20110919 ibm ces

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© 2011 IBM Corporation1 © 2009 IBM Corporation

Exceptional Web ExperiencesThe IBM Customer Experience Suite

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© 2011 IBM CorporationIBM Customer Experience

Agenda for today “Real Life” Customer Experience Suite

Customer Focus is paramount

IBM vision for Exceptional Web Experience

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

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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/

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2009 2010 - beyond

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© 2011 IBM Corporation

2010 IBM Global CEO StudyHigh-performing companies capitalize on complexity in three ways...

Customer Focus is CEO Imperative and more important than ever

“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

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

IBM.com/CEOStudy

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“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

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

Web Platform

Social Web 2.0

Analytics

Customer Web Experience Elements Are Key

2010 IBM Global CEO StudyHigh-performing companies capitalize on complexity in three ways...

IBM.com/CEOStudy

Social Web 2.0

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© 2011 IBM Corporation8 IBM Customer Experience

Retaining Customers A Priority across industries

Source: Gartner, Inc.Gartner CEO and Senior Business Executive Survey, 2010: Anticipating the Post-Recession Landscape19 March 2010

“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."

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The new Social Worldit’s all about end user participation..

An Increasingly Social World Means Exceptional Customer Experiences Matter More Than Ever...

90% of consumers online trust recommendations from people they know;70% trust opinions of unknown users.

(Econsultancy, July 2009)

90% of consumers online trust recommendations from people they know;70% trust opinions of unknown users.

(Econsultancy, July 2009)

In a recent study, 81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site.

(Click Z, January 2010)

In a recent study, 81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site.

(Click Z, January 2010)

53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product.

(ROI Research for Performance, June 2010)

53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product.

(ROI Research for Performance, June 2010)

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Exceptional Web Experience - How to Stand Out?

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Social

Web/ContentPlatform

Mobile

RichMedia

Search

UnifiedCommunications

Analytics

Commerce

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)

Vision about the “art of the possible” for engaging Customers on the web

Multi-year IBM strategy to deliver the capabilities for our customer to excel at customer-facing experiences

Guide for IBM investment focus both organic and inorganic investments

Nimble to continually absorb and simplify emerging advances to help customers differentiate sites

IBM Customer Experience Suite

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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 Customer Experience Suite

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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

Create

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What is IBM Web Content Manager?

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 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.

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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■ Omniture■ Unica■ 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 web content production analytics

“You cannot manage what you do not measure.” - Peter Drucker

Content Production Analytics Powered by Ephox WebRadar

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Lotus Web Content Management V7.0 + Cognos + CoremetricsDeliver 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

Target

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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

http://searchenginewatch.com/3634419

http://searchenginewatch.com/3634419

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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.

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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

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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.

20

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

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Leverage analytics to: 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.

Optimize the CustomerExperience to Maximize Your Results

Gain deeper business insights with Coremetrics:

Optimize

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SEO – Search Engine OptimizationExternal Search Engine Integration Points

§ Sitemap Protocol Support § Sitemap Utility Portlet and exportable sitemap files § “Crawler Awareness” § Search seedlists § Friendly URLs

§ What's Coming § SEO for WCM rendering

portlet§ Search integration

across Portal, WCM, Connections

§ Search order by relevancy§ Tagging and rating

integration with search

Friendly URL tothe Portal page

Links generated byPortal are friendlyURLs

Ability for Portal to provide “friendly” URLs that users can easily read and reference

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

ReachAnywhere,Anytime,Any Device

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Mobile OptionsExtend & Deliver Exceptional Experiences on Virtually Any Device

...mobile Web applications or content for virtually any mobile device browser

CUSTOMER NEED

7,500 + Devices

IBM Mobile Portal Accelerator

Portal Mobile Webkit Themes Available today for iPhone

Coming soon for Android, Blackberry, iPad

Works with your favorite development tools!

...extend a Web experience to mobile devices for specific smart phone browsers

..rapidly develop & deploy web & hybrid mobile applications that have a native smart phone look and feel

..write once, run on many devices - Browsers and Smartphones, Tablets, Kiosks, even Web TV

WebSphere Portlet Factory

+ Portal Mobile Webkit Themes

Q1 2011 Beta Preview

SOLUTION

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Target

Engage

RealizeOptimizeSocializeCreate

Reach

Integrate

Applications Content Processes

IBM Exceptional Web Experience

IBM Software Group

© 2011 IBM Corporation26 IBM CONFIDENTIAL © 2010 IBM Corporation


Integrate

Enterprise application sources

Personal & Departmental

Reach

Socialize

Cloud, Web, REST, ATOM, RSS, Widgets

Role, Profile,& Segment Mgt Workflow Globalization /

LocalizationSite ManagementIntegration Security Doc Mgt

Web AppsCommunities Real-time Messaging SearchTagging, Rating,

CommentingUser

Customization

Cloud

Target OptimizeCreate

VisualizationsRIARich MediaWeb Content

Feeds Widgets & Portlets

Social Catalog

CampaignsDevice Optimization

Recommendations

Personalization

Search Engine Optimization

A/B + Multi-variate

Real-time analytics-enabled

Mashups

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Exceptional Web Experiences Can Deliver...

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Growth Customer Satisfaction Agility

IBM asked Forrester to measure

+ 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 buyingFull report at http://www.forrester.com/rb/Research/best_practices_in_user_experience_ux_design/q/id/54101/t/2

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Target

Engage

RealizeOptimizeSocializeCreate

Reach

Integrate

Applications Content Processes


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20110919 ibm ces