View
38
Download
1
Category
Tags:
Preview:
Citation preview
© 2015 IBM Corporation
Click to edit Master title styleThink like your customer
© 2015 IBM Corporation
The challenge: Understanding customers in a world of big dataThe challenge: Understanding customers in a world of big data
The new requirementsThe new requirements
IBM can helpIBM can help
Next stepsNext steps
Agenda
© 2015 IBM Corporation3
The Customer: your most important data domain
Addresses & Contact Details
Contracts & AccountsIdentifiers
Relationships
Order History
Call Center Logs
Unstructured Documents
Social Media Sentiment
Support History
Email Text & Sentiment
© 2015 IBM Corporation4
But, uncertain and incomplete customer information leads to missed opportunities
Increase campaign yields
Improve privacy preference compliance
Engage customers Increase average
deal size
MissedOpportunities
MissedOpportunities
Reduce average handling timeIncrease first-call resolution
© 2015 IBM Corporation
#1: Simplify customer information for multiple audiences in a world of complexity #1: Simplify customer information for multiple audiences in a world of complexity
5
The new requirements
BIG DATA & ANALYTICS
SOCIAL BUSINESS
ENTERPRISEMOBILITY
CLOUD COMPUTING
What?What?
Create a holistic, connected picture of the customer
Analyze social media to uncover sentiment about products and services
Add value by optimizing every client interaction
Deliver data and analytics in a contextually relevant view
© 2015 IBM Corporation6
The new requirements
How?How?
01010101
#2: Incorporate both structured and unstructured information, from within and beyond the enterprise#2: Incorporate both structured and unstructured information, from within and beyond the enterprise
Enhanced 360 degree
view
© 2015 IBM Corporation7
The new requirements
Hadoop Systems
Information Integration & Quality
How?How?
Federated Discovery & Navigation
Streaming Analytics
Content ManagementMaster Data Management
What’s needed for a base 360o view ?
What’s needed for an enhanced 360o view ?
#3: Use new technologies to manage new data types on a proven master data foundation#3: Use new technologies to manage new data types on a proven master data foundation
© 2015 IBM Corporation
What products can I upsell this customer?
What impact will inventory have on her?
What marketing materials should I send?
What should I know before calling her for renewal?
What’s going on with this customer TODAY?
How can we increase engagement with her?
How can we get more customers like her?
8
An enhanced 360º view answers questions that require multiple systems
Fusion of data from multiple systems enables deeper insights—not just facts
WikiExperts
Social Media
Fulfillment
Support Ticketing
External Sources
CRM
Supply Chain
Content Mgt.
DBMS
© 2015 IBM Corporation9
And…extends its value
Better information delivered to front-line employees
Increased customer loyalty and lifetime value
Complete view of customer, accounts, products and more
Real-time activity feed for instant updates
Analytics delivered in context
Discovery view
Product view
Account view
Contact view
© 2015 IBM Corporation10
A sneak peek into the view
Contact
informatio
n
from M
DM and
CRM
Contact
informatio
n
from M
DM and
CRM
List of past purchases
by this contact from
order tracking system
List of past purchases
by this contact from
order tracking system
Consolidated list of products owned based on account
affiliation
Consolidated list of products owned based on account
affiliation
Information about contact from external
sources
Information about contact from external
sources
Real-time activity feed
shows new content and
conversations fro
m all
sources Real-time activity feed
shows new content and
conversations fro
m all
sources
Recent conversations from multiple sources: e.g., CRM, e-mail, etc.
Recent conversations from multiple sources: e.g., CRM, e-mail, etc.
