IBM opens lab to bring R&D to CEOs

Dedicates it to helping business leaders transform the way customers experience their products, services and brands through various technologies

IBM today announced the creation of IBM Customer Experience Lab, dedicated to helping business leaders transform the way customers experience their products, services and brands through the use of mobile, social, cloud and advanced analytics technologies.

IBM scientists and business consultants will co-create with clients to deliver systems that learn and personalise the experiences of each individual customer, identify patterns, preferences and create context from Big Data, and drive scale economics.

The IBM Customer Experience Lab will provide CEOs, CMOs, CFOs, heads of sales and other C-suite executives direct access to a virtual team of 100 researchers, supported by the deep industry and domain expertise of thousands of IBM business consultants addressing the opportunities of the digital front office.

“Business leaders need to continuously transform their customer experience in order to be relevant and competitive–from the perception of innovation and value, to the quality of the interaction, to the economics of delivery,” said Jeby Cherian, Vice President and Managing Partner, Global Business Services, IBM India & South Asia. “What made them successful over the last decade, or even last year, may not be competitive in the future. We will help clients explore the possibilities presented by new assets, technologies and innovation models based on our engagement experiences with thousands of organizations across every industry.”

IBM Researchers have participated in more than 1,000 IT business process and consulting client services engagements; 9,000 business analytics consultants have completed more than 30,000 client engagements over the last several years alone.

In the new age of Big Data and analytics, organisations are reassessing how to move from addressing mass audiences to personalised relationships. IBM Research is developing technology assets and capabilities that can help deliver front office capabilities as a service from a cloud, design novel products to match customer preferences, and leverage math and psychological theories of personality to improve marketing effectiveness.