Transforming customer engagementMoments matter.

2 © 2015 IBM

A hyper-connected, everyone-to-everyone (E2E) economy is emerging where understanding customer context is crucial

OEM Mfr

Retailer

Consumer

Enterprise

…the office equipment category buyer for a large insurance company

…the engineer for an industrial automation manufacturer

…the buyer for a major consumer electronics retailer

…the grade school teacher who likes classic novels, international travel and cooking

For example, if you interact with your customer or prospect Lilly, is she …

The focus is not just about B2B or B2C, or even P2P (person to person)

The key is to know therelevant context of the customer:

• Of the individual’s: role and influence

• Of the ecosystem in which they operate

3 © 2015 IBM

In their journey to address these imperatives, companies across many industries have some common challenges

Siloed customer experiences across

the customer lifecycle

Complexity and inefficiencies in

managing the explosion of product,

content and service offerings

Inflexible deployment models across brands, geos, business units

Transactional, but not truly collaborative, integration with value chain partners

4 © 2015 IBM

IBM Commerce brings it all together to provide differentiated customer experiences

5 © 2015 IBM

IBM Commerce helps CMOs create evidence-based, enduring value to the organization

CMO AGENDA

Grow your knowledge of customers as

individuals so you can better target

offers and information.

Take action when and where it matters most to

help drive the best outcomes at virtually

every opportunity.

Better anticipate customer needs to

deliver more relevant and timely offers that are more likely to be

accepted.

GAIN CUSTOMER INSIGHT

PERSONALIZE INTERACTIONS

ENGAGE CONTINUOUSLY

WITH CUSTOMERS

6 © 2015 IBM

What if your marketing efforts resulted in?

Improved customer value, loyalty and retention5%–15% increase is typical

Higher campaign ROI15%–30% increase is typical

Increased response rates10%–50% increase is typical

Other business metrics improvementsrevenue, profit, others vary by industry (assets under management, basket size, # products owned, etc.)

More campaigns with the same resources2–5x increase is typical

Reduced cycle time for marketing efforts40%–80% reduction is typical

Reduced marketing costs20%–40% reduction is typical

Lower customer acquisition costs25%–75% reduction is typical

More effective marketing More efficient marketing

6

7 © 2015 IBM

First, you need to GAIN CUSTOMER INSIGHTwith Customer Analytics & Digital Marketing

Understand Individuals & Ecosystems

Understand Broad Customer

Demographics FROM TO

CMO

CMO

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Customer Analytics solutions offer unified views and insights across modes and channels of customer interaction

Drive highly focused customer interactions across all phases of customer experience lifecycle

Acquire profitable customers

• Engagement patterns

• Engagement preferences

• Buying intention

• Sentiment

• Buying intention

• Product preferences

• Buying patterns

• Peer recommendations

Cross-sell and up-sell

• Relevant engagement

• Reduce struggles

• Proactive responses to sentiment

Increase retention, loyalty & engagement

9

Digital Marketing lets you develop deep insights into the online behavior of your customers

Understand web site and marketing program performance to build customer profiles

Measure social ROI relative to other digital marketing efforts

Gain a more complete understanding of the downstream impact of marketing efforts

Track and segment customer behavior over time

Benchmark performance against peers and competitors

Link offline with online behavior

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Tailored MomentsStatic Offers

Armed with these new customer insights, PERSONALIZE INTERACTIONS in each moment of engagement with Real-Time Personalization

FROM TO

CMO

CMO

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Only Real-Time Personalization enables you to address these challenges and take full advantage of every interaction

Maximize all types of real-time

engagement across channels

Use response data to refine and

optimize future decisions—

automatically

Directly engage in offer design and creation

Consumer product or service recommendations based on past purchases and current web page views

Corporate configuration recommendations and installation options based on office locations

Manufacturer content recommendations (white papers) and product recommendations based on desired specs

12 © 2015 IBM

Make sure that this personalization allows you to ENGAGE CONTINUOUSLY WITH CUSTOMERS with Omni-Channel Marketing

Lifecycle Digital Content

Ad Hoc Traditional Media

FROM TO

CMO

CMO

13 © 2015 IBM

Omni-Channel Marketing engages customers with highly targeted campaigns, offers and real-time detection of opportunities

PROMOTING ORGANIZATIONAL

ALIGNMENTHelps reduce channel

silos through collaboration and measurement

DELIVERING BRAND

CONSISTENCYDrives consistent

messaging across offline and online channels

CREATING AN INTEGRATED,

CUSTOMER JOURNEYAligns with customers’ expectations on their channel of preference

at the right moment

14 © 2015 IBM

IBM Commerce delivers an integrated approach for customer engagement

For Marketing Leaders

Omni-channel Marketing

Real-time Personalization

Digital Marketing

Mobile Consumer Engagement

For Selling & Fulfillment Leaders

B2C Commerce

B2B Commerce

Omni-channel Merchandising

For Consumer Experience Leaders

Consumer Analytics

Consumer Service Optimization

Customer Engagement

15 © 2015 IBM

Trademarks and notes

IBM Corporation 2014

IBM, the IBM logo, ibm.com, Emptoris and Global Business Services are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with the appropriate symbol, these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.

Other company, product, and service names may be trademarks or service marks of others.

References in this publication to IBM products or services do not imply that IBM intends to make them available in all countries in which IBM operates.

16 © 2015 IBM

Thank you.