IBM Unica/Cincom Synchrony Sales Training for:

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25 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

108 εμφανίσεις

IBM Unica/Cincom Synchrony
Sales Training

for:


Retail

Agenda


Brief introduction to the Unica/Synchrony need


Explanation of Synchrony Smarter Interactions


Brief explanation of analysis and design services


Where Synchrony fits in eCommerce


Customer profile


Unica/Synchrony Opportunity


Questions to ask prospect


IBM Product synergies



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Cincom Synchrony Value Proposition

Cincom Synchrony is a superior customer experience management solution for retailers in
increasingly competitive and fast
-
changing environments who need to enhance
customer relationships and advocacy while reducing overall costs and enabling
greater consumer control and accountability by:



Providing Smarter Interactions that deliver more personalized, efficient, higher
quality and proactive customer care by guiding every employee to focus on the
customer experience rather than complex, laborious internal processes.


Delivering personalized interactions that cross channels.


Guiding customers through a richer, more intuitive self
-
service experience.


Delivering personalized interactions, offering highly relevant consultation and
making information more understandable.


Delivering a robust multichannel, unified desktop, inbound/outbound contact
center capability.


Delivering Smarter Interactions in a face
-
to
-
face channel.

© 2011
Cincom

Systems

Cincom’s Synchrony is…


A robust contact center solution


Inbound channel integration (voice, eMail, chat, fax)


Outbound channel via campaign lists


Unified Desktop


Range of on
-
premise or hosted models


A Smarter Interaction solution


Personalized, guided interactions wherever they occur


Dynamic guidance based on the customer, the channel, the sales or
service associate, data gathered during the interaction


In short, interactions are delivered as they were designed


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Cincom

Systems

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Remember when guidance
meant…..

© 2011
Cincom

Systems

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Then along came…..

Easier, Faster, More Accurate and
Dynamic Guidance

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Cincom

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Extended to give you more
guidance

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Cincom

Systems

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Imagine……….

Cincom

Synchrony
….GPS for Retail

What’s your Vision?

Smarter Faster Web Guidance at
99% Accuracy


Smarter Faster Phone Guidance at
99% Accuracy


© 2011
Cincom

Systems

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CEM+Synchrony

: design & drive the

behavior

that delivers the experience

ROI
Measurement

Deliver
transformed
experience

Design
interaction
guidance

Design customer
experience

Customer insight
& Audits

Skills,
knowledge,
attitude

Customer
focused
processes

Enabling
technology:

Real time

guidance

Drive
organizational
behavior

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© 2011
Cincom

Systems

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eCommerce and Synchrony

Customer

Buy

Market

Sell

Service

Synchrony’s
multichannel

Smarter Interaction
solution drives
excellent customer
experiences in the
Service processes
within the
Integrated Value
Chain


Synchrony also drives an
excellent customer
experience during
assisted Sell processes

© 2011
Cincom

Systems

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Customer Profile
-

Retail


Synchrony meets the needs of:


Marketers across multiple channels


Support and Service providers across multiple channels


Sales staff across multiple channels


Customer needs/pain points


Customer interactions are managed differently across channels (web, phone, chat, email, fax, face
-
to
-
face).


Customers wants to utilize many different channels for their shopping experience, but has an inconsistent
experience as they move between channels, and must start over as they move from one channel to the
next.


Customer
-
facing staff have too many applications to use and too many procedures and policies to be
aware of to deliver a customer experience as designed.


Intelligence gathered about a customer for multiple purposes by multiple departments is either not
available or is poorly reused.


The myriad of back
-
end applications were not designed to support a superior customer experience.


Marketing, Sales and Services departments are demanding changes and diverting scarce I/T resources.


