© 2012 IBM Corporation How ECM Enables "Smarter Commerce" by Reducing the Cost, Improving the Efficiency and Enhancing the Quality of an Organization's

© 2012 IBM Corporation© 2012 IBM Corporation

How ECM Enables "Smarter Commerce" by Reducing the Cost, Improving the Efficiency and Enhancing the Quality of

an Organization's Buy, Market, Sell And Service Activities

IBM ECM Regional UserNets – Spring 2012

© 2012 IBM Corporation2

This is changing the entire way products are sourced, manufactured and distributed—and making business more complex than ever

Customer expectations of service, price and delivery are soaring

Customers now have unlimited access to information and can instantly share it with the world

Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller

We have entered the age of the empowered customer

250 millionNumber of tweets sent via Twitter each day

75%Percentage of people who believe companies don’t tell the truth in advertisements

$93 billionAmount in sales missed due to out of stock inventory

Sources:, Techcrunch Oct 2011, Yankelovich, Evolution of Advertising and Media, 5th Annual Store Systems Study, IHL Group and RIS News, 2008


These disruptive forces ripple from the customer through the enterprise and across entire industries

Source: IBV Analysis

Individuals• The connected consumer • The networked workforce • The empowered citizen

Industries• Value migration • Value chain redefinition • Fragmentation

Enterprises• Evolved business models• Optimized digital operations• Connected enterprise

“The consumer is using new channels to perceive value, and associated pricing implications.“Consumer Products CEO, United States

"Profits will shift away from analog distribution to digital distribution; we will see increased margins in digital distribution and increased international distribution.“Media and Entertainment CEO, United States

“Disintermediation of clients by smaller niche players (such as mobile players) is cause for concern.“Financial Markets CEO, Canada


Understand and anticipate customer behavior and needs based on customer insights across all channels

Adapt sourcing and procurement based on customer demand and optimize supplier interactions across extended value chains

Market, sell and

fulfill the right

product and service

at the right price,

time and place

In this new era, businesses need to:

Power has shifted — compressing margins and changing paradigms

Service customers flawlessly, predict and drive customer loyalty


We call the path forward Smarter Commerce

Drives growth

Places the customer at the center

Increases margins

Synchronizes your entire value chain

Maximizes insight

Capitalizes on social and mobile

Improves collaboration and visibility


Smarter Commerce focuses on three dimensions centered around the customer

You need an approach that allows you to more effectively connect, collaborate, conduct

commerce and create a differentiated customer

experience

In today’s world of instant business, you need deep insights, in real-time that

you can turn into immediate action

Customer InsightIn turn, you must re-think

how your customers define value, and the changes you

must make to your value chain so you can deliver

exactly what your customers want - profitably

Customer Value Strategy

Customer & Partner Engagement

…increasing the value companies generate for their customers and partners in a rapidly changing digital world


Smarter Commerce can help transform every phase of the commerce cycle

BuySourcing,

controlling and procurement of goods and

services

MarketTargeted and personalized

marketing across all customer

interactions

ServiceServicing customer

needs across all interaction

channels

Sell Enables selling and fulfillment of products and services across

all channels

StrategyInsight

Engagement

MarketBuy

Service Sell


IBM’s integrated portfolio for Smarter Commerce

Buy Market Sell Service

Core Business ProcessesCORE BUSINESS SOLUTIONS

VALUE CHAIN STRATEGY AND SERVICES

Advanced AnalyticsCustomer Analytics | Operational Analytics | Threat and Fraud Analytics

Market and customer mgmtAligning sales, marketing and operations

to engage with customers

Innovation and business valueInnovating and aligning business models to

drive value to the customer

Operating and organization modelsDesigning operations, supply chain and the

organization model to deliver customer value

Operating and organization modelsDesigning operations, supply chain and the

organization model to deliver customer value

IBM SmartCloud and Workload Optimized Systems(Z-Enterprise, Power, X, Storage and Systems Software)

Delivering agility, integration and automation to drive relevant business outcomes

