Kevin Eagan Chief Digital Experience Officer & GM Digital Platforms

Transcription

1 Kevin Eagan Chief Digital Experience Officer & GM Digital Platforms

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3 The Digital Revolution Changing the way business is transacted Buyer Expectations 70% 71% Market Opportunity 89% >50% of the buyer journey is completed before they engage face to face. CEB Marketing Leadership Council Research of lead opportunities are expected to come from digital sources. Dec 2015, IBM Buyer Behavior Study of marketers expect customer experience to be their primary differentiator by Gartner, Gartner for Marketers, 2016 of developers will embed cognitive capabilities into their apps. Gartner, Gartner for Marketers, % 46% 28% $11T of buying decisions are influenced by digital engagement. Millward Brown Digital B2B path to purchase study, March 2015 of B2B buyers are now millennials. 20 point increase in past 2 years Millward Brown Digital B2B path to purchase study, March 2015 of worldwide enterprise applications will be SaaS-based, generating $50.8B in revenue. IDC WW SaaS Enterprise Applications Forecast is the potential economic value by 2025 of the connected devices. Unlocking the potential of Internet of Things. McKinsey & Company, June 2015

4 IBM s Digital Challenge 143 off-site domains 16 major company acquisitions scale 24 million pages on IBM.com Complicated Customer Journeys Consumerization of IT Powerful, yet complex solutions Bottoms-up buyer power Visibility to performance Relationship selling expertise

5 Digital Reinvention IBM Establish the NorthStar method radically simplify the funnel Establish a digital management system understand assessment of IBM marketing & sales Focus on the total customer experience engage, delight and convert Culture of experimentation secret to disruptive improvement digital laggard digital leader

6 Established a vision to radically improve IBM s Digital engagement Project NorthStar - Built a vision the future - Built a clickable prototype - All levels of journey discovery, engage, convert and advocacy - Fully responsive (any device/os/screen) - Defined Personas - Clean, streamlined customer journeys - Unified ID and account management - Integrated Marketplace

7 Digital Management System Data-informed, Customer-responsive Maps KPIs from CEO to frontline End-to-end data model Unifying model for customers & business data Many visualizations, single data source

8 Total customer experience to engage, delight & convert extraordinary customer experiences

9 Total customer experience to engage, delight & convert Strategy Enable highly compelling experiences Drive usage & conversion Create highly-satisfied lifetime customers an essential competitive strategy Walk in the customer shoes Understand the complete customer experience Walk a mile and then the last 10 feet Outside-in perspectives Measure for success

10 Challengers Contenders Strong Performers Leaders Watson IoT Strong SAP LogMein Current offering Exosite Ayla Networks Cisco Jasper Zebra Technologies Market presence Weak Full vendor participation Weak Strategy Strong Forrester IoT Wave Report, positioning of players

11 IoT Watson Platform (Before) SEARCH LANDING EVIDENCE & RESOURCES IBM / EXPLORE IOT BLUEMIX CONSOLE / SIGNUP WATSON IOT / PLATFORM SETUP 1 Google search results: Internet of Things Platform 2 Watson IoT Solutions Marketing Page 3 Watson IoT Developer Page Try Watson IoT Platform CTA DEAD END Additional content/resources paths are recursive and link the user back to the IoT page None of the resource pages directly link out to the IoT Marketplace PDP or Console page. 4 Play Try Buy Page internet-of-things-cloud/us/en-us 6 Bluemix Signup 9 Bluemix setup wizard 7 Confirmation 8 Sign up success 11 FROM MARKETPLACE JOURNEY Bluemix Console IoT (logged into Bluemix) atalog/services/internet-ofthings-platform/ System recognizes Bluemix login and changes CTA copy from Sign in to Create to Create - No onboarding/getting started instructions on initial dashboard load that a user can lean on for navigating and understanding the platform. - Consider designing a helpful zero state that can offer helpful guidance around Goal Delight IoT developers and activate innovation at scale Strategy Bing search results: Internet of Things Platform 4a MARKETPLACE (Alternative Path) Watson IoT Marketplace PDP 10 NON-MARKETPLACE JOURNEY Play Try Buy Page (logged into Bluemix) Apply TCX science to address customer pain points Clicking pricing scrolls user down to pricing table. No change URL 5 Bluemix Console - IoT This is a dead end. Stuck on loading state and was not able to deploy IoT platform trial.

12 IoT Watson Platform (After) Results 133% reduction in clicks to registration 84% increase in trials 460% increase in trial usage 296% increase in usage after purchase

13 Enabling a culture of experimentation

14 SPSS Marketplace Product Page +1022% increase in engagement Marketplace Homepage Experimentation example * Aberdeen Group: Customer Journey leads to advocacy report Nov 2016

15 Bold, tightly integrated digital strategies will be the biggest differentiator between companies that win and companies 3 that don t, and the biggest payouts will go to those that initiate digital disruptions. McKinsey Quarterly February 2017

16 As uncertainty increases about where technology is heading, the focus on total customer experience is a digital leader's Northstar.. Kevin Eagan May 2017

17 Thank you

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