Online transactions continue to grow at a rapid pace. Today, eight out of 10 consumers shop online at least twice a week. ABI Research estimates there will be 20 times more data and 40 times more mobile transactions by 2015. The report adds that mobile online shopping is expected to triple annually and rise to $119 billion in the same timeframe. Businesses today are struggling to find ways to create a more simplified Web presence to address the changing era of today’s consumer marketplace.
Recognizing this growing trend, IBM is introducing the IBM Customer Experience Suite, a new software portfolio that helps organizations develop a dynamic Web experience for consumers that’s easy to navigate, interactive, and personalized - whether it’s from a mobile device or through a traditional online Website.
It features* analytics, social networking, web content management, portal, mashups, and mobile capabilities enabling organizations to increase their ability to attract and retain customers, personalize advertising and marketing, and enhance overall customer loyalty. For example, the new software allows organizations to create highly customized interactions by analyzing and then adapting to the preferences, behaviors and buying patterns of users as well as the device, user location, and sentiments of each visitor.
Additionally, the IBM Customer Experience Suite helps organizations better understand and influence visitors through customized, engaging experiences using blogs, chat forums, videos, and mobile functionality. It supports conversations with and between users through online communities and allows business owners to manage the creation and delivery of content, rich media, campaigns, and surveys delivered through multiple channels.
The IBM Customer Experience Suite builds upon IBM’s 10 years of expertise in providing portal and Web content management software to more than 8,000 clients globally.
IBM Clients Create Rich Web Experiences
For example, in today’s Web-centric world, on-line banking has become "the norm," pushing financial institutions to look for new tools to create personalized experiences for its customers in order to remain competitive. With the use of blogs, chat forums, videos, social networking, rich media and mobile capabilities, a financial institution can deliver a more personalized Web experience resolving customer issues more quickly while fostering customer loyalty and improving satisfaction.
"Our data shows an increased number of visitors to Cars.com from a mobile device," said Brent Laufenberg, Director of Enterprise Architecture, Cars.com, a business unit of Classic Ventures. "To make the experience easier for our consumers, we are increasing our social networking Web activity and personalization, as well as incorporating more rich media into the site."
Lufthansa currently has a Web site supporting multiple brands, including Lufthansa.com, WeFlyHome.com and Miles-and-More.com. Its Web site supports important service functions such as online ticket sales and check-in. The underlying IT solution supports more than two billion page impressions, 16.000 check-in transactions and in average a ticket booking every ten seconds. Now Lufthansa is working with IBM to improve its Web presence to reach more airline passengers over the next several years.
"Working with IBM on improving our site Lufthansa.com has made us more competitive and has led to significant operating cost reductions. As a result, we have renewed our contract with IBM and will continue to improve our Web presence together for the next several years," said Gunter Friedrich, vice president, Information Management and Sales Processes, Lufthansa Passenger Airline.
New IBM Software Suite Can Help Accelerate On-line Sales Leads
According to Forrester, in today’s online and mobile consumer era, organizations that deploy sites with superior user experience can achieve as much as a 400 percent increase in conversion of Web visitors to sales leads.**
The IBM Customer Suite is targeted to address the need for well integrated Web tools. Using IBM’s current portfolio of portal and Web content management software, IBM has seen their clients achieve:
- 23 percent increase in on-line prescription refills at a cost of $.25/refill compared to $3/telephone refill.
- 33 percent of patients are less likely to cancel appointments when using online service.
- 30 percent of all customers rated self service higher than help desk.
- 75 percent reduction in the time to roll out new customer oriented applications.
- 30 percent reduction in call center field support calls.
"Collaboration and social software have the power to transform an organization’s Web presence reinventing how they relate to their customers on the Web," said Alistair Rennie, general manager, IBM Collaboration Software. "We are aligning the breadth of IBM capabilities to help our customers embrace the Web as their primary channel for customer engagement."
IBM is teaming up with dozens of its business partners including Ascendant, Gemini, Infosys, Ixion, and Perficient on this initiative.
IBM consulting services will be also be available to support the assessment, development and use of new and enhanced Web experiences. IBMi (IBM Interactive) consultants will collaborate with clients to deliver the Customer Experience Suite to enable increased differentiation, revenues, productivity, efficiency and reduced costs through an optimized user experience.
The new IBM Software suite is another piece of IBM’s expanding portfolio of solutions designed to help organizations improve their marketing presence on the Web. IBM’s recent acquisitions of Sterling Commerce and Coremetrics, and the intended acquisition of Unica, will enhance the company’s ability to support clients’ needs in this growing market.
This new IBM Software suite is an extension of IBM’s $100 million Research investment in advancing mobile services and capabilities for businesses and consumers worldwide.
*Please visit www.ibm.com/software for full list of Customer Experience Suite core offerings and add-on modules, and for details about new WebSphere Portal 7 and Lotus Web Content Management 7, available now.
** Best Practices in User Experience (UX) Design, Forrester Research Inc., September 2009. [September 20, 2010]
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