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© 2015 International Business Machines Corporation
Real-Time Personalization
IBM Marketing Solutions
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
55%
59%
The customer is evolving
The ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
The ocean of competition continues to...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Creating a consistent customer experi...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Marketing departments were designed f...
IBM Real-Time Personalization
6
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly, a young professional, decides ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly personalizes her experience acr...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Six months later, Lilly is researchin...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
The next day, Lilly receives a call f...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly’s application is approved and s...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly confirms the details of her loa...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly is so pleased with the service ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
IBM Real-Time Personalization
14
Opti...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Real-Time Personalization
15
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
What is Real-Time Personalization?
A ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Determines, in real-time, best messag...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Loan
Details
Plug into any customer t...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Personalizes based on historical data...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Single UI for both inbound and outbou...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Industry-leading scalability
IBM’s re...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Why IBM Real-Time Personalization?
Mo...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Event-Based Personalization
IBM Custo...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
$
What is Event-based Personalization...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
25
Uncover opportunities and further ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
26
In Interact, Behavioral Pattern = ...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Offer Orchestration
Offer Orchestrati...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Self-learning capabilities
Not only d...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Why Event-based Personalization?
29
F...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Operations and Optimization
30
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
What is Optimizing Recommendations?
T...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Product Recommendations
Dynamically d...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Content Recommendations
Helps busines...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Contact Optimization
Provide the best...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Drive cross-sell and upsell opportuni...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Digital Messaging
36
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
What is Digital Messaging?
Enables si...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Engage Email
An emails service provid...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Engage Mobile
Targeted mobile app mes...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Engage SMS
With the broadest possible...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Execute more advanced campaigns
Retar...
IBM Real-Time Personalization
New Marketer Journey
42
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
The marketing director creates the
st...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
New Customer nurture campaign continu...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Six months later, a new opportunity i...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
The next day, Lilly is motivated to c...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Lilly successfully finalizes the deta...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Map to your
data –
where it
lives
Com...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Design Thinking
Creative orchestratio...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Driven by Analytics
Visualize the cus...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Agile For Your Unique Organization
Ti...
Best Buy
Best Buy uses IBM Omni Channel Marketing to enable marketers to increase the number of campaigns while
simultaneo...
ING Bank
Dutch bank ING has transformed its marketing effectiveness over five years through a focus on personalization and...
Octagon Insurance
Octagon, an early-stage European insurance company used IBM Marketing Solutions to enable the online mar...
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Demo
55
56
57
© 2015 International Business Machines Corporation
IBM Customer Engagement Solutions
Appendix
58
Marketing Ecosystem
59
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Real time personalization updates ppt 8-28-15 v2

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Real time personalization updates ppt 8-28-15 v2

  1. 1. © 2015 International Business Machines Corporation Real-Time Personalization IBM Marketing Solutions
  2. 2. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 55% 59% The customer is evolving The modern consumer expects more from every interaction. Brands can be shaped by social media and advocacy can be won or lost with each engagement. Source: Global Digital Disruption Executive Study, 2013; “Winning Strategies for Insurers” IBV Study of customers expect personalized promotions and offers from brands of customers are influenced by social posts of a purchase by a friend
  3. 3. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The ocean of competition continues to change From emerging digital platforms to new industry contenders, marketing leaders are beginning to leverage digital capabilities, enabling new business models. 31% of executives say the new business models will have the biggest impact on their companies 63% of digital business professionals are attempting to differentiate through customer experience Source: CMO Council, 2010; “What’s Critical in the Vertical: Insurance;” Global Digital Disruption Executive Study, 2013
  4. 4. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Creating a consistent customer experience is critical Ensuring that the customer has a personalized and unified experience when interacting with the brand is becoming an increasingly difficult task. 80% of CEOs say that they have a superior customer experiences only8% of their customers agree IBM IBV Study 2012; “Stepping up to the challenge,” IBM CMO Study 2014
  5. 5. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Marketing departments were designed for a different era Current needs are addressed with existing design Unintentionally inhibiting collaboration
  6. 6. IBM Real-Time Personalization 6
  7. 7. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly, a young professional, decides to open a new bank account Lilly visits the Open Bank website to open a new bank account She fills out an application on her laptop and is told it will be opened in 24 hours The next day, Lilly receives an email confirming that her account is open and encouraged to activate it Activate Open Bank Lilly 7
