성공사례를통해본 social business 도입전략 표... · pdf file•...

© 2013 IBM Corporation

성공사례를통해본Social Business 도입전략

IBM Global Business Service 이지영컨설턴트

IBM BusinessConnect Korea 2013비즈니스, 미래와만나다.


비즈니스, 미래와만나다.

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I. Social Business used across Industries

II. Success Stories by Industry1) Retail Banking2) Industrial Manufacturing 3) Consumer Product Goods (CPG)4) Professional Service

III. AGENDA for Successful Implementation



조직내비즈니스영역전반에걸친 Social Business의도입, 활용

Product Development

Operation & Distribution

Marketing & Sales

Customer Service

• Customer insights 인식/이해

• 제품공동개발

• 예측및모니터링• 비즈니스프로세스확산및개선

• Customer insights 인식

• 마케팅커뮤니케이션및상호작용

• 세일즈기회창출및유지

• 소셜커머스

• 소셜기술을활용한맞춤화된고객서비스제공

Business Support

커뮤니케이션과협업향상, 최적인력배치

Enterprise Wide

조직내혹은조직간협업및커뮤니케이션향상업무에최적화된인력매치



Social Business Value in Industrial Manufacturing

Social Business Value in Retail Banking

*Source: The Social Economy: Unlocking value and productivity through social technologies, Mckinsey Global Institute, 2012

•소매금융상품특성상차별화가쉽지않고

•소비자는 Advisor에의존하는경향이있어, 은행이얼마나정확하게계산하느냐보다는은행에대한친근한느낌, 즉 Brand가선택요인

•지역적으로산재되어있는지점의정확한Information을확보하고모니터링하는것과일관적이고안정적인서비스를제공하기위한고객접점환경이중요함

Product development

Operation Marketing & Sales

Consumer service

Business Support

CollaborationExcludingCollaboration

Business Support

Product development


Consumer service


•혁신을통해차별화된상품을빠른시간에시장에출시하는것이핵심성공요인

•이를위해시장/고객에대한이해를하는것이필수적

•내부직원의 Productivity를제고하고파트너와의긴밀한협업을통한 Co-creation, 성과창출에기여



Social Business Value in CPG Social Business Value in Professional Service



Business Support

Product development


Consumer service

Business Support

Product development


Consumer service

•초기 Social Technology를가장먼저도입하고활용한기업군

•고객에게 Reach하고, 관계를유지하고고객Insight를획득하기위해 Social Technology는중요하고유용한수단으로자리매김

•고객 Insight와내외부 R&D 인력의협업을통해제품을개발하고, 고객과 Direct 커뮤니케이션을하고, Sales Channel로 Social Technology를활용함

•다른 Industry에비해비즈니스특성상고객혹은다른동료와의사회적상호작용에많이의존함

•Long-term 형식의관계에의존, Trust 기반의관계형성

•특수한지식및전문성은많은기업에필수적이기에 Contents를생성하고이를공유하고외부적으로명성을쌓기위한협업기반의활동이장려됨

*Source: The Social Economy: Unlocking value and productivity through social technologies, Mckinsey Global Institute, 2012



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• The sixth largest Canadian bank in North America• 85,000여명의직원, 약 2천 2백만의고객과거래• 소매/기업은행, 자산관리, 신탁, 자동차금융, 투자회사등 Financial Service 社• Vision : Be a true North America Bank

Background

• 경쟁이심한소매은행영역→차별화를통한경쟁우위확보필요

• M&A를통한기업성장→낮은기업문화응집성, 통합되지않은각기다른업무프로세스

• 다양한지역, 다른 Time Zone과사업부→보다효과적인관리의필요성대두

• Pushed Out contents only, No Response

‘Social Business’ Adoption History

Engagement Connection

Transparent Cohesiveness

• 직원들이인트라넷콘텐트에댓글달수있는기능추가 (2007년)→긍정적답변과창의적아이디어생성촉진

→익명이아닌계정등록후사용

Social Interaction Impact 인식Employee driven

social business network 도입

• Web 2.0 특징도입 (profile, communities, discussion forum, tagging, file sharing 등) →내부협업및전문성공유강화

