IBM announced several new initiatives out of its Customer Experience Lab that are designed to help businesses gain deeper insights into individual customers and enhance the way customers experience companies’ products, services and brands through the use of social media, mobile, cloud and advanced analytics technologies.
The Customer Experience Lab team in India introduced three new technologies, each focused on using social media, mobile and big data/analytics technologies to help organizations capture and act on deeper customer insights.
IBM Edge Analytics connects people with contextual information. Once a user has opted in for the service, the tool cross-references the user’s location with his activity to provide useful insights. As users conduct daily transactions, such as buying airline tickets or shopping at a store, the system sends relevant promotions by email and mobile alerts, per the user’s preferences.
A second technology, called Vibes, is an enterprise software offering to help marketing executives target consumers and communities that care about and participate in their industry. Individuals are identified by analyzing their interaction on social networks, and then cross-referenced with their purchase history with the company, or information about their interests based on other social networking activity. For example, a retailer can research past purchases of its Facebook fans to better determine which special offers to make to them.
The third offering, Social Media Event Tracker Tool, leverages natural language processing, text mining technology and advanced analytics to comb through millions of public social network messages to gain meaningful insights.
“Customers across the world are using innumerable channels — from social networks to online product review sites — to express their individual experience with products and services,” Ramesh Gopinath, director, IBM Research, India, said in a statement. “This is fueling an explosion of data and driving a radical shift in how companies must engage with their customers to thrive and stay competitive.”
IBM Research launched the lab in March 2013, and scientists and business consultants at the facility have worked together with more than 100 clients from around the world to co-create various new technologies and services to improve how companies interact and engage with customers.