• Supplier Integration & Management

• Supply Chain Management• Payments and Settlements• Strategic Supply Management

• Customer Awareness & Analytics• Social Media Marketing• Cross-channel Campaign

Management• Digital Marketing Optimization• Pricing, Promotion and

Assortment Optimization

• Cross-channel Selling• Order Management &

Fulfillment• Customer Integration &

Collaboration• Store Solutions• Payments & Settlements

• Delivery, Service, & Support• Customer Self-Service• Case Management


IBM’s integrated portfolio for Smarter Commerce

Advanced AnalyticsIBM SmartCloud and Workload Optimized Systems

CORE BUSINESS SOLUTIONSCORE BUSINESS SOLUTIONS

VALUE CHAIN STRATEGY AND SERVICES

MARKET SELL SERVICEBUY

*

Customers and Customers and partners buy partners buy

what they want, what they want, when and wherewhen and where

Personalized and Personalized and relevant messages, relevant messages,

promotions and promotions and pricing with unified pricing with unified

multi-channel multi-channel marketingmarketing

Anticipates Anticipates behavior and behavior and

delivers flawless delivers flawless customer servicecustomer service

Intelligent and Intelligent and optimized supply optimized supply

chain strategies in chain strategies in anticipation of anticipation of

demanddemand


Buy Market Sell ServiceCORE BUSINESS SOLUTIONS

CUSTOMER VALUE STRATEGY

WebSphere Commerce•Cross-Channel Selling• Customer-centric Shopping

Experience• B2C/B2B Storefronts• Precision Marketing

Coremetrics• Analytics & Reporting• Segmentation• Search Optimization

Coremetrics• Analytics & Reporting• Segmentation• Search Optimization

Sterling Commerce• Order Management• Configuration, Pricing, Quoting• Multi-vendor catalog• Warehouse Management• Transportation Management• Supply Chain Visibility• B2B Integration

Sterling Commerce• Order Management• Configuration, Pricing, Quoting• Multi-vendor catalog• Warehouse Management• Transportation Management• Supply Chain Visibility• B2B Integration

Unica• Resource Mgmt • Campaign Mgmt• Marketing execution • Performance• Analysis

Unica• Resource Mgmt • Campaign Mgmt• Marketing execution • Performance• Analysis

ILOG Supply Chain• Network Optimization• Transportation

Optimization

ILOG Supply Chain• Network Optimization• Transportation

Optimization

Sterling Commerce• Transportation Management• Supply Chain Visibility• B2B Integration• Supplier Portal Vendor Compliance

Sterling Commerce• Transportation Management• Supply Chain Visibility• B2B Integration• Supplier Portal Vendor Compliance

ILOG Supply Chain• Product Optimization• Inventory Optimization

ILOG Supply Chain• Product Optimization• Inventory Optimization

Retail Store Solutions • Retail POS Solutions• Self-Service Portal/Kiosk• POS Applications

Sterling Commerce• Delivery & service

Scheduling• Reverse Logistics

Sterling Commerce• Delivery & service

Scheduling• Reverse Logistics

Unica• Service messaging• Notifications

Unica• Service messaging• Notifications

CUSTOMER INSIGHT SOLUTIONS

Emptoris• Spend Analysis• Sourcing• Contract Management• Supplier Lifecycle Management• Category Compliance Management

Emptoris• Spend Analysis• Sourcing• Contract Management• Supplier Lifecycle Management• Category Compliance Management

DemandTec• Price, Promotion,

Merchandising• Marketing Analytics

DemandTec• Price, Promotion,

Merchandising• Marketing Analytics

Emptoris• Contract ManagementEmptoris• Contract Management

• Content Analytics• Content Analytics• Accounts Payable Automation• ERP Integration• Accounts Payable Automation• ERP Integration

• Statement Presentment & Archiving• Customer “On-boarding”• Product, Policy & Procedure Information

• Statement Presentment & Archiving• Customer “On-boarding”• Product, Policy & Procedure Information

• Case Management• Customer Self Service• Product, Policy & Procedure Info

• Case Management• Customer Self Service• Product, Policy & Procedure Info


The Role of Enterprise Content Management

Before: raw materials are delivered to a factory, you purchase a carton of milk, take possession of a new home, decide what type of dishwasher is best, establish a retirement account, purchase life insurance, choose an investment, the loan for your car is approved, you get the answer from customer service…

Someone: signed a supplier agreement, approved and invoice, prepared mortgage documents, wrote a user’s manual, reviewed loan documents, created marketing collateral, revised and published customer support information.

Without the proper documents, forms, correspondence and content, and the processes to manage them, these commerce transactions – buy, market, sell and service would not happen.

Documents define business agreements and guide daily operations. Business process management brings greater efficiency to these transactions. Content analytics provides rapid insight into the customer needs, concerns and opinions. All of these capabilities enable smarter commerce.

Content is essential to commerce.


Opening Questions to Consider

How efficiently do you manage supplier relationships and communications?

Do your lines of business have a “single view of supplier”?

How efficiently does product information move from supplier to buyer to channel to customer?

Do your lines of business and customers have a “single view of product/service”?

How easy is it to “become a customer”?

How do you resolve complex customer service requests?

Do your lines of business have a “single view of customer”?

What additional customer detail and insight can you obtain from email, call logs, voice to text, chats, product reviews & blogs?


