Create Exceptional Digital Experiences for Customers · Content is created in a site collection...

IBM Competitive Project Office© 2014 IBM Corporation

Create Exceptional Digital Experiences for CustomersIBM Customer Experience Suite

© 2014 IBM CorporationIBM Competitive Project Office 2

Renovations, Inc.’s goals and metrics

Goal Will be measured byIncrease Advertising Revenue

Increase Revenue per square foot

Sales RevenueWeb Site RegistrationsVisit Conversion Rate

Competitive Benchmarking

Improve Customer Satisfaction Customer Survey Results

Workforce Process Customer Financial


Renovations, Inc. needs more web site sales

We need to drive more web site sales and to do that we need to convert more visitors into registered users.

IBM Customer Experience can attract customers by focusing their attention on engaging, relevant content through personalization and recommendation

Search Engine Strategies magazine states that personalization can increase conversion rates –from browsing to buying – by as much as 70%

Samantha Daryn, Renovations, Inc. Marketing

Dan Misawa, IBM Representative


Achieving Renovations Inc.’s goal of improved website sales

Goal Metrics Initiatives

Increase Advertising

Revenue

Visit / Conversion rate

Site Registrations

Personalization

Recommendation

Sales

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프레젠테이션 노트

Just looking at the goal, we’d be tempted to start a brain dump of features/functions in Customer Experience Suite and we wouldn’t know where to start. We could easily find ourselves losing a shoot-out on features that really don’t have a bearing on the situation. But, if we look at how we’re going to measure the success of our efforts to achieve the goal, we can focus on what’s truly important… and in doing so, identify the competitive points that really matter. Web site registrations, as we’ll see, as a leading indicator is interesting. It significantly elevates what might otherwise be considered a minor feature.


Complete, Integrated Platform –Speed time to market with core platform capabilities “out-of-the box”

Open – Built on open standards with standard interfaces to integrate with your existing infrastructure investments

Extensible – Leverage and extend existing data sources and services through robust SOA integration Capabilities

Enterprise Class – Scalable, robust solution for 24/7/365 global operations

IBM Customer Experience Suite can help achieve these goals


Content Manager accelerates the development of critical business content

Enables business users of all skill levels to author and submit content

Enables rapid development of sites through reusable, out of the box components and templates

Multiple wizard-generated sites and cross-site publishing enables targeted sites while maximizing content reuse

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

… across intranet, extranet, internet and portal sites!


The Content Template Catalog (CTC) enables rapid construction

Provides everything needed to simply snap together a site

• Dozens of pre-built Web patterns for rapid site assembly• New sites easily built with Site Builder wizard interface

Facilitates complete microsite creation including:

• Landing pages with hero text and images• Slideshow carousels• Side navigators• Site map footers and more!

Utilizes best practices to maximize Web experience impact

• Pre-integrated search engine optimization (SEO)• Analytics• Social Features• Enables extensibility for customization

Renovations, Inc. Can Create and Assemble Sites in Minutes!


Personalization and customization features deliver focused, engaging content

Personalization… • Follow the customer’s browsing path over an

extended period covering repeat visits, as well as incorporate other information like device type, location, time of day, etc.

• Serve their customers highly-tailored experiences based on individual histories

• Continuously improve the focus as more data is acquired

Recommendation …• Offer content based on similarities to other

customers

Customization…• Enable regular visitors to tailor their

environment to their tastes

Renovations, Inc. and its customers will see a number of benefits from: Renovations, Inc. customers will see content relevant to them, whether they operate a storefront, attraction, or purchase kiosk advertising

Renovations, Inc.’s site will actively offer content that has been proven of interest to similar customers

Customers will be able to arrange Renovations, Inc.’s site so content and applications they need to manage their relationship are easily available


• People think they want a lot of choice, but most really don’t• When confronted with too many choices people will

frequently choose not to choose• If they do make a choice from a large selection, they often

later feel they made the wrong choice

Why personalize? Too much choice can be a bad thing

60%

40%30%

3%

From a 1995 Columbia University Study

See “The Paradox of Choice: Why Less is More” by Barry Schwartz

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Customers were given a coupon and a choice of a large selection of jams to sample and purchase or a more narrow selection. More people went for the larger selection, but rarely purchased. Those that went with the smaller selection purchased nearly 1/3 of the time.


