tools
•Modifications are easily deployed with no coding
•Wizard data is stored as ACORD XML
Changes to
Application
•Partner experience is controlled by personalization engine and WCM
security
•User information and security stored in central LDAP
New Business
Partners
•New calculators can be built as portlets via WEF
•Quickly deployed and integrated into portal
New
Calculator
26

27. Initial Feedback
27
“Wow! Modern,
fresh, beautiful.”
“Love online
application. I can use
this in front of the
client, which makes it
that much easier.”
“…delivers to me the
value of learning how
life insurance can be a
part of my practice.”
“I’m having my associates go
through all my files to find life
insurance opportunities to
use the PMP again. The
clients really enjoyed how
smoothly everything went.”

28. Lessons
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29. 29
Q & A