IBM Customer Experience Lab Debuts Social, Mobile and Big Data Solutions



IBM has released new solutions from its Customer Experience Lab, aimed at helping C-level executives gain deeper insights into individual customers and how consumers  experience their products, services and brands through the use of mobile, social, cloud and advanced analytics technologies.

Since the Lab’s launch in March 2013, IBM Research scientists and business consultants have worked together with more than 100 clients from across the world to co-create a variety of new technologies and services to help companies interact and engage with customers. IBM said that in dealing with digital customers, organizations are reassessing how to drive brand loyalty and accelerate business growth by moving away from addressing their customers as mass audiences toward cultivating and creating new value from personalized customer relationships. 

To help address these challenges, the IBM Customer Experience Lab team in India has introduced three new technologies, each focused on driving innovation in social, mobile as well as Big Data and analytics technologies to help organizations capture and act on deeper customer insights. These technologies build on the work the team has completed around the Watson Engagement Advisor. These include:

  • 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 the user’s activity to provide useful insights. As users conduct daily transactions, such as buying airline tickets or shopping at the mall, the system sends relevant promotions by email and mobile alerts, per the user’s preferences.
  • Vibes: an enterprise software solution to help CMOs 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.
  • Social Media Event Tracker Tool (SMETT): leverages natural language processing, text mining technology and advanced analytics to comb through millions of public social network messages to derive meaningful insights. Retailers are also turning to SMETT to find out what people think about their products. The tool’s ability to quickly derive insight about numerous related topics in any language could help a retailer find out why a product is popular or improve its online customer service. 

“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,” said Ramesh Gopinath, director, IBM Research, India, 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. The innovations we are developing with clients in the Customer Experience Lab are enabling companies to transform their front office with speed and at scale, reshaping strategy, operations and offerings to attract, retain and exceed the expectations of an increasingly powerful customer.”