• Wow Moments • 혁신 Agent (connections genius program)



• ‘11년 11월 Canada, ‘12년 1월 US 全직원사용• 직원간의 Open Dialogue →자유로운의견개진, File sharing, 전문성접근가능

• 6,700개의 blog, 5,900개의커뮤니티생성

Community as WorkplaceCEO’s blog

• 강력한 CEO의 Social Business 도입Sponsorship

• CEO의글게시후 100명의임직원이 48 시간내에응답→ Real time employee feedback

• CEO Followers 수가 800명이상• 북미전역의직원들이응답



Community를활용한고객서비스공유경험 – Wow Moments



• 소셜비즈니스에대해관심이있고열정이있는직원선발 (자유의지)

• ‘connections’의진정한가치에대한이해, 성공사례, 활용방법등을공유하고조직내전파하는역할수행

• 약 1,000여명 Connections Geniuses 보유

Connections Genius Program 변화관리 – 활용 Guide 교육

• 소셜미디어및인터넷오사용 Risk를사전인식, 직원의올바른사용유도를위한Guide 제공

• 특히, 기명사용을원칙으로하며, 온라인상의윤리적행동을위한행동지침을제공

• TD 내부의 Social Business 사업을주도하는 Social Business Team이사업부대상 Workshop 실시

• 15개의각기다른사업부를대상, Social Business 도입으로인해향상시킬수있는Business Process를탐색

• 변경된내용은 Connections Geniuses를통해전사로전달됨

Connections



Business Benefits of going Social

• Silo 형식으로운영되던조직의 Communication 향상효과→중복업무감소, 시행착오최소화→ One company로의조직문화형성

• Communities를통한업무/ 문서관리로필요한정보로의접근용이→ On-boarding 시업무인수인계 2days 감소→이메일중심의협업대비업무생산성향상

• 개인의전문성및경험에대한접근이용이→고객서비스향상, Sales 향상

Tips for Driving Adoption

• Employee Driven Adoption & Ongoing Leadership Engagement

• Build a Connections Ambassador (혁신 Agent) → Engage Early Adopters

• Social recognition for employee engagement & participation

• Identify business processes that can be transformed using Connections



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• 멕시코의시멘트제조회사• 시멘트, 골재, 재료가혼합된콘크리트 (ready-mix concrete)• 전세계 50여개국에서 Operation, 100여개이상의국가와영업거래중• 약 44,000명이상의직원

Background Solutions

• 지역시장중심의독립적인운영체계→ Silo 형식의조직, 직원의소속감이없음→유사한업무의중복수행

• 사람들간의업무상의장벽을없애고,• 비용효율적으로혁신을추진하고,• 고객의기대수준을보다더만족시킬수있는신상품출시기간단축니즈존재

• 2009년 Shift라는 internal collaboration platform 도입→지역구분없이모든직원들은비즈니스프로세스와업무 Function별 Best Practice에대한접근가능

• 초기 CEO가지정한 6개의전략적주제와관련된 Communities로시작, 현재는 9개의Innovation Initiatives 존재

• 모든직원이사용할수있도록 ‘쉽게’ 구축



Innovation through CollaborationInnovation through Collaboration

• “Social Learning”• Coordination in global teams• Anyone can contact anyone• Idea management• Focused efforts on projects • Recognition culture• Entrepreneurial ideas

rewarded

Shift as CEMEX Business Network + IntranetShift as CEMEX Business Network + Intranet

• Corporate messages• Company services &

information• Human Resources Tools• Administrative applications• Functional Sites• Company resources



Commercial developmentCommercial development

Promote development & sales of new ready mix products

Promote development & sales of new ready mix products

Government relationsGovernment relations

Improve clinker factor reductionsImprove clinker factor reductions

AggregatesAggregates

Infrastructure ProjectsInfrastructure Projects

Construction: 21st CenturyConstruction: 21st Century

Alternative fuels & biomassAlternative fuels & biomass

Global Transformation of collaboration practicesGlobal Transformation of collaboration practices

