1. © 2013 IBM Corporation
Un viaggio alla conquista del cliente
Nuovi territori e nuovi modelli di business per la
Customer Centricity: un approccio social alle strategie aziendali.
Alessandro Chinnici
Enterprise 2.0 & Social Business Consultant – IBM Italia
alessandro_chinnici@it.ibm.com
achinnici alessandrochinnici

2. © 2013 IBM Corporation
50%
of consumers are using
a mobile device in stores
of web users
visit social sites
80%+
of consumers trust word-of-mouth
and recommendations
92%
of smartphone users
have scanned a QR Code
34%
during holiday season
over 50%
2012 online sales via
mobile devices up
of companies have
used crowd sourcing
44%
25%
of time on the internet spent
on social networks and blogs
mobile devices
social sites
recommendationsQR Codes
online sales
crowd sourcing
social networks
and blogs

3. © 2013 IBM Corporation

4. © 2013 IBM Corporation

5. © 2013 IBM Corporation

6. © 2013 IBM Corporation
Awareness Advocacy
Il viaggio alla conquista del cliente

7. © 2013 IBM Corporation
PERSONALIZZATO
RILEVANTE
COINVOLGENTE

8. © 2013 IBM Corporation
Oltre ¾ dei
consumatori
utilizzano
almeno 2
canali per
acquistare
beni/servizi
Il 35% ne usa
più di 3

9. © 2013 IBM Corporation
Fonte: http://www.zdnet.com/the-new-digital-customer-journey-cross-channel-mobile-social-self-service-and-engaged-7000015570/

10. © 2013 IBM Corporation
Fonte: http://www.zdnet.com/is-the-window-closing-on-enterprise-customer-communities-7000014884/

11. © 2013 IBM Corporation

12. © 2013 IBM Corporation

13. © 2013 IBM Corporation
TRADING
partners
SELLING
partners
DISTRIBUTION
partners
SERVICE
partners
SUPPLIERS
MARKETING
agencies

14. © 2013 IBM Corporation
Una supply chain pronta a
reagire anche agli imprevisti
Un marketing capace di parlare
ad ogni singolo cliente
Un customer service in grado
di anticipare e rispondere alle
esigenze dei clienti
Un canale di vendita per
raggiungere chiunque, ovunque

15. © 2013 IBM Corporation
Buy Market
Service Sell

16. © 2013 IBM Corporation

17. © 2013 IBM Corporation

18. © 2013 IBM Corporation

20. © 2013 IBM Corporation
Social Media Analytics
Understand customer sentiment
Affinity Analytics
Assess your brand

21. © 2013 IBM Corporation
Targeted Promotions
Test and increase conversion rate
Customer
Segmentation
Target the right customers
at the right time
Marketing Dashboard
Track results in real time

22. © 2013 IBM Corporation
Integrated eCommerce
Deliver seamless shopping
experiences
Rich Media
Manage and deploy
rich media content
Social Media Publisher
Manage your message
across social channels
Communities
Marketing gets social

23. © 2013 IBM Corporation
Responsive Design
Optimize your mobile experience
Manage on the Go
Mobile customer experience
management
Native Mobile
Build and deploy apps
Apple
Android
Native Mobile
Leverage device services

24. Build
loyalty
Increase
sales
Engaging Customer
Experiences

25. © 2013 IBM Corporation
Social
Networking
Social
Content
IBM PLATFORM FOR SOCIAL BUSINESS
Social
Integration
Social
Analytics
®

26. © 2013 IBM Corporation
Apple®
iOS Android™ Blackberry® Windows®
Phone
The Broadest
Portfolio of
Mobile Solutions
The Deepest Set
of Services
Expertise
New Industry
Partnerships and
Resources for
Developers

27. © 2013 IBM Corporation

28. © 2013 IBM Corporation