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IBM has announced that it will offer its Watson Customer Engagement (WCE) software for enterprise customers through its India data centre.
Watson is IBM’s AI solution, which gained popularity after it beat humans in a quiz show in the US.
The WCE solution is targeted at marketing companies, help them identify audiences, tailor the right content, identify message sentiment and personalise customer experiences in real-time. The tech giant counts companies such as IndusInd bank, Titan, Payback India as its customers.
One of the reasons that IBM has launched WCE in the Indian market is due to the growing use of technology in every day lives. Industry watchers consider India as one digital economies in the world and is poised to become a trillion-dollar digital economy in the future.
“India will have a 90 per cent mobile penetration by 2022 and is projected to have close to 850 million internet users. Businesses are increasingly looking at data driven insights to engage with their customers and create experiences which are personal and not mass targeted,” said Karan Bajwa, MD, IBM India.
“This enables us to leverage cloud and AI in creating unique journeys for our customers, while addressing data security and privacy regulations of the country,” said Harriet Green, Chairman & CEO, IBM Asia Pacific.
Payback, which manages customer loyalty programmes of various brands, is using WCE to “contextualise” its marketing communication through SMS or emails.
“With around 5,000 marketing campaigns in a year, we are trying to use Watson that can help us in personalising offers for customers,” said Rijish Raghavan, COO, Payback India.
India is seen as a gold mine of data due to its massive smartphone penetration and increasing use of the internet.
“We are in process of implementing the full suite of Watson Campaign Automation and started the phased launch from September 2017. So far we have delivered over a billion communications to our members and we are looking to further consolidate the experience with more personalised and relevant messages while improving our engagement rates and simultaneously optimising costs across the entire marketing value chain,” added Raghavan.
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