Mobile and Social Integration's Role in CEM Solution

Mobile and Social Integration : Its role in CEM solution1 ©2013, Cognizant | ©2013, Cognizant Agenda What is CEM? The changed customer ecosystem Harness the Power of Social and Mobile 2 | © 2013, Cognizant The age of Customer Old Playbook   New Playbook     Customer is only an end point Focus is on efficient operations Protected market place Discrete generation of data and limited conversion to information   Customer is the starting point Focus is on smarter operations De-regulation opening up the market place Continuous data generation and dynamically conversion to information Age of the customer Age of information Age of distribution Connected PCs and supply chain mean those who control information flow dominate. Empowered buyers demand a new level of customer obsession. Global connections and transportation systems make distribution key. Age of Manufacturing Mass manufacturing makes industrial powerhouse successful. Walmart, Toyota,UPS,CSX Ford,RCA,GE, Boeing,P&G Sony Amazon.com,Google Intuite, MBNA Contenders include Facebook,IBM,Best Buy, and Apple. 3 | © 2013, Cognizant Source: Forrester, Competitive Strategy in the Age of the Customer, June 6,2011 Think Business = Think Customer But our company still manages data in fragmented manner Every customer has multiple touch points with my company Is my digital marketing apt for the customers? Am I getting enough information from all our channels How do I win their absolute loyalty ?? The practice of designing and reacting to customer interactions to meet or exceed customer expectation to increase customer satisfaction, loyalty and advocacy.* 4 | © 2013, Cognizant *Source: Gartner Why CEM? CEM propels your customers from Satisfied to Advocate A 2% increase in customer retention has the same effect as decreasing costs by 10% Acquiring new customers can cost as much as five times more than satisfying and retaining current customers Profitability Depending on the industry, reducing your customer defection rate by 5% can increase your profitability by 25 to 125% 86% of customers are willing to pay more for a better customer experience Perceived Value Loyal In the age of well informed customers companies have to now create and maintain a complete experience for the customers in order to maintain brand loyalty & advocacy. 5 | © 2013, Cognizant Source : From the Book - Leading on the Edge of Chaos, Forrester Research, ATG, Oracle Advocate Satisfied Agenda What is CEM? The changed customer ecosystem Harness the Power of Social and Mobile 6 | © 2013, Cognizant The Nexus of Forces: Social, Mobile, Cloud and Information… …is building upon and transforming user behavior while creating new business opportunities 7 Source: Gartner, The Nexus of Forces: Social, Mobile, Cloud and Information, June ’12 | © 2013, Cognizant Social media boom… Social • • Facebook has more than 1 Billion unique users 110 Billion minutes spent on social sites (that is 1 out of every 4.5 minutes online) 8 | © 2013, Cognizant The networked customer 56% 50% 16% who use social media to interact with an organization say that they feel stronger connection are more likely to buy a product or service from a company that they can contact using social media want to interact with organizations using social media 51% trust online forum more than organization’s website 37% use online forum to sort out problem with product or service 52% Taking age into accountfor customer ages 16 to 24 9 Source : Avaya, http://www.avaya.com/usa/campaign/socialmedia-mobiletechnology/ | © 2013, Cognizant Impact of social media on Customer Life Cycle US consumers create over 500 billion online media impressions about products and services every year 1 17% of users have bought something based on a friend’s post about it using social media 3 50% of all Facebook users and 80% of Twitter users expect a response to a customer support inquiry in 24 hours or less 5 • Creates opportunity for easy discovery Evaluate • Enables credible evaluations • Provides Inputs for new product/service • Influences buying decision Access/Use • Keeps customer engaged • Enables cocreation of new product/service • Provides a preferred medium for support Discover Buy Get Support 36% of US online adults are “Critics,” or users who contribute to ratings, reviews, blogs, and other social channels to voice their opinion 2 33% of users want to follow a brand on social media channels because they’re current customers 4 10 | © 2013, Cognizant 1 Forrester Research Inc., “Competitive Strategy in the Age of the Customer,” June 2011 2 Deloitte Consumer Products Group, “Global Social Media Adoption,” June 2012 3 Forrester Research Inc., “The Purchase Path of Online Buyers in 2012,” September 2012 4 2012 study conducted by Get Satisfaction 5 Oracle, “Consumer Views of Live Help Online,” 2012 Everyone is Mobile… Mobile • 1Billion+ smartphones out 5 Billion mobile phones in the world 2nd among the top 10 CIO technology priorities in 2013 1 • 1 Gartner, http://www.gartner.com/newsroom/id/2304615 