IBM puts the spotlight on the customer at its Smarter Commerce workshop
- You to know them as an individual
- Simple, yet feature-rich self-service capabilities
- A seamless and integrated experience
- Relevant, timely promotions
- A flawless post-purchase experience
During his kickoff presentation for the workshop, Davidson looked back at a day when customers were broadly categorized and tossed into big buckets. Today, however, he reminded attendees that more and more businesses are striving to know the individual and cater to him or her. The goal, he explained, is to interact in an easy, entertaining and engaging way that will simplify customers’ lives.
According to an IBM Institute of Business Value report that was highlighted during the session, only 34 percent of organizations believe that they have an in-depth understanding of their customers. For those organizations, marketing is delivered with an integrated approach where the customer is in context.
By understanding the customer and their intentions and by engaging with them at the right time and place with the best action, conversions will be sure to follow. The companies who do this with IBM Smarter Commerce, however, won’t just experience conversions. They will create client value and client loyalty.
According to an ROI case study on the value return from IBM Smarter Commerce conducted by Nucleus Research in 2013, for every $1 spent, $12 were generated, on average. Those significant returns were partly attributed to IBM’s high level of integration and its pre-packaged accelerators, such as its digital analytics product.
For more information on the line of products found within the Smarter Commerce solution and how they can be leveraged to improve the experience that customers can have with you and your brand, stay tuned to the NetSphere Strategies blog. The two-day event was full of detailed information that will be relayed in future posts.