Why IBM Tapped Twitter

<< back Page 2 of 2


company via other channels if they experience a problem with a mobile transaction.

"Complete customer insight with actionable information requires businesses to have contextually related information on how customers interact with the business (via email, social, phone, in-person), who their customers are (their attributes, characteristics, and demographics), their activity (behavioral data, usage, and payment history), and why they behave the way they do (their opinions, preferences, and needs)," Bisconti writes.

Putting IBM's ExperienceOne Customer Solution to Work

The data mined from Twitter will be processed not just through Watson but also by IBM's customer solution tools that comprise ExperienceOne, launched in May.

ExperienceOne's solutions aren't new, but are the culmination of acquisitions IBM has made over the past four years that blends the disjointed business units together under one umbrella.

The acquisitions are:

  • Coremetrics, which provides digital and Web analytics;
  • Unica, which offers cross-channel campaign management to automate marketing and provide deeper understanding of customer preferences;
  • DemandTec, which provides pricing and promotion optimization services;
  • Tealeaf Technology, which offers digital customer experience management and customer behavior analysis solutions;
  • Xtify, which provides mobile customer engagement through push notifications; and
  • Silverpop, which offers digital marketing that personalizes customer engagements.

"Earlier this year, we felt that the work we had done to drive integration and unification of this portfolio had reached a point where essentially none of the brands underlying the portfolio represented accurately what we wanted to reflect in the marketplace," says Jay Henderson, director of strategy, IBM ExperienceOne. "The name was very deliberately chosen. We wanted to put [out there that] the end goal is that we are trying to enable our clients to achieve better customer engagement and experience, as opposed to focusing on any one discipline within the organization, instead of talking about this by organizational roles or disciplines."

With that in mind, instead of segmenting sales, marketing, and customer service units, ExperienceOne is aimed at breaking down departmental silos. "We wanted to acknowledge that excellent customer experience is the responsibility of the entire organization," Henderson says. "You're seeing this desire to integrate what's happening from a marketing and branding perspective down to the way of how customers are getting serviced."

Some industry analysts, including Miller, believe that IBM will continue to harness social media data from other sites. "I don't rule out that there would be Facebook feeds and other metadata that's out there that they're capturing," he says. "I'm sure IBM is talking to other social networks but they might not have as much incentive [as Twitter]."


<< back Page 2 of 2

Related Articles

Solution captures behavioral data across channels and devices.

Posted January 16, 2014

Technology includes social media data and behavioral algorithms.

Posted January 30, 2014

Solution allows clients to connect information across data sources such as CRM records, social media accounts and other customer profile information.

Posted April 01, 2014

Integrated portfolio of cloud and on-premise offerings help clients coordinate and enrich engagement throughout the customer journey.

Posted May 14, 2014

First integrated call center operation could go live this year. [Originally featured on DestinationCRM.com]

Posted June 25, 2014

Though interactions will now be more quick and seamless, there are some caveats.

Posted May 15, 2015

Customers who received replies from airlines through Twitter were not only happier with their experiences but also were more willing to pay more for their next tickets and to recommend that airline to others, according to research from Twitter and Applied Marketing Science.

Posted December 18, 2015

Twitter's stock is hurting, and CEO Jack Dorsey has been making an effort to set the social network back on course with new features, including a suite of customer service tools that play to one of Twitter's greatest strengths. Earlier this week, Twitter updated its Direct Message capability with deep links, which enable users to send private messages to businesses quicker and more effectively.

Posted February 19, 2016