Rethink Marketing: IBM's Vision for Continuous Customer Engagement

Rethink Marketing:
IBM’s Vision for Continuous Customer Engagement
Erin Jaeger, IBM

Marketers’ goals are simple…
What are the top marketing
challenges your organization faces?

42%
of marketers say

acquiring customers

36%
of marketers say

retaining customers and
improving loyalty /
satisfaction
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights

…but today’s consumer is not

63%

71%

58%

of smartphone users
compare prices in
stores

are more priceconscious
today vs. a year ago

increase in
Black Friday
mobile sales 2012
vs. 2011

5.9B

70%

92%

mobile phone
subscribers
worldwide in 2013

of a B2B purchase
decision is made
before a rep is
contacted

of consumers
research online
and seek opinions
via earned media

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

Customers’ expectations are soaring – and going unmet
What customers want:

Self-serve | Relevant | Personal | Seamless

80% of
CEOs
think they deliver a superior
customer experience

Only 8%
of their customers agree


To close this gap, marketers must reimagine their roles…

Know your customers

…by understanding
each customer as
an individual.

Define what to market
and how to market it

Protect the
brand promise

…by creating a system
of engagement that
maximizes value —for
the customer and the
brand — at every
touch.

…by designing
your culture and brand
to be
authentically one.

Only 8%

…and shift their definition of marketing to one of

Continuous Customer
Engagement
Systematically interpreting and evolving
a comprehensive understanding
of each customer
in order to engage that individual
in a productive manner
in any brand interaction

Only 8%

In a global study of marketers, IBM found 20% outperform the rest –
and leverage four specific practices:

1.
2.
3.
4.

Break down silos
to deliver exceptional, seamless customer experience

Maximize the moment
to delight customers in context

Deliver an omni-channel experience
to convey the right experience via the right channel

Consistently measure results
to improve customer insight, responses, and ROI

Get the report:

1. Break down silos
•

Reimagine marketing as ongoing
engagement throughout the customer lifecycle

•

Take a common, cross-functional approach to
customer insight and analytics

•

Leading marketers are

1.9x
more likely to monitor post-sale
customer interactions*

Execute consistently across traditional
marketing boundaries

Air France/KLM provides valuable, real-time information throughout the entire travel
process, boosting customer satisfaction, repurchase intent, and social recommendations.

2. Maximize the moment
•

Deliver personalized real-time offers –
based on preset triggers and what’s learned
during the current context

•

Base product recommendations on both
historical and current interests

•


2.6x

Learn from every interaction

more likely to adjust real-time
offers based on context*

wehkamp.nl bases its real-time product recommendations on visitor data and wisdom of
the crowd – and uses every page on its website as an opportunity for relevant marketing.

3. Take an omni-channel approach
•

Reach customers the way they want, in
context, via preferred channels and devices


•

Integrate mobile to increase reach & results

5.6x

•

Maintain continuity of experience and
measure across multiple sessions and
devices

more likely to adopt omni-channel
optimization technologies*

Boden’s behavioral analysis solution helps the company understand how customers
navigate its site, ensuring consistency across its eCommerce and brick-and-mortar channels.

4. Measure results to drive continuous improvement
•

Use automated KPI measurements to
increase ROI and ensure effective spend

•

Leverage a range of attribution models, from
basic to sophisticated

•

Transition from campaign-based metrics to
customer-centric ones


>2x
more likely to measure the
effectiveness of their spend*

ING uses real-time, trigger-based marketing and measurement to capitalize on “emotional
moments of truth” with each customer, increasing relevance and customer loyalty.

Continuous customer engagement drives results across the business

1.8x higher

3.4x higher

3-yr gross profit growth

3-yr net income growth

2.4x higher
3-yr stock price growth

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