IBM Delivers New Digital Experience Software for Businesses

By Darryl K. Taft  |  Print this article Print

IBM announced new Digital Experience software to help businesses interact more effectively with customers, employees and partners.

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.