Follow these steps with the right end-to-end tools and policies to transform your enterprise, engage customers in meaningful ways and make the most out of every moment. Read the full ebook Moments Matter: Deliver Superb Customer Journeys with Smarter Commerce at www.ibm.biz/MomentsMatter

1. 6 STEPS TO DELIVERING A
SUPERIOR CUSTOMER JOURNEY
THROUGH SMARTER COMMERCE
They’re not just another email address in a database.
of CEOs expect customers
to completely drive business
strategy within 5 years.1
60%
Step #1: Put the customer in charge
MOMENTS MATTER
Craft meaningful, people-
centric engagements
using data.
Exceed customer expectations
in real time, reach new markets
and collaborate instantly
with partners.
Transform your business
processes based on
customer insight.
$
BUY
SMARTER COMMERCE MATTERS
Step #2: Give the customer instant gratification
It’s a small window for meaningful engagement. Don’t let it close.
of retail customers have or will
stop doing business with a
company after a single poor
customer experience.2
89%
Don’t waste the customer’s time.
Present them with exactly what
they need, want and expect.
Build the human-
to-human connection.
Forge deep relationships
with the customer.
Shatter information silos
through integrated, end-to-end
enterprise insight.
Your customer is on every channel. You should be too.
of CMOs feel unprepared
for the current data explosion.1
INSIGHTS MATTER
INNOVATION MATTERS
82%
2.1 billion
Customers are everywhere,
on every channel. Engage
them on their terms.
Turn marketing into a seamless
value-added service on every platform.
Understand your customer in the right
context. Paint a holistic picture of your
customer and understand behaviors
across every channel for a 360º view.
Use predictive marketing across
channels based on behaviors and patterns.
INNOVATION MATTERS
Step #3: Transform your enterprise with
omni-channel data and opportunity
And do it at the speed of life.
Step #4: Predict customer
needs and expectations
brand impressions created
through word of mouth
each day in America.3
Use insight to predict customer
needs ahead of time.
Use predictive data to solve problems
before they occur.
Share your insight and knowledge
to provide unexpected services
that enhance the customer experience.
Break away from generic brand
experiences and make the customer
feel truly understood.
An incomplete view of the customer results in revenue loss,
brand damage and customer churn.
of online shoppers
abandon their carts
without completing
a transaction.4
70%
EXPERIENCE MATTERS
Step #5: Understand the customer
Turn social media into a customer service
solution. Use it to listen and respond to a
customer’s needs in near real time.
Create a consistent customer
experience across all touch points.
Capture every interaction to optimize
the customer experience regardless
of platform.
Establish a customer experience
ecosystem—from backend operations
to customer-facing positions.
2 ITEMS IN CART
BUY
CANCEL
of CEOs in outperforming
organizations make
customer collaboration
a top priority.5
How you connect with them will decide the pace of
your business.
Follow these steps with the right end-to-end tools and policies
to transform your enterprise, engage customers in meaningful ways
and make the most out of every moment.
To learn more, read the ebook
Moments Matter:
Deliver Superb Customer Journeys with Smarter Commerce
ibm.biz/MomentsMatter
CONNECTIONS MATTER
72%
Step #6: Collaborate with your customer
Tweet
??
:) thanks!
#thebest
@company
@customer
@company
Trust people. Integrate social capabilities
across the organization. Empower your
workforce to become brand advocates.
Craft people-centric
engagement. See the benefits
of the hyper-connected world.
Empower people. Provide real
value in return for the information
they provide to you.
Understand people. Don’t just listen.
See sentiment, activities and performance.
Sources
1
IBM Institute for Business Value, The Customer-activated Enterprise: Insights from the IBM Global Study, 2014
2
CMO.com, Breaking Down Organizational Silos For A (Much!) Better Customer Experience, June 10, 2014
3
Keller Fay Group, Experience-Driven Word of Mouth: The Key to Powerful Social Marketing, May 20, 2013
4
Baynard Institute, 27 Cart Abandonment Rate Statistics: 67.91% average documented online shopping cart
abandonment rate, March 25, 2014
5
IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014
Nearly