Come and discover the potential to get closer to your customers and increase top line revenue by delivering exceptional web experiences. IBM recently unveiled Project Northstar, which allows our customers to deliver highly engaging, personalised, and differentiated web experiences that meet the evolving need of today's customer. Find out how Project Northstar and the IBM Customer Experience Suite can help attract and retain the best customers, improve brand loyalty, increase customer satisfaction, and lower operational costs. Jon Mell, Social Collaboration Solutions Sales Leader, IBM

2. Jon Mell
Social Collaboration, North Europe
twitter.com/jonmell

3. © 2011 IBM Corporation

4. @jonmell
#getsocial11
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5. Social business is driven by exceptional experiences
Business Deepen client Drive operational Optimize your
outcomes
relationships effectiveness workforce
Realized Exceptional Web Experiences Exceptional Work Experiences
through
Enable engaging customer interactions
Enable nimble employee interactions
Self-service, with other customers, with
Peer to peer and in teams, with
company representatives, and with the
customers and partners, and with the
company overall (brand, revenue)
company overall, business to employee
Enabled
by IBM Social Business Framework
A modular and open set of capabilities that accelerate
the development of advanced Social Business solutions
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6. Your Business
Social
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7. CEO Imperative: “Getting Closer to Customers”
2010 IBM Global CEO Study
High-performing companies capitalize on complexity in three ways...
“Getting closer to Customers” is the single
most important theme. Engage customers in
new ways that increase interest and loyalty to
generate demand and revenue sources
Better understand customer needs and
involve customers more effectively and
directly in product and service development
Exploit the information explosion to hear the
voice of your customer through the vast
amounts of data, understand it , and act.
IBM.com/CEOStudy
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8. Specific Web Experience Elements Are Key
2010 IBM Global CEO Study
High-performing companies capitalize on complexity in three ways...
“Getting closer to Customers” is the single
Web Platform
most important theme. Engage customers in
new ways that increase interest and loyalty to
generate demand and revenue sources
Better understand customer needs and
Social Web 2.0
involve customers more effectively and
directly in product and service development
Exploit the information explosion to hear the
Analytics
voice of your customer through the vast
amounts of data, understand it , and act.
IBM.com/CEOStudy
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9. Retaining Customers A Priority
“A focus on customers
at the top of the list is
usual. This year, the
"existing customers"
imperative is a higher
priority than "attracting
new customers."
Source: Gartner, Inc.
Gartner CEO and Senior Business Executive Survey, 2010: Anticipating the Post-Recession Landscape
19 March 2010
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10. Why the Focus on Customers?
Retaining customers is linked to increased profitability
2% increase in customer retention
has the same effect on profits as
cutting costs by 10%
5% reduction in customer
defection rate can increase
profits by 25-125%, depending on
the industry
Acquiring new customers can cost 5x
more than satisfying and retaining
current customers
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11. Global, Mobile, Rapidly Changing
44 million
tablets
forecast to
ship in 2011*
1 billion
Mobile
Internet
users worldwide
by 2013*
*Source: IDC
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12. Exceptional Customer Experiences Lacking
In a survey of more than 7,700 US consumers about their interactions with
a variety of companies across multiple industries:
Only 6% of companies garnered a rating
of “excellent” in this year’s Customer
Experience Index of large US firms...29%
of firms were rated as “poor” or “very
poor”.
Source: Forrester Research, Inc.
The Customer Experience Index, 2011
January 11, 2011
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13. How Do You Stand Out?
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14. With Exceptional Web Experiences That Are...
Know Your
Balance Form & Intended Audience:
Function: Visual Deliver Precisely
Appeal + Ease of What They Need/
Use Equally Want
Important
People Are
Everywhere: Turn Customers
Explosion of Into Advocates:
Mobile Means A Ensure A Reliable,
Moving Target! Secure Experience
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16. Exceptional Web Experiences Possibilities...
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17. Line-of-Business and IT Lockstep:
Understanding Customer Needs is Paramount*
LOB LOB and IT
LOB
IT Rated Highest
IT
LOB also ranks
“consistent customer
experience” high
LOB
IT Source: Northstar Market Research, N= 432 respondents worldwide, November 2010.
*When asked to rate a range of value propositions of a comprehensive Web experience solution may deliver (% Extremely or Very Important)