Accounts associated with
contact (past a
nd present)
Accounts associated with
contact (past a
nd present)
© 2015 IBM Corporation11
It makes a difference in all industries
Optimize every customer interactionby knowing everything about each customerOptimize every customer interactionby knowing everything about each customer
Industry Examples
Retail marketing optimization
Retail marketing optimization
Telco customerchurn reductionTelco customerchurn reduction
Insurance customer service enhancementInsurance customer service enhancement
Government service delivery to citizens
Government service delivery to citizens
Travel and transport loyalty marketing
Travel and transport loyalty marketing
Financial Services Next Best Action and customer retentionFinancial Services Next Best Action and customer retention
© 2015 IBM Corporation12
Trusted, consistent master data is the foundation
MatchMatch information at big data scale
ScoreScore accurately via probabilistic statistics
MasterCreate a trusted, consistent, reliable
master view
© 2015 IBM Corporation13
Probabilistic matching and search engine: InfoSphere MDM
Optimizes data for statistical comparisons
Finds all the potential matches
Scores accurately via probabilistic statistics
Supports custom threshold settings
The IBM Difference
© 2015 IBM Corporation14
Correlate & combine all data sources to unearth unique relationships
Understanding big data is critical to success
Explore
Analyze
Understand
Discover and navigate all big data repositories – internal and external sources
Analyze and compare trillions of data records from structure and unstructured sources
© 2015 IBM Corporation15
Unstructured DataContent Mgt Systems
Enterprise Systems & Content Stores
Databases Data Warehouses
SCM SOA, ESB,Web ServiceWeb RSS Feed
____________Social Media
Unstructured Structured
In-place analysis and correlation of big data assets
Explore, analyze, understand information: IBM Watson Explorer
Enterprise Unstructured SourcesEnterprise Unstructured Sources
© 2015 IBM Corporation16
Integrating and transforming big data and content to deliver accurate, consistent, timely and complete information
Integrating and transforming big data and content to deliver accurate, consistent, timely and complete information
Data Integration & Quality: InfoSphere Information Server
Information Integration and Governance
Metadata, Business Glossary and Policy Management and Entity
Analytics
Data Quality
Master Data Managemen
t
Privacy & Security
Data Lifecycle
Management
Information Integration
Transform Enable massively scalable
data movement Move data in batch and real-time
Visualize data and drill into runtime analytics
Create & maintain quality Analyze and validate data
Cleanse data Establish rules and manage
data quality
Understand & govern Use information blueprints
Discover relationships across data sources
Map IT-to-business language
Deliver Deliver accurate data
to any system Integrate data from any target
or system Leverage Hadoop and big data
© 2015 IBM Corporation17
The Power of Hadoop: InfoSphere BigInsights
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
Basis: Open source & IBM technologies Large-scale, low-cost storage Enterprise integration : Complements and extends
existing capabilities Production-ready with tooling for analysts,
developers, administrators Tools for rapid deployment
Analytical platform for persistent big data
Landing and exploration zone for all types of customer data
Low-cost processing power Enablement of deeper analytics Accelerators for social media analytics and other
key capabilities Integration with InfoSphere MDM and Watson
Explorer
Support for enhanced 360º view
Provides a virtually limitless, low-cost, persistent storage and parallel processing capability for customer data
© 2015 IBM Corporation18
Real-time Analytics: InfoSphere Streams
Harness and process streaming data sources
Select valuable data and insights to be stored for further processing
Quickly process and analyze perishable data, and take timely action
Analytical platform for data in motion
Delivery of information at the instant it is needed
Continuous processing of fast-moving customer data
Instantaneous insights into customer activities, sentiment and location
Support for enhanced 360º view
A real-time response/action capability based on continuously analyzing all available data
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
WATSON FOUNDATIONS
DecisionManagement
Planning &Forecasting
Discovery &Exploration
Business Intelligence & Predictive AnalyticsBusiness Intelligence & Predictive Analytics
ContentAnalytics
Information Integration & Governance
Data Mgmt & Warehouse
HadoopSystem
StreamComputing
ContentManagement
© 2015 IBM Corporation19
Organizations Reap Benefits from the IBM Approach
Client Clients Needs Success Proof Points
Tier 1 Mobile Service Provider
Reduced average handle time Increased first call resolution Increased Net Promoter Score
Financial Services Group
Saved US$10M annually Increased market share Improved app performance
Leading Insurance Provider
Improved retention of agents Reduced AHT by 3 seconds Saved US$11M in costs
State Department of Human Services
Improved quality of service Improved eligibility management Reduced duplication issues
Improve service and customer satisfaction while controlling cost in contact center
Improve service delivery to citizens with a single view
Provide 24,000 agents a single view of customers and products
Improve targeted marketing and cross-selling with single customer view
© 2015 IBM Corporation20
The IBM Enhanced 360º View Solution
IBM is the only vendor who combines these technologies for an enhanced 360º view.IBM is the only vendor who combines these technologies for an enhanced 360º view.
Watson Explorer
ECM InfoSphere BigInsights
InfoSphere Streams
InfoSphere Master Data Management
InfoSphere Information Server
01010101
© 2015 IBM Corporation21
Making each investor feel like #1Making each investor feel like #1
Large brokerage and financial services firm
Leading provider of workplace and individual retirement savings plans, mutual funds and other financial products for millions customers
Secure access to over 30 different silos to empower agents to engage high-value customers to promote up-selling and cross-selling
21
© 2015 IBM Corporation22
Recognized leader across key capabilities: In analysts’ market assessments In analysts’ market share estimates
IBM Leadership in Delivering Enhanced 360º View of the Customer
Master Data Management & Information Integration
Big Data
Visualization, Discovery & Exploration
Analytics
© 2015 IBM Corporation23
Before Relying on Key Data About Your Customers, Make Sure You’re Confident
Recommended