IBM Watson Customer Experience Analytics -- or CXA – is a SaaS offering that helps businesses understand customer behavior across channels, so they can optimize marketing performance and improve customer experience. It combines the digital and behavioral data from each customer’s interaction on a company’s web sites and mobile apps, with data from other channels such as email, display ads, social media, call centers or point-of-sale, to visualize customer journeys at a macro level. And zooming down to the micro level shows exactly what each customer experienced on a company’s web sites and mobile apps.
The business value of CXA is most seen in industries where there are clear transactions and a customer lifecycle with multiple touches, many of which are digital. The strongest examples include Retail, Financial, Travel and Telecom – though we also have some demonstrated success in CPG.
Because CXA is built upon the foundation of IBM Tealeaf and IBM Digital Analytics, our strongest footprint is in the enterprise with hundreds of customers using those solutions as stand-alone. As IBM Tealeaf CX on Cloud has moved into general acceptance in the industry, the nimble and cost-effective nature of Software as a Service deployment makes this an affordable and impactful solution regardless of whether a company is in the enterprise or mid-market space.
While much of our terminology is based around B2C relationships, these capabilities can be applied to some very compelling B2B use cases as well.
Connecting the customer journey across channels can also have the effect of unifying internal teams, so multiple buyer roles may be involved, primarily focused on marketing or customer experience. However, deals should be primarily driven from the line of business– not IT.
As mobile has become more and more ingrained in our daily lives, customer journeys have become extremely complex and fragmented. Customers often respond to multiple marketing channels and may use more than one device such as smartphones and tablets when interacting with a particular brand. The customer lifecycle from initial awareness and conversion through to self-service or repeat transactions might span across different websites and mobile apps, and may also include a visit to a brick & mortar store or a call into a call center. While every step of that customer journey is an opportunity to serve and delight the customer with personalized content, if the experience becomes disjointed or a customer struggles to use a website or mobile app, these complex journeys will end as a failure to the brand.
The tools used to manage all of these channels are often separate, with all the customer interaction data trapped in various siloed solutions. And many organizations are aligned around these channels and tools, so each role only has a partial view of the full customer journey. While these siloed views allow marketers, merchandisers, and CRM teams to make data driven decisions around their specific channel, these decisions often result in fragmented and disjointed experiences when customers move from channel to channel.
< Contact > Dominic Fernandez
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