2. Using Natural Language to Improve the Customer Self Service Experience Creating a Compelling Customer Buying Experience

3. Presentation by: Sterling Commerce 3 3 Session Overview Topics: Changing face of the consumer –Driving change in sales design What the consumer expects from the buying experience. Strategies for implementing a demand-driven sales environment. Speaker: John Konczal Global Industry Director Communications and Media Sterling Commerce john_konczal@stercomm.com

4. Presentation by: Sterling Commerce 4 4 The Age of the Professional Consumer Traits of the Prosumer Time moves faster Selects on information Seeks digital processes Place and distance don’t matter Avoid bricks and mortar Uses the Web for communication

5. Presentation by: Sterling Commerce 5 5 A “Mediocre” Customer Experience Forrester Research “Customer Experience Satisfaction By Industry & Channel”

6. Presentation by: Sterling Commerce 6 6 What Makes A “Difference” to Today’s Consumer? Access to Information Proactive Notification Flexibility Convenience Availability Personalization

7. Presentation by: Sterling Commerce 7 7 Consumers Want Information STERLING COMMERCE SURVEY “WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”

8. Presentation by: Sterling Commerce 8 8 Clear and Detailed Product, Offer, & Pricing Information Search Optimization Content Maps Usable Navigation Access to Information

9. Presentation by: Sterling Commerce 9 9 Value Added Use of Information Guided Order Configuration Compatibly Assurances Product/Service Comparisons Promotion Presentation Purchase Optimization

10. Presentation by: Sterling Commerce 10 10 Cross-Channel is the Differentiator STERLING COMMERCE SURVEY “WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”

11. Presentation by: Sterling Commerce 11 11 Cross-Channel Scenarios Store Call Center Web Customer Distribution Center(s) Store Call Center Web Customer Distribution Center(s) Consumer begins shopping online, but calls the call center to ask questions and complete the order Consumer begins shopping online, but goes to the store to ask questions and complete the order

12. Presentation by: Sterling Commerce 12 12 Value of Cross Channel to the Consumer STERLING COMMERCE SURVEY “WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”

13. Presentation by: Sterling Commerce 13 13 Typical Monolithic Sales Environment Call Center Customer Portal Call Center Customer Portal Call Center Customer Portal Tightly Coupled Sales/Ordering System Tightly Coupled Sales/Ordering System Tightly Coupled Sales/Ordering System Service Fulfillment / Delivery Systems Service Fulfillment / Delivery Systems Service Fulfillment / Delivery Systems Delivery/Provisioning Servicing Ordering Fulfillment Mobility Residential Business

14. Presentation by: Sterling Commerce 14 14 Cross-Channel Selling Environment Call Center Customer Portal Call Center Customer Portal Call Center Customer Portal CROSS-CHANNEL SELLING Service Fulfillment / Delivery Systems Service Fulfillment / Delivery Systems Service Fulfillment / Delivery Systems Delivery/Provisioning Servicing Ordering Fulfillment Mobility Residential Business Single View of All Transactions Single Order Lifecycle Tracking Consolidated Catalog

15. Presentation by: Sterling Commerce 15 15 Barriers to Achieving Cross-Channel Selling People Gaps –For example, commissions and compensation Process Gaps –For example, new process such as in-store pickup. Technology Gaps –For example, cross-channel order offer.

16. Presentation by: Sterling Commerce 16 16 Implications of Cross-Channel Selling The stakes are high for providers and retailers. It takes only 2.3 negative experiences with a particular provider/retailer to send shoppers to a competitor. It takes 12 good service experiences to overcome a single bad one. 91% of unhappy customers won’t buy again from the company that displeased them. 40% of growth and 38% of shareholder value are derived from customer 24 loyalty. –Sources: Accenture and White House Office of Consumer Affairs