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© 2012 IBM Corporation© 2012 IBM Corporation
How ECM Enables "Smarter Commerce" by Reducing the Cost, Improving the Efficiency and Enhancing the Quality of
an Organization's Buy, Market, Sell And Service Activities
IBM ECM Regional UserNets – Spring 2012
© 2012 IBM Corporation2
This is changing the entire way products are sourced, manufactured and distributed—and making business more complex than ever
Customer expectations of service, price and delivery are soaring
Customers now have unlimited access to information and can instantly share it with the world
Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller
We have entered the age of the empowered customer
250 millionNumber of tweets sent via Twitter each day
75%Percentage of people who believe companies don’t tell the truth in advertisements
$93 billionAmount in sales missed due to out of stock inventory
Sources:, Techcrunch Oct 2011, Yankelovich, Evolution of Advertising and Media, 5th Annual Store Systems Study, IHL Group and RIS News, 2008
© 2012 IBM Corporation3
These disruptive forces ripple from the customer through the enterprise and across entire industries
Source: IBV Analysis
Individuals• The connected consumer • The networked workforce • The empowered citizen
Industries• Value migration • Value chain redefinition • Fragmentation
Enterprises• Evolved business models• Optimized digital operations• Connected enterprise
“The consumer is using new channels to perceive value, and associated pricing implications.“Consumer Products CEO, United States
"Profits will shift away from analog distribution to digital distribution; we will see increased margins in digital distribution and increased international distribution.“Media and Entertainment CEO, United States
“Disintermediation of clients by smaller niche players (such as mobile players) is cause for concern.“Financial Markets CEO, Canada
© 2012 IBM Corporation4
Understand and anticipate customer behavior and needs based on customer insights across all channels
Adapt sourcing and procurement based on customer demand and optimize supplier interactions across extended value chains
Market, sell and
fulfill the right
product and service
at the right price,
time and place
In this new era, businesses need to:
Power has shifted — compressing margins and changing paradigms
Service customers flawlessly, predict and drive customer loyalty
© 2012 IBM Corporation5
We call the path forward Smarter Commerce
Drives growth
Places the customer at the center
Increases margins
Synchronizes your entire value chain
Maximizes insight
Capitalizes on social and mobile
Improves collaboration and visibility
© 2012 IBM Corporation6
Smarter Commerce focuses on three dimensions centered around the customer
You need an approach that allows you to more effectively connect, collaborate, conduct
commerce and create a differentiated customer
experience
In today’s world of instant business, you need deep insights, in real-time that
you can turn into immediate action
Customer InsightIn turn, you must re-think
how your customers define value, and the changes you
must make to your value chain so you can deliver
exactly what your customers want - profitably
Customer Value Strategy
Customer & Partner Engagement
…increasing the value companies generate for their customers and partners in a rapidly changing digital world
© 2012 IBM Corporation7
Smarter Commerce can help transform every phase of the commerce cycle
BuySourcing,
controlling and procurement of goods and
services
MarketTargeted and personalized
marketing across all customer
interactions
ServiceServicing customer
needs across all interaction
channels
Sell Enables selling and fulfillment of products and services across
all channels
StrategyInsight
Engagement
MarketBuy
Service Sell
© 2012 IBM Corporation8
IBM’s integrated portfolio for Smarter Commerce
Buy Market Sell Service
Core Business ProcessesCORE BUSINESS SOLUTIONS
VALUE CHAIN STRATEGY AND SERVICES
Advanced AnalyticsCustomer Analytics | Operational Analytics | Threat and Fraud Analytics
Market and customer mgmtAligning sales, marketing and operations
to engage with customers
Innovation and business valueInnovating and aligning business models to
drive value to the customer
Operating and organization modelsDesigning operations, supply chain and the
organization model to deliver customer value
Operating and organization modelsDesigning operations, supply chain and the
organization model to deliver customer value
IBM SmartCloud and Workload Optimized Systems(Z-Enterprise, Power, X, Storage and Systems Software)
