5. In today’s digital environment
Organizations must deliver coherent
presence across all interaction
channels
Customers expect an engaging
experience and consistent,
personalized service
8. Organizations aren’t even aware of bad experiences
1 in 10
US adults contact the company directly after a “poor” or “very poor”
experience using a website or mobile application
9. Without understanding your customers
conversion rates down? why customers struggle?
most profitable customers? more relevant offers?reaching intended audiences?
prevent customer churn?
12. Acquire the right customers
Identify most desirable customers
Target more effectively
Measure progress and attribution
13. Identify key messages and targets
Digital
Analytics
Social
Analytics
Identify top sites, topics,
sentiment, demographics,
segmentation & affinities
14. Social Analytics Output by channel matrix for
targeted marketing
Paid Search Display Ads Content for Social Email marketing
Evolving Topics
Topic ideas for
keywords list
Topic ideas for
messaging and
promo
Topic ideas for
developing viral
content
Email messaging
topics
Demographics
Google Adwords
targeting
Display targeting
Social ads and
content relevancy
Targeting
Influencer Scoring
and Sentiment
--
Identifying topics and
websites based on
sentiments
Banking on
positive/negative
trends
Provocative email
messaging
Affinity
Keywords list
expansion
Additional messaging
ideas
Participating in
conversation
Messaging ideas
Geographic
Adwords Targeting Regional targeting Regional targeting Regional targeting
Behavioural
Analytics --
Identifying
influencers
Identifying
influencers and
topics
Messaging ideas
Ads
15. Determine which channels and ads drove desired
visitor behavior
ad
ad
Multi channel
marketing and targeting
16. Improve mobile application usability
Deliver a superior customer experience
Understand the true causes of abandonment
Raise awareness of customer struggle
19. IBM Customer Analytics provides Real-time
Awareness that Eliminates Further Struggle
and Makes Customers Successful
20. IBM Customer Analytics is designed to capture every
customer, every interaction, every time
All actions All interactions All customer experience
obstacles
21. Web
Customer Analytics offers
Real-time customer experience management
Visibility. Insight. Answers.
Real-time
experience
capture
Customer and
revenue
recovery
Quick issue
resolution
Revenue
impact
analysis
Automatic
struggle
detection
Mobile
22. With IBM Customer Analytics you can:
1) Quickly discover a web or mobile issue
High numbers of customer abandoning in a particular
part
2) Quickly isolate the source of the problem
This problem needs to be resolved quickly to minimize
revenue losses.
Drill down to the root cause of the problem and
monetize issue in dollar amount
By identifying the source of the problem, we eliminate
the need for bridge calls, which reduces cost and time
per incident.
3) Recover lost customers
Prioritize by monetizing issue in dollar amount
Effectively retarget impacted customers
Critical application issues are very costly and detrimental to
brand loyalty
23. Clients of IBM Customer Analytics (Tealeaf) solutions
typically realize risk-adjusted payback in less than eight
months
Benefits quantified in study
3.5%
Increased conversion
rate
1%
Increase in retention
rate
0.05%
Reduced disputed or
fraudulent
chargebacks
20%
Additional percentage
of critical items
addressed
Reduced IT cost –
problem discovery
80%
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush, August 2010. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.
24. Customers of IBM Customer Analytics (Tealeaf)
solutions typically realize risk-adjusted payback in less
than eight months
Typical three-year risk-adjusted results
249% ROI
7.3 months payback period
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Behavior Analysis Suite, Norman Forbush,
November 2013. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.
25. Optimize the customer journey
Understand customers across time and channels
Maximize customer profitability
Minimize churn
Increase customer loyalty
28. Serve and delight Customers
Drive the adoption of self-service
Improve first call resolution and reduce call handle times
Minimize churn with optimized engagement and offers
29. 70% of consumers first interact online before
calling a contact center
30. IBM Customer Analytics reduces call center operational
costs with visibility into customers’ digital interactions
Provides the call center agent
with direct access to replays of
real customer sessions from
mobile devices, tablets or web
chats
Alerts agents of customer
struggles or drop-offs for
proactive engagement
Identifies common struggles
and provides feedback to the
business for website or
mobile improvements
Helps call center agents understand
where customers are coming from and
what problems they have experienced
before talking with them
Drives revenue and increases
brand loyalty with exceptional
web experiences that include
native social and mobile
capabilities
Offers call center visibility of
purchase information, from sell
to fulfill, across channels
31. Risk-adjusted payback typically in less than four months
Typical three-year risk-adjusted results
407% ROI
3.9 months payback period
SOURCE: Forrester Consulting, The Total Economic Impact™
Of The Tealeaf Customer Service Optimization Suite, Norman Forbush, Dec
2013. Report commissioned by Tealeaf.
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.
