IBM Delivers New Digital Experience Software for Businesses

By Darryl K. Taft

IBM has announced new Digital Experience software that is designed to enable businesses to create customized digital experiences that enhance the way they engage with customers, employees and business partners.

Aligned with IBM's Smarter Commerce initiative, the new software is aimed at enabling line-of-business employees from marketing, sales, human resources and customer loyalty to produce, share and distribute digital content on the fly to all mobile and social channels—without the need for IT technical skills or outside assistance.

"The digital era is being driven by the proliferation of mobile and social networks, which have transformed the way organizations engage their key audiences," Larry Bowden, vice president of Digital Experience Software at IBM, said in a statement. "To succeed, companies must look beyond Websites to create digital experiences that marry analytics, deeper social engagement, compelling content and design for mobile delivery in order to engage audiences on their terms and on their time."

The growth of mobile, online, social media and commerce trends has spawned the rise of the digital consumer; this requires businesses to deepen their interactions with individuals and accelerate data-driven decisions into functions such as marketing, sales, service and human resources, IBM said.

Building on these demands, IBM's Digital Experience software allows chief marketing officers (CMOs) to provide customers with relevant information and offers that are based on their preferences and can be published quickly to all digital channels and mobile devices. For example, while at a conference, marketing and event teams can develop professional-grade assets that incorporate client interviews, show floor footage, audio and text overlays and in a few simple clicks publish it to the broadest range of social, mobile and online channels.

HR executives can use these same technologies to connect new hires with seasoned employees who can answer questions and share pertinent insights that will improve and accelerate the orientation process.

IBM also tosses analytics into the mix. Today, 84 percent of businesses are integrating analytics into the digital experience. Through digital analytics capabilities, marketing and customer service professionals can analyze customer activity on a specific channel, such as a mobile device or a Web page. These unique views can gauge the behavior of customers across all digital channels at any time, identify patterns and then adjust plans based on this insight to out-maneuver the competition.

IBM studies have shown that executives across the C-Suite acknowledge the need to reorient their businesses and deliver more personalized experiences to become more competitive in a digital economy. In fact, according to a Forrester survey of customer service professionals, more than 90 percent stated that customer experience is a strategic priority for their firm.

Indeed, to meet these rising demands, CMOs, chief human resources officers (CHROs) and other executives are joining forces with the emergence of the chief digital officer to create comprehensive digital strategies across all lines of the business, including marketing, product development, customer service, human resources and more. Businesses that are seeing the benefit of this digital transformation include Performance Bicycle, Amadori and Omron Europe, IBM said.


Performance Bicycle, which operates across 110 stores in 20 states, collaborated with IBM and IBM business partner Sirius to create a digital experience and transform the way it interacts with its clients. Working with IBM, the company launched Performance Learning Center, an online learning site where customers can engage with experts and peers, and get answers to their cycling questions through articles, videos and online chats. Since its launch, the Learning Center has driven significant increases in traffic for Performance and ultimately an increase in sales.

"Working with IBM, we have transformed the digital experience for our customers through a Website that features hundreds of unique content pieces and videos that address the most pressing questions of our customers," Aaron Pickrell, director of online systems at Performance Bicycle, said in a statement. "Thanks to these efforts, we have not only increased both clicks and sales but provided a valuable service to customers looking to learn more about the complicated world of cycling, including tips on buying a child's first bike and how to fine-tune a rear derailleur."

For its part, Omron Europe, a provider of industrial automation products and services, worked with IBM and IBM business partner Portico Consultancy B.V. to create a portal that includes social networking capabilities that enable employees to more easily share knowledge and collaborate with colleagues on issues that can help close deals with key clients. Since going live, it has increased engagement while allowing its team to respond to the needs of customers more quickly.

With the new Digital Experience software, IBM allows companies to deepen engagement, uncover customer sentiment and build loyalty with their desired audience.

According to Morgan Stanley, 90 percent of mobile users keep their devices within arm's reach 100 percent of the time. Using the new software, CMOs and their teams can quickly design a single mobile application that can then be viewed on multiple devices to ensure a consistent brand experience as customers move between screens. When combined with IBM's customer experience technology, e-commerce and customer service professionals can quickly assess the quality of a visitor's experience and then eliminate the pain points that may spur them to leave the site.

Meanwhile, digital video consumption continues to rise, and businesses must respond. With IBM's new digital experience software, nontechnical line-of-business employees can quickly and easily create compelling video content that can be viewed anywhere, including a business's Website, smart phones and tablets, as well as social media destinations such as Facebook.

IBM also delivers out-of-the-box integration with its social business platform, enabling companies to embed social experiences within the company portal or social networking sites such as Facebook, LinkedIn and Twitter, so customers and employees can more easily interact with one another. Using social analytics, teams can capture the sentiment of customers and employees and take action based on the data to be more responsive to their needs.

Avnet, Genus and Prolifics are among a host of IBM Business Partners working to meet the growing market demand for IBM's new Digital Experience software, helping clients embrace social and commerce transformation in today's digital marketplace.


This article was originally published on 2013-07-26