11 | © 2013, Cognizant Mobile Frenzy… Mobile and tablets are increasingly become center of customer life cycle with many activities being performed on mobile device 69% 63% Researched product features Compared product prices Purchased goods or services online Found store location 39% 23% 39% 24% 38% 19% 38% 34% 33% Smart-phone users are better informed customers 16% use barcoding scanning apps to compare prices use online coupons to get the best prices say that they always know more about the product or issue than the customer service agent 80% have still not been marketed to by their favorite site using mobile device Opportunities galore Found coupons or deals Checked product availability Made shopping lists 22% 51% 57% 30% 19% 21% 21% would be interested in receiving a time sensitive location based offer would be interested in opting into brand loyalty club via mobile social sites like Facebook, twitter Tablet Smartphone Customers are interested if brands reach them on mobile Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012 Source : Avaya, http://www.avaya.com/usa/campaign/socialmedia-mobiletechnology/ 12 | © 2013, Cognizant Impact of Mobile on Customer Life Cycle 20% emails in a marketing campaign are opened on a mobile device 1 Aids brand discovery through mobile email, location based services, social media access Discovery Evaluation Allows research on products Buy Influences buying decision Access/Use Use mobile for recurring activities like periodic payments, tracking usage etc. Get Support Mobile app and mobile sites provides an easy medium to do self-service 13 | © 2013, Cognizant 1 Forrester Research, Inc., The State of Retailing Online 2012: Mobile and Tablet Commerce, July 2012 2 http://www.clickfox.com/blog/mobile-apps-for-customer-service-and-engagement/ 3 http://enterprisecontent.nuance.com//mobile-advantage-infographic.jpg Mobile & Social Media together make a lethal combination 62% MOBILE USERS use their device for SOCIAL NETWORK ACTIVITY 14 Source : Accenture, Mobile Web Watch 2012, | © 2013, Cognizant http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Mobile-Web-Watch-Internet-Usage-Survey-2012.pdf Social and Mobile adds complexity to Customer journey… Access/ Use Get Support Discover Evaluate Buy Web Email Contact Center Store 15 | © 2013, Cognizant Social and Mobile adds complexity to Customer journey… Access/ Use Get Support Discover Evaluate Buy Web Email Contact Center Store Social Mobile 16 | © 2013, Cognizant Strength of Mobile and Social across Customer Life Cycle Social and mobile have varying strength of influence at the various stages of customer life cycle Strength of social is strong across the life cycle except the buy stage Discover Evaluate Buy Access/ Use Get Support Strength of mobile is strong across the life cycle. Its weakest in the discover phase 17 | © 2013, Cognizant Weak Strong B2B CEM Higher Time and Higher Capital A sale being made to a business is typically a major investment in terms of time and capital as opposed to a direct sale to a customer which is usually a rapid phenomenon with a very narrow window of opportunity Social Media Business buyers are people like you and me and are present on social media Less no. of customers, Higher value per customer The potential of damage in case of lower loyalty is much higher as the number of customers are small and churn can lead to significant reduction in revenue and hence, profit Word of mouth A disgruntled customer will talk about his experience. 84% B2B Buyers trust Word of Mouth (Forrester) 18 | © 2013, Cognizant B2B Vs. B2C use of Social Media B2C have established their presence in social marketing channels, B2B are rapidly gaining social traction Improve customer engagement Increase website traffic Increase content reach Increase sales revenue Increase lead quality Increase lead quantity Improve search engine ranking Reduce marketing costs Reduce customer support costs 3% 3% 8% 7% 18% 29% 18% 27% 34% 39% 33% 55% 43% 47% 37% 27% 26% 25% B2C B2B 19 | © 2013, Cognizant Source: Ascend2, “Marketing Strategy Report: Social Media” in partnership with Research Underwriters, Mar ‘13 Social Media is important in B2B world Business marketers are more than twice as likely to consider social media “very effective” Very effective 13% 5% Somewhat effective 40% 45% Somewhat ineffective 24% 23% Very ineffective 12% 11% B2B B2C 20 | © 2013, Cognizant Source: Ascend2, “Marketing Strategy Report: Social Media” in partnership with Research Underwriters, Mar ‘13 Are organization prepared to face the challenge? Unpreparedness: Percent of CMOs reporting under preparedness CMOs priorities for managing the shift towards digital technologies 21 | © 2013, Cognizant Source : IBM, The 2011 Global CMO Study, http://www-05.ibm.com/ch/presentations/cmo_study/pdf/CMO_Erkenntnisse_Susanne_Marty_IBM.pdf Agenda What is CEM? The changed customer ecosystem Harness the Power of Social and Mobile 22 | © 2013, Cognizant CEM Imperatives Foundational Capabilities