Delivering agility, integration and automation to drive relevant business outcomes
• Supplier Integration & Management
• Supply Chain Management• Payments and Settlements• Strategic Supply Management
• Customer Awareness & Analytics• Social Media Marketing• Cross-channel Campaign
Management• Digital Marketing Optimization• Pricing, Promotion and
Assortment Optimization
• Cross-channel Selling• Order Management &
Fulfillment• Customer Integration &
Collaboration• Store Solutions• Payments & Settlements
• Delivery, Service, & Support• Customer Self-Service• Case Management
© 2012 IBM Corporation9
IBM’s integrated portfolio for Smarter Commerce
Advanced AnalyticsIBM SmartCloud and Workload Optimized Systems
CORE BUSINESS SOLUTIONSCORE BUSINESS SOLUTIONS
VALUE CHAIN STRATEGY AND SERVICES
MARKET SELL SERVICEBUY
*
Customers and Customers and partners buy partners buy
what they want, what they want, when and wherewhen and where
Personalized and Personalized and relevant messages, relevant messages,
promotions and promotions and pricing with unified pricing with unified
multi-channel multi-channel marketingmarketing
Anticipates Anticipates behavior and behavior and
delivers flawless delivers flawless customer servicecustomer service
Intelligent and Intelligent and optimized supply optimized supply
chain strategies in chain strategies in anticipation of anticipation of
demanddemand
© 2012 IBM Corporation10
Buy Market Sell ServiceCORE BUSINESS SOLUTIONS
CUSTOMER VALUE STRATEGY
WebSphere Commerce•Cross-Channel Selling• Customer-centric Shopping
Experience• B2C/B2B Storefronts• Precision Marketing
Coremetrics• Analytics & Reporting• Segmentation• Search Optimization
Coremetrics• Analytics & Reporting• Segmentation• Search Optimization
Sterling Commerce• Order Management• Configuration, Pricing, Quoting• Multi-vendor catalog• Warehouse Management• Transportation Management• Supply Chain Visibility• B2B Integration
Sterling Commerce• Order Management• Configuration, Pricing, Quoting• Multi-vendor catalog• Warehouse Management• Transportation Management• Supply Chain Visibility• B2B Integration
Unica• Resource Mgmt • Campaign Mgmt• Marketing execution • Performance• Analysis
Unica• Resource Mgmt • Campaign Mgmt• Marketing execution • Performance• Analysis
ILOG Supply Chain• Network Optimization• Transportation
Optimization
ILOG Supply Chain• Network Optimization• Transportation
Optimization
Sterling Commerce• Transportation Management• Supply Chain Visibility• B2B Integration• Supplier Portal Vendor Compliance
Sterling Commerce• Transportation Management• Supply Chain Visibility• B2B Integration• Supplier Portal Vendor Compliance
ILOG Supply Chain• Product Optimization• Inventory Optimization
ILOG Supply Chain• Product Optimization• Inventory Optimization
Retail Store Solutions • Retail POS Solutions• Self-Service Portal/Kiosk• POS Applications
Sterling Commerce• Delivery & service
Scheduling• Reverse Logistics
Sterling Commerce• Delivery & service
Scheduling• Reverse Logistics
Unica• Service messaging• Notifications
Unica• Service messaging• Notifications
CUSTOMER INSIGHT SOLUTIONS
Emptoris• Spend Analysis• Sourcing• Contract Management• Supplier Lifecycle Management• Category Compliance Management
Emptoris• Spend Analysis• Sourcing• Contract Management• Supplier Lifecycle Management• Category Compliance Management
DemandTec• Price, Promotion,
Merchandising• Marketing Analytics
DemandTec• Price, Promotion,
Merchandising• Marketing Analytics
Emptoris• Contract ManagementEmptoris• Contract Management
• Content Analytics• Content Analytics• Accounts Payable Automation• ERP Integration• Accounts Payable Automation• ERP Integration
• Statement Presentment & Archiving• Customer “On-boarding”• Product, Policy & Procedure Information
• Statement Presentment & Archiving• Customer “On-boarding”• Product, Policy & Procedure Information
• Case Management• Customer Self Service• Product, Policy & Procedure Info
• Case Management• Customer Self Service• Product, Policy & Procedure Info
© 2012 IBM Corporation11
The Role of Enterprise Content Management
Before: raw materials are delivered to a factory, you purchase a carton of milk, take possession of a new home, decide what type of dishwasher is best, establish a retirement account, purchase life insurance, choose an investment, the loan for your car is approved, you get the answer from customer service…
Someone: signed a supplier agreement, approved and invoice, prepared mortgage documents, wrote a user’s manual, reviewed loan documents, created marketing collateral, revised and published customer support information.