• Available on-premise or in the cloud, WebSphere Commerce enables you to establish your online presence offering for marketing, selling and fulfillment

• What are its main features?– Built-in web store templates and

application Integration– Streamlined Order Management – Personalized Customer Offers and

Promotions– Multi-site management – Mobile

Renovations, Inc. uses WebSphere Commerce for B2B and B2C e-commerceRenovations provides a site for lease holders and advertisers and web store fronts for shops


Analytics provide Renovations, Inc. with important feedback enabling continuous improvement

Coremetrics provides details of site performance including heat maps, event funnels, and path trees

IBM Social Media Analytics reveals sentiment, trending topics and more from millions of online sources enabling customer behavior prediction and the creation of customized campaigns


Coremetrics enables the Renovations, Inc. site manager to get feedback in context

Launch Coremetrics Dashboard for the selected UI component

(Portlet, iWidget,..) for specialized and ad-hoc reporting

In Context: See exactly where your users focus within a page.

See how often your users interact with a component

Choose from a set of Coremetrics reports for the

current view, right in context

© 2014 IBM CorporationIBM Competitive Project Office 13 13

Which picture had the best click thru rate on the Home Page?

A B

C D

1.88%

2.30%

The optimized content can be anything – image, text, links or tools

A/B testing reveals a 35% difference between best and worst!

1.71%

1.75%

Customers like HSBC use A/ B testing to determine the effectiveness of marketing campaigns


DEMO: WebSphere Content Manager personalization and Coremetrics analytics

Content integration with WS Portal

Social media integration – tags, ratings, blogs

Personalization rules – static and dynamic criteria

Page/portlet analytics with Coremetrics


What did we just see?

• Content can easily be managed by non-technical staffContent• Integrate social capabilities to allow for contextual

collaboration Social• Content can easily be personalized with straightforward

rulesContext• Coremetrics can provide valuable insight overlaid in-

place with the contentMeasurement

I can easily manage the content, integrate social capabilities, personalize it for effectiveness, and measure that effectiveness in place



SharePoint personalization is rudimentary

• SharePoint provides only static Web Content Management using properties of user profiles

• “Audience Targeting” is based on compiled lists based on user profile properties– SharePoint

administrator has to compile the target audience for it to reflect changes


Microsoft also lacks a comprehensive analytics capability

• SharePoint has built-in metrics– Traffic reports provide page

views, top referrers, etc.– Search reports provide similar

metrics for searches– Inventory reports provide

number and size of sites• Microsoft did have a web

analytics effort at one time, called AdCenter Analytics, but abandoned it in 2009

• Codeplex efforts to fill the gap focus on Google Analytics

– Example: SPGoogleAnalytics plugin for SP2010


Content is created in a site collection with libraries and lists as catalogs

Content is crawled and added to the search index

Search web parts are added to the publishing sites

When the publishing site is viewed, a search query is issued and the results are displayed on the site

In SharePoint 2013, Microsoft tried to solve cross-site publishing

The result is odd…

http://blogs.technet.com/b/tothesharepoint/archive/2013/02/19/an-introduction-to-cross-site-publishing.aspx


That is a painful set up and maintenance processVerify Farm

Administration Credentials

Start Central Administration

Application Management>

Create Site Collection

Change Web Application

Enter Title/ Description

Add Web Site Address

Select Experience

Version Template

Identify Site Collection

Administrator

Identify Secondary Site

Collection Administrator

Select A Quota Template

Verify Site Collection

Administration Credentials

Settings>Site Setting

Site Collection Administration>Site Collection

Features

Activate Cross-Site Collection

Publishing

Term Store Management

Group>Term Set> New Term Label The Term

Properties> General>Name, Description, Etc.

Intended Use> Tagging,

Navigation

Custom Sort Order

Create Custom Content Type =

9 Additional Steps Each

Create Site Column = 8

Additional Steps Each

Create Metadata Column = 8

Additional Steps Each

Continued…http://technet.microsoft.com/library/jj656774.aspx

Create Publishing Site

Collection

Activate Cross-Site Publishing

Create And Manage Term

Sets

Create CatalogContent With

Lists


…Setting up and maintaining cross-site publishingVerify Site

Owner Credentials

Library Or List Settings

Catalog Settings>

Sharing> Enable

Determine Anonymous

Access

Available Fields>Up To 5

Fields To Uniquely

Identify Item

Navigation Hierarchy> Determine

Navigation Term Set

Settings> Site Settings

Site Administration>

Term Store Management

Verify Managed Metadata Service Is Selected

Identify Term Store

Administrators, Then Save

Managed Metadata

Service> New Group

Enter Name Of Global Term Set To Be Created

Refresh The Page

Right-Click The Term Set and

Move Term SetSelect Term Set

Ok, Then Refresh Page

Again

Application Management>Manage Service

Applications

Search Service> Crawling>

Content Sources

New Content Source

Name, Type, Address, Behavior, Schedule, Priority

Verify Site Collection

Administrator Credentials

Browse Library Or List In Catalog

Settings> Generation Settings> Advanced Settings

Reindexhttp://technet.microsoft.com/library/jj656774.aspx

Share Library Or List As A

Catalog

Make Term Set Available To Other Site Collections

Configure Search For Cross-Site Publishing

ReindexCatalog Content


DEMO: SharePoint personalization – audience rule


Adobe can include dynamic factors in personalization, but factors are few

Rules-Based Personalization is limited…

Recommendation is not available…

Customization is not possible…


IBM easily integrates with systems of record, Adobe does not

Web Experience Factory can use “builder” adapters to create portletsthat access databases, repositories, etc

