IBM launches a customer experience practice

More than 100 IBM researchers will help clients identify better ways of interacting with customers and employees

IBM has started a new practice to help organizations interact more effectively with their customers through the use of social media and other emerging technologies.

"Today, businesses have a completely different way of engaging customers," said Mahmoud Naghshineh, IBM vice president of services research, noting that social media and mobile technologies have provided organizations new forms of feedback from their customers. "There are all these new ways of reaching out to people [but] you need to know when the right time is to engage."

The IBM Customer Experience Lab will provide clients with access to both IBM researchers and IBM business analysis consultants, who will generate new ways for clients to communicate with customers and employees.

The practice is similar to the IBM Services Lab, which was launched almost two years ago. The lab, still in operation, focuses on providing clients with more effective ways of managing their IT infrastructure.

According to IBM, the new lab will concentrate on helping organizations obtain more insight into their user bases, as well as to communicate more effectively with customers and employees. For greater customer insight, IBM hopes to deploy advanced capabilities such as machine learning and visual analytics to predict differences in individual customers. In this way, organizations could strengthen their customer engagement by personalizing transactions. And to strengthen employee engagement, IBM could help businesses embed semantic, collaborative and multimedia technologies into the workflow.

The lab is different from a consulting practice because instead of focusing on using existing technologies and techniques, IBM will explore new ways of addressing problems through the use of research and sharing of best practices, Naghshineh said.

More than 100 IBM researchers worldwide will take part in the lab. They will work with clients to identify new usage patterns, analyze user data and recommend new projects and changes, using scientific practices in mathematics, psychology and other relevant disciplines. The lab will also offer clients a series of workshops for generating ideas and prototypes.

IBM has been putting more of its researchers to work on client problems over the past few years. IBM employs about 3,000 researchers worldwide and spends about US$6 billion annually on research and development. IBM researchers have joined 1,000 client engagements over the past several years.

IBM has already helped a number of organizations to improve their customer interactions, including the United Kingdom's Nationwide Building Society, and the Mexican Banorte bank, Naghshineh said.

The lab, which operates under the IBM Global Business Services unit, will have headquarters at IBM's Thomas J. Watson Research Center in Yorktown Heights, New York, and will use researchers from IBM's 12 research labs around the globe, including those in Africa, Brazil, China, India, Israel, Japan, Switzerland and the United States.

Joab Jackson covers enterprise software and general technology breaking news for The IDG News Service. Follow Joab on Twitter at @Joab_Jackson. Joab's e-mail address is Joab_Jackson@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags business issuesIBM

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Joab Jackson

IDG News Service
Show Comments

Essentials

James Cook University - Master of Data Science Online Course

Learn more >

Mobile

Exec

Budget

Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?