DisruptiveCX

Unless you’re a monopoly, customer experience is critical in every industry. The big difference is what that experience is.

In B2B, we’re seeing a consumerization of the digital experiences, so there are a lot of similarities with retail there. However, they also have the added dimension of the relationship with a sales person.

In Utilities, we see experimentation with sending real time alerts about storm conditions and outages

In industrials and B2B selling, customer experience can improve because you know so much about yoru accounts. Anticipate their needs to simplify shopping and replenishment

Media companies can enable personalized advertising once they have a modern billing platform to account for all the views

For B2B it’s about ability to respond quickly to questions, build quotes on the fly, check the status of orders or payments, etc. Here’s a video on how Pregis is tackling that part of the customer experience: http://spr.ly/600186...

Financial services companies helping their customers understanding their range of services and options

in which solution the SAP & IBM Alliance ?

All of the above. IBM was the original SAP partner, and we are a Global Gold Partner for SAP Hybris

would it not be nice to book your flight, hotel and car in one go. and if the flight gets delayed your rental car company gets notified, and hotel as well. Welcome to connected travel customer experience.

@dunowon I love getting updates from my local utility during storms. Definitely a great example.

SAP hybris have several components: billing, marketing, commerce ,.... what the IBM IoT solution for hybris commerce , for example ?

We have IoT with cognitive, to enable intelligent gathering of data from the devices, and then turn this into something useful. So think about automatic replenishment of laundry detergent for washing machines.

Certainly in commerce, which is often influenced by marketing but has a different focus

The biggest investment that we’re seeing is in creating a single view of the customer across the enterprise.

Also in CRM, from sales to service. Field sales reps modeling options in the client site, drawing on digital assets from the commerce, predictive offers from marketing, etc

According to our recent research (http://spr.ly/600086...), 60% - 70% of companies are combining sales, marketing and customer service data. But only ~40% include ERP or commerce information on the customer, 34% include social media data.

Learn how CMOs can embrace technology in the digital era http://ibm.co/2dtXY8...

Also in services, where call center reps may see recommendations on service plans, replacement parts, helping bring more value to the customer

A single source of truth for customer information that's always up-to-date is the foundation for contextual experiences.

@wredefine The single view of the customer has traditionally been used for analytics, but now we are seeing it used in operations, via services like Hybris Profiles

As a service, single views of customer can build themselves in real time, and be used in real time. This is how disruptive businesses unify the customer experience across channels, and points of interaction

Agreed, Customer service is another investment area. Low touch service and high touch service both are leveraging additional digital channels to connect customers with customer service departments/reps.

The gap between the pace of change in the technology consumers are using, versus the pace at which companies adapt. The gap creates opportunities for new, more agile players to enter and disrupt.

I think this question speaks to Donovan's reply below about digital natives.

Digital first customers don't want to have to pick up the phone and talk to a call center to set up high speed internet

Consumers are bringing their expectations of digital first into the workplace, where as B2B buyers, they expect the same thing

This is feeding subsequent waves of disruption across industries that had resisted change for a long time

@dunowon So true. We receive many inquiries through our digital channels, including social media.

Technology adoption is fundamentally changing people’s expectations for CX. Pokemon GO hit 50M DL's in 19 days. Companies are challenged to keep up with this pace to stay relevant and engaging.

@saphybris Consumers expect that vendors know their history and they won't have to repeat themselves when there's an issue.

@saphybris I use our social channels as an example all the time when people say that social isn't relevant for B2B.

So many opportunities with Pokemon Go, moving so fast. We'll see more of that type of rapid, sudden change, and companies need to be ready to adapt

Millennials in work force and otherwise, are driving this change as well. My undergrad college students do not take paper tests, they will not pick up the phone and call customer service, but texting will work :)!

@SeemaThomas No paper tests?! Times have changed...

@SeemaThomas I agree about the texting! On the receiving end, I appreciate my text alerts from Amazon and CVS

Listen, understand, then act. The trick is doing this at scale, in real time, in a very personal way.

Customer experience is not just retail it's everywhere the user is experiencing life; all going digital

Customer experience goes way beyond the systems and screens. It's about how you engage your market at every touch point.

It’s going to sound terrible – but all of them.

@furrier Millenials are digital first, and they are the biggest generation, bigger than the baby boomers. Companies that don't adjust to that new reality will get left behind.

Read about Bestore’s digital reinvention to deliver a streamlined customer experience - http://ibm.co/2dqVxT...

Every customer has different tolerance for what will make or break their experience. If I had to pick though, it would be consistency and context across the entire customer journey. Read more here: http://spr.ly/600386...

@dunowon and the Centenials

Great conversation going on!!

@dunowon it's interesting how business mirrors these generations. Digital natives are disrupting markets, so older companies need to transform.

@wredefine Well said.

Digital channels are the best for scale. Applying cognitive to a robust customer profile in realtime to create context in order to individualize each interaction.

Engaging 1:1 at scale requires an ability to aggregate data, but then act in a personal way. We have cognitive learning capabilities to help with this

. @IBMSAPAlliance Data Data Data is key bc fresh content and real time value is key to UX

@furrier value is in the mind of the customer, and that's the trick. Understanding each individual well enough to individualize for their version of value.

Learn how Technopolis implemented a successful omni-channel retail strategy http://ibm.co/2dnbtI...

@furrier Our studies show that businesses still feel like they are drowning in data, which is getting worse, the more data is there, and the more they want to use it

Big data platforms like SAP HANA are a great foundation, but you increasingly need to add cognitive to help do something with that, at scale, in real time

Artificial Intelligence to the rescue. AI BOTS that use NLP ( natural language processing) can process large amount of data and still stay personal.