  8. 8. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly personalizes her experience across her devices Later that day, Lilly receives an SMS encouraging her to download the Open Bank App She downloads the app on her phone and tablet The app offers notification preferences so Lilly can personalize her experience 9:41 AM Preferences Service Alerts Weekly Balance Summary See a quick rundown of your account every week Suspicious Activity Get notified when suspicious activity occurs on your account Account Alerts Get notified when account-based events occur in real time Privacy Enable Location Sharing Get location-based service 8
  9. 9. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Six months later, Lilly is researching graduate school options While searching for student loan options, Open Bank appears as one of her web results She is presented with two unique offers, and she clicks on the offer for a low interest rate. She is presented with the application, but then abandons 9
  10. 10. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The next day, Lilly receives a call from Open Bank Lilly receives a call from an Open Bank customer representative asking if she has any questions about the application The rep offers Lilly a promotion for a lower interest rate than initially presented Lilly is intrigued by this new offer, and it drives her to complete her application and submits 10
  11. 11. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly’s application is approved and sets an appointment on her time The next day, Lilly receives a push notification informing her that her application has been approved The push notifications deep-links her to a scheduling page, where she can decide when an Open Bank rep can call her She selects 1:00pm for her appointment time and goes back to work 9:41 AM Open Bank Select a Time Congratulations, Lilly! Choose a time slot that works best for you for us to discuss the details of your new loan. 11:30am 12:00pm 12:30pm 1:00pm 5:00pm 6:00pm 7:00pm 1 1:00pm 11
  12. 12. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly confirms the details of her loan Lilly receives a call from the Open Bank customer representative at her scheduled time The rep guides her through the specifics of her loan, and outlines her payment options Lilly is happy to receive this information and knows she made the right choice by selecting Open Bank $ $ $ 12
  13. 13. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly is so pleased with the service she received with Open Bank, she posts to Facebook and Twitter about her experience Lilly shares her experience to her social networks 13
  14. 14. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions IBM Real-Time Personalization 14 Optimizing Recommendations Real-Time Personalization Event-Based Personalization Digital Messaging
  15. 15. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Real-Time Personalization 15
  16. 16. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Real-Time Personalization? A highly scalable real-time interaction management that can plug into any channel and personalize a user experience with behavioral data and response history. Personalized Offer Messages Customer Touchpoint Interactions Data-Driven Personalization @ Single UI Industry-Leading Scalability 16
  17. 17. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Determines, in real-time, best message for each interaction Instantly determines the best personalized message to present to each customer during a live interaction through all inbound channels. A combination of segmentation logic, marketing rules, and algorithms monitor interactions over time and automate the process of building personalization models 50 85 42 25 Financial Advisor App Fee Waiver Low Interest Rate Credit Report 17
  18. 18. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Loan Details Plug into any customer touchpoint Present personalized offers to customers – wherever they choose to contact you. From websites to kiosks, from call centers to mobile apps, IBM’s real-time capabilities are channel-agnostic. Behavior can be be understood across channels, and effect decisions anywhere Welcome Lilly Lilly’s Application Low Interest Rate Offer Appointment Time Transaction History 18
  19. 19. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Personalizes based on historical data and new data from each interaction Make personalization decisions based on both historical data and new information gathered during a current interactions. Constantly learning, gaining valuable decision-making information over time to present the most personalized offers To: Lilly From: Open Bank Welcome back, Lilly! We think you’d like $ @ Low Interest Rate 19
  20. 20. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Single UI for both inbound and outbound communications The only platform to offer a single user interface and offer management system for both inbound and outbound engagements, regardless of the channel. inbound outbound 20
  21. 21. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Industry-leading scalability IBM’s real-time capabilities can scale to meet the most rigorous performance requirements while managing hundreds of thousands of concurrent sessions with instant response times. The average response time is less than one millisecond, allowing targeted offers to appear without inhibiting the user experience. 21
  22. 22. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Why IBM Real-Time Personalization? More meaningful touchpoints Better response and conversion rates Improved customer experience More targeted marketing opportunities by turning customer touchpoints into marketing channels Present offers when customers are ready to listen and increase relevance of offers by considering context Increasing the value of inbound interactions by connecting it with outbound and create dialogues over time 22
  23. 23. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Event-Based Personalization IBM Customer Engagement Solutions © 2015 International Business Machines Corporation 23
  24. 24. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions $ What is Event-based Personalization Offer Orchestration Advanced Patterns Behavioral Triggers Self-Learning Capabilities 24 Customer context and behavior (i.e., events) indicate near-term propensity to purchase with targeted and orchestrated offers that are optimized and delivered through all available inbound and outbound channels
  25. 25. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 25 Uncover opportunities and further optimize the relevance of every personalized message. Interact Advanced Patterns Customer activity and events across sessions are tracked and stored in memory. Associated actions are triggered when events occur, ensuring real-time, relevant, live interactions. Member since 2015 New York City 18-25 years old Lilly Used Student Loan Calculator Student Loan State Visited Loan Page Already occurred Used Loan Calculator Just occurred Visits Loan Application Waiting to occur
  26. 26. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 26 In Interact, Behavioral Pattern = Event Pattern Behavioral Triggers Patterns can be triggered by one or more events initiated by your customer, from any combination of channels. Interact listens for and tracks relevant events at the Audience ID level until pattern criteria is met. These patterns are used in segmentation logic and can trigger additional actions.
