IBM Customer Engagement Solution - Retail industry

Editor's Notes

1. Start with the IBM Customer Engagement introductory video available to play from here: https://drurydesign-1.wistia.com/medias/5z4009a0gx
2. The job of marketing today looks nothing like it did 2 or 3 – let alone 5 – years ago. The job has changed tenfold in scope and complexity. Consider these changes: Database marketing was about a known set of attributes with segmentation updated 1-2x a year; now the types of relevant customer information are constantly growing and you are expected to assemble it into dynamic customer profiles Campaigns were all scheduled and pushed out; now they are increasingly triggered by customer events and personalized dynamically The number of channels to reach each customer has exploded across paid, owned and earned Offers have gone from only product and price to much broader sets of relevant services and experiences – many that may not be owned by marketing or even your company Through it all, you have to deal with exploding data and analytics to know customers better, identify new opportunities, demonstrate and improve results Suggested leave behinds: HBR article on the New Basics of Marketing dedicated to the rise of the chief marketing technologist: https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist New IBM-Wharton CMO executive Education program: http://executiveeducation.wharton.upenn.edu/for-individuals/all-programs/the-cmo-advantage CMO Insights from the IBM Global C-Suite Study: http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE_GB_TI_USEN&htmlfid=GBE03593USEN&attachment=GBE03593USEN.PDF
3. And within this environment, CMOs have never felt less prepared to do their jobs Some of the reasons CMOs feel underprepared include the ones just mentioned --- data, channels, and increased customer expectations --- but its also caused by technology disruptors like – social, mobile, analytics and cloud. The changes in the marketing space in this social and mobile world we live in today really requires a marketing transformation to allow you to engage with customers throughout their journey
4. …unfortunately today’s current state often still falls short because your customers expect you to connect the dots. They expect bridges between the physical and digital divide. Through thousands of engagements and primary research IBM has come to a very crisp definition of what customers expect today. Customers expect marketers to: Understand me in context. As a consumer, I want marketers to understand who I am, my relationship with the brand, where I am in the sales cycle. To understand – and even predict – what I want right now. And to recognize when I am struggling. For example, [insert your own story] I recently visited a retail Web site of a retailer for the first time and immediately saw a pop up to join the email list to gain a discount. Now, I am not going to sign up when I don’t know anything about the retailer, so I closed it. After browsing I decided to give them a try but the email registration offer never was presented again no matter what I did. So I abandoned my shopping cart because I was angry the offer wasn’t provided during the logical step of the sales cycle.   Next your customer expects you to use that understanding of “me” in context to engage in personally rewarding ways For example, [insert your own story] when my friend Carol had a problem shopping on the Eddie Bauer site, she received a follow up offer. She was happy the company quickly and proactively owned up to the issue, and she was sure the generous size of the offer was due to her loyalty status And increasingly to provide me with opportunities to even participate in creating or customizing those experiences. Co-creation use cases today range from encouraging customers to create their own commercials for a product, to peer-to-peer customer service, to creating new products or customizing it by flavor or color, to being essential in the product itself like airbnb or uber.   Suggested leave behind: IBM Customer Engagement Point of View: http://w3.tap.ibm.com/medialibrary/media_view?id=259606&back=series&backTo=%2Fmedialibrary%2Fmedia_manage
5. At the same time in order to deliver these types of customer experience, marketers want: timely insights to make better decisions that feed into continuous test and refine cycles increasing real-time personalization providing customers with interactions that feel in context – which, given the exploding use of mobile, often means in the moment Mobile usage is also accelerating the need to coordinate execution across multiple campaigns, channels and systems -- because many of these touch points are instantly visible in the palm of your hand
6. 57% of consumers will wait 3 seconds or less for a website to load before abandoning it. 74% of customers leave if a website doesn’t load on their smartphone in 5 seconds (from Sarah’s Insight deck) - The impact of the changes in digital, social and mobile technologies is profound, not just in the front office, but also in the back office. The explosion in customer touchpoints has dramatically increased the complexity of serving customers through those touchpoints and being able to innovate throughout the enterprise when it comes to delivering value.
7. Digital engagement is critical for brands and organization’s to become a vital part of the consumers life. The consumer can be an extension of the brand to influence other consumers.
8. The evolution of Online retail is causing retailers to question the viability and role of brick and mortar locations. They are examining whether it’s a fight with Online retailers… Whether they should evolve to becoming an online retailer (if they are not already) OR to develop both Offline and Online capability.
