As promised, here is the first part of our post-coverage from IBM Web Take-Off on 16 September 2010 in Frankfurt . Before the event, there was this some thought. How should such be the future of the web pages are highlighted and specifically blocks or should be represented on the website in the future? How to integrate social media content to websites in the future? What content should focus on? Can even replace social media content or services the traditional websites? Andreas Schulze-Kopp IBM says in this context:
"I think that, at least the last point with" can answer no. " Traditional websites are not entirely by new (social media) services can be replaced. It is the right combination and useful addition to. Social media content, provide the correct and appropriate use of the Web sites for the current Touch. They allow direct and easy communication in both directions. "Today's post rotates around the IBM Project Northstar in connection with a smarter and more direct customer interaction. Also was the take-off and kick-off a part of the worldwide launch of the IBM Customer Experience Suite :
"This is IBM Customer Experience Suite is a suite that lets you tailor websites using the latest technologies to meet customer needs can design and optimize response, "saysStefan Pfeiffer, moderated the entire event very committed and very successful.
So what is the IBM Project Northstar and what future roles customers play in it?
went in the only presentation in English Douglas J. Geiger, Director of Portal Development, IBM, closer on the issues one. We have us reserve the right to write the summary of this paper to also be in English.
By today C-Suite demands, Customer expectations and Online usage trends, as part of the Exceptional Web Experience have risen to a strategic priority. The return on growth therefore seems to be the top C-Suite priority.
”In 2009, CEOs initially placed cost cutting at the top of their priorities to cope with the sudden and severe recession. In 2010, the focus for 71% of business leaders is a return to revenue growth.” (Gartner 2010)According to the IBM Global CEO Study 2010 high-performing companies differentiate themselves in embodying creative leadership, building operating dexterity and reinventing customer relationships. The recommendations given are to honor your customer above all else, use two-way collaboration to sync with customers and to profit from the explosion of explosion. Online usage trends also highlight the highspeed rise of smartphones with the booming mobile web explosion taking place. With all this taking place, customer expectations have shifted to more relevant & personalized individual needs, being able to engage in any certain manner and be online when and where needed. Let’s take a quick look on the business value that an Exceptional Web Experience should deliver:
- Adapting to new opportunites: Marketing & business tooling; Fast time to market; Measure & optimize, don’t fire & forget
- Delighting customers: Engaging; Relevant; Turstworthy; Portable
- Creating sustainable differentiation: Ability to differentiate using compelling and unique experiences combined with open, scalabe, extensive technologies that can be sustained over time
- Leverging investments: Enterprises have deep business value in existing investments waiting to be unlocked
- Deliver: Scale when you need it and warp around your customers
Here is where IBM’s Project Northstar comes into play. Designed as IBM’s vision for Exceptional Web Experience, its basic parts are to create a multi-year strategy to be the standard for customer-facing experiences as well as being responsive to technology convergence and advances. Taking a look on the engagement level there are 7 basic areas the project tries to cover:
- Create Dynamic, Engaging Web Experiences that Wow Your Customers
- Target the Right Experience to the Right User via the Right Channel at th Right Time
- Improve Customer Loyalty by Enabling Users to Socialize
- Optimize the Customer Experience to Maximize Results
- Realize Your Business Goals
- Reach Customers Across Multiple Challens- Mobile, Web, Kiosk, Email
- Integrate Across Heterogenous Systems to Deliver New Value
So the main characteristics that IBM attached to its Customer Experience Suite would be engaging, personalized, conversational, everywhere, empowering and integrated. At last to say is that the the complete IBM Project Northstar Offerings consist out of the parts:
- IBM Customer Experience Suite
- IBM Value-and Partner added Modules
- Industry Solutions and Templates
- Services and Support
The full presentation you can view here
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