Announcing next generation consulting practice for today’s connected economy, to establish the leaders of tomorrows marketplace…. driven by actionable insights from social data streams. Really cool.
At IBM Connect 2014, Bridget van Kralingen announced a new global consulting practice, the IBM Interactive Experience, which combines the new IBM Interactive design group with the big data expertise of IBM’s Customer Experience Lab Researchers.
What does this mean?
This is about combing business strategic planning, leading design services, and the world’s preeminent unstructured text analytics research organization.
Fusion of strategy + design + data = basis for competitive differentiation for businesses.
Exceptional Customer Experience
From over 20,000 client engagements, we can see a major shift in the works, and that center centers around an exceptional customer experience. This is a place of privileged and valued insight. What that means is that customers want a buying experience completely personalized for them, across all channel touch points.
This new practice group, is about dovetailing a business strategy with building high-value relationships, informed and guided by the actionable insights captured from massive social data streams.
What does the experience look like?
The practice will be focused on designing a dynamic user experience (front-end) that assimilates massive volumes of data like preferences, past decisions, personal attitudes and behavioral profiles, to personalize the experience for the individual. The outcome is a more relevant, customized, simplified, and intelligent experience. Are you a generalized segment of cliche’s, or are you an individual with specific perspectives, likes and dislikes… ? Ultimately, it’s about technology enabled high-value relationships (and loyalty to a brand).
Someone made a great comment, by the way, at IBM Connect about products and brands, pointing out that people are no longer buying products, they are buying brands. It’s like, whatever Apple makes, it’s going to be exceptional, and I am going to buy it… I’m a loyal advocate. This is the kind of shift in loyalty preference that is becoming a real driver for tomorrow’s winners.
In researching this, I found a compelling statement from David Jones that explains this shift nicely.
Paul Zahra, David Jones CEO & Managing Director. “David Jones selected IBM’s Interactive Experience practice because we were seeking a partner that could effectively combine global industry experience, customer strategy, analytical insight and design capabilities which would enable us to transform our customer engagement.”
As part of this services announcement, there are 3 special and distinct capabilities I do want to highlight here: Continue Reading…