9. There is a deluge of data – structured, unstructured, behavioral, transactional, online, offline. We have access to more data than ever before and it increases every day. The trick is knowing what is most important and making it actionable. And our studies have shown that 80% of people would exchange personal information for personalized offers – and surprisingly, 62% of digital professionals say they do not have analytics needed to make sense of their data
10. Organizations are sprinting to keep up and make the most of this shift, putting in place new processes, new agency relationships, and new technologies. We’ve found the typical marketer is using 10-15 different digital services – in addition to foundational services such as campaign management, customer databases, and more.   Organizations have gotten good at solving specific challenges like providing a mobile app, improving email opens, and optimizing offers in a particular channel…
11. IBM Marketing Solutions makes it easier for marketers to deliver the experiences customers want. Creating seamless, omni-channel experiences is not easy And Its not all about Technology – we also have skills across Analytics, Marketing, Merchandising & Commerce as well as Services to support clients
12. IBM Marketing Solutions makes it easier for marketers to deliver the experiences customer crave by giving teams the ability to design, deliver and continually adjust customer engagement, all powered by analytics to achieve faster business results. IBM has made significant investments in tools and technologies to help businesses transform the way they are interacting with their customers and prospects. As we expanded and integrated our capabilities, we took a step back to revisit how marketer’s roles and processes have evolved and how we can best match the new way marketers work – making their lives easier and their marketing more effective. As a result we are introducing 3 industry-first solutions: First, because customer data integration between disparate systems is a huge challenge for the marketer, we are introducing the Universal Behavior Exchange. Universal Behavior Exchange provides services to connect customer IDs across all of your different systems. It allows these applications to both publish event data to the exchange and to subscribe to these events, enabling the seamless real-time exchange of data. This data can be used to dynamically personalize the messages and offers you present to your customers and prospects. This Exchange builds on the Digital Data Exchange we have in market today. Next, because marketers want to understand how their actions are impacting the buying cycle, last year we introduced a new Journey Analytics product. We are continuing to evolve that product, enhancing the ability of the marketer to better understand how your customers or groups of customers are progressing through the customer life cycle - acquisition, growth, loyalty and advocacy- and where they may be struggling. This year we are also introducing IBM Journey Designer, driven by our research on how marketers work. Journey Designer enables teams to collaborate and visually design customer experiences at the highest level, across all channels and marketing tactics. This new application leverages insights from Lifecycle Analytics to create and tweak more effective customer journeys. Once a customer journey is created in Journey Designer, it can then automatically feed into your marketing execution systems such as IBM Silverpop Engage and IBM Campaign - to deliver integrated mobile, email, Web channel - and other online and offline - experiences
13. Universal Behavior Exchange, Journey Analytics and Journey Designer connect not only with IBM’s Marketing Solutions – including IBM Campaign and IBM Silverpop Engage – but also with those from partners and even competitors. The pace of innovation we talked about at the start of this presentation isn’t going to change but with IBM Marketing Solutions what you can change is your ability and agility in putting that ecosystem to work for you to create compelling customer experiences that pay off for your business.
14. These new applications can be used in conjunction with any of a full range of role-specific solutions. We continue to provide a flexible approach: you can start with any solution and grow according to your business’s needs over time. There are many more product innovations, integrations and enhancements across our solutions we can discuss in more detail as we dive into specific solution briefings.
15. We tailor our solutions and recommendations to your business. We understand that success is not only about getting going quickly but also getting to real results quickly. And doing that in a way that meets specific KPIs today AND progresses you down your longer-term roadmap.   The way you apply technology depends on: your brand promise to your customers your KPIs – are you focused on acquisition, retention, loyalty? Do you know how your current KPIs compare to industry standards? How to build a realistic business case for investing in specific solutions? These are all areas where IBM can help leveraging our primary research and experience in working with clients around the world your organization – Who manages customer data and intelligence? Who is the Voice of the Customer? What governance process do you have in place to ensure a holistic customer experience? Your strategy for marketing skills – Which skill do you have – or aspire to have in house? Which are provided by agencies? Or by other partners?   At the end of the day the customer engagement solutions you choose need to fit the way you work – or the way you are driving your organization to change the way it works, to improve your marketing and business results.    
16. Orvis worked with IBM company Unica to implement a comprehensive marketing solution across the company’s expanding channels. For the retailer, the solution was about more than just technology; Orvis needed to adopt best practices that would help it make a full transition to a one-to-one marketing model. Orvis began by using IBM Unica Campaign software for its traditional catalog marketing campaigns, then expanded to include cross-channel marketing by mapping retail sales to mailing history. The mapping exercise proved to be a crucial element in identifying the customers who shop across channels, allowing Orvis to understand how the catalog affects not only call center and website volume but also in-store sales. The IBM Unica Campaign solution empowers the company’s marketing managers with an easy point-and-click interface, enabling them to manage and segment their own data. They no longer have to wait for a few key marketers, catalog circulation managers and IT personnel to collect data manually, so weekly updates on in-progress campaigns and their results are easy to assemble - whereas the same updates previously took months.Orvis also adopted IBM Unica eMessage software to bring its email marketing capabilities in-house and make the processes more efficient. The software enables marketing managers to run significantly more micro campaigns targeting specific customers, track the results and then use the findings to fine-tune future campaigns. Recurring and transactional campaigns make it easy to cross-sell and up-sell products based on what the customer has actually purchased. And Orvis takes advantage of those touchpoints to invite customers to write product reviews or join the online community, which helps drive sales indirectly. Alongside the Unica Campaign and eMessage applications, IBM Unica NetInsight software enables Orvis to track the behavior of website visitors and correlate it with click-through data from email campaigns. The granular insight into website visits allows Orvis to pinpoint what’s working and what’s not - both on its website and in email campaigns. After getting started in the United States, Orvis extended the use of Unica software to its UK offices, drawing extensively from the best practices established in the initial implementation: how to set up campaigns for greatest impact, what to track and measure for success, and how to connect the dots from one channel to another.
17. Best Buy was able to double reward zone membership in 3 months By leveraging customer insight data and utilizing IBM’s ExperienceOne solutions they were able to significantly increase the number of campaigns while simultaneously increasing their contextual marketing with more targeted, personalized offers Best Buy as able to increase the number and effectiveness of their campaigns and also decreased operating costs through the use of marketing automation tools