IBM gets HR to talk to marketing
IBM is launching new Experience software that it says allows organizations to create customized digital experiences that reinvent the way they engage with their most important audiences: customers, employees and business partners.
Aligned with IBM's Smarter Commerce initiative, the new software allows line of business employees from marketing, sales, HR 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 growth of mobile, online, social media and commerce trends have spawned the rise of the digital consumer which requires businesses to deepen their interactions with individuals and accelerate data driven decisions into functions such as marketing, sales, service and human resources.
Building on these demands, IBM's Digital Experience software allows 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.
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 top strategic priority for their firm.1
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.
"The digital era is being driven by the proliferation of mobile and social networks which have transformed the way organizations engage their key audiences," said Larry Bowden, Vice President of Digital Experience Software, IBM. "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."
In order to meet these rising demands, CMOs, 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.
Performance Bicycle, which operates across 110 stores in 20 states, collaborated with IBM and IBM business partner Sirius Computer Solutions 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, 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 web site that features hundreds of unique content pieces and videos that address the most pressing questions of our customers," said Aaron Pickrell, Director of Online Systems, Performance Bicycle. "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."