Web Experience Factory can also connect to applications through

exposed web service APIs

Data

-Lev

el

App-LevelWeb Application Bridge enables integration with web sites and applications using reverse proxy technology, rendering their content in iFramesAt

The

Gla

ss

Experience Manager can only surface JSR 268

portlets written with 3rd-party tools


Neither Adobe nor Microsoft would enable Renovations, Inc. to achieve its goals

Content Personalization

And Recommendation

WebSphere Portal with Web Content Manager provides robust personalization with both static and dynamic rules

Microsoft’s personalization uses static rules only which must be maintained by technical staff and cannot be put into effect immediately

Adobe Experience Manager segment editor can only use a small set of factors. Integrates poorly with systems of record that hold customer data.

With IBM Coremetrics, content and site effectiveness can be measured, identifying areas that require attention for optimal results

Microsoft cannot provide a capability like Coremetricsand abandoned its attempts to do so

Adobe can provide site analytics

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Jive content management partner is Alfresco


Renovations, Inc. needs to reach customers wherever they are

We would like to be able to reachcustomers with our marketing programs on their mobile phones and through kiosks in a number of major airports

You can use WebSphere Portal Responsive Design and IBM Worklight to reach thousands of devices. Your site can even look like a native application on the device






Sales

Visit / Conversion rate

Site Registrations

Mobile Sites/Applications

Increase Advertising Revenue

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Examples of measurable value from a mobile business initiative

Mobile Sites/ Applications 67% of smartphone users say they are

more likely to buy a product or use a service from a mobile-friendly site1

74% are more likely to return to that site in the future1

Mobile devices have surpassed desktops for time spent with online retail – 55% vs 45%.2

1http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html2http://www.internetretailer.com/2013/10/01/its-official-mobile-devices-surpass-pcs-online-retail

http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html


WebSphere Portal 8 provides a responsive approach to mobile

A combination of device width, resolution, and device type triggers changes


WebSphere Portal, WCM and IBM W orklight extend the exceptional experience

Optimized for mobile browsers (phones,

tablets) using themes and responsive web

design

Extending web experiences to include on-device capabilities and app stores with

entitled IBM Worklight capabilities

Mobile HybridMobile Web

NEW!

Strong multichannel capabilities today... ...extended even further!

Integrated content/applications into a unified web

experiences optimized for

desktop browsers

Web Sites


The hybrid application architecture is easy to develop and deploy across mobile platforms

By developing a mobile application, Renovations, Inc. can enhance the web experience with device capabilities like geolocation and local storage for off-line operation

Developers can write an application once for several platforms using standards-based technologies and tools

Worklight Studio enables developers to see how their interface will be presented in each environment – WYSIWYG editing and simulators for debugging


Native Container

Web Content

UI, application(s), content, access to back-end

Portal services(roles, personalization,

customization)

Access devices specific capabilities (geo-location, camera, contacts,

etc...)App Store Presence

Application managementMobile Notifications

Native Container

Web Content

Device Capabilities

Device CapabilitiesThe best of both worlds- Mobile experiencesthat are built using both native code and webtechnologies

DEMO: WebSphere Portal mobile application

Mobile Hybrid



Mobile Sites/ Applications

Microsoft is focused on Windows Phone for mobile, which only has 2.9% of the market. It does not provide a cross-platform framework and suggests a third party for hybrid app construction1

SharePoint does not support responsive web design natively – it is only available as an incomplete, unproven, CodePlex project

http://blogs.msdn.com/b/davedev/archive/2013/02/07/build-a-hybrid-app-for-windows-phone-8-using-appmobi.aspx

Adobe sees mobile development as a content authoring problem and offers no tools for native or hybrid development, directing customers to PhoneGap

Adobe’s Edge Reflow tool for responsive web design is in preview and is as of yet unproven

IBM’s Worklight provides a comprehensive framework for mobile development that facilitates the development of web apps, native apps, and web or mixed hybrid apps

Websphere Portal 8 provides robust responsive web design support that’s here today

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How can socializing Renovations Inc.’s site help build their business?

We need new ways to establish and maintain our dominance to drive the revenue/square foot higher in our properties.

