New Customer Expectation: Treat Me as Me (Not a Member of a Segment).
Ewan Auguste 270003N2PT ERAUGUST@US.IBM.COM | | Tags:  business application engagement systems_of_interaction datapower connectivity infrastructure
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Today, Mobile is re-inventing everyday life. But the real magic is happening when business’ use mobile interactions to re-invent mundane processes… and make them amazing! Think about some of the transactions you recently completed… check-in to a flight, depositing a check. Consider how mobile, really enhanced, the process of check-in…NO more lines, NO more people…AMAZING!
The reality is mobile apps and other “systems of engagement” are essential to meeting customer expectations for personal attention, immediacy of response, and self-service. If you are on the offering-side of a business, the question becomes "Does your enterprise have the technology infrastructure to deliver this new generation of customer-engagement applications?" And then the follow-on: "Who will provide systems of engagement, and how?"
In our continuing efforts to gauge the existing realities facing our customers, we (IBM) recently commissioned Forrester Consulting to answer these questions. Forrester’s hypothesis: New systems of engagement will require new technology investments — particularly in integration technologies — and corporate IT’s role in delivering these systems was put to the test. Forrester Research crafted survey questions and fielded them to 423 IT and marketing decision-makers in the US, France, Germany, and the UK. The survey reveals the biggest challenges to effective customer-facing systems and how you can address them.
So, what ARE the top priorities for investment? Security, CRM, and analytics--sound familiar? The survey also strongly suggests that IT’s role in delivering systems of engagement will be as much solution and resource broker as end-to-end delivery organization.
If you are in IT or aligned with line of business to solve the challenge of meeting the increase in mobile and other transactions through this new "systems of engagement" landscape, this webinar is for you. It provides detail on key findings from Forrester Research meant to help customers and prospects in their own IT strategies.
Replay is now available here.