9 Global Initiatives related to Biz. strategies

• 특수한 Ready-mix 제품개발및시장화를위한 Process 개발

• Ready mix Global Brands 소개• 전세계 ready-mix product catalog• 협업이잦은연구소간가상 Tour 기능

Community 소개

• 대체에너지프로젝트의잠재적효과를평가하는데모든국가의누구든참여가능

• 화석중심의연료를줄여 CO2 배출감소를줄이는것을중점적으로논의




• Global Initiatives 관련커뮤니티에 1,700명이상의인력이참여→전사사업전략및차세대사업방향과관련된직원의전문성및의견활용→직원의조직에대한몰입도및주인의식강화→가시적인비즈니스성과창출

• 지역단위의독립적으로운영되던제품개발조직간에 Best Practice를공유,신제품개발기간을줄이고, 새로운 Market을창출→제품개발기간을 12개월에서 4개월로단축, 1년에백만달러이상을절감

• 400개이상의커뮤니티에약 11,000명이상이참여→협업을통한전문성및업무생산성확보


• Executive Sponsorship is Key

• “Seed” Collaboration efforts around strategic topics

• Continuous Measurement of business impact



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비즈니스, 미래와만나다.B

efor

e

고객구매행위(Retail Example)

Compare itemSearch for item PayAsk for

size WearPlanVisit Try on Ask

Opinion

Afte

r

Compare item

Search for item PayAsk for

sizePlanVisit Try on Try on

Wear

Assist

Online virtual dressing room with motion capture technology to prompt on-line sale

Direct upload to SNS via webcam in dressing room to increase in-store purchase

Mobile web application with fashion tips to reinforce loyalty

Ask Opinion

Offline Kiosk for ordering sold out items to avoid loss of sell opportunity

Mobile app to locate store and increase in-store traffic

Social Technology를활용, 고객과의새로운 Touch Point를개발



Tobi.com 은동작인식기술을접목하여가상의탈의실경험을제공을통해온라인매출증대를도모

Source : Literature research, Gap Website, IBM GBS analysis

Customer checks out new collections from the websiteFor certain items, she can virtually wear them in the virtual dressing room with the help of motion capture technologyShe can send/post images to her friends via facebook or e-mailTobi.com increases online sales

I wish that I could try these new clothes displayed in the website

Experimental Marketing – Virtual Dressing Room



GAP은 LBS(Location Based Service) 와매장내 Kiosk 운영을통해매장으로의방문증대와잠재매출기회손실최소화

Source : Literature research, Gap Website, IBM GBS analysis

Customer is considering a visit to a storeShe can locate the store using here mobileA discount coupon is sent via SMS Gap can increase in-bound store trafficfrom planned customers that have higher hit ratio

Mobile Marketing – LBS Digital In-Store Sales – Order Kiosk

Customer decides to buy the new itemStore does not carry the size she wantsShe places an order from the digital kiosk Gap can avoid loss of sell opportunitydue to stock out

I can’t find the nearest GAP store This store does not carry my size (or color)



Diesel 은탈의실내 SNS 접속기능을추가하여구매의사결정제고

Digital In-Store Marketing – Digital Dressing Room

Customer tries on the new collection She would like to hear herfriends’ opinion before she makes the purchase but she is aloneShe takes photo of herself from the installed web camera and sends it out to her friends She receives opinions and goes ahead with her purchaseDiesel increases store sales and customer loyalty

I don’t know whether this new jean looks good on me




• 디지털 Sales & Marketing Channel로의확장→ Offline 및 One way 방식의 Online 채널에서고객과의 Interaction이가능한