We need to bring in new tenants, keep them happy and keep them loyal.

Social Business is successful because it builds on a set of principles that contribute to customer loyalty and purchasing decisions







Customer Survey Results

Add Social Capabilities To The

Web SiteImprove

Customer Satisfaction

Increase Revenue Per Square Foot

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Examples of measurable value from these types of social business initiatives

Add Social Capabilities To The Web Site

IBM customer engagements show customer satisfaction is 30% greater with web self service over help desk

According to a McKinsey study, “The Use of Web 2.0 in Business”, highly social companies are 50% more likely to have market share and profit margin gains


Why would Renovations, Inc. want to make their web presence social?

If you were a stranger in town, which restaurant would you pick?

You would probably pick the busy restaurant based on

Social Proof

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A web presence that includes social will look like a busy restaurant. I started using this metaphor during the roadshow because the answer is intuitively obvious and I hoped it would take some of the magic out of the mix. I did further homework and discovered its part of a larger collection of principles that can also apply to social business.


Social proof is one of Dr. Robert Cialdini’s six “principles of persuasion”1

• In an unfamiliar environment we tend to think those around us are better informedSocial Proof• It may be preferable or more economical to build on a

choice or it may be painful to admit a bad choiceCommitment• People we like and respect – friends, family, celebrities –

influence usLiking• We tend to follow the advice of recognized authorities, as in

product reviews from knowledgeable sourcesAuthority• Limited supply creates a sense of urgency. We like exclusive

dealsScarcity• We can feel an obligation to return a favorReciprocity

Each of these applies in a Social Business Web Presence

1Influence: The Psychology of Persuasion; Dr. Robert Cialdini


By including social elements on their site, Renovations, Inc. leverages these principles

Social Proof, Authority, Commitment

All of these require customers be able to communicate with each other and the businessBlogs, wikis, and forums are great ways to do that, but they must be pervasive and easily integrated with the content

Tagging and rating also contribute to these factors

All of this is more easily delivered with Connections surfaced though WebSphere Portal, as in Customer Experience Suite, than with SharePoint or Adobe

Liking, Scarcity, Reciprocity

Eventbrite, which sells tickets to events over social media, calculated re-tweets at a value of $1.85 each (increase of 330% over previous year) and Facebook shares at $4.15 (increase of 65%) in 2013

Scarcity and reciprocity can be effected with marketing campaigns, already shown as best accomplished with IBM Customer Experience Suite

Scarcity and reciprocity are also at the core of gamification and can be accomplished with IBM partners like Kudos Badges


Social technologies drive customer satisfaction and loyalty for Renovations, Inc.

Shop keepers can find critical documents like

rental agreements

Blogs keep advertisers and renters informed and provide a feedback

channel

Forums enable advertisers to share insight and best practices with each other

Social bookmarking makes it easy to make fellow shop keepers aware of

news outside the community

Social tagging enables fast content location, even when that content is

unstructured.

Recommendation identifies offers likely to

appeal to advertisers and shop keepers


Consistent User Experience• Stylesheet consistency• Use of common header, footer• Common navigation structure

In Context• Associate a community with a page• Pin to specific Connections content

Targeted Social Content• Display the appropriate social content

to the right users

Extensible• Customize portlets with

Web Experience Factory

Deliver context-sensitive content from Connections, business applications or

processes (customer portlets), WCM or other content based on a specific community

Community Pages bring social elements to WebSphere Portal in an established context


WCM Social Media Publisher can promote content across social networks



Add Social Capabilities To The Web Site

Customer Experience Suite provides a pervasive social experience and Community Pages make it easy to use. Content can be also be posted to Facebook.

Customer Experience Suite’s social experience is comprehensive with Wikis, Blogs, Business Cards, etc.

Microsoft’s is late to the game, features are not well integrated – FAST search still can’t search social tags – and cross-site publishing makes a pervasive experience difficult. No Facebook content integration.

Microsoft is still assembling it’s social portfolio with Yammer still to be fully integrated and features like social bookmarking are still missing.

Adobe Social Communities is a bolt-on product. Incorporating social capabilities into pages is a manual content management task. Content cannot be managed on Facebook.

Adobe Social Communities don’t actually provide a community space. Users cannot tag content. Microblogging is not available. Wikis require knowledge of WML and are deprecated.

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Renovations, Inc.’s goals and metrics

Goal Measured by

Increase Advertising Revenue

Increase Revenue per square foot

Sales RevenueWeb Site RegistrationsVisit Conversion Rate


Accomplished With

Improve Customer Satisfaction

Customer Survey Results

Customer Experience SuiteWorklight

Customer Experience Suite

Customer Experience Suite

Workforce Process Customer Financial

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