ibm: enhanced 360 degree customer view extended

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IBM: enhanced 360º view author: Philip Howard

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Page 1: IBM: Enhanced 360 Degree Customer View Extended

IBM: enhanced 360º view

author: Philip Howard

Page 2: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

360o view is well proven The 360o view of the customer is well-established and proven as a concept, based around customer relationship management (CRM) and/or master data management (MDM) software. MDM software may also be used as the basis for other 360o views of, say, suppliers or products.

360º view offers

competitive

advantage to best-in-

class firms

Source: Aberdeen Group

“Creating a Complete Customer

View: Best Practices in Master

Data,

May 2011”

Page 3: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

Traditionally, 360o views have been based on structured data but unstructured data such as emails, texts and social media will dwarf the amount of structured data available and can be used to augment 360o views into an extended or expanded 360o view.

Big data changes the game

By 2020, digital records

will be 44 times larger

than in 2009

Source: IDC

“The Digital Universe Decade –

Are You Ready?" May 2010

Page 4: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

To market efficiently to customers means understanding those customers: that is no longer what it was as customers have more options and act differently. But with an extended 360º view we have the opportunity to know more about them.

Today’s customer

360º view of customer

Page 5: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

But it is not just about external data such as social media.

The sort of big data capabilities that are now available

mean that customer emails, call centre notes and other

internal data can be used to extend your 360o view.

Extended 360º view Fusion of data from multiple systems

enables deeper insights: not just facts

Page 6: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

Leveraging internally sourced

comments and unstructured data

to assist representatives

Social media – looking for

use of 3rd party hotels

Social media for

customer retention

and acquisition

Sample use cases

Social media for offers to

those that may be interested

in home improvements

Preventative

maintenance

reduces customer

complaints

Page 7: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

Master Create a trusted, consistent,

reliable master view

Score Score accurately via

probabilistic statistics

Match Match information at

big data scale

Technologies required include data integration, data quality and master data

management.

In IBM terms:

InfoSphere Master Data

Management

InfoSphere

Information Server

What’s needed for a base 360º view

Page 8: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

Unstructured Data

Content Mgt Systems

Databases Data Warehouses

SCM SOA, ESB, Web Service

Structured

In-place analysis and correlation of big data assets

What’s needed for an extended 360º view

Unstructured

Web RSS Feed

Social Media

Page 9: IBM: Enhanced 360 Degree Customer View Extended

telling the right story Confidential © Bloor Research 2014

01010101

Exploration

and Discovery

Technologies for an extended 360º view

In IBM terms: Watson Explorer, InfoSphere Streams. ECM and BigInsights

Stream

Processing

ECM Big data analytics