Two way Marketing & Sales Channel로확장함

• 고객별맞춤화된서비스제공을통한브랜드충성도향상→특별한고객경험을통한고객만족도제고→지속적 Sales 기회창출

• 판매성과향상→가망고객을지속적으로확보하고, 잠재매출기회손실최소화를통한판매성과제고


• Leverage cutting-edge Technology to understand consumer’s behavior

• Analyze internal/external data

• Provide private & special Customer experience



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기대효과

고객에게보다전문화된서비스를서비스제공하기위해클라우드소싱을활용, 비즈니스혁신 Drive를가속하고자함

IBM Liquid Model

Liquid PortalIBM Developer

Freelancer

Requestor

보상검토셀렉션선발등록

채택참여

경쟁

경쟁과정

업로드

채택솔루션

C1 C2 …

C : Component

SW개발프로젝트를 IBM 내부/외부인원의클라우드소싱*을통해수행하는경쟁기반플랫폼

유연한벤치인력활용경쟁을통한개발 Quality 확보보상체계반영(Blue Card Program)

작업의 Component 화-모든 Liquid task는 1-2주의단기과제개발자평판관리를위한 Point 부여작업표준화

-작업산출물, 스펙, 템플릿, 개발환경, 개발공정모두표준화

- PM, 개발자, reviewer, tester 동일Language, 환경사용

* Cloud Sourcing : 전통적으로개인이수행해왔던업무를불특정다수혹은그룹에게공개하여 Open call 형태로수행

특징

의미



• Player(개발자)는정해진기간내에산출물을완성후제출함

SUBMISSION

Portal

•프로젝트팀은제출된산출물을검토, 채점표에따라평가

•점수는개발요건에따라상대적으로결정

REVIEW

•개발자는검토결과에따라수정작업실시, 최종제출

•모든요건이충족되지않으면완료되지않은것임

FINAL FIX/REVIEW

• Event 리더가일정계획수립

•상세 Spec 게시, 적정가격선제시, 시작및종료일자수립

SCHEDULE

•내부직원뿐아니라프리랜서는 Event에관심이있다면, 솔루션제안서를작성, 게시함

REGISTRATION

• Event 리더는제안서와제안자의Digital Reputation을검토하여업무를수행할사람선정

SELECTION

산출물이최종승인이날경우보상받음Liquid Point를얻고Digital Reputation을높일수있음

AWARD



1

2•이벤트정보, 필요스킬등내역

•등급별보상내역



Digital Reputation(평판관리)는 Liquid 모델내일종의사회적화폐이며, 리더와 Player의개인브랜드를형성하는중요한요소임

Reviews• Qualitative

Assessments from each event

• “Starred” ratings

Expertise• Skills• Resume• CertificationsPerformance

• Liquid Points• Reliability /

Success Rate• Submission Scores

Ranking• Performance

comparison to other participants

• “Top” Players & LeadersEvent

History

• Liquid tenure• Event types• Technologies• Projects• Earnings

Achievement

• Recognition tiers based on rate & pace

• Liquid career milestones

• Badges Affiliations• Player pool• Communities• Social Sites• Industries

Identity Authentication

• Background check• Skill verification• Rules of Engagement

Acceptance

Reputation Elements

종합적인 Digital Reputation 요소는Liquid 내에서신뢰와위치를만들어감

Liquid Alias




• 고객에게 High quality, On-Time 서비스제공→내부직원뿐만아니라외부직원과의경쟁을통한보다고품질의 output 도출

• 내부 Agile 확보→개발인력의 Free cycle time을효과적으로활용하고, 외부기술인력을활용함으로써조직내인력구조유연성, Workforce 역량극대화

→궁극적으로비용절감의효과

• 직원몰입도향상→금전적보상및비금전적보상 (Digital Reputation)을통한직원의동기부여효과


• Extend Business network to external

• Manage employees’ reputation even in the digital world

• Identify business processes that can be transformed using socialbusiness



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소셜비즈니스실행을위한 6단계솔루션 – AGENDA를실행하라

Align Organizational Goals & Culture(조직의목표와문화를정비하라)

Gain Social Trust(소셜의신뢰를얻어라)

Engage Through Experiences(경험을통해관계를맺어라)

Network your business processes(비즈니스프로세스를네트워크로만들어라)

Design for reputation and risk management(평판과위기관리를위해디자인하라)

Analyze your data(데이터를분석하라)

그리고성공하라!


Thank You!

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