Without the proper documents, forms, correspondence and content, and the processes to manage them, these commerce transactions – buy, market, sell and service would not happen.
Documents define business agreements and guide daily operations. Business process management brings greater efficiency to these transactions. Content analytics provides rapid insight into the customer needs, concerns and opinions. All of these capabilities enable smarter commerce.
Content is essential to commerce.
© 2012 IBM Corporation12
Opening Questions to Consider
How efficiently do you manage supplier relationships and communications?
Do your lines of business have a “single view of supplier”?
How efficiently does product information move from supplier to buyer to channel to customer?
Do your lines of business and customers have a “single view of product/service”?
How easy is it to “become a customer”?
How do you resolve complex customer service requests?
Do your lines of business have a “single view of customer”?
What additional customer detail and insight can you obtain from email, call logs, voice to text, chats, product reviews & blogs?
© 2012 IBM Corporation13
Sourcing, controlling and procurement of goods and services
Targeted and personalized marketing across all customer interactions
Selling and fulfillment of products and services across all channels
Servicing customer needs
across all interaction
channels
MarketBuy
Service SellCustomer
IBM ECM Enables All Domains of Smarter Commerce
Contracts & supporting informationSupplier communicationsAccounts payableProduct informationERP integration
Contracts & supporting informationSupplier communicationsAccounts payableProduct informationERP integration
ERP integrationCRM integration “Voice of the customer”Customer correspondenceStatements, bills, confirmationsProduct/service policy & procedure information
ERP integrationCRM integration “Voice of the customer”Customer correspondenceStatements, bills, confirmationsProduct/service policy & procedure information
Product/service InformationDigital Asset Management
“Voice of the customer”
Product/service InformationDigital Asset Management
“Voice of the customer”
CRM integration Product Information
Customer “On-boarding” Digital Asset Management
Statements, bills, confirmationsProduct/service policy & procedure information
CRM integration Product Information
Customer “On-boarding” Digital Asset Management
Statements, bills, confirmationsProduct/service policy & procedure information
© 2012 IBM Corporation14
Where & How IBM ECM Can Positively Impact Key Commerce Domains
Buy Supplier Lifecycle Management
Buy-Side Contract Management Accounts Payable
Market Product, Service, Policy & Procedures
Digital Asset Management
Voice of the Customer
Sell Product, Service, Policy & Procedures
Customer “On-Boarding”
Complex Corporate Sales
Statements, Bills & Confirmations
Service Product, Service, Policy & Procedures
Complex Customer Care
Voice of the Customer
“Single View” of Customer
© 2012 IBM Corporation15
Buy Supplier Lifecycle Management
Buy-Side Contract Management Accounts Payable
Capture ■ ■ ■
ERP Integration ■ ■ ■
Email Management ■ ■ ■
Imaging/Content Management ■ ■ ■
Case Management ■ ■
MSFT Office Integration ■ ■
Records & Retention Management ■ ■ ■
Partner Solutions ■ ■ ■
Benefits
Accelerate supplier evaluation & selection process
Enable single, secure point of access for all relevant supplier content, communications and supporting information
Retain supplier content as corporate record
Accelerate contract development, negotiation and approval
Enable secure enterprise access to contract and supporting information
Retain contract and supporting information as corporate record
Reduce cost, reduce errors, manage cash flow, eliminate late payment penalties, respond to audit requests
Reduce storage costs
Retain invoices and supporting information as corporate record
