Customer Relationship Management

IBM Marketing Solutions

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IBM Marketing Solutions / Customer Relationship Management

CRM integration is about building better relationships with customers across all customer facing functions and channels

2© 2015 International Business Machines Corporation

© 2015 International Business Machines Corporation

IBM Marketing Solutions / Customer Relationship Management

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Sales-led Marketing

Services-led Marketing

Real-time offers for Sales and Services

More accurate and faster B2B2C

Marketing

4© 2015 International Business Machines Corporation

IBM Marketing Solutions / Customer Relationship Management

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DiGi Telecom Malaysia—Continuous integration between marketing and call center leads to a perfect combination between outbound and inbound marketing activities

5© 2015 International Business Machines Corporation

IBM Marketing Solutions / Customer Relationship Management

Rodobens Brazil—Consistency between offline and online (e.g., in-dealership) engagements

© 2015 International Business Machines Corporation 6

IBM Marketing Solutions / Customer Relationship Management

IBM Corporation—Provides key insights to sellers based on buying history, preferences and recent customer engagements

© 2015 International Business Machines Corporation

IBM Marketing Solutions / Customer Relationship Management

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Banking & Insurance—New

customer acquisition & increased AUM

programs

Insurance, Banking & CPG—Customer

loyalty and engagement

programs in B2B2C environments

HiTech and LoTech —Connecting

Marketing, Sales and Services for sales

and distribution

Telco—Marketing, Sales and Customer

Service

© 2015 International Business Machines Corporation 8

IBM Marketing Solutions / Customer Relationship Management

Practical suggestions to get started:

Carefully assess CRM strategy

Form joint CRM and Customer

Engagement teams

Focus on simple metrics

Consider B2B and B2C strategies

Consider appointing Chief Customer

Experience Officer

9© 2015 International Business Machines Corporation

ibm.com/commerce / @IBMEngage

IBM Marketing SolutionsCustomer Relationship Management