ibm digital experience - 24 ottobre 2013 smau - ardigo

Modelli di ingaggioe relazione “omnicanale”(ma dove stiamo andando?)

Max ArdigòConsulente di trasformazione digitale / IBM

© 2012 IBM Corporation© 2013 IBM Corporation2

- MARKETING / COMUNICAZIONE...

- COMMERCIALI / B2C/B/RETI...

- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E

- FISICO / DIGITALE (WEB-MOBILE...)

- MARKETING / COMUNICAZIONE...

- COMMERCIALI / B2C/B/RETI...

- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E

- FISICO / DIGITALE (WEB-MOBILE...)

OMNICANALE:

- MARKETING / COMUNICAZIONE...

- COMMERCIALI / B2C/B/RETI...

- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E

- FISICO / DIGITALE (WEB-MOBILE...)

© 2012 IBM Corporation© 2013 IBM Corporation3

OK:

© 2012 IBM Corporation© 2013 IBM Corporation4

TWIT-TWIT! (hummm)OK:

© 2012 IBM Corporation© 2013 IBM Corporation5

CRASH TEST EXAMPLES

ENERGIA

DOVE IL CROSS CANALE FA PUM (A VOCE):

...

RETAIL

BANCA

© 2012 IBM Corporation© 2013 IBM Corporation6

DEVI STARE MOLTO CALMO.

(NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI)

© 2012 IBM Corporation© 2013 IBM Corporation7

PASSEGGERI & GUIDATORI.

(CIO & CMO INSIEME E NELLA STESSA DIREZIONE)

© 2012 IBM Corporation© 2013 IBM Corporation8

1) RELAZIONE,

2) INTERAZIONE,

3) TEMPO REALE.

IN OGNI PUNTO DI

CONTATTO

(DISEGNO UX INTEGRATA, UNICO LAYER IT)

© 2012 IBM Corporation© 2013 IBM Corporation9

IBM Digital Experience – Integrated capabilities

Commerce B2C-B2B

Campaign Real Time Marketing

Portals & Dynamic content

Digital Analytics

Social Engagement

& CRM

Customer operations

Mobile

Da qualunque parte inizi, sei ben indirizzato

© 2012 IBM Corporation© 2013 IBM Corporation10

IBM Unica

IBM Customer

Experience Suite

IBM Digital Experience – Integrated capabilities

Commerce B2C-B2B

Campaign Real Time Marketing

Portals & Dynamic content

Digital Analytics

Social Engagement

& CRM

Customer operations

Mobile

Esperienza gestita per ogni touchpoint

© 2012 IBM Corporation© 2013 IBM Corporation11

Branch

Smartphone

Tablet

Social

IBM Digital Experience – Integrated capabilities

Commerce B2C-B2B

Campaign Real Time Marketing

Portals & Dynamic content

Digital Analytics

Social Engagement

& CRM

Customer operations

Mobile

Real time customer journey – on line design

Una tecnologia per non disegnare

sulla carta.

© 2012 IBM Corporation© 2013 IBM Corporation12

12

IBM Customer Experience Suite – Implementare esperienze dinamiche

x Canali Drag&Drop Multidevice Rule based

Marketing e/o web agency (&IT)

© 2012 IBM Corporation© 2013 IBM Corporation13

“ERP delle

relazioni”

LOBCIO

IBM Customer Experience Suite – IT e Marketing insieme

© 2012 IBM Corporation© 2013 IBM Corporation14

� Online Banking 1x 1.8xActive Clients

� Online Sales 1x 2.9x

� Online Service 1x 2.0xTransactions*

� Synovate Online 5th 2nd Banking Satisfaction

� Surviscor Email 13th 1st Benchmarking

� Dalbar Ranking n/a 1st Direct Investing

� Forrester Online Banking 3rd 1st Secure Site

� Forrester Online Banking 5th 1st Public Site

Data provided by James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX)

#Y0Indicatore #Y3

� 40% faster implementation

� 80% less cost than estimated

RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL

ESEMPIO

RELAZIONE INTERAZIONE TEMPO REALE

© 2012 IBM Corporation© 2013 IBM Corporation15

� Reduced cycle for 40/80%campaign implementation

� Knowledge of 100%individual behavior

� First contact data 7x& premission acquisition(prospecting)

� Qualified digital 3xdata permission acquisition (existing base)

� CTR for intelligent 4xinbound/outbund

� Bounce rate reduction 40%in funnel acquisition

� Time reduction for 90%digital lead management

#Indicatore 1 - Social broadcast/ targeting

1 - Social broadcast/ targeting

3 - Native social data collection

3 - Native social data collection

4 - Smart portal (mobile & web) landing pages

4 - Smart portal (mobile & web) landing pages

1 - Social broadcast/ targeting

1 - Social broadcast/ targeting

Data provided by IBM Digital Benchmarking in customer innovation lab

CustomerBusiness Data,

Social Data, Interactive data

Transactional data

RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI

ESEMPIO

2 - Social & Portal

Apps

2 - Social & Portal

AppsRELAZIONE INTERAZIONE

TEMPO REALE

© 2012 IBM Corporation© 2013 IBM Corporation16

PROPOSIZIONE – REAL TIME MARKETING MULTICANALE

From digital marketing to cross-channel real time marketing

ESEMPIO

RELAZIONE INTERAZIONE TEMPO REALE

© 2012 IBM Corporation© 2013 IBM Corporation17

PROPOSIZIONE – REAL TIME MARKETING MULTICANALE

Knowing the customer

to deliver consistent marketing propositions

ESEMPIO

RELAZIONE INTERAZIONE TEMPO REALE

© 2012 IBM Corporation© 2013 IBM Corporation18

RELAZIONE INTERAZIONE TEMPO REALE

Per condividere altri esempie relativi business case, scrivimi.

max_ardigo@it.ibm.com

© 2012 IBM Corporation© 2013 IBM Corporation19

1) RELAZIONE,

2) INTERAZIONE,

3) TEMPO REALE.

IN OGNI PUNTO DI

CONTATTO

(NON E’ FACILE, MA PAGA)

© 2012 IBM Corporation© 2013 IBM Corporation20

è verde.max_ardigo@it.ibm.com

linkedin.com/in/maxardigo

@ardigo