6 STEPS TO DELIVERING A SUPERIOR CUSTOMER JOURNEY THROUGH SMARTER COMMERCE

They’re not just another email address in a database.

of CEOs expect customers to completely drive business strategy within 5 years.1

60%

Step #1: Put the customer in charge

MOMENTS MATTER

Craft meaningful, people-centric engagements

using data.

Exceed customer expectations in real time, reach new markets

and collaborate instantly with partners.

Transform your business processes based on

customer insight.

$

BUY

SMARTER COMMERCE MATTERS

Step #2: Give the customer instant gratificationIt’s a small window for meaningful engagement. Don’t let it close.

of retail customers have or will stop doing business with a

company after a single poor customer experience.2

89%

Don’t waste the customer’s time. Present them with exactly what

they need, want and expect.

Build the human-to-human connection. Forge deep relationships

with the customer.

Shatter information silos through integrated, end-to-end

enterprise insight.

Your customer is on every channel. You should be too.

of CMOs feel unprepared for the current data explosion.1

INSIGHTS MATTER

INNOVATION MATTERS

82%

2.1 billion

Customers are everywhere, on every channel. Engage them on their terms.

Turn marketing into a seamless value-added service on every platform.

Understand your customer in the right context. Paint a holistic picture of your customer and understand behaviors across every channel for a 360º view.

Use predictive marketing across channels based on behaviors and patterns.

INNOVATION MATTERS

Step #3: Transform your enterprise withomni-channel data and opportunity

And do it at the speed of life.

Step #4: Predict customer needs and expectations

brand impressions created through word of mouth each day in America.3

Use insight to predict customer needs ahead of time.

Use predictive data to solve problems before they occur.

Share your insight and knowledge to provide unexpected services that enhance the customer experience.

Break away from generic brand experiences and make the customer feel truly understood.

An incomplete view of the customer results in revenue loss, brand damage and customer churn.

of online shoppers abandon their carts without completing a transaction.4

70%

EXPERIENCE MATTERS

Step #5: Understand the customer

Turn social media into a customer service solution. Use it to listen and respond to a customer’s needs in near real time.

Create a consistent customer experience across all touch points.

Capture every interaction to optimize the customer experience regardless of platform.

Establish a customer experience ecosystem—from backend operations to customer-facing positions.

2 ITEMS IN CART

BUY

CANCEL

of CEOs in outperforming organizations make customer collaboration a top priority.5

How you connect with them will decide the pace of your business.

Follow these steps with the right end-to-end tools and policiesto transform your enterprise, engage customers in meaningful ways

and make the most out of every moment.

To learn more, read the ebook Moments Matter:

Deliver Superb Customer Journeys with Smarter Commerce

ibm.biz/MomentsMatter

CONNECTIONS MATTER

72%

Step #6: Collaborate with your customer

Tweet

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:) thanks!#thebest

@company

@customer

@company

Trust people. Integrate social capabilities across the organization. Empower your workforce to become brand advocates.

Craft people-centric engagement. See the benefits of the hyper-connected world.

Empower people. Provide real value in return for the information they provide to you.

Understand people. Don’t just listen. See sentiment, activities and performance.

Sources1IBM Institute for Business Value, The Customer-activated Enterprise: Insights from the IBM Global Study, 20142CMO.com, Breaking Down Organizational Silos For A (Much!) Better Customer Experience, June 10, 20143Keller Fay Group, Experience-Driven Word of Mouth: The Key to Powerful Social Marketing, May 20, 20134Baynard Institute, 27 Cart Abandonment Rate Statistics: 67.91% average documented online shopping cart abandonment rate, March 25, 2014

5IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014

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