IBM offers marketing directors and Chief information officers new services for improvement of experience of customer interaction

Survey conducted by IBM in 2011 more than 1700 marketing directors showed that most CMO realize the important changes happening in approach to the organization of customer interaction, but, nevertheless, consider themselves not ready it to correspond. Results of a research of IBM also demonstrate that though 82% of respondents declare plans for expansion of use of social media within the next three-five years, only 26% from them monitor messages in blogs, 42% trace reviews of the third firms and 48% browse a consumer feedback for the purpose of correction of the marketing strategies.

Reacting to this requirement, IBM represents a new set of the integrated services intended for the help in creation and increasing presence of the companies in the digital world. IBM will help corporate clients to apply advanced technologies to formation of more informative and personalized interaction with consumers via mobile devices, social media and the Internet.

Within a new service package of IBM will quickly estimate current demands of business in comparison to future marketing strategy, to carry out the GAP analysis for clarification of what of potentialities are supported by the existing business architecture now, and then to define the new processes, technologies, data, professional skills and managerial resources necessary for transformation. IBM will develop for clients the individual development plans created using the best industry methodologies and the practician which were created during customer interaction worldwide.

For increase in the involvement of consumers, supports of promotion in social media and increases in marketing effectiveness will be used the advanced analytical techniques. For example, retailers, banks, insurance companies and communication service providers are faced by a problem of address and timely placement of the most attractive offers of the products and services for consumers. The predictive analytics in real time can facilitate this task by the analysis of the growing amounts of data about clients from the various structured and unstructured sources for obtaining important information on consumer preferences. In combination with the business rules based on knowledge of what offers and actions were the most successful with other clients in a similar situation, the analytics can offer the personalized recommendations for service of this specific client.

"Today the companies have a unique opportunity to carry out rebranding more to be customer oriented and conform to modern requirements — Adam Klaber, the managing partner, the direction of the new markets (New Markets) in global service IBM Global Business Services emphasized. — Within an initiative "Reasonable commerce" by IBM works with the companies over strengthening of their relations with the existing clients and transformation of potential – in adherents of a brand. Using the approach based on data analysis, IBM helps CMO and CIO to interact with consumer audiences, using more effective and personalized approach to increase loyalty to a brand".

IBM gives opportunities of interactive customer interaction worldwide

IBM achieved progress in promotion of the innovation marketing and improvement of consumer experience for clients around the world. Here several examples of how the service IBM Interactive works with the companies on improvement of digital opportunities:

• IBM cooperates with the leading supplier of drinks over expansion of interaction with consumers using such attractive opportunities as function of creation of own recipes of drinks and ensuring access of mobile devices of consumers to vending machines for transfer of these recipes to them. IBM also designed the new mobile website for the corporate program of promotion of loyalty of the supplier of drinks, providing access to this resource more than 16.5 million registered members of this community (every ninth household in the USA).
• IBM performed the project on improvement of on-line consumer experience for the global luxury-retailer. For optimization of transactions of order placement of IBM created more effective process of search, viewing and check. Besides, IBM together with the company developed special opportunities for users of smartphones and tablet computers and also helped the company to develop strategy on expansion of geography of on-line presence on bigger number of the countries.
• IBM designed, designed and started new customer-oriented websites for the leading world organizations of tennis and golf, including Association of tennis of the United States (United States Tennis Association, USTA), Association of golf of the United States (United States Golf Association, USTA) and the Wimbledon tennis tournament (Wimbledon Championships). Content of the resources designed to expand on-line opportunities of fans of these sports contains standings, stream video of competitions, photos, video clips on demand, news information and messages about actions. IBM guarantees availability of content in real time and a connectivity to resources from mobile devices, such as iPhone, iPad and various smartphones.