DATA SHEET IBM Unica And Cincom Synchrony A Smarter .

DATA SHEETSmarter Commerce for Smarter CustomersToday’s customers are deciding when andwhere the buying process begins, when itends, who will be part of it, what order itwill follow and how all elements in thechain—market, buy, sell and service—willbe linked. It’s a new way of doing business.According to IBM: “Smarter commerceplaces the individual customer at the centerof a business’s attention. It optimizes supplyand demand, driven by insights that arecontinuously replenished by the flow ofinformation—from both commercial andsocial traffic—on an instrumented andinterconnected planet. Each individual’s datais the key to connecting the value chain to thecustomer. This data is helping leading-edgebusinesses to understand and predictcustomer needs—and to orchestrate partnersand suppliers in greater responsiveness tochanges in buying behavior.”IBM’s Smarter Commerce seeks to help: Maximize the insight generated throughcustomer interactions Capitalize on social and mobile commerce Drive growth by enhancing, extendingand redefining the value provided Improve collaboration and visibility forcustomers and partners Increase margins by boosting efficiencyat every stage of the commerce cycle Synchronize the value chain to deliverconsistent and predictable outcomesIBM Unica andCincom Synchrony :A Smarter PartnershipIntegrating Marketing, Sales and Service to DeliverSmarter InteractionsBuyServiceSmarter CommerceMarketSellThese objectives are achieved by focusingon the following three elements:Customer InsightPredicting and driving customer loyaltythrough social and business intelligenceintegrated into systems with datamanagement capabilities.Customer Value StrategyOptimizing customer and supplierinteractions to improve orderfulfillment processes.Customer and Partner EngagementCreating for customers and their partnersthe ability to anticipate behavior and deliverflawless customer service across all channelsfor a differentiated customer experience.Given the rise of new generations of empowered and digitally literatecustomers, it’s clear that the world’s technology has to become as smart asthe individuals who are now driving it. Fortunately, it can. Cincom’sCustomer Experience Management initiative is focused on helpingcompanies consistently deliver experiences that not only build your brand,but are valuable to both your customers and your organization. CincomSynchrony guides smarter interactions that deliver optimal customerexperiences and organizational outcomes. In the contact center and acrossother customer-facing channels, Synchrony leverages insights about eachcustomer in the context of each interaction, and provides intelligentguidance to deliver the “designed” experience. This aligns with andsupports IBM’s initiative of “the age of the customer.”S I M P L I F I C AT I O N T H R O U G H I N N O VAT I O N

2The IBM and Cincom partnership is one example of how newtechnology is uncovering and addressing the vast inefficiencythroughout the entire value chain for all types of companies.With the goal of delivering personalized, relevant interactionsacross all channels in real time, IBM and Synchrony nowprovide an integrated solution that addresses thesechallenges. Together IBM Unica Intelligent InteractionMarketing Solution and Cincom’s Synchrony IntelligentInteraction Guidance Solution provide the key to successfulmarketing, sales and service. Whether targeting thousandsor millions, the Unica/Synchrony solution can deliver theright message to the right customer in real time. Togetherthey can quickly and cost-effectively design, execute andmeasure customer-driven communications strategies acrossall channels—online and offline.Unica: Intelligent Interactive MarketingBuyServiceSmarter CommerceSellMarketMarketMarket: SmarterCommerce uses customerinsight—deep insightsabout customers—gleanedin large part from theglobal conversations takingplace online—to delivertimely and personalizedengagement acrossmultiple touch points.– IBM, Smarter CommerceIBM Unica is a leader in marketing software solutions. Unica’sunique interactive marketing approach incorporates customeranalytics, web analytics, cross-channel execution andintegrated marketing operations. Unica software streamlinesthe entire marketing process from analysis and planning toproject management, execution and measurement.Unica’s marketing automation solution provides companieswith greater ability to launch targeted cross-channelcampaigns by using customer data. By analyzing customerinformation to predict behavior and utilizing this rehensivedata to identifyopportunitiesand predictmarketingoutcomes.Determine thebest messageto extend inoutbound andinboundmarketingchannels.Deliver highlyrelevantmarketingmessages andretain a corporatememory ofinteractions.Integrated Marketing OperationsFacilitates collaboration and cross-channel planning,design, execution and measurement.to launch targeted marketing campaigns, companies canboth personalize interactions with their customers andincrease the relevancy and timing of their offerings.There are two components of the Unica solution specificallydesigned to support cross-channel and real-time interactions:Unica Campaign and Unica Interact.Unica Campaign allows you to speak directly to eachindividual customer with just the right message. Bytracking and honing customer preferences, UnicaCampaign can help plan, design, execute, measure andanalyze cross-channel, personalized marketing campaigns.Unica Campaign provides: A flowchart-based user interface to manage acampaign’s logic including audience segmentation,exclusions, offers and channels A central repository for use, re-use and tracking ofcampaign building blocks Interaction history of offers made and presented,campaign details, responses and non-responses The ability to schedule multiple campaigns accessingdata from multiple sources with outputs in all formats Report and analysis of campaigns

