© 2014 IBM Corporation

Exceptional Digital Experiences

Pam ChandorEdmund Johnson

Gartner PCC Summit, May 2014

Pam – Story line for the beginning, moving thru the slides pretty quickly3> Set the context for why an exceptional experience is critical for competitive differentiate your organization, rise above the rest.

4> the characteristics of an exc. dig exp. (see speaker notes for the characteristics)

5,6 > what is the value of an exceptional / differentiated exp to an organization?

7> what is needed to build an exceptional / differentiated exp?

8> how has IBM packaged these pieces (present the broad and flexible set of services) – 8.5 announced today!

9> what are our themes the release we announced today

10> can’t continue with business as usual, then how best to proceed?

11 – 13 > patterns as a way to identify a logical starting point

2

What do you want to be?

Good Enough?

Or Exceptional?

4

Characteristics of an Exceptional Digital Experience

• Empowering

• Relevant

• Compelling

• Flexible and adaptable

Your organization must deliver a

differentiated brand experience

throughout the customer journey

that is…

IBM Confidential

And when you do… the results will pay off in many areas

Increase Customer

Satisfaction

30% higher rating for web self service than help desk

30% increase in referral rates

Increase Operational

Efficiency

62%customers didn't need to call

2X increase self service transactions

Faster Time

to Market

1/3 faster to develop and bring new products to market

61% faster service delivery to new customers

Improve Win

Rates

60% increase in online sales conversion

85% sales conversion rate when use web tools

Coming together to drive shareholder value

Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013

IBM Confidential

Vital elements of an IBM Exceptional Digital Experience solution

An Integrated Portfolio Approach leveraging the breadth of IBM SWG

Customer Experience SuiteDelight customers & partners, increase revenue & satisfaction

Portal Forms Web Content Management Social Mobile

Commerce Social ECM Analytics EMM Collaboration BPM

Investment focus areas

Persuasive Content Leadership“One IBM” for Marketing buyerCloud

Employee Experience SuiteEmpower employees and improve business efficiency

8

IBM Confidential

8.5 Launch Product Areas of Emphasis

9

Simplified Capabilities for the LOB to Create Digital Experiences

Enhanced Content & Application Integration for More Personalized

Experiences

Further Optimization for Multi-Channel Digital

Experience Delivery

Platform configuration support for HTTP Outbound connections

Simplified Installation and Configuration

Improved Upgrade/migration and WCM Syndication management

WebSphere Application Server 8.5.5 Support

Its not good enough to Its not good enough to

just keep doing what just keep doing what

you are doingyou are doing

Where to begin? Use Patterns of Engagement

Patterns represent modernized processes with dynamic, repeatable and measurable “people interactions” created by

building engagement into work and life

66% consumers left in past year from

poor service costing $5.9TAccenture

Social customer tells 42 other

customers of good experience; 53 of

badAmex

ROI

15% increase in Revenue McKinsey

68% increase in profit from 5%

decrease in customer defection rate Bain

Customer Engagement

Customer Engagement - Ongoing Relationships across touch points & channels

Contact Center

Self Service

Store/Branch/Location

Maintenance/Repair

Face-to-Face

Kiosk

Social

Mobile

Consumer

Business Citizen

Pacific Life

Offering insurance since 1868, Pacific Life provides a wide range of insurance products, annuities, and mutual funds, and offers a variety of investment products and services to individuals, businesses, and pension plans.

14

Selling Life Insurance Today

● A topic that no one wants to discuss● Life insurance can be complicated● Everything is on paper● Fill out a really long application● Talk about your medical history● 4-6 weeks to underwrite

15

Why build the Prime Mobile Platform?

● Expand into additional life insurance markets● New products● New Financial Advisers

● New tools to perform business anywhere● Faster and more transparent processing of life insurance applications● Agility to quickly react to changes● Improved internet presence● Leverage technology back into the enterprise

16

What is the Prime Mobile Platform?

This Is Prime Video

The Prime Mobile Platform

●IBM Forms●IBM WCM●Content TemplateCatalog (CTC)●IBM Digital Analytics

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●Apache SOLR●Active Directory(AD)●Custom SSO Site●.NET Web Services●.NET Web Apps●MS SQL Server

IBM Websphere Portal Pacific Life Environment

WebSphere

WEF

WAB

Integration

Engaging our Financial Advisors through Prime Mobile Platform●Our financial advisors are independent from Pacific Life.●Prime fully looks at the Financial Advisor’s experience●Prime Mobile Platform address the following 4 areas of the financial adviser’s experience

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Education

20

Proposal/Quote

21

Application

22

Manage the Process

23

Understanding our Financial Advisors

● Analytics are key to improving site● Graphical tools help us understand how are site is being used.

24

Understanding our Customer

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● The tools can also help you understand what the customer uses.● Help prioritize improvements for browsers or devices● Help identify key devices for testing.

Responding to business changes•WCM is used to author new content•Pages leverage CTC so they can grow•Responsive Design to adjust for different devices

Additional New Products

•WAB makes changes in the proposal system transparent to Portal•WEF can be used to quickly modify the presentation of results

Changes to Quotes

•The wizard and forms can be modified through tools•Modifications are easily deployed with no coding•Wizard data is stored as ACORD XML

Changes to Application

•Partner experience is controlled by personalization engine and WCM security•User information and security stored in central LDAP

New Business Partners

•New calculators can be built as portlets via WEF•Quickly deployed and integrated into portal

New Calculator

26

Initial Feedback

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“Wow! Modern, fresh, beautiful.”

“Love online application. I can use

this in front of the client, which makes it

that much easier.”

“…delivers to me the value of learning how

life insurance can be a part of my practice.”

“I’m having my associates go through all my files to find life

insurance opportunities to use the PMP again. The

clients really enjoyed how smoothly everything went.”

Lessons

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Q & A