Transcript Slides from the training webinar

IBM Unica/Cincom Synchrony
Sales Training
for:
Retail
Agenda
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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.
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Cincom’s Synchrony is…
• A robust contact center solution
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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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Remember when guidance
meant…..
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Then along came…..
Easier, Faster, More Accurate and
Dynamic Guidance
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Extended to give you more
guidance
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Imagine……….
Smarter Faster Web Guidance at
99% Accuracy
Smarter Faster Phone Guidance at
99% Accuracy
….GPS for Retail
Cincom Synchrony
What’s your Vision?
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CEM+Synchrony : design & drive the
behavior that delivers the experience
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Customer insight
& Audits
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ROI
Measurement
Design customer
experience
Skills,
knowledge,
attitude
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Deliver
transformed
experience
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Design
interaction
guidance
Drive
organizational
behavior
Enabling
technology:
Real time
guidance
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Customer
focused
processes
eCommerce and Synchrony
Buy
Synchrony’s
multichannel
Smarter Interaction
solution drives
excellent customer
experiences in the
Service processes
within the
Integrated Value
Chain
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Service
Customer
Sell
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Market
Synchrony also drives an
excellent customer
experience during
assisted Sell processes
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
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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
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Interaction analysis and design
Implementation and data integration
Integration with IBM products
Hosted/cloud-based run services
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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?
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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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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?
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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?
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Are regulatory or industry changes driving changes to your applications diverting scarce
development resources from delivering on new marketing, sales or service strategies?
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Are too many I/T resources devoted to supporting and maintaining your contact center
infrastructure and applications?
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IBM Product Synergies - Retail
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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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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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For further information, please visit:
http://synchrony.cincom.com
 2011 Cincom Systems, Inc.
All Rights Reserved
Developed in the U.S.A.
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