ibm customer experience - iab12 - milano - ardigo

Max Ardigo’Consulente di trasformazione digitale – IBM Italiamax_ardigo@it.ibm.com@it.ibm.com

ardigo max ardigo’

3 casi di social business, marketing digitale e CRM integrati: l'agency ci supporta live, dalla relazione alla transazione!

I casi Moby, Amadori e Avanzi sulla nuova piattaforma IBM per la Customer Experience & Multichannel Marketing

© 2012 IBM Corporation

Key sources of sustained economic value

Human capital

Customer relationships

Products / services innovation

Brand(s)

Business model innovation

Technology

Partnership networks

Data access / data-driven insights

R&D, intellectual property

Price / revenue innovation

Assets (physical, infrastructure)

Corporate social responsibility

Access to raw materials

71%71%

66%66%

52%52%

43%43%

33%33%

30%30%

28%28%

25%25%

22%22%

19%19%

15%15%

13%13%

8%8%

Source: 2012 IBM CEO StudyQ24 “What do you see as the key sources of sustained economic value in your organization?

Fattori abilitanti per le strategie di crescita

© 2012 IBM Corporation

• Connettere aziende e contesto• Capitalizzare intelligenza colletiva• Incrementare produttività• Favorire l’innovazione• Ottimizzare forza lavoro

• Creare relazioni durevoli• Capacità di ascolto e interazione• Multicanalità, Automazione• Conversione, Fidelizzazione• Ottimizzazione Marketing

I nuovi percorsi IBM per supportare le aziende innovative

© 2012 IBM Corporation

Il fenomeno social è un elemento chiave per il business

© 2012 IBM Corporation

Market Management:

MarketingCapacità di definire e segmentare il mercato in

tempo reale.

Capacità di socializzare

le transazioni

Critical Situation:

Customer Care & ServiceCapacità di identificarerapidamente le risorsa

migliore per risolvere il

problema urgente di un cliente.

Capacità di costruireservizi relazionali a

valoreSoftware Deployment:

ITCapacità di reperire skill

ed expertise necessari alle

attività di sviluppo e gestione.

Capacità di snellire i processi IT

Talent Management:

HRCapacità di anticipare e

reagire alla comoetitive

dinamiche dei top talent.

Capacità di connettere

persone e processi

Lead Development:

SalesCapacità di sfruttare dati e analisi

predittive per identificare edanticipare gli acquisti dei clienti.

Aree di applicazione social business – work & operations

© 2012 IBM Corporation

Modello digitale integrato – Campagna X – Gestione prospect/clienti – Social long tail

Payed, Earned

Ads

Print

Web

Agency X, Y, Z

Scontrini

Campagna

Vendo/Acquisisco

Analitica = persone

Dati = individuali

Venduto, Cliente, Prodotti, Territori, Profili/Cluster ecc + comportamenti sociali e interattivi, segmenti affinita’, desiderata ecc.

Long tail Reclustering Retargeting Anticipated insight

Multichannel customer onboarding / data collection Digital managed relation

App

Store

7x 15x

Aree di applicazione social business – sales & marketing

Single viewBusiness Data,

Social Data, Interactive data

Integrated cycle

Sales & Marketing SalesMarketing

Owned

Personal, Targeted

ManualAutomate

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

Digital Analytics

SearchCommerce

Mobile

Portalintuitive front-end

Targeted content &

media

Socialtools

and UCC

You

IBM Customer Experience Suite: Soluzioni digitali integrate per connettere aziende e mercati.

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

IBM Customer Experience Suite Una piattaforma digitale per co-lavorare e vendere in maniera sincronizzata attraverso tutti i canali.

© 2012 IBM Corporation9

DiscoverySentimentPredictive

Application server - Backoffice

IBM Portal, Content & Commerce 2.0, Web/mobileMashups, Web, Hybrid, Mobile >8000 devicesBusiness Rules, Personalization, Targeting, Precision marketingIntegrated analyticsSearch

IBM ConnectionsIBM Sametime

IBM SmartCloud for Business

Portal Customer

Data Hub

CRM, BI, Predictive& EMM

Web & mobile exceptional experiencesIBM Customer

Experience Suite

Integrated Digital Marketing Optimization

Social registration Social CRM, Connectors

Extendedcloud based services (SaaS)

Social collaborationSocial AnalyticsUnified communication

Consumer

head maps

Multichannel user experience layer

Trade

planning

IBM Customer Experience Suite Architettura per il social business e il marketing digitale.

