IBM has launched ExperienceOne, an integrated portfolio of cloud-based and on-premise offerings that it says help clients deliver deeper, more valuable customer engagements by bringing together marketing, sales, and service practices.
According to an IBM rep, for the first time this offering delivers IBM’s software, services, and research capabilities through a cloud-based portfolio that makes it easier for clients to select the right combination of offerings based on their needs.
IBM ExperienceOne solution sets are crafted by business objective, including Understand Your Customers, Ignite and Grow Customer Relationships, and Personalize the Store Experience.
Experts say it’s smart of IBM to combine solutions that serve what were previously silos, like marketing, sales, and services functions. Customers interact with brands across those functions and across channels and marketers must embrace their colleagues across the organization to achieve a consistent and responsive engagement approach for customers and prospects.
As part of the announcement, IBM added software capabilities that support three of the engagement product sets.
In Understand Your Customers, IBM has added an integrated digital, behavioral, social media, and predictive customer analytics offering to help clients identify real-time trends based on internal and external customer data. It also features new mobile analytics that can replay individual user sessions on Android and iOS device apps to allow businesses to pinpoint the moment a customer decided to browse, buy, or abandon a transaction.
In addition, IBM says its Maximize Sales, Profit, and Loyalty product set helps clients act on insights and maximize customer value using IBM’s omni-channel merchandising capabilities. And its Deliver Empowering Digital Experiences product set is supported by enhancements to IBM’s customer digital experience software to help marketing, sales, and service professionals more easily leverage customer, pricing, and performance analytics by embedding real-time offers into their mobile, social, and rich media experiences.
According to a recent IBM survey of C-suite executives, more than half are reinventing their organizations to drive greater customer collaboration.
Experts also say it’s good to deliver a package of services in response to customer surveys and feedback because marketers want fewer, more integrated systems and partners.
IBM customers include retailer American Eagle Outfitters, Air France-KLM, Moosejaw Mountaineering, and David’s Bridal.
According to data gathered for the report,‘Communications Infrastructure: The Backbone of Digital,’ 88% of IT professionals and 61% of marketers ranked their company’s current communication infrastructure as 'cutting-edge' or 'good.'
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