Required • A seamless, cross-channel Capability for increased Customer Experience • Better access and use of insights about consumer needs and preferences Information Exceptional Customer Experience • • • A holistic view of the customer & an efficient platform for managing the product and service portfolio Efficient business processes and infrastructure management Integrate the customer’s data & voice in real time into processes and employee activities for actionable Improvements Social Customer Needs Business Goals Key IT Enablers • • • Enterprise Mobility to enable "always-on" connection to clients, customers, and employees Structured analytics to provide real-time, deep customer insights Integration capabilities to process large, unstructured data from social media and other sources leveraging existing IT Assets. • BPM to enhance STP & CEP to gain real time actionable insights for a Customer Mobile Cloud 23 | © 2013, Cognizant Connecting inside out and outside in views Discover Evaluate Buy Access/ Use Get Support Customer Perspective Customer Journey High Customer Experience Low Company Perspective Disconnected Process & Systems Sub-optimal Website Mobile Email Call Center Store/Kiosk Social Channels Touch Points 24 | © 2013, Cognizant 3I’s for delivering delightful customer experience You can deliver a delightful customer experience when you INTERACT with the customers, anytime, anywhere, and on any channel giving them real time, contextual, and consistent INFORMATION. To achieve this, INTEGRATION of the various enterprise business processes is the key. 25 | © 2013, Cognizant Mobile 26 | © 2013, Cognizant Mobile can change the model of engagement Social and Mobile can connect customers to other customers and the organization. Customers can interact with organization at the moment of decision and need. Customers Partners Business value can be extended by provisioning partners with tools in their daily workflow and context. Business decision can be accelerated by putting data dashboards into executives’ hands Employees Mobile app can work as control interface and extend product value and differentiation Smart Products Better Customer Experience 27 | © 2013, Cognizant Source: Forrester Research, Inc., Mobile Is The New Face of Engagement, February 2012 New demands in era of the customer… Factor or competency Systems of record (PC era) Systems of engagement (mobile age) Billions of computers, smartphones, and tablets Solution broker Improve customer and employee interactions Apple, AT&T, Cordys, Deutsche Telekom, Google, and salesforce.com External, open Web, mobile app Internet Task-specific, atomized, REST Secure the device, access, application, and data Agile, weekly or quarterly updates Managed supplier ecosystem Self-service app store with social features Devices IT’s value-add to the business Technology investment priorities Key vendors Delivery architecture Middleware and associated APIs Security approach Development process Partnering strategy Application provisioning Hundreds of millions of computers Application developer and operator Automate back-office and front-office processes Microsoft, Oracle, and SAP Internal, proprietary client/server or browser Function-specific, modular, SOA Look down the perimeter Waterfall, yearly releases Not invented here IT-controlled software pushed to desktops 28 | © 2013, Cognizant Source: Forrester Research, Inc., Mobile Is The New Face of Engagement, February 2012 Enterprise Mobile Landscape Mobile Transformation Extend existing business capabilities to mobile devices Build Integrate Run Manage Secure Transform the business by creating new opportunities Differentiate the consumer experience 29 | © 2013, Cognizant In Store Customer Experience Items Scan QR Code Cart Processing Request Exit SHOPPING D M Z Security Gateway Store Enter the Store Store ESB Layer Application Layer 30 | © 2013, Cognizant Reference Solution Architecture for Mobile Security Layer Connector Layer IBM Cast Iron IBM DataPower Appliances (XS40, XI50) IBM WBI Adapters IBM Worklight IBM Websphere Enterprise Service Bus Business Process Layer IBM Websphere Message Broker Web API Management Cloud Connector Enterprise Apps Connector IBM BPM Transport Layer Security Caching Layer Data Flow IBM DataPower XC10 Orchestration Transformation Message Layer Security - Secured Hashing - Authentication Header - Encapsulating Security Payload IBM Extreme Scale Routing Enrichment Elastic Caching Protocol Mediation Auditing 31 | © 2013, Cognizant Enterprise Applications Mobile Payments SMS based Payment OTP QR Codes Payments Mobile Payment Channels Online Wallet Mobile Web Payment Credit cards Near Field Communication Channel Effectiveness • OTP based payments are fast and provide Two-factor authentication • QR codes facilitates easy communication but implementation for payments is limited due to technical limitations of the format used for payment • Online Wallets provide seamless integration with operator and credit card payments. • Mobile web payments provides