  27. 27. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Offer Orchestration Offer Orchestration Personalization to networked touchpoints Inbound & Outbound Channel Offers Proximity-based Offers Lilly’s interface with CSR Rep Lilly’s flexibility on closing loan Location-based 27 Marketers can now ensure that all available channels present offers that are optimized for a customer in the context of their interaction, avoiding unnecessary repitition, and on the most effective channel(s)
  28. 28. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Self-learning capabilities Not only does event-based personalization learn from an individual customers actions, but it can also include patterns that emerge based on the behavior of the masses Target Logic can be controlled by marketers while being influenced by the “Wisdom of the Crowd” 28 Member since 2015 New York City 18-25 years old Lilly Wisdom of the Crowd
  29. 29. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Why Event-based Personalization? 29 For Outbound, Inbound and Real-Time Interactions See and capture all of the inbound and outbound dialogue interactions with your customers Timely, relevant offers that are delivered consistently across channels Central Decision Engine Full Visibility Dialogue Consistent Treatment Continuously learn from past and current acceptance and rejection of offers Continuous Learning
  30. 30. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Operations and Optimization 30
  31. 31. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Optimizing Recommendations? The collaboration tools designed to scale your customer engagement initiatives across departments and territories while also facilitating a carefully curating a contact strategy. Product Recommendations $ Optimal Contact Strategy Content Recommendations 31
  32. 32. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Product Recommendations Dynamically delivers relevant product recommendations to website visitors based on comprehensive visitor data. Enables users to create a personalized experience for site visitors and drive revenue through cross-sell and up-sell opportunities. 32
  33. 33. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Content Recommendations Helps businesses present the most relevant, effective, and timely content to website visitors. Automatically delivers the most targeted content based on each visitor's current and historical interests, the wisdom of the crowd, and programmable business rules. 33
  34. 34. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Contact Optimization Provide the best customer contact experience, basing engagements on the interaction history, offer details, channel preferences, time frame, business constraints and rules and marketing objectives. Minimize customer contact fatigue by mathematically determining the best communication for each customer 34
  35. 35. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Drive cross-sell and upsell opportunities Present the most timely content to site visitors Provide the best customer contact experience Deliver personalized product recommendations and provide the user with visibility, flexibility and control to adjust rules and settings to meet the organization’s business goals Automatically deliver the most targeted content based on visitor data and allow visitors to progress through the various stages of engagement from first time clicks to frequent site visits and contributions Optimize results by balancing marketing goals, contact preferences and business constraints. Increase profitability with more customer-centric experiences and minimize contact fatigue Why IBM Optimizing Recommendations? 35
  36. 36. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Digital Messaging 36
  37. 37. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions What is Digital Messaging? Enables simultaneous access to multiple data sources located in various locations throughout the company. This provides the flexibility to leverage all available marketing data reducing required IT support. Engage Email Engage Mobile Engage SMS 37
  38. 38. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage Email An emails service provider built right into the platform, Engage Email provides rich content creation tools for execution and also tracks response data that is fed back into Campaign Management and Real-Time Personalization. Activate Open Bank Lilly A fully-featured email execution channel, Engage Email closes the gap between your marketing data and your email execution channel 38
  39. 39. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage Mobile Targeted mobile app messaging via push notifications, in-app alerts, and wearable communications that can drive behaviors and provide actionable information on your mobile properties. Take advantage of advanced mobile targeting capabilities such as location, in-app behavior, and device type to increase the value of your mobile app. 39
  40. 40. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Engage SMS With the broadest possible reach, Engage SMS allows for transactional and promotional messages without requiring any user actions. Easily execute mobile campaigns and communicate responses back to other channels 40