Sourcing, controlling and procurement of goods and services

Targeted and personalized marketing across all customer interactions

Selling and fulfillment of products and services across all channels

Servicing customer needs

across all interaction

channels

MarketBuy

Service SellCustomer

IBM ECM Enables All Domains of Smarter Commerce

Contracts & supporting informationSupplier communicationsAccounts payableProduct informationERP integration

Contracts & supporting informationSupplier communicationsAccounts payableProduct informationERP integration

ERP integrationCRM integration “Voice of the customer”Customer correspondenceStatements, bills, confirmationsProduct/service policy & procedure information

ERP integrationCRM integration “Voice of the customer”Customer correspondenceStatements, bills, confirmationsProduct/service policy & procedure information

Product/service InformationDigital Asset Management

“Voice of the customer”

Product/service InformationDigital Asset Management

“Voice of the customer”

CRM integration Product Information

Customer “On-boarding” Digital Asset Management

Statements, bills, confirmationsProduct/service policy & procedure information

CRM integration Product Information

Customer “On-boarding” Digital Asset Management

Statements, bills, confirmationsProduct/service policy & procedure information


Where & How IBM ECM Can Positively Impact Key Commerce Domains

Buy Supplier Lifecycle Management

Buy-Side Contract Management Accounts Payable

Market Product, Service, Policy & Procedures

Digital Asset Management

Voice of the Customer

Sell Product, Service, Policy & Procedures

Customer “On-Boarding”

Complex Corporate Sales

Statements, Bills & Confirmations

Service Product, Service, Policy & Procedures

Complex Customer Care


“Single View” of Customer


Buy Supplier Lifecycle Management

Buy-Side Contract Management Accounts Payable

Capture ■ ■ ■

ERP Integration ■ ■ ■

Email Management ■ ■ ■

Imaging/Content Management ■ ■ ■

Case Management ■ ■

MSFT Office Integration ■ ■

Records & Retention Management ■ ■ ■

Partner Solutions ■ ■ ■

Benefits

Accelerate supplier evaluation & selection process

Enable single, secure point of access for all relevant supplier content, communications and supporting information

Retain supplier content as corporate record

Accelerate contract development, negotiation and approval

Enable secure enterprise access to contract and supporting information

Retain contract and supporting information as corporate record

Reduce cost, reduce errors, manage cash flow, eliminate late payment penalties, respond to audit requests

Reduce storage costs

Retain invoices and supporting information as corporate record

IBM ECM Capabilities to Support Key Commerce Domains


Market Product, Service, Policy & Procedures

Digital Asset Management Voice of the Customer

Content Analytics ■


SharePoint Integration ■

Content Management ■ ■

Case Management ■

Records & Retention Management ■


Benefits

Enable formal process for creation, review, approval and publishing

Single source for collateral & supporting information

Publish consistent information across channels

Retain per compliance requirements

Effectively organize, manage and secure media and brand assets

Single source for digital assets

Enable multi-channel distribution of digital assets

Obtain a more detailed and accurate understanding of market and customer needs

Plan and execute more effective campaigns, promotions, product positioning, sales tactics



SellProduct, Service,

Policy & Procedures

Customer “On-Boarding”

Complex Corporate Sales

Statements, Bills & Confirmations

Capture ■ ■

Email management ■ ■


Content Management ■ ■ ■

Case Management ■ ■ ■

CRM integration ■ ■

Content Manager OnDemand ■

Records & Retention Management ■ ■ ■ ■

Partner Solutions ■ ■ ■ ■

Benefits



Efficiently capture customer information at POS

Retain as corporate record

Quickly initiate provisioning process

Accelerate contract development, negotiation and approval

Enable secure enterprise access to contract & supporting information

Reduce/eliminate printing & postal costs

Archive high-volumes of customer receipts

Retain as records



ServiceProduct, Service,

Policy & Procedures

Complex Customer Care


“Single View” of Customer

Capture ■ ■

Email management ■ ■ ■

MSFT Office Integration ■ ■ ■

Content Analytics ■

Imaging/Content Management ■ ■ ■

CRM integration ■ ■

ERP Integration ■ ■

Case Management ■ ■ ■ ■

Content Manager OnDemand ■ ■

Records & Retention Management ■ ■ ■


Benefits



Improve self-service

Complete context to understand customer issues, collaborate and facilitate resolution

Record and retain key decisions, actions and communications

Exploit insight obtained from email, call logs chats and voice to text to improve service

Identify FAQs

Improve self-service

Immediate, secure access to relevant customer content & communications

Enable self service

Reduce cost of customer care



ECM Applied to the Key Entities of Commerce

Customer – manage the lifecycle of content and content-specific processes that: define the business relationship, specify the goods/services exchanged, record evidence of transactions and communications, facilitate efficient resolution of complex customer service and support issues

Supplier – manage the lifecycle of content and content-specific processes that: define the business relationship, specify the goods/services exchanged, record evidence of transactions and communications

Product/Service – manage the lifecycle of content and content-specific processes that describe or document: the product/service, usage, technical details, components, warranties, guarantees, maintenance, repair and operations

Analyze customer correspondence and communications to rapidly identify and explore trends, patterns, and statistically relevant facts to obtain a more detailed and accurate understanding of “voice of the customer”

“I have a complaint about the quality of the product that I bought last week!”

