20110919 ibm ces

IBM Software Group

Exceptional Web Experiences
The IBM Customer Experience Suite

1 © 20112009 IBM Corporation
© IBM Corporation

IBM Software Group

Agenda for today
 “Real Life” Customer Experience Suite
 Customer Focus is paramount
 IBM vision for Exceptional Web Experience

IBM Customer Experience © 2011 IBM Corporation

IBM Software Group

Customers that trusted their business on us.. Q2- 2011


IBM Software Group

Facts about Customer Experience
 96% of unhappy customers don’t complain, however 91% of those will simply leave
and never come back – 1st Financial Training services
 55% of customers would pay extra to guarantee a better service – Defaqto research
 A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain &
Company
 An average company loses between 10 – 30% of its customers annually – McKinsey
 The probability of selling to an existing customer is 60 – 70%. The probability of selling
to a new prospect is 5-20% – Marketing Metrics
 90% of North American firms view customer experience as important or critical to 2010
plans. 80% of firms would like to use customer experience as a form of differentiation.
– Forrester’s: The State of Customer Experience 2010.

http://www.returnonbehavior.com/2010/10/50-facts-about-customer-experience-for-2011/

IBM Software Group

2009 2010 - beyond


IBM Software Group

Customer Focus is CEO Imperative
and more important than ever

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

IBM.com/CEOStudy Exploit the information explosion to
hear the voice of your customer
through the vast amounts of data,
understand it , and act.

© 2011 IBM Corporation

IBM Software Group

Customer 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
Web Platform
single most important theme. Engage
customers in new ways that increase
interest and loyalty to generate
demand and revenue sources
Social Web 2.0
Better understand customer needs and
involve customers more effectively
Analytics
and directly in product and service
development

IBM.com/CEOStudy Exploit the information explosion to
hear the voice of your customer
Social Web 2.0
through the vast amounts of data,
understand it , and act.


IBM Software Group

Retaining Customers A Priority across industries

“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

8 IBM Customer Experience © 2011 IBM Corporation

IBM Software Group

The new Social World
it’s all about end user participation..
An Increasingly Social World Means Exceptional Customer Experiences
Matter More Than Ever...

90% of consumers online
90% of consumers online
trust recommendations
trust recommendations
from people they know; In a recent study, 81
In a recent study, 81
from people they know; percent of
70% trust opinions of
70% trust opinions of percent of
unknown users. respondents said
respondents said
unknown users.
(Econsultancy, July 2009)
(Econsultancy, July 2009) they'd received
they'd received
advice from friends
advice from friends
and followers
and followers
relating to a
relating to a
product purchase
product purchase
through a social site.
through a social site.
(Click Z, January 2010)
(Click Z, January 2010)

53% of people on Twitter
53% of people on Twitter
recommend companies and/or
recommend companies and/or
products in their Tweets, with 48%
products in their Tweets, with 48%
of them delivering on their
of them delivering on their
intention to buy the product.
intention to buy the product.
(ROI Research for Performance, June 2010)
(ROI Research for Performance, June 2010)


IBM Software Group

Exceptional Web Experience - How to Stand Out?


IBM Software Group

IBM Customer Experience Suite
 Vision about the “art of the possible” for
engaging Customers on the web Web/Content
Platform
Analytics
 Multi-year IBM strategy to deliver the Search
capabilities for our customer to excel at
customer-facing experiences
Commerce
Social
 Guide for IBM investment focus both
organic and inorganic investments
Mobile Unified
Communications
 Nimble to continually absorb and simplify Rich
emerging advances to help customers Media
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)


IBM Software Group

IBM Customer Experience Suite
The centerpiece offering in the IBM Project Northstar Vision

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 Heterogeneous Systems to
Deliver New Value


IBM Software Group

Create
WebSphere Portal & Lotus Web Content Management
Exceptional Web Experience Foundation

■ Seamless convergence of Web Portal & Web content
management
■ Socially-Infused Web experiences with out-of-box Blogs &
Wikis, Tagging.
■ Community content value measurement enabled by Ratings
■ In-line business user content management via Rich Editor
enhancements & Lotus® Symphony™ integration
■ Enhanced Web analytics support for greater insight into user
behavior
■ Virtualization support increases deployment/cost-of-ownership
flexibility
■ Faster custom Web experience development with new
WebSphere Portlet Factory V7.0


IBM Software Group

What is IBM Web Content Manager?
IBM Web Content Manager™ is a powerful and sophisticated browser-based
application designed to accelerate the creation, maintenance and delivery of critical
business content across intranet, extranet, internet and portal sites.