Integrated interaction analytics

© 2012 IBM Corporation

Social Business Marketing case studies

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

Enterprise Systems

Delight customers with targeted

social and transactional propositions

Enhance workforce for

social engagementknowledge and collaboration

Connect People and Brands, discover, insight, invent

You

Social Business Marketing case studies

© 2012 IBM Corporation

Esempio: Moby/ Social Business Marketing case

© 2012 IBM Corporation

Leve strategiche

Migliorare churn rate preventivi/prenotazioniMigliorare churn rate preventivi/prenotazioni

Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing

Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing

Massimizzarela revenue extraction pre-durante-post viaggio

Massimizzarela revenue extraction pre-durante-post viaggio

Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)

Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)

Stime ricavi incrementalia regime Milioni €/anno

Trade-off costi/beneficiMilioni €

Potenziale ricav i ** incramentali danuov e tecnologie

Costo* Moby 2.0

∼XX

ROI 20xROI 20x

2011-2013

>Xmio

XX

XX

∼0,XX

Obiettivi non supportabili da tecnologiasviluppata custom “in-house”

Obiettivi non supportabili da tecnologiasviluppata custom “in-house”

Esempio: Moby/ Social Business case Progressione mese 18

>Xmio

SOCIALBUSINESS

ROI

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

?

Esempio: Moby/ Social Business case Social Engagement & Digital Marketing Optimizazion

A - Migliorare churn rate preventivi/prenotazioni

A - Migliorare churn rate preventivi/prenotazioni

Preventivi Abbandoni Acquisti

3000

57.000

60.000

Media periodo picco (Giu-Sett)

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

Enterprise Systems

Esempio: Moby/ Social Business case Customer base enlargement + customer info collection Social registration ratio 7x

© 2012 IBM Corporation

Digital Marketing / CRM / ERP individual digital analytics, real time monitoring, I/O ERP data, dynamic

segments, mkt. automation

Intuitive front-end (mobile/web) Social Registration / Data collection Real

time personalization

Targeting

Single viewBusiness Data,

Social Data, Interactive data

Enterprise Systems

Esempio: Moby/ Social Business case Digital marketing optimization: lifetime individual tracking, microsegmentation, channel attribution, proposition automation

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

Enterprise Systems

Esempio: Moby/ Social Business case Digital marketing optimization: microsegmentation detail

© 2012 IBM Corporation

Esempio: Moby/ Social Business case New multichannel digital strategy

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

Esempio: Moby/ Social Business case New multichannel interactive model (using social)

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

Leve strategiche

Migliorare churn rate preventivi/prenotazioniMigliorare churn rate preventivi/prenotazioni

Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing

Incrementare base/conoscenzadei clienti e l’efficacia delle azionidi marketing

Massimizzarela revenue extraction pre-durante-post viaggio

Massimizzarela revenue extraction pre-durante-post viaggio

Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)

Sfruttare nuovi modelli dicontatto/proposizione con i canali (agenzie, professionisti)

Stime ricavi incrementalia regime Milioni €/anno

Trade-off costi/beneficiMilioni €

Potenziale ricav i ** incramentali danuov e tecnologie

Costo* Moby 2.0

∼XX

ROI 20xROI 20x

2011-2013

>Xmio

XX

XX

∼0,XX

Obiettivi non supportabili da tecnologiasviluppata custom “in-house”

Obiettivi non supportabili da tecnologiasviluppata custom “in-house”

Esempio: Moby/ Social Business case Progressione mese 18

>Xmio

SOCIALBUSINESS

ROI

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

Esempio: Amadori / Social Business Marketing case

© 2012 IBM Corporation

http://tinyurl.com/amadori

Esempio: Amadori / Social Business case progressione KPI – 1 anno

SOCIALBUSINESS

ROI

© 2012 IBM Corporation

Esempio: Amadori / Social Business case Obiettivi aziendali e ruolo dei canali digitali

© 2012 IBM Corporation

Esempio: Amadori / Social Business case Multichannel strategy – comprensione, relazionee interazione marca-consumatore

© 2012 IBM Corporation

Intranet Extranet Internet Socializing (data, people) Listening (Digital focus, Alerts)

