The document discusses how IBM Commerce helps companies transform customer engagement by providing differentiated customer experiences. It highlights challenges companies face with siloed customer experiences, complex product offerings, and inflexible deployment models. IBM Commerce brings together customer analytics, digital marketing, real-time personalization, and omni-channel marketing to gain customer insights, personalize interactions, and continuously engage customers across their lifecycle. This integrated approach allows companies to improve metrics like customer retention, marketing ROI, and reduce acquisition costs.

1. Transforming
customer engagement
Moments matter.

2. A hyper-connected, everyone-to-everyone (E2E) economy is
emerging where understanding customer context is crucial
OEM Mfr
Retailer
Consumer
Enterprise
…the office equipment category buyer
for a large insurance company
…the engineer for an industrial
automation manufacturer
…the buyer for a major consumer
electronics retailer
…the grade school teacher who
likes classic novels, international
travel and cooking
For example, if you interact with your
customer or prospect Lilly, is she …
The focus is not just about
B2B or B2C, or even P2P
(person to person)
The key is to know the
relevant context of the
customer:
• Of the individual’s:
role and influence
• Of the ecosystem
in which they
operate

3. In their journey to address these imperatives, companies
across many industries have some common challenges
Siloed customer
experiences across
the customer
lifecycle
Complexity and
inefficiencies in
managing the
explosion of product,
content and service
offerings
Inflexible
deployment models
across brands,
geos, business
units
Transactional, but
not truly
collaborative,
integration with
value chain partners

4. IBM Commerce brings it all together to provide differentiated
customer experiences

5. IBM Commerce helps CMOs create evidence-based,
enduring value to the organization
CMO
AGENDA
Grow your
knowledge of
customers as
individuals so you
can better target
offers and
information.
Take action when and
where it matters most to
help drive the best
outcomes at virtually
every opportunity.
Better anticipate
customer needs to
deliver more relevant
and timely offers that
are more likely to be
accepted.
GAIN CUSTOMER
INSIGHT
PERSONALIZE
INTERACTIONS
ENGAGE
CONTINUOUSLY
WITH
CUSTOMERS

6. What if your marketing efforts resulted in?
Improved customer value, loyalty
and retention
5%–15% increase is typical
Higher campaign ROI
15%–30% increase is typical
Increased response rates
10%–50% increase is typical
Other business metrics
improvements
revenue, profit, others vary by industry
(assets under management, basket size, #
products owned, etc.)
More campaigns with the same
resources
2–5x increase is typical
Reduced cycle time for marketing
efforts
40%–80% reduction is typical
Reduced marketing costs
20%–40% reduction is typical
Lower customer acquisition costs
25%–75% reduction is typical
More effective marketing More efficient marketing
6

7. First, you need to GAIN CUSTOMER INSIGHT
with Customer Analytics & Digital Marketing
Understand
Individuals &
Ecosystems
Understand Broad
Customer
Demographics
FROM TO
CM
O
CMO

8. Customer Analytics solutions offer unified views and insights
across modes and channels of customer interaction
Drive highly focused customer interactions across all phases
of customer experience lifecycle
Acquire profitable
customers
• Engagement patterns
• Engagement preferences
• Buying intention
• Sentiment
• Buying intention
• Product preferences
• Buying patterns
• Peer recommendations
Cross-sell and
up-sell
• Relevant engagement
• Reduce struggles
• Proactive responses to
sentiment
Increase retention,
loyalty & engagement

9. Digital Marketing lets you develop deep insights into the online
behavior of your customers
Understand web site
and marketing program
performance to build
customer profiles
Measure social ROI relative
to other digital marketing
efforts
Gain a more complete understanding of the
downstream impact of marketing efforts
Track and segment customer
behavior over time
Benchmark performance
against peers and
competitors
Link offline with online
behavior

10. Tailored MomentsStatic Offers
Armed with these new customer insights,
PERSONALIZE INTERACTIONS in each moment of
engagement with Real-Time Personalization
FROM TO
CM
O
CMO

11. Only Real-Time Personalization enables you to address these
challenges and take full advantage of every interaction
Maximize all
types of real-time
engagement
across channels
Use response
data to refine and
optimize future
decisions—
automatically
Directly engage
in offer design
and creation
Consumer product or service recommendations based on past purchases
and current web page views
Corporate configuration recommendations and installation options based
on office locations
Manufacturer content recommendations (white papers) and product
recommendations based on desired specs

12. Make sure that this personalization allows you to
ENGAGE CONTINUOUSLY WITH CUSTOMERS
with Omni-Channel Marketing
Lifecycle Digital
Content
Ad Hoc
Traditional Media
FROM TO
CM
O
CMO

13. Omni-Channel Marketing engages customers with highly targeted
campaigns, offers and real-time detection of opportunities
PROMOTING
ORGANIZATIONAL
ALIGNMENT
Helps reduce channel
silos through collaboration
and measurement
DELIVERING
BRAND
CONSISTENCY
Drives consistent
messaging across offline and
online channels
CREATING AN
INTEGRATED,
CUSTOMER JOURNEY
Aligns with customers’
expectations on their
channel of preference
at the right moment

14. IBM Commerce delivers an integrated approach for customer
engagement
For Marketing Leaders
 Omni-channel Marketing
 Real-time Personalization
 Digital Marketing
 Mobile Consumer Engagement
For Selling & Fulfillment
Leaders
 B2C Commerce
 B2B Commerce
 Omni-channel Merchandising
For Consumer Experience
Leaders
 Consumer Analytics
 Consumer Service Optimization
Customer
Engagement

15. Trademarks and notes
IBM Corporation 2014
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16. Thank you.