IBM ECM Capabilities to Support Key Commerce Domains
© 2012 IBM Corporation1616
Market Product, Service, Policy & Procedures
Digital Asset Management Voice of the Customer
Content Analytics ■
MSFT Office Integration ■ ■
SharePoint Integration ■
Content Management ■ ■
Case Management ■
Records & Retention Management ■
Partner Solutions ■ ■ ■
Benefits
Enable formal process for creation, review, approval and publishing
Single source for collateral & supporting information
Publish consistent information across channels
Retain per compliance requirements
Effectively organize, manage and secure media and brand assets
Single source for digital assets
Enable multi-channel distribution of digital assets
Obtain a more detailed and accurate understanding of market and customer needs
Plan and execute more effective campaigns, promotions, product positioning, sales tactics
IBM ECM Capabilities to Support Key Commerce Domains
© 2012 IBM Corporation17
SellProduct, Service,
Policy & Procedures
Customer “On-Boarding”
Complex Corporate Sales
Statements, Bills & Confirmations
Capture ■ ■
Email management ■ ■
MSFT Office Integration ■ ■
Content Management ■ ■ ■
Case Management ■ ■ ■
CRM integration ■ ■
Content Manager OnDemand ■
Records & Retention Management ■ ■ ■ ■
Partner Solutions ■ ■ ■ ■
Benefits
Single source for collateral & supporting information
Publish consistent information across channels
Efficiently capture customer information at POS
Retain as corporate record
Quickly initiate provisioning process
Accelerate contract development, negotiation and approval
Enable secure enterprise access to contract & supporting information
Reduce/eliminate printing & postal costs
Archive high-volumes of customer receipts
Retain as records
IBM ECM Capabilities to Support Key Commerce Domains
© 2012 IBM Corporation18
ServiceProduct, Service,
Policy & Procedures
Complex Customer Care
Voice of the Customer
“Single View” of Customer
Capture ■ ■
Email management ■ ■ ■
MSFT Office Integration ■ ■ ■
Content Analytics ■
Imaging/Content Management ■ ■ ■
CRM integration ■ ■
ERP Integration ■ ■
Case Management ■ ■ ■ ■
Content Manager OnDemand ■ ■
Records & Retention Management ■ ■ ■
Partner Solutions ■ ■ ■
Benefits
Single source for collateral & supporting information
Publish consistent information across channels
Improve self-service
Complete context to understand customer issues, collaborate and facilitate resolution
Record and retain key decisions, actions and communications
Exploit insight obtained from email, call logs chats and voice to text to improve service
Identify FAQs
Improve self-service
Immediate, secure access to relevant customer content & communications
Enable self service
Reduce cost of customer care
IBM ECM Capabilities to Support Key Commerce Domains
© 2012 IBM Corporation19
ECM Applied to the Key Entities of Commerce
Customer – manage the lifecycle of content and content-specific processes that: define the business relationship, specify the goods/services exchanged, record evidence of transactions and communications, facilitate efficient resolution of complex customer service and support issues
Supplier – manage the lifecycle of content and content-specific processes that: define the business relationship, specify the goods/services exchanged, record evidence of transactions and communications
Product/Service – manage the lifecycle of content and content-specific processes that describe or document: the product/service, usage, technical details, components, warranties, guarantees, maintenance, repair and operations
Analyze customer correspondence and communications to rapidly identify and explore trends, patterns, and statistically relevant facts to obtain a more detailed and accurate understanding of “voice of the customer”
“I have a complaint about the quality of the product that I bought last week!”