Target Audiences


(VP, Director): Direct Marketing, Internet Marketing, Marketing Operations, Internet Sales, Store
Operations, Customer Experience Management, Customer Relationships Management, Customer Relations,
Customer Service, Call Center, Guest Relations


CIO/IT

© 2011
Cincom

Systems

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Synchrony/IBM Unica Opportunity


Synchrony extends the
Unica

value by:


Brings data about the service interactions to EMM, e.g. from contacts received about service disruptions


Provides relevant timing for offers within the overall interaction
-

Best Buy example about building an
entertainment center, or call with complaint


Provides a full
-
function inbound channel, extending the offering function from voice to email, chat channels


Provides a full
-
function outbound call center channel for executing high
-
touch marketing/sales campaigns


Extends the offering function into the face
-
to
-
face (field service/sales, store floor) channels



Synchrony’s portfolio provides excellent cross
-
sell opportunities:


Synchrony addresses problems not solved by any other product in the marketplace


Synchrony adds value to existing install of IBM products and pulls in additional IBM products



Services revenue


Interaction analysis and design


Implementation and data integration


Integration with IBM products


Hosted/cloud
-
based run services

© 2011
Cincom

Systems

Identifying an Opportunity


Marketing, Sales or Service

Questions to ask the CMO/CRM

Other titles (VP, Director): Direct Marketing, Internet Marketing, Marketing Operations, Internet Sales, Store
Operations, Customer Experience Management, Customer Relationship Management, Customer
Relations , Customer Service, Call Center, Guest Relations


1.
Are you able to use all available information about each customer to deliver a superior
experience, or are there gaps?

2.
What is your customer’s experience like when they cross channels (e.g., web site, stores,
phone, when they receive emails from you)? Is it consistent? Does the customer need
to start over when they cross channels?

3.
Are you delivering relevant offers in all contact channels? Are you collecting customer
feedback from the contact center and face
-
to
-
face channels that can be used to generate
even more relevant offers?

4.
How well does your designed customer experience match the actual experience you are
delivering


e.g., presenting personalized, optimized messages when someone comes to
your web site, or calls your call center, or visits a store or branch?

5.
How dependent on IT are you to make changes to your customer experience interaction
rules? Are great marketing, sales or service strategies going to waste because of an IT
backlog? Would you like to be more self
-
sufficient?

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Cincom

Systems

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Identifying an Opportunity


IT

Questions to ask the CIO


1.
Are the people responsible for individual marketing, sales and service channels such as
web sites, email, contact center, sales floor, etc. looking to you for help figuring out how to
make their systems work together so they can have a single, cross
-
channel customer
interaction strategy?

2.
Are you able to do everything the marketing, sales and services teams are demanding of
you, as quickly as they’d like? Do you wish you could enable them to do more on their
own?

3.
Are regulatory or industry changes driving changes to your applications diverting scarce
development resources from delivering on new marketing, sales or service strategies?

4.
Are too many I/T resources devoted to supporting and maintaining your contact center
infrastructure and applications?


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© 2011
Cincom

Systems

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IBM Product Synergies
-

Retail

© 2011
Cincom

Systems

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IBM Product Synergies
-

Retail

Solution:


Unica and Unica Interact


Optimized interaction for mktg, up/cross
-
sell


MDM


360
-
degree view of customer


Advanced Case Manager


Enterprise Content Analytics


mining of interaction data to drive Guidance enhancements


Platform:


Websphere Application Server


Lotus Expiditor


Cognos


DB2


storing of interaction data


Customer Experience Suite


Multi
-
technology UI


Filenet

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© 2011
Cincom

Systems

Sales Engagement Approach


When you have identified an opportunity, contact Cincom


A member of the Customer Experience Management (CEM) team will
gather the necessary supporting sales resources


Cincom CEM will participate as needed during the engagement process


At present (Dec 2011), Cincom will have a separate contract with the
customer, but details are still being worked out and may need to be
handled on an opportunity basis

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© 2011
Cincom

Systems



2011 Cincom Systems, Inc.

All Rights Reserved

Developed in the U.S.A.

For further information, please visit:

http://synchrony.cincom.com


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