Maximize the Moment with Real-Time Engagement

© 2014 IBM Corporation

Maximize the Moment with Real-Time Engagement

Erin Jaeger, IBM

Today’s consumer is more connected and more demanding than ever

58%are more price-conscious today

than they were a year ago

70%of a B2B purchase decision is

made before a rep is contacted

19%increase in

mobile sales on Black Friday 2013

vs. 2012

71%of smartphone users compare

prices in stores

5.9B mobile phone subscribers across

the globe in 2013

92%of consumers research online and seek

opinions via earned media before a

purchase

*SOURCES: IBM Institute for Business Value; IBM 2012 Holiday Benchmark Reports; ChiefMarketer.com

Marketers must engage today’s consumer in context, at every point in the lifecycle

Continuous Customer Engagement

Make useful recommendations about products and

services

Give customers a means to share ideas and opinions Intervene when customers are struggling

Provide relevant content that informs the buying

decision

Send offers when customers are most likely to buy

Understand and respect

customers’ preferences

Identify, develop, and reward brand advocates

Rescue at-risk customers before they churn

Match service levels with expectations

Arm workforce with the knowledge customers wantServe and sell to customers in their preferred channels

In a global study of marketers, IBM found 20% outperform the rest

1.8x higher

3-yr gross profit growth

3.4x higher

3-yr net income growth

2.4x higher

3-yr stock price growthAnd achieve:

The top

20% of marketers:

•Adopt cross-channel optimization technologies

*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights

•Take proactive ownership of the customer

experience

These outperformers employ four specific practices

Get the report:

Break down silos

to better engage customers and deliver exceptional customer experience

Maximize the moment

with real-time and predictive analytics to delight customers in context

Deliver an omni-channel experience

to ensure the right experience is delivered via the right channel every time

Consistently measure results

to improve customer insight, responses, and ROI

1.

2.

3.

4.


http://www.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.html

Leading marketers maximize every moment with their customers – significantly more so than their peers

2.6xmore likely to adjust real-time offers based on context

Leading marketers are:

1.4xmore likely to integrate inbound and outbound efforts


So, how can we build a real-time engagement strategy?

1. Who is the customer or prospect? How much do we know about her?

Behavioral data:

Page views, location, reason for call, products in cart

Customer data:

Demographics, psychographics, account details, purchase history

Many approaches to personalization use one type of data

Product recommendation

engines

Online behavioral

advertising

Search engine marketing

(SEM)

Display adsSPAMPre-calculated

offers

Personalized

email

Less personalized More personalized

Customer data:


Behavioral data:


But, your customers are multidimensional – and so are successful personalization strategies


engines

Online behavioral

advertising

SEMDisplay adsSPAM

Pre-calculated

offers

Personalized

email

Good approach

Behavioral data:


Customer data:

Demographics, psychographics,

account details, purchase history

WOTC powers insight

beyond just related or

bestselling products

2. What gets personalized?

The look and feel:

• Background/ layout: e.g., season-specific, optimized for certain device

• Images

The message:

• Special offer: 10% off, BOGO

• Recommended products

• Thematic message: “Stay warm this winter”

• Follow-up/ other action – even if it’s not a traditional marketing message!

3. Where does the interaction happen? How connected is it to my other marketing efforts?

Marketer Customer

Can you:

• Reinforce offers and messages across

channels?

• Learn from every interaction?

• Use what you learn to power future

decisions?

You forgot your cash – but it’s

safe and sound.

4. When are the personalization decisions made?

Behavioral data:


Customer data:


Before the interaction(based on what you already know)

Before the interaction(triggered, but not decided, by context)

Better approach: Decide during the interaction


engines

Online behavioral

advertising

SEMDisplay adsSPAM

Pre-calculated

offers

Personalized

email

Good approach

Behavioral data:


Customer data:

Demographics, psychographics,

account details, purchase history

During the interaction(drawing on history AND context)

Time: a key third dimension of real-time engagement

Changes over time:

Patterns of behavior, account status

change, credit score

Best

approach

Your flight’s been moved to gate C6. Here is an

updated boarding pass:

5. How is the personalized message selected?

Deterministic:

Marketers structure end-to-end logic before deployment

Predictive:

Software uses algorithms to determine the best course of action

Best

approach

What does this look like?

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WEBSITE

http://www.voluptatem.quia

Mary•

35 years old

• Loyalty program member

• Researches via mobile

• Purchases in store

James•

42 years old

• Returning customer

• Researches & purchases online after business

hours

15%

15%

Access Connect Online to complete your session surveys using any:– Web or mobile browser – Connect Online kiosk onsite

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