© 2012 IBM Corporation2020 IBM Internal Use Only
Sourcing, controlling and procurement of goods and services
Targeted and personalized marketing across all customer interactions
Selling and fulfillment of products and services across all channels
Servicing customer needs
across all interaction
channels
MarketBuy
Service SellCustomer
IBM ECM Partners Have Solutions for All Domains of Smarter Commerce
Adaptive Supplier Management Adaptive Supplier Management
www-304.ibm.com/sales/gss/download/industry_solutions_catalog/CrossIndustrySolutions.do?industry=ecm
Credit OriginationCredit Origination
Enterprise Contracts Enterprise Contracts
Accounts PayableAccounts Payable
Retail Vendor ManagementRetail Vendor Management
Container Billing Container Billing
Rapid Analytics for HotelsRapid Analytics for Hotels
UnderwritingUnderwritingClaims ManagementClaims Management
Store Communications Store Communications
Online Brokerage Account Administration Online Brokerage Account Administration
Complaint & Quality ManagementComplaint & Quality Management
Dealer Relations Portal for Discrete Manufacturers Dealer Relations Portal for Discrete Manufacturers
Digital Asset ManagementDigital Asset Management
Unsecured Lending Framework Unsecured Lending Framework
Retail Banking Transactions Retail Banking Transactions
Paperless Lending Paperless Lending
Policy Owners Services Policy Owners Services
Complaints & AppealsComplaints & Appeals
Correspondence Tracking and ManagementCorrespondence Tracking and Management
eResolve for Mortgage Banking eResolve for Mortgage Banking
Customer Service via an Automated Email Response Customer Service via an Automated Email Response
Managed Pay Managed Pay
Client Service for Wealth ManagementClient Service for Wealth Management
ePresentment ePresentment
Mobile Case ManagerMobile Case Manager
Text Analytics SuiteText Analytics Suite
© 2012 IBM Corporation2121 IBM Internal Use Only
http://public.dhe.ibm.com/common/ssi/ecm/en/zzs03023usen/ZZS03023USEN.PDF
© 2012 IBM Corporation22
© 2012 IBM Corporation23
Supplemental Slides
© 2012 IBM Corporation24
What is unique about IBM’s Smarter Commerce?
Industry Leading
Comprehensive yet Flexible
Unmatched breadth and depth of market leading products and services across the commerce cycle to meet your needs
Proven
Suppliers
Influencers
PartnersCustomers IBM Smarter Commerce
Flexibility to start in the area your business is focused leveraging your existing investments and delivering value for your business
IBM is a proven partner for your success with experience in driving measurable business outcomes across all aspects of the commerce cycle
© 2012 IBM Corporation25
Learn more about IBM Business Value Accelerator services to help you get started on your Smarter Commerce journey
Is customer information driving your business?
Has your business model changed?
Are customer needs aligned to the business operations?
How compelling is your customer experience?
Can you respond to changes in the market or demand?
Getting started and accelerating your Smarter Commerce journey
© 2012 IBM Corporation26
IBM is the right partner for Smarter Commerce
Over 2,000 of the world’s top brands
rely on IBM to improve their
business insight and execution
100 years of experience making the world work better through the use of technology
Deep skills to enhance, extend, and re-define commerce in the age of the empowered customer Acting on Customer Insight Evolving your Customer Value Strategy Optimizing Customer & Partner Engagement
$3 billion invested since 2010 to create a truly smarter approach to commerce
New consulting and system integration practice with over a thousand dedicated experts
Expertise in over 20 industries to help create a solution customized for your specific needs
© 2012 IBM Corporation27
High Value solutions spanning across multiple industries
• Advanced case mgmt
• Customer Service / Experience Mgmt
• Account Opening & Management
• Courts and Justice
• Claims Processing & Optimization
• Benefits Adjudication
• Insurance Underwriting
• Loan Origination / Mortgage Processing
• Social content mgmt
• Human Capital Management
• Education Intervention Management
• Content Search and Analytics
• Voice of the Customer
• Patient Diagnostics & Care Coordination
• Government and Crime Intelligence
• Enterprise Fraud Management
• Defensible Disposal & Value Based Archiving
• Retention & Records Management
• eDiscovery
Content at Rest = Cost, Content in Motion = Value
CAPTURECAPTURE SOCIALIZESOCIALIZE GOVERNGOVERNACTIVATEACTIVATE ANALYZEANALYZE• Document Imaging
and Advanced Document Capture
• Enterprise Platform Services
• Enterprise Report Management
• Asset Lifecycle Mgmt
• Accounts Payable
• eBilling & Electronic Document Delivery
• Contract Management
IBM ECM Foundational Solutions for IT. Compliance & Legal Buyers
IBM ECM Industry Specific Solutions targeting LOB and New Buyers
IBM ECM Cross-Industry Solutions targeting LOB & New Buyers