Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Eliminate costly downtime!
Find out how with Free White Paper
& enter to win a Samsung Galaxy Note

www.apc.com
Big Data
Real-time info services with Neustar
Average Rating:
Rate this article:  
IBM Launches Data-Driven Customer Engagement Services
IBM Launches Data-Driven Customer Engagement Services

By Barry Levine
September 7, 2012 11:06AM

    Bookmark and Share
IBM's Adam Klaber pointed to the company's industry-specific roadmaps for "customer-centric journeys" to increase customer engagement, and to IBM's enhanced design and implementation services. The services, Klaber said, are focused around "the four I's"-- interaction, information, integration and innovation for the customer.
 



Companies understand that there is a critical shift happening in customer engagement, but many are unprepared. To address this need, IBM announced Friday that it is launching a new set of data-driven services that boost engagement efforts.

The services are targeted at chief marketing officers and chief information officers. A 2001 IBM study of 1,700 CMOs found that, while 82 percent were planning to increase their use of social media over the next several years, most felt they were unprepared.

'Customer-Centric Journey'

The new integrated services are intended to address new customer engagement opportunities made possible by the rise of social media, mobile devices, Big Data, and the cloud. IBM will assess a company's current situation, see where it wants its marketing to be, conduct a gap analysis, and then provide customized roadmaps that specify which processes, data, technology, skills or governance are needed.

We asked Adam Klaber, managing partner for IBM Global Industries and Growth Initiatives, what were the key new aspects of this initiative.

He pointed to industry-specific roadmaps for "customer-centric journeys" to increase customer engagement, and to IBM's enhanced design and implementation services, which are now consolidated in its Global Business Services.

The design and implementation services, Klaber said, are focused around "the four I's"-- interaction, information, integration and innovation for the customer. As an example, he noted that IBM is providing a multi-channel, integrated customer experience for the U.S. Open.

'Global Breadth,' Tools

In that project, the company said its work is featuring "a strong social element so that technology can be used to connect offsite users with the spectators who are sitting in the stands."

The experiences include a new iPad app with point-by-point scores, news, live video highlights, and a TweetDeck-like interface that supports social interaction as one is watching the televised events. A "My U.S. Open" Court Curator Experience, for American Express card members, allows fans to access content on their mobile devices based on personal preferences, like favorite players or preferred match.

While these techniques are featured in the approaches by many integrated digital marketing agencies these days, Klaber said that IBM's "special sauces" consisted of three components unique to Big Blue.

One is the use of Big Data to create predictive analytics that can help deliver a particular customer experience to a given customer at the right time. For the U.S. Open, for instance, predictive analytics are used to aggregate and mine over five years of Grand Slam Tennis data to determine and display each player's "keys" -- that is, strengths -- and to create a "momentum meter" showing which player has the statistical edge.

Klaber also pointed to the other two ingredients in IBM's unique sauce -- its "global breadth," and the fact that "many of the technological tools we use have been invented, and are being sold, by IBM."
 

Tell Us What You Think
Comment:

Name:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Big Data
1.   U.K. Wants Data Retention Law
2.   Facebook Experiment Now a Debate
3.   A Thumbs-Up for NSA Internet Spying
4.   NSA's Internet Monitoring Is Legal
5.   Gartner Rates IT Security Companies


advertisement
U.K. Wants Data Retention Law
After citizens right-to-privacy verdict.
Average Rating:
Facebook Experiment Now a Debate
Does it signal a power imbalance?
Average Rating:
A Thumbs-Up for NSA Internet Spying
Dizzying turnabout from privacy board.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Report: Chinese Hackers Hit U.S. Personnel Networks
Hackers from China broke into the computer networks of the U.S. Office of Personnel Management earlier this year with the intention of accessing the files of tens of thousands of federal employees.
 
Charges: Russian Stole Data from U.S. Restaurants, Zoo
A Russian man arrested on bank fraud and other charges hacked into computers at restaurants in Washington, hundreds of other retail businesses, and even the Phoenix Zoo, authorities say.
 
Another Month, Another IE-Focused Patch Tuesday
Microsoft rolled out 59 vulnerabilities for Internet Explorer in June. But the IE-patching party is not over yet. Redmond published six new security bulletins on Tuesday; two, critical; three, important.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.