high customer satisfaction and ease of use • NFC has complex ecosystem of standards and requires state-of-art mobile infrastructure. Weak Cryptographic Algorithms Repudiation Impersonation Security Issues Mobile Malware/spyware Unauthorized access Replay attacks Identity Management Solution XML Threat Protection Idempotence MAC based Data Integrity AAA 32 | © 2013, Cognizant Mobile Banking Use Case - Application Features Account Snapshots Transaction Snapshots Payment History ATM & Banking Location Account Activity Data Bill Payments Remote Cheque Deposit 33 | © 2013, Cognizant Mobile Banking Use Case - Architecture Consumer Layer ESB Layer Provider Layer Providers X509 Security Token Web Service Proxy SOAP/HTTPS SOAP/HTTPS CRM VPN Tunnel IBM DataPower Content Mgmt System … Tivoli Access Manager 34 | © 2013, Cognizant Mobile Banking Use Case – Addressing QoS Aspects • Site to Site Persistent VPN connection used between mFoundry and the bank’s extranet environment that will reach only Data Power • All communication happens using SSL • Binary Security Token passed along with the message from mFoundry to ensure message level security. TAM used here along with Data Power for the authorization • Two Factor Authentication Model used involving username/password based authentication followed by a challenge question • Data Power’s inbuilt XML processing capabilities & security featured used to create a scalable solution • Data Power configured in a clustered mode for high availability and failover Security Availability & Scalability Transaction Logon Get Payee Approve Payment Response Time (in secs) 1.699 1.349 3.719 35 | © 2013, Cognizant How to mobilize existing apps ?     Import the WMB8 project into IBM Worklight Studio to view the list of functions the Mobile Application can perform Test the Mobile Application within IBM Worklight/using an Emulator(ex: Android Emulator) Deploy the Application to the Mobile Phone For reference IBM Worklight Adapter Mobile Service Pattern that comes with WMB 8’s in built pattern repository can be leveraged 36 | © 2013, Cognizant Challenges with Implementing Mobile for CEM Developing for multiple mobile platforms & delivering consistent user experiences  Highly fragmented set of platforms, devices, channels, languages, and tools increases cost and complexity of development and testing and makes it difficult to deliver a consistent user experience  Choosing not to support one or more platforms reduces the reach of an application Use IBM Worklight for App Development and Version Management Delivering high quality apps that engage users and meet business objectives  Poor quality can negatively impact brand image  Bad ratings and comments can cause other users to avoid trying a mobile app Use IBM Worklight for App Development 37 | © 2013, Cognizant Challenges with Implementing Mobile for CEM Integrating with enterprise systems  Recreating instead of leveraging existing business logic increases maintenance costs and risk of inconsistent behavior  Lack of ready back-end services slows front-end development and increases potential for last minute integration issues  Existing back end systems need to be able to handle increased load due to the introduction of Mobile as a new channel Use IBM Cast Iron for integration with a multitude of systems Implementing Mobile Application Security  Mobile devices also host other applications and can potentially be affected by malware/viruses that can affect the systems within the enterprise  Sensitive data such as credentials may be stored locally on mobile device and this poses a risk in case the device is stolen/lost  Some applications also store data on the device to ensure offline availability. This introduces additional security concerns 38 | © 2013, Cognizant Use IBM Data Power for enforcing XML Threat Protection and for securing access to enterprise systems Challenges with Implementing Mobile for CEM Testing Mobile Applications  Testing functionality and performance in real business context - with all the integrated services, applications and data is time consuming and complex  The size of the device configuration matrix is vast and continues to expand thus making it a volatile landscape  More network considerations such as Multiple carriers , Variable throughput and latency, Disconnected use and Network switching need to be taken into consideration Use IBM Work light to Test Mobile Applications 39 | © 2013, Cognizant Social 40 | © 2013, Cognizant Use social to improve all facets of your internal organization Use insights from social analytics anticipate trends and new opportunities to provide value Use social media insights to better understand customer sentiments about brand Products Marketing Support Sales Use social media listening to solve customer support issues and anticipate and plan for issues that might have taken a long time to uncover Use social media insights to reduce customer churn and determine the best intervention to drive trust and advocacy, driving more sales 41 | © 2013, Cognizant