Timeline

ReputationSentimentAnalytics

Social Registration

http://tinyurl.com/amadori

Esempio: Amadori / Social Business case Infrastruttura web/mobile smart: targeting e personalizzazionesocial intranet, extranet, internet – data collection & listening

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette Ca. 2 mesi, 170.000 visitatori

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

Esempio: Amadori / Social Business case Concorsi Digital - le Amadorabili Ricette – Evviva Ca. 1 mese, 70.000 visitatori

Single viewBusiness Data,

Social Data, Interactive data

© 2012 IBM Corporation

ReputationSentimentAnalytics

Esempio: Amadori / Social Business case Social Business Intelligence Brand monitoring, Alerting, Discovery, Market beat, Tempo reale

© 2012 IBM Corporation

http://tinyurl.com/amadori

Esempio: Amadori / Social Business case progressione KPI – 1 anno

SOCIALBUSINESS

ROI

© 2012 IBM Corporation

Esempio: Avanzi / Social Business case

© 2012 IBM Corporation

Rafforzare la cultura di Avanzi, competenze (social) da elevareComunicazione interna, Training online, Prodotto

Socializzare il businessKPI, Sales 2.0, Supporto agli store

Ingaggiare il cliente digitaleDigital strategy, Digital marketing, Social

1

2

3

Esempio: Avanzi / Social Business case High Performance Organization

© 2012 IBM Corporation

Esempio: Avanzi / Social Business case Il CEO e la cultura partecipativa per l’High Performance Filmato lancio Avanzi 3D community

© 2012 IBM Corporation

Esempio: Avanzi / Social Business case Social/mobile Workspace for sales, logistics, marketing, operations, talent &competence.

HPO

© 2012 IBM Corporation

Statistiche social business04 nov 11 11 gen 12 13 feb 12 26 apr 12

persone collegate nell'ultima settimana

117 199 318 359

persone collegate nell'ultimo mese

193 334 485 487

comunità pubbliche 4 14 12 23

comunità con limitazioni 55 66 72 86

file caricati 69 526 589 1.004

download di file 871 7.661 11.079 17.719

argomenti nei forum 32 203 244 325

pubblicazioni nei forum 115 951 1162 1677

SOCIALBUSINESS

ROI

Esempio: Avanzi / Social Business case Progressione mese 6 (da zero)

© 2012 IBM Corporation

Single viewBusiness Data,

Social Data, Interactive data

Enterprise Systems35

Comunitàsocial

business + FB + Unità di crisi

Socialnetw orkStore

manager

Socialnetw orkCliente

App Cliente

Store

go to store

ok ko

go to store

Conferma

relazione

Vista unica relazione (transazioni, profilo sociale, trend, desideri, leads)

Pagamento e ritiro in storePagamento online e ritiro in store

Pagamento online e consegna

Esempio: Avanzi / Social Business case Fase 2 – Il Social Store ingaggia usando la piattaforma

Su le mani!

Max Ardigo’max_ardigo@it.ibm.com@it.ibm.com

ardigo max ardigo’

Tech Backup - Ready for business

38

EXAMPLE

IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – Lots of ready templates

39

IBM Customer Experience Suite & Intranet Experience Suite Fast and easy for business users – 15 min activity

IBM Customer Experience Suite & Intranet Experience Suite Enabling Mobile and BYOD for Employees and Customers Portal Responsive Design & Worklight for full native apps.

IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service

EXAMPLE

IBM Customer Experience Suite & Intranet Experience Suite Injecting social business and collaboration in context for selective customer relation, engagement, service

EXAMPLE

IBM Customer Experience Suite & Intranet Experience Suite Enabling real time social content compliancy by rules and alerts

44

Customer Data Hub

IBM Customer Experience Suite & Intranet Experience Suite Enabling social data collection, segmentation and prospect/customer clustering

45

Customer Data Hub

Coremetrics / Tealeaf / Unica / SPSS

individual digital analytics, real time monitoring, I/O ERP data, dynamic segments, mkt. automation

IBM Portal & Web Content Social Registration / Data collection Real time personalization Targeting

IBM Customer Experience Suite & Intranet Experience Suite Enabling digital marketing optimization and automation, individual behavioral and social analytics

IBM Customer Experience Suite & Intranet Experience Suite Enabling “in context” analytics, for employers, marketers

IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation

IBM Customer Experience Suite & Intranet Experience Suite Enabling advanced analytics and rule-based cross channel segmentation, targeting and automation: i.e. organic search