3Unica Interact provides the ability to determine the rightmessage to present to inbound marketing channels in realtime. Whether the customer interaction is on the web, in acall center, face-to-face, or chat, Unica Interact’s behavioraltargeting analysis delivers the optimal marketing message.Unica Interact provides: Self-learning and arbitration capabilities for determiningthe best offer or message to present to each customer The ability to integrate inbound and outboundmarketing campaigns into a single technology platformBenefits:Cross-Channel Offers Lifecycle Management Benefit: Efficient handling and serving of marketing “calls toaction” offers leads to faster effective marketing initiativesIntelligent Marketing Capabilities/Next Gen Web Analytics Benefit: Optimal leverage of web data; effectively mixingprescriptive with predictive offers in the appropriate channelresulting in marketing program lift and higher revenuesMarketing Performance Optimization Benefit: Helps determine which initiatives are working andsupports shifts to the areas with highest return on investmentUnica’s focus is to help organizations deliver marketingmessages that are so relevant that they are perceived as aservice to their customers.

4Synchrony: Intelligent Interactive Sales andService GuidanceBuyServiceSmarter CommerceSellSellMarketSell: Smarter commerceenables customers andpartners engagement sothey can shop, exchangeinformation andcollaborate across all touchpoints, spanning human,digital, social and mobilemodes of access that areoptimized according totheir preferences.– IBM, Smarter CommerceService: Smarter commerce enables flawlesscustomer service across all customer interactionsand anticipates their behavior and takes action tokeep them loyal. IBM, Smarter CommerceSupported by a robust and highly flexible platform of IBMtechnologies, Synchrony is a powerful software applicationspecifically designed to help organizations providesmarter, streamlined experiences that deliver intendedresults, even for complex, cross-channel interactions thatutilize multiple back-end applications.The centerpiece of the solution is real-time intelligentguidance that automatically displays the informationemployees need and directs them to give every customerpersonalized attention. Cincom Synchrony provides: Real-time intelligent guidance – Intelligent guidancewalks employees through every step of even the mostcomplicated interactions, enabling them to respondquickly with personalized answers, recommendationsand offers, basing the suggestions on the context of theinteraction, automatically in real time. Single, holistic customer view – Synchrony instantlypresents employees with a single view of customer datafrom multiple information systems, including Unica andother supporting applications. Information is presenteddynamically, so employees never have to toggle backand forth among multiple windows. Seamless, cross-channel continuity – Synchrony offers asingle interface for all customer interaction channels,including phone, face-to-face, e-mail, IM/chat, fax andthe web. During every interaction, employees can seethe customer’s complete interaction history to guide thecurrent interaction. Enterprise mash-ups –Synchrony not only pulls datafrom backend systems, it pushes new information backand automatically delivers the data to the correct systemwithout employee intervention.Guidance and PersonalizationContext and OrchestrationAutomation and r Experience and Operational Metrics and Management