Allows business users of all skill levels
to author content


Enables rapid development of sites
through reusable, out of the box
components and templates


Separates content from presentation
allowing authors to create content and
webmasters to maintain control


Improves customer experiences
through dynamic content delivery and a
high level of personalization to the web
user


IBM Software Group
Gauge Content Effectiveness and Efficiency for Site and Authoring Optimization

■ Alter site content to drive desired behavior by gaining rich,
insights into user behavior with built-in support for IBM
Coremetrics and leading analytics vendors including:
■ WebTrends “You cannot manage what you
■ Omniture do not measure.”
■ Unica - Peter Drucker
■ Google Analytics

■ Quantitatively manage and optimize the authoring process
to maximize authoring capabilities and accelerate
content production with Ephox WebRadar integration
■ Ephox WebRadar provides best of breed
Content Production Analytics Powered by Ephox WebRadar
web content production analytics


Target Software Group
IBM

Lotus Web Content Management V7.0 + Cognos + Coremetrics
Deliver Rich, Social Web Experiences Faster, Simpler and More Cost Effectively
■ Immersive, engaging and interactive Web experiences
leveraging rich media assets
■ Insightful views into user behavior and content production
with analytics
■ Social Web experiences with community driven tagging and
rating
■ Simplified and faster content creation with Web 2.0 user
authoring experience enhancements
■ Search Engine Optimization
■ Personal Experience 3x Traffic
■ Personalization / Recommendation
■ Metrics


IBM Software Group

Target the Right Experience
to the Right User via the
Right Channel at the Right Time

Deliver highly personalized, memorable experiences that
that adapt to a user's preferences, behaviors, location,
relationships, device, sentiment, or even time of day.

Enhance cross-sell and up-sell by providing tailored
recommendations based on users' similarity to like-minded folks.


Save time by leveraging campaign management tools to drive
automated, personalized email and web campaigns

Increase customer engagement by allowing users to tailor
their own web experiences through drag and drop.
Personalized Experiences Drive Big Business Benefits:

Personalization can increase conversion rates by 70% http://searchenginewatch.com/3634419

“The majority of marketers who have implemented strategic personalized marketing techniques have seen decidedly
greater success over traditional mass marketing approaches” CMO Council

66% of shoppers report purchasing additional products based on merchant recommendations at least once
in a while, with 21% doing so most or all of the time. Emarketing and Commerce


IBM Software Group

Improve Customer Loyalty
By Enabling
Users to Socialize

Support conversations and information sharing with and between users with
capabilities such as wikis, blogs, forums, communities, ratings, commenting, tagging,
shared bookmarks & files, and activities for organizing work & ideas.

Allow users to find the right people based upon their profile: expertise, projects,
responsibilities, and interests.

Enable customers to get problems resolved quickly with click-to-chat functions.

Improve SEO and brand awareness by syndicating content across the web, into other
online properties, such as Facebook.


IBM Software Group
Unleash the Power of Communities with New Social Features

■ Improve content relevancy by enabling users to naturally describe
products and services with tags for micro-targeted up-sell and
cross-sell offerings
 Maximize probability of inclusion in search engine results by incorporating tags into
page meta-data

■ Speed relevant content access with user categorized tag cloud
navigation and search

■ Increase brand visibility by harnessing word-of-mouth marketing with
user generated ratings and comments
 Boost credibility of product and service benefits by leveraging user reviews
■ Maximize content effectiveness by combining personalization, tags
and ratings

■ Ensure compliance in heavily regulated environments by using
workflow to manage ratings and comments


IBM Software Group

Tagging and Rating

End users will be able to tag, rate and
comment any ‘published’ item or
resource (if made available) within a
site and for content they create e.g. in
wikis and blogs

Our components are reusable by
customers so that they can also equip
their own components with tagging &
rating functionality easily
Tag clouds will allow users to get an
overview of tags already been used
and can be used to navigate/search
through ‘categorized’ content.
Similarly there will be out-of-the-box
‘page elements for displaying and
entering comments and ratings.