Social Computing Framework Listen Social Listening Analyze Who, What, When, Where, How • Product Comparison • Sentiment Analysis • Unusual occurrence • SME identification • Content Analysis Engage Actionable insights after aligning with business • Relate analysis to business strategy & other business intelligence information • Respond to conversation or take appropriate action Integrate Integrate social with business strategy Link enterprise data systems • Customer • Product • Net Promoter Score • Satisfaction numbers • Sales 42 | © 2013, Cognizant Social integration impacting business Social Monitoring & Engagement Enterprise SOCIAL NETWORK Create Increasing Business Value Feedback for Improvement Business Process Management Service Oriented Architecture Shared Services Infrastructure Order Mgmt Call Center Website ECommerce Partner Billing … 43 | © 2013, Cognizant Source: Oracle, Transforming Customer Experience The Convergence of Social, Mobile and Business Process Management, Jan 2013 Social BPM Use Case 1. Submit Claim Submit Claim 2. Claim Check Claim Processing 8. Process Claim 6. Get additional information from Customer 4. Assign Task 7. Complete Task Manual Process 3. Reprise Claim 5. Collaborate 44 | © 2013, Cognizant Real time actions • The ability to collect information about a customer’s activities • The analytics management capability • Ability to take real time decisions on social activity 45 | © 2013, Cognizant Source : IBM, Smarter Analytics: Driving Customer Interactions with the IBM Next Best Action Solution Leveraging Cast Iron Web API for Social Business • Allows enterprises to extend their services to support the community of developers for building new social, mobile and cloud applications • Helps users deliver, socialize and manage business APIs Developer Community Public Community Private Community Create Socialize Manage API Assembly API Exposure • RSS feeds to keep app developers posted with latest updates • Hooks into popular social media sites like twitter and Facebook • Dashboard to monitor usage and statistics 46 | © 2013, Cognizant API Management CAST IRON WEB API IBM DataPower …as Security Gateway (OAuth) Enterprise Apps Cognizant Social Prism …is Cognizant’s Social Media Monitoring and Intelligence platform Business Enablers Manage Risk Effectively Brand Monitoring Competitive Intelligence Create New Business Opportunities Sales & Marketing Digital Marketing Analytics Improve Operational Efficiencies Customer Service Enterprise Data Management Strategic Data Value Drivers Inputs LENS/FILTER ALGORITHM/MODEL INSIGHTS/ DASHBOARD Competitor Information 47 | © 2013, Cognizant R&D Information Compliance Data Social Data Enterprise Data Employee Data Customer Feedback Industry News Establishing the Lens An adaptable lens provides a unique view of the Social Media ecosystem company Abcd Life aspects Service Coverage domain lens Claims “Any of these” filter Abcd Life|| Abcd life || abcd life|| Abcd || abcdlife || abcd Life || Abcdlife || AbcdLife || abcdLife data lens weekly monthly half yearly quarterly yearly daily source lens spatial lens temporal lens 48 | © 2013, Cognizant Managing the algorithm A configurable model makes it easy to adapt our solution to a specific business requirement tricky cheap unvalued Opinions victim unacceptable intolerably value unwilling Reasons because due to since as owing to costly prevent Model-driven approach makes the algorithm adaptable Alico good great awesome Abcd Life Life Claims Term Life Universal Life Topics edelivery bad Sentiments Coverage 49 | © 2013, Cognizant Whole Life poor worst Service Presenting the Insights A real-time dashboard provides a 360°view of the data with drill-down capability Filtering data by sentiments C-level execs, department heads Filtering data by topics Single dashboard view Document-level view of the data Marketing & Sales team, Analysts 50 | © 2013, Cognizant Challenges with Implementing Social for CEM Brand Management  Maintaining perception generated by the consolidated customer experiences across entire customer lifecycle to boost the Brand experience is an challenge. Use IBM Web Content Manager for managing branding Customer Satisfaction  Frequent service revisions/upgrades required to meet ever-changing demands from consumers/consumer trends  Faster time to market to ensure customer satisfaction is maintained  Service adaption to local cultural context is essential for global services. 51 | © 2013, Cognizant Use IBM Customer Experience Suite & collaboration Tools such as IBM Connections to ensure & enhance customer satisfaction Customer Experience Management Customer Needs Consistent messaging Business Goals Leave Discover Re-engage Improve brand value & perception Connected interactions Get Support Evaluate Increase profitability & customer base Personalized journey Customer Life Cycle Buy Competitive difference Efficient service Access/ Use Reduce operational cost Rewarding relationship Repurchase, retention, advocacy 52 | © 2013, Cognizant Thank You 