© 2012 IBM Corporation2020 IBM Internal Use Only

Sourcing, controlling and procurement of goods and services

Targeted and personalized marketing across all customer interactions

Selling and fulfillment of products and services across all channels

Servicing customer needs

across all interaction

channels

MarketBuy

Service SellCustomer

IBM ECM Partners Have Solutions for All Domains of Smarter Commerce

Adaptive Supplier Management Adaptive Supplier Management

www-304.ibm.com/sales/gss/download/industry_solutions_catalog/CrossIndustrySolutions.do?industry=ecm

Credit OriginationCredit Origination

Enterprise Contracts Enterprise Contracts

Accounts PayableAccounts Payable

Retail Vendor ManagementRetail Vendor Management

Container Billing Container Billing

Rapid Analytics for HotelsRapid Analytics for Hotels

UnderwritingUnderwritingClaims ManagementClaims Management

Store Communications Store Communications

Online Brokerage Account Administration Online Brokerage Account Administration

Complaint & Quality ManagementComplaint & Quality Management

Dealer Relations Portal for Discrete Manufacturers Dealer Relations Portal for Discrete Manufacturers

Digital Asset ManagementDigital Asset Management

Unsecured Lending Framework Unsecured Lending Framework

Retail Banking Transactions Retail Banking Transactions

Paperless Lending Paperless Lending

Policy Owners Services Policy Owners Services

Complaints & AppealsComplaints & Appeals

Correspondence Tracking and ManagementCorrespondence Tracking and Management

eResolve for Mortgage Banking eResolve for Mortgage Banking

Customer Service via an Automated Email Response Customer Service via an Automated Email Response

Managed Pay Managed Pay

Client Service for Wealth ManagementClient Service for Wealth Management

ePresentment ePresentment

Mobile Case ManagerMobile Case Manager

Text Analytics SuiteText Analytics Suite

© 2012 IBM Corporation2121 IBM Internal Use Only

http://public.dhe.ibm.com/common/ssi/ecm/en/zzs03023usen/ZZS03023USEN.PDF



Supplemental Slides


What is unique about IBM’s Smarter Commerce?

Industry Leading

Comprehensive yet Flexible

Unmatched breadth and depth of market leading products and services across the commerce cycle to meet your needs

Proven

Suppliers

Influencers

PartnersCustomers IBM Smarter Commerce

Flexibility to start in the area your business is focused leveraging your existing investments and delivering value for your business

IBM is a proven partner for your success with experience in driving measurable business outcomes across all aspects of the commerce cycle


Learn more about IBM Business Value Accelerator services to help you get started on your Smarter Commerce journey

Is customer information driving your business?

Has your business model changed?

Are customer needs aligned to the business operations?

How compelling is your customer experience?

Can you respond to changes in the market or demand?

Getting started and accelerating your Smarter Commerce journey


IBM is the right partner for Smarter Commerce

Over 2,000 of the world’s top brands

rely on IBM to improve their

business insight and execution

100 years of experience making the world work better through the use of technology

Deep skills to enhance, extend, and re-define commerce in the age of the empowered customer Acting on Customer Insight Evolving your Customer Value Strategy Optimizing Customer & Partner Engagement

$3 billion invested since 2010 to create a truly smarter approach to commerce

New consulting and system integration practice with over a thousand dedicated experts

Expertise in over 20 industries to help create a solution customized for your specific needs


High Value solutions spanning across multiple industries

• Advanced case mgmt

• Customer Service / Experience Mgmt

• Account Opening & Management

• Courts and Justice

• Claims Processing & Optimization

• Benefits Adjudication

• Insurance Underwriting

• Loan Origination / Mortgage Processing

• Social content mgmt

• Human Capital Management

• Education Intervention Management

• Content Search and Analytics

• Voice of the Customer

• Patient Diagnostics & Care Coordination

• Government and Crime Intelligence

• Enterprise Fraud Management

• Defensible Disposal & Value Based Archiving

• Retention & Records Management

• eDiscovery

Content at Rest = Cost, Content in Motion = Value

CAPTURECAPTURE SOCIALIZESOCIALIZE GOVERNGOVERNACTIVATEACTIVATE ANALYZEANALYZE• Document Imaging

and Advanced Document Capture

• Enterprise Platform Services

• Enterprise Report Management

• Asset Lifecycle Mgmt

• Accounts Payable

• eBilling & Electronic Document Delivery

• Contract Management

IBM ECM Foundational Solutions for IT. Compliance & Legal Buyers

IBM ECM Industry Specific Solutions targeting LOB and New Buyers

IBM ECM Cross-Industry Solutions targeting LOB & New Buyers