IBM has opened a customer experience lab to help businesses transform the way customers experience their products, services and brands through the use of mobile, social, cloud and analytics related technologies.

This is part of the ‘Smarter Planet’ campaign that IBM undertook a couple of years ago to help businesses across the globe understand and optimise technologies efficiently.

Experience lab

The experience lab, set up in the Watson Centre in New York, is being planned to be extended to other geographies. In this lab, IBM scientists and business consultants will co-create with clients to deliver systems that learn and personalise the experiences of each individual customer, identify patterns, preferences and make use of Big Data.

The IBM Customer Experience Lab will provide CEOs, CMOs, CFOs, heads of sales and other executives direct access to a virtual team of 100 researchers, supported by the industry and domain expertise of IBM business consultants.

IBM Research

Further, IBM Research is developing technology assets and capabilities that can help deliver front office capabilities as a service from a cloud, design novel products to match customer preferences, and leverage math and psychological theories of personality to improve marketing effectiveness.

“This is the next evolution of IBM and businesses need to transform their customer experience in order to be relevant and competitive — from the perception of innovation and value, to the quality of interaction, to the economics of delivery,” said Jeby Cherian, Vice-President and Managing Partner, Global Business Services, IBM India & South Asia.

He added that what made them successful over the last decade or even last year may not be competitive in the future.

IBM researchers have participated in more than 1,000 IT business process and consulting client services engagements; 9,000 business analytics consultants have completed more than 30,000 client engagements till now.

In the new age of Big Data and analytics, organisations are reassessing how to move from addressing mass audiences to personalised relationships.

The same technologies allow enterprises to engage in new ways with their employees, allow government agencies to build new relationships with citizens, or enable new models of interaction among students and educational institutions.

(This article was published on March 15, 2013)
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