Modelli di ingaggio e relazione “omnicanale” (ma dove stiamo andando?) Max Ardigò Consulente di trasformazione digitale / IBM
IBM digital experience - 24 ottobre 2013 smau - ARDIGO
Dec 05, 2014
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Modelli di ingaggioe relazione “omnicanale”(ma dove stiamo andando?)
Max ArdigòConsulente di trasformazione digitale / IBM
© 2012 IBM Corporation© 2013 IBM Corporation2
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
OMNICANALE:
- MARKETING / COMUNICAZIONE...
- COMMERCIALI / B2C/B/RETI...
- OPERATIVI (IN-OUT) B2E/B/C...C2C/B/E
- FISICO / DIGITALE (WEB-MOBILE...)
© 2012 IBM Corporation© 2013 IBM Corporation3
OK:
© 2012 IBM Corporation© 2013 IBM Corporation4
TWIT-TWIT! (hummm)OK:
© 2012 IBM Corporation© 2013 IBM Corporation5
CRASH TEST EXAMPLES
ENERGIA
DOVE IL CROSS CANALE FA PUM (A VOCE):
...
RETAIL
BANCA
© 2012 IBM Corporation© 2013 IBM Corporation6
DEVI STARE MOLTO CALMO.
(NON RISOLVI PACCIUGHI CON ALTRI PACCIUGHI)
© 2012 IBM Corporation© 2013 IBM Corporation7
PASSEGGERI & GUIDATORI.
(CIO & CMO INSIEME E NELLA STESSA DIREZIONE)
© 2012 IBM Corporation© 2013 IBM Corporation8
1) RELAZIONE,
2) INTERAZIONE,
3) TEMPO REALE.
IN OGNI PUNTO DI
CONTATTO
(DISEGNO UX INTEGRATA, UNICO LAYER IT)
© 2012 IBM Corporation© 2013 IBM Corporation9
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Da qualunque parte inizi, sei ben indirizzato
© 2012 IBM Corporation© 2013 IBM Corporation10
IBM Unica
IBM Customer
Experience Suite
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Esperienza gestita per ogni touchpoint
© 2012 IBM Corporation© 2013 IBM Corporation11
Branch
Smartphone
Tablet
Social
IBM Digital Experience – Integrated capabilities
Commerce B2C-B2B
Campaign Real Time Marketing
Portals & Dynamic content
Digital Analytics
Social Engagement
& CRM
Customer operations
Mobile
Real time customer journey – on line design
Una tecnologia per non disegnare
sulla carta.
© 2012 IBM Corporation© 2013 IBM Corporation12
12
IBM Customer Experience Suite – Implementare esperienze dinamiche
x Canali Drag&Drop Multidevice Rule based
Marketing e/o web agency (&IT)
© 2012 IBM Corporation© 2013 IBM Corporation13
“ERP delle
relazioni”
LOBCIO
IBM Customer Experience Suite – IT e Marketing insieme
© 2012 IBM Corporation© 2013 IBM Corporation14
� Online Banking 1x 1.8xActive Clients
� Online Sales 1x 2.9x
� Online Service 1x 2.0xTransactions*
� Synovate Online 5th 2nd Banking Satisfaction
� Surviscor Email 13th 1st Benchmarking
� Dalbar Ranking n/a 1st Direct Investing
� Forrester Online Banking 3rd 1st Secure Site
� Forrester Online Banking 5th 1st Public Site
Data provided by James McGuire / 2011 - Vice-President , Digital Strategy & Experience (DSX)
#Y0Indicatore #Y3
� 40% faster implementation
� 80% less cost than estimated
RELAZIONE/INTERAZIONE – CANALI CONNESSI – SOCIAL BANKING/X-SELL
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation15
� Reduced cycle for 40/80%campaign implementation
� Knowledge of 100%individual behavior
� First contact data 7x& premission acquisition(prospecting)
� Qualified digital 3xdata permission acquisition (existing base)
� CTR for intelligent 4xinbound/outbund
� Bounce rate reduction 40%in funnel acquisition
� Time reduction for 90%digital lead management
#Indicatore 1 - Social broadcast/ targeting
1 - Social broadcast/ targeting
3 - Native social data collection
3 - Native social data collection
4 - Smart portal (mobile & web) landing pages
4 - Smart portal (mobile & web) landing pages
1 - Social broadcast/ targeting
1 - Social broadcast/ targeting
Data provided by IBM Digital Benchmarking in customer innovation lab
CustomerBusiness Data,
Social Data, Interactive data
Transactional data
RELAZIONE/INTERAZIONE – CANALI CONNESSI – PROSPECT E AGENTI
ESEMPIO
2 - Social & Portal
Apps
2 - Social & Portal
AppsRELAZIONE INTERAZIONE
TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation16
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
From digital marketing to cross-channel real time marketing
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation17
PROPOSIZIONE – REAL TIME MARKETING MULTICANALE
Knowing the customer
to deliver consistent marketing propositions
ESEMPIO
RELAZIONE INTERAZIONE TEMPO REALE
© 2012 IBM Corporation© 2013 IBM Corporation18
RELAZIONE INTERAZIONE TEMPO REALE
Per condividere altri esempie relativi business case, scrivimi.
© 2012 IBM Corporation© 2013 IBM Corporation19
1) RELAZIONE,
2) INTERAZIONE,
3) TEMPO REALE.
IN OGNI PUNTO DI
CONTATTO
(NON E’ FACILE, MA PAGA)
© 2012 IBM Corporation© 2013 IBM Corporation20
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@ardigo
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