  41. 41. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Execute more advanced campaigns Retarget with accurate response data Get the full picture Make more complete use of Campaign Management’s advanced segmentation capabilities rather than shipping campaign lists to an email or mobile service provider Access complete, accurate response data right in Campaign Management to assess marketing results immediately and use these insights to improve future campaigns Analyze “post click” behavior of users and re-target segments with promising behavior using analytics, Campaign Management, and Digital Messaging together Why IBM Digital Messaging? 41
  42. 42. IBM Real-Time Personalization New Marketer Journey 42
  43. 43. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The marketing director creates the steps of a new campaign in marketing operations With campaign management, marketers create the campaign from the direction of Marketing Operations The scheduled campaign identifies Lilly's creation of a new account which triggers her assignment to a new customer segment Open Bank plans a campaign for new customers $
  44. 44. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions New Customer nurture campaign continues Lilly is added to an automated program which first triggers an email, notifying Lily of her newly opened bank account The targeted outreach continues with an SMS encouraging Lilly to download the app When Lilly’s app push notification preferences are set, these preferences are fed back into her customer profile 44
  45. 45. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Six months later, a new opportunity is detected Over the past six months, the data shows that Lilly falls into two segments, which trigger unique offers when she visits the website Lilly is interested in one offer, but abandons, which identifies additional information about her in real time As the next step in the campaign, this information is sent to the call center so reps can follow up with Lilly and others who have recently abandoned 45
  46. 46. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions The next day, Lilly is motivated to convert A rep calls Lilly with a newly tweaked offer, which prompts Lilly to follow up and complete the application An automated loan campaign conducts a daily search of members with newly approved loans, this triggers a push notification to these members, like Lilly The campaign receives data back from push notification on appointment time selection 1 1:00pm 46
  47. 47. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Lilly successfully finalizes the details of her loan Campaign generates a call list with times selected and information for reps A rep calls Lilly at her scheduled appointment time and Lilly confirms the details of her loan Lilly is so pleased with the service she received from Open Bank, she posts to Facebook and Twitter about her experience 47
  48. 48. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Map to your data – where it lives Common UI and offer management for both inbound and outbound Industry leading execution channels and data sources Optimize on robust analytics IBM is a market leader © 2015 International Business Machines Corporation IBM Customer Engagement Solutions 48
  49. 49. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Design Thinking Creative orchestration of customer engagement, integrating channel experiences, and optimize design through analytics. 49
  50. 50. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Driven by Analytics Visualize the customer journey across channels to convert insights into impact 50
  51. 51. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Agile For Your Unique Organization Tightly integrates into your ecosystem regardless of other technologies you already use 51
  52. 52. Best Buy Best Buy uses IBM Omni Channel Marketing to enable marketers to increase the number of campaigns while simultaneously employing contextual marketing through more targeted, personalized offers. Learn more 20% Increase in operating profit 2x New Reward-Zone memberships in three months 82% Reduction in cycle time for campaigns
  53. 53. ING Bank Dutch bank ING has transformed its marketing effectiveness over five years through a focus on personalization and use of IBM Marketing Solutions to determine, prioritize, and deliver next-best actions to customers across multiple marketing channels. Marketers using this program has increased response rates while decreasing marketing costs. Learn More 17week reduction in campaign cycle times 3x increase in customer responses 35% Reduction in overall marketing costs
  54. 54. Octagon Insurance Octagon, an early-stage European insurance company used IBM Marketing Solutions to enable the online marketing team to review replays of specific user sessions and quickly uncover why customers were dropping out of the online application process. Learn More 22% increase in conversion rates 40% reduction in validation errors 330%overall ROI
  55. 55. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Demo 55
  56. 56. 56
  57. 57. 57
  58. 58. © 2015 International Business Machines Corporation IBM Customer Engagement Solutions Appendix 58
  59. 59. Marketing Ecosystem 59

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