32. Reduce fraud and customer disputes
Detect and prevent digital fraud
Provide fraud forensic
resolve online customer disputes
33. Selective Archiving - Content Management System
Extractor/PDF Wrapper
Embedded Replay in PDF (Need IBM Tealeaf for replay)
Index and Metadata Search
IBM Customer Analytics preserves complete and
permanent records of all selected customer interactions
34. Recap: Customer Analytics solutions Addresses
Five Critical Business Needs
34
Serve and delight customers across all interaction
channels
Optimize the customer journey
Acquire the right customers
Deliver a superior customer experience
Reduce fraud and customer disputes
For increased customer context to provide seamless experiences
throughout customers’ journeys
1. “IBM Study Points to CMO, Marketer of the Future, as Customer Experiences Remain Top Priority.” May 21, 2013. ibm.com/press/us/en/pressrelease/41155.wss
2. Survey results from an Ipsos Public Affairs poll conducted for IBM from December 30, 2013, to January 13, 2014, in the United States. A national sample of 2,032 adults aged 18 and older was interviewed online. Weighting was employed to balance demographics and ensure that the sample’s composition reflects that of the US adult population according to US census data, and to provide results intended to approximate the sample universe. The data was weighted
Conventional Analytics
To stay competitive, companies need a comprehensive approach to customer analytics. One that integrates many kinds of analytics to deliver actionable insight and help coordinate engagement. This new approach should help you acquire high-value customers efficiently and engage customers to drive loyalty, profitability, revenue and retention. This is what IBM’s approach to Customer Analytics can help you achieve.
IBM Customer Analytics
To stay competitive, companies need a comprehensive approach to customer analytics. One that integrates many kinds of analytics to deliver actionable insight and help coordinate engagement. This new approach should help you acquire high-value customers efficiently and engage customers to drive loyalty, profitability, revenue and retention. This is what IBM’s approach to Customer Analytics can help you achieve.
The first area where IBM’s Customer Analytics solution help is in acquiring the right customers
We can help to identify the most desirable customers
Target those customers more effectively
And measure the results
Let’s go into a specific use case.
By combining Digital Analytics and Social Analytics, we can
1) identify the keywords that are currently drawing traffic to my site. This gives me the baseline of an area I want to investigate
2) With that insight, I can then move to my social media analytics solution to analyze discussions related to these keywords to see specific topics people are discussing, where they are having those discussions, what they are saying about my brand related to those subjects, and who is having these discussions. This enables me to identify ideas for new products or new campaigns, understand who the target audience is, what they care about, and where they hang out.
This is a powerful combination.
Insights from social enable me to increase my relevancy in two core ways:
First, I get insight that enable me to evolve my messaging ensuring I can cover new trending topics, and stay ahead of the curve
For example, I can identify evolving topics, which I can then use in paid search, display ads, etc.
Likewise, I can identify affinities which helps me expand my keywords, and gain new insights for messaging
Secondly
For example, I can also understand demographic and geographic trends, which I can use in targeting my ad placements.
To close the loop, customer analytics enables you to understand what you’re getting for your marketing investment with the powerful attribution capabilities found in Digital analytics
The second area IBM’s Customer Analytics solution can help businesses is in delivering a superior customer experience
We do this in both digital channels and mobile channels
In digital channels we help to
Identify and resolve application problems
Understand the true causes of abandonment
Raise awareness of customer struggle
Improve site usability and customer satisfaction
In Mobile Channels we
Measure and analyze mobile user behavior
Improve mobile application usability
Optimize mobile engagement channels
Let’s delve a bit deeper
Let’s start with a better understanding of the challenge
Bottom line, we’re all flying blind.
91% of companies have limited or no understanding of why people abandon their site
58% of companies have limited or no understanding of which usability issues affect conversion
How can we deliver a superior experience, when we don’t even know what’s not working and why?
Very often time companies are not aware of problems effecting the bottom lines until the end of the month or quarter.
With IBM Tealeaf companies have real time analytics that uncovers potential negative trends, identify root causes of struggles, and quantify business impacts of the issues. Companies can be proactive in taking corrective action and stop the dominoes from continue to fall.
Let’s dive in a bit deeper still and understand the capabilities
You can save money in 3 steps
Quickly see there is a problem
Quickly isolate the source of the problem
Drill down to find the root cause
Tealeaf provides tremendous return on investments to our clients. Forrester conducted a research through interviewing Tealeaf customers and found that on an average Tealeaf customers realized 249% return on investments with a payback in under 8 months.
The third area where IBM Customer Analytics helps is in optimizing the customer journey
We can help businesses
Gain insight to multi-channel customer journeys
Increase customer loyalty and repeat purchases
Understand customers in context of complete relationships
Maximize customer profitability through up-sell and cross-sell
Minimize churn with optimized engagement and offers
Maximize revenue in the moment
Let’s talk a bit more about that
The fourth of value from Customer Analytics is to serve and delight customers
With deep insight into customer behavior, we can:
Drive the adoption of self-service
Improve first call resolution, Reduce call handle times
Support the multi-channel customer experience
Minimize churn with optimized engagement and offers
The fourth of value from Customer Analytics is to serve and delight customers
With deep insight into customer behavior, we can:
Drive the adoption of self-service
Improve first call resolution, Reduce call handle times
Support the multi-channel customer experience
Minimize churn with optimized engagement and offers
IBM Tealeaf reduces call center operational costs by providing visibility into what a customer is doing online before they call.
We provide the CSR with access to replays of the customer session
We can alert agents of customers struggles or drop offs so they can proactively engage these customers
Helps call center agents understand where customers are coming from and what problems they have experienced before talking with them
We can also reduce inbound calls by simply providing a better experience at the outset by identifying common struggles and provide feedback to the business to improve the digital properties
TL provides visibility into customer current session and prior purchase transactions when they call into the call center. With this complete visibility the CSR can help with completing the current transaction and suggest (cross-sell and upsell) other items.
TL has integration with Voice of Customer solutions such as OpinionLab and ForeSee. When a customer provides feedback via VOC channel the corresponding TL session is also attached with the form. This way the CSR can easily understand the source of frustration.
The last are of value is in reducing fraud and customer disputes
With our solutions we can detect and prevent digital fraud, and manage online customer disputes