At IBM's European Research Laboratory in Rueschlikon, I am privileged to meet every week with senior executives from many companies from around the world. During these meetings, we jointly explore the future of business in terms of emerging changes in technology and society.
From the technical side, we see a rapid change in our ability to process what we call "Big Data" - unprecedented amounts of historical and real time data coming from many sources. This, combined with exciting new analytical tools ("Deep Analytics"), now give us the ability to identify changing customer needs - almost in real time, and suggest appropriate sales and marketing actions.
Here is an interesting fact: 90 percent of the world’s data was created in just the past two years.
Tweets, pictures, "likes", videos, music. Today’s customer is sharing a lot of information, and the majority of it isn’t coming from checking a box. Today’s businesses are challenged with capturing the wealth of “unstructured” data that exists beyond their nice and neat databases, and using that data to make better decisions and personalize the customer's relationship.
But the data that customers share online is messy. If we can learn to listen, make sense of what’s being said, and find new patterns, businesses can not just react but also predict customer behavior.
Soon, good marketing will feel like a service for the customer. This data boom is an opportunity for business to make more profitable, sustainable and effective decisions, or as we like to say around IBM – be smarter. And what’s fascinating is that customers don’t seem to mind giving out this info at all. Customers actually want more information from business as long as its relevant.
In the workshops in Rueschlikon between IBM's researchers and our customers, we are jointly discovering exciting new ways to deal with the changing world of CRM.
If you are interested in participating in such a workshop with us, please contact your local IBM representative.
Let us challenge you!
Moshe Rappoport
Executive Technology Briefer
Industry Solutions Lab
IBM Research GmbH
CH-Rueschlikon
For the past 13 years, the IBM Research Industry Solutions Lab in Rueschlikon has hosted more than 3000 visits by companies interested in exploring innovative new ideas for the future of business. Over the years, many new concepts have resulted from these joint workshops. Each workshop is unique, since it addresses the specific needs of a particular customer.
13.05.2012
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