The information on the new product is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information on the new product is for informational
purposes only and may not be incorporated into any contract. The information on the new product is not a commitment, promise, or legal obligation to deliver any material, code or functionality. The
development, release, and timing of any features or functionality described for our products remains at our sole discretion

20 © 2011 IBM Corporation

IBM Software Group

Optimize
Optimize the Customer
Experience to
Maximize Your Results
Leverage analytics to: Gain deeper business insights with Coremetrics:

Fine tune the customer
experience, improving user
engagement.

Measure marketing effectiveness.

Make better decisions faster.

Experience Suite supports:

Out-of-the-box integration to the
leading analytic providers:
Coremetrics, WebTrends, &
Omniture.
•A/B + multi-variate tools.
Ability to create sites optimized for
search engines.

IBM Software Group

SEO – Search Engine Optimization
External Search Engine Integration Points
§ Sitemap Protocol Support
§ Sitemap Utility Portlet and exportable sitemap files
§ “Crawler Awareness”
§ Search seedlists
§ Friendly URLs Ability for Portal to provide “friendly” URLs
that users can easily read and reference
§ What's Coming
§ SEO for WCM rendering Friendly URL to
portlet the Portal page

§ Search integration
across Portal, WCM,
Connections
§ Search order by relevancy
Links generated by
§ Tagging and rating Portal are friendly
integration with search URLs


IBM Software Group

Reach
Anywhere,
Anytime,
Any Device

Source: Pew Internet & American Life Project Tracking surveys (March 2000 –
September 2009)


IBM Software Group
Mobile Options
Extend & Deliver Exceptional Experiences on Virtually Any
Device

CUSTOMER NEED SOLUTION

...mobile Web
IBM Mobile
applications or Portal Accelerator
content for virtually
any mobile device 7,500 + Devices
browser
Portal Mobile Webkit Themes

...extend a Web experience to
mobile devices for specific 
Available today for iPhone
smart phone browsers 
Coming soon for Android, Blackberry, iPad

Works with your favorite development tools!


..rapidly develop & deploy web
& hybrid mobile applications that WebSphere Portlet Factory
have a native smart phone look
and feel + Portal Mobile Webkit Themes
Q1 2011 Beta Preview

..write once, run on many devices -
Browsers and Smartphones,
Tablets, Kiosks, even Web TV

IBM Software Group
IBM Exceptional Web Experience

Reach

Engage

Create Target Socialize Optimize Realize

Integrate

Applications Content Processes

IBM Software Group

IBM Exceptional Web Experience

Reach

Cloud

Socialize


Tagging, Rating, Real-time User
Communities Search Web Apps
Commenting Messaging Customization


Create 
Target 
Optimize

Personalization Real-time analytics-enabled
Web
Rich Media RIA Visualizations
Content
Device Optimization
Campaigns

Integrate
Mashups Feeds
Widgets &
Portlets
Social
Catalog Recommendations
Search Engine Optimization

A/B + Multi-variate

Role, Profile, Globalization /
Integration Site Management Security Workflow Doc Mgt
& Segment Mgt Localization

Enterprise Personal & Cloud, Web, REST,
application sources Departmental ATOM, RSS, Widgets

26 IBM CONFIDENTIAL © 20112010 IBM Corporation
© IBM Corporation

IBM Software Group

Exceptional Web Experiences Can Deliver...


IBM Software Group

IBM asked Forrester to measure

Growth Customer Satisfaction Agility
+ 400% in the converstion rate of visits into new business
- 41% people left the page

+ 16.6% in product recommendations
- 15.8% in customer churn
14.4% maintain interest in buying
Full report at
http://www.forrester.com/rb/Research/best_practices_in_user_expe
rience_ux_design/q/id/54101/t/2


IBM Software Group

Join Us !

 IBM Executive Briefing
Center
 Massachuscets Labs
– IBM’s largest in the USA
 August 3 and 4
 2 days with the “Best of the
Best”
 2 Full days learning from
the top industry and
product experts


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