IBM Watson Customer Experience Analytics
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Watson Customer Experience Analytics addresses key business challenges such as unifying teams around the customer experience, visualizing the holistic customer journey across channels, reliving customer experiences, and automating data-driven actions with cognitive computing. The document provides examples of how companies like Performance Bike, Clorox, IBM, Air Canada, IAG, and Virgin Atlantic are using Watson Customer Experience Analytics to gain insights into customer journeys, identify areas of struggle, and optimize the customer experience.
IBM Watson Customer Experience Analytics
- 1. Ahlonko Angelo Komla June 2017 IBM Watson Customer Experience Analytics IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain1
- 2. Your digital intelligence is your competitive advantage © 2016 IBM2 Data thatâs coming Data outside your firewall Data you possess ++ Unstructured and darkStructured and active Customer records Transactional systems Predictive models Institutional expertise Operational systems News Events Geospatial Weather Social media Internet of Things Sensory data Images Video
- 3. They are not following the usual funnel
- 4. Complex interactions increase risk of customer struggle. Idle moments become fragmented sessions. Customer journeys span multiple devices and channels. Customer journeys include inconsistent experiences.
- 5. Organizations have not caught up
- 6. Understanding the customer experience pays off
- 7. Watson Customer Experience Analytics addresses key business challenges Eventing & alerting Role-based dashboards Flexible reporting Usability Analytics Digital Analytics Go from questions to decisions in minutes Unite teams around the customer Visualize a holistic view of the customer journey Relive customer experiences Automate data-driven actions with cognitive computing
- 8. Go from question to decision in minutes Start with role based dashboards to highlight KPIs and anomalies Narrow results down to key journeys based on outcomes and goals Zoom in and out to answer questions and determine root cause in a single interface © 2016 IBM
- 9. Unite teams around the customer âą Role-based dashboards keep you on top of recent customer activity across all channels âą Track KPIs such as sales, sessions, conversion rates, and average order value âą Learn how users are launching your apps, how often, and what parts of the world they come from
- 10. âą Understand the who, what and why all in one place across channels with path analysis âą Holistic view of the customer journey so you can make decisions to act on issues in real time âą Understand which events impact discovery, purchase consideration and advocacy to increase conversion, revenue and customer loyalty
- 11. âą See the journey through your customerâs eyes âą Proactively identify where customers struggle and zoom in to replay the parts of the session that caused the problem âą Modify your site and app usability to improve conversion rates
- 12. Automate data-driven actions with cognitive systems âą Automatically detect struggle data for sessions with little-to-no human intervention âą Identify the root cause of struggle through the patterns each user exhibited âą Machine learning to identify subsequences within the journey âą Unearth user behavior patterns to improve customer experience
- 13. Performance Bike Performance Bike is using Watson Customer Experience Analytics to obtain a single view of customer journeys across multiple experiences and channels in order to better personalize and deliver extraordinary experiences Understand how in-store POS activity influences post purchase customer behavior Save time and resources by connecting email and web touchpoints from separate point solutions © 2016 IBM
- 14. Clorox Company Holistic customer understanding of multi- channel experiences Digital tracking linked to single customer entity and not just aggregate reports Moving beyond campaign tracking to understand what customers are actually doing over time Internal IBM Only © 2016 IBM IBM Confidential © 2016 IBM ARC needs to capture the digital experience in new ways alongside their current strength in behavioral analysis to visualize and understand the customer journey. Multi channels insights will impact customer experience on their web site driving better customer adoption of the right offering. Holistic customer understanding of multi- channel experiences Mindsets help define aspects of the customer journey previously viewed only in terms of the CRM steps they tracked, but the organization can now identify and will capture & track as specific digital experiences in the overall journey © 2016 IBM Airline Reporting Corporation
- 15. IAG IAG is understanding customer journeys and diagnosing issues customers have when interacting with their owned digital properties. Created a âstruggle scoreâ which aggregates different friction points Able to notify IT of issues on the website and help prioritize workloads
- 16. Virgin Atlantic Virgin Atlantic is gaining insights into customer click-throughs, enabling them to optimize their site with the help of IBM Customer Analytics. 10% 7% Increase in number of visitors searching for flights Increase in average booking value Improved ability to detect and correct issues © 2015 IBM16
- 17. Ibm.com/watson/marketing Thank You! IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain17
- 18. âą Machine learning to identify subsequences within the journey âą Unearth user behavior patterns to improve customer experience âą Unlock meaning in customer data & speed time to action with cognitive capabilities
- 19. âą Add alerting with tight thresholds for more critical aspects of the customer experience âą Drill down to understand root causes and the best way to resolve the struggle points
- 20. 20 Unleash your real time data once ïȘ Centrally integrate email, mobile, display, social, CRM, Call Center, POS and more ïȘ Track journeys across all these interactions ïȘ Use audiences to filter those journeys ïȘ Activate insights into the entire ecosystem via event & audience syndication © 2016 IBM
- 21. âą Customized top line metrics provide quick access to business conditions and customer experience activity Role-based Dashboards
- 22. âą Pre-built and customizable digital analytics reports âą Rich segmentation and syndication of customer behavior audiences âą Traffic and funnel reporting with actionable insights Flexible Reporting
- 23. âą Summarized session views and detailed session replays provide deep understanding of individual experiences âą CXA uniquely supports web, mobile app and hybrid session capture and replay of ALL sessions with both client and server side data collection Session Replay
- 24. âą Struggle detection and behavior reporting pinpoint where and why experiences are occurring âą Powerful eventing and alerting engines provide ability to act on insights âą Simplified event creation makes it easy for business analysts to take action Eventing and Alerting
- 25. âą Uncover usability flaws that cause customers confusion and struggle âą Compare segments side-by- side to optimize experience, content and campaigns âą Drill contextually into sessions details and other analytics for more detail Site optimization
- 26. âą New multi-channel path analysis provides holistic understanding of customer journeys âą Users can quickly compare path popularity, duration, revenue and customer values across unique segments and drill down for deeper understanding Journey Analytics
- 27. âą Understanding which events impact discovery, purchase consideration and advocacy can be key to increasing conversion, revenue and customer loyalty âą Flexible customer lifecycle definitions can be tailored for any industry Mindset Analysis