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18.  Vision about the “art of the possible” for
Web/Content
engaging Customers on the web Platform
Analytics
 Multi-year IBM strategy to deliver the Search
capabilities for our customers to excel
at customer-facing experiences
Commerce
Social
 Guide for IBM investment focus both
organic and inorganic
Mobile Unified
Communications
 Nimble to continually absorb and Rich
simplify emerging advances to help Media
customers differentiate sites
People are at the center of an exceptional
experience; Capabilities are employed as necessary
to help achieve experiences that meet/exceed the
expectations of the intended user(s)
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19. IBM Project Northstar
most strongly appeal to the roles that sponsor and/or operate customer-facing Web properties
CSO CCO CMO Business Unit Office of ...
Executive
Customer Channel Company Customer Citizen ...etc
Support sites for web presence, Services Communications
Agents Demand Generation, (Business Owner) and transactions
On-line Sales
Optimizing Growing Brand, $, and On-line Banking, Ease tax filings
Self Service channel share single view of Patient Portal Emergency readiness
and loyalty Customer etc. Education advancement
Food safety
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20. IBM Exceptional Customer Experience Offerings
Services and Support
IBM Global Technology Global Business IBM Lab Enterprise Software
Business Partners Services Services Software Services Support
Industry Solutions and Templates
Travel +
Government Healthcare Banking Retail Insurance Industrial Telco
Transportation
IBM Value-added Modules Partner Value-added Modules
Mobile (multi- Digital Asset
Commerce Forms Web Analytics Mobile
channel server) Management
Business Enterprise Immersive
Predictive Analytics Web Analytics CRM
Intelligence Marketing Mgt Viewing
IBM Customer Experience Suite
Web Content Portal Social Personalization Marketing Tools Search
Analytics- Instant Mobile Rich Internet
Rich Media Mashups
enabled Messaging (high end) App Tooling
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21. IBM Customer Experience Suite offering
Create Dynamic, Engaging Web Experiences that
Wow Customers
Target the Right Experience to the Right User via
the Right Channel at the Right Time
Improve Customer Loyalty by Enabling Users to
Socialize
Optimize the Experience to Maximize Results
Realize Business Goals
Reach Customers Across Multiple Channels –
Mobile, Web, Kiosk, Email...
Integrate Across Heterogenous Systems to
Deliver New Value
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22. 2011 Exceptional Web Experience Focus
Social
Exceptional
Web
Experience
Mobile
Business
Driven
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23. A Social Business embraces networks of people to create
business value
At its core, Engaged
a Social Business
Transparent
is:
Nimble
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24. Engaged
Connecting people – whether customers, partners or
employees – as networks to drive innovation
© 2011 IBM Corporation 24
© 2011 IBM Corporation

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26. Transparent
Removing unnecessary boundaries inside and outside the
organization to allow your people and culture to reflect your brand
and your values
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27. © 2011 IBM Corporation

28. Nimble
Leveraging these networks to speed up business, gain real-time insight
and make quicker and better decisions
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34. Align Organizational Goals & Culture
Gain “Friends & Fans” Through Social Trust
Engage Through Experiences
Network Your Business Processes
Design for Reputation & Risk Management
Analyze Your Data
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35. Exceptional Web Experiences Deliver Better
Business Outcomes
Business advantage Technology advantage
Conversation spectrum
Growth Customer Satisfaction Efficiency
 HSBC realized a 35% improvement in  Lufthansa handles 10,000 people making  Miami-Dade County saved $1 million per year
marketing campaign revenue travel requests every second in labor costs
 Bharti-Airtel grew subscribers from 6 million  LA County offers a consistent online  US Army saves $1.3 Billion per year
to 110 million in six years while providing experience across 38 departments for 10.4 supporting 1.4 million Army personnel
quality services and support online million constituents
 Harley-Davidson improved IT efficiency by
 Lufthansa supports 16,000 customer check-  Boston Medical increased referrals by 30% 80%
ins/day. In 2008, 3.7 million online flights were and reduced no-show rates by 10%
booked, growing by 37% in 2009
 Wimbledon efficiently scaled its website to
 Woodmen of the World reduced call center serve 12.3 million people in 2009, 23% more
support calls by 30% than in 2008
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36. Australian Open 2010 Masters Golf Tournament 2010
January 18 - 21, 2010 April 5 - April 11 2010
Tony Awards 2010
June 13, 2010
French Open 2010
May 23 - June 6, 2010
The Art of the Possible
powered by
IBM Exceptional Web experience
US Open Golf 2010 Wimbledon 2010
June 14 - June 20, 2010 June 21 - July 4, 2010
US Open Tennis 2010
August 30 - September 12, 2010
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37. Available August 2011
Order advance copies NOW:
ISBN-10: 0132618311
ISBN-13: 9780132618311
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