Inside IBM's New CX Platform #SmarterCommerce

3 minute read
Dom Nicastro avatar

Marketers aren’t the only ones involved in marketing. That’s IBM’s thinking.

And that’s why Big Blue debuted this week its new IBM ExperienceOne at its SmarterCommerce Global Summit 2014 in Tampa, Fla. It replaces the Enterprise Marketing Management (EMM) Suite brand.

“This is reflective of a few important things that we recognized in business,” said Jay Henderson, strategy director for IBM Smarter Commerce, who talked to CMSWire in a phone interview from Tampa this week. “EMM was really focused around the discipline of marketing ... But the discipline of marketing is changing. It isn't just the responsibility of marketers. There’s sales and customer service, which are all engaging with customers.”

Multi-Year Integration

Hence the new integrated portfolio of cloud-based and on premise offerings in ExperienceOne that IBM says brings together marketing, sales and service practices. It includes a set of pre-defined engagement solutions delivered with IBM consulting services and powered by its WebSphere Commerce, Customer Digital Experience and Enterprise Marketing Management software.

IBM ExperienceOne is now available.

IBM here puts its spending to use. In fact, more than $3 billion of investments on organic development and acquisitions such as Sterling Commerce, Tealeaf, Coremetrics, Unica, DemandTec, Xtify and most recently Silverpop combined for the capabilities in ExperienceOne.

Henderson told CMSWire ExperienceOne is the result of about three and a half year’s worth of software integration.

“One of the things we’ve felt is that through that integration work we’re finally reaching a tipping point where they’re not separate products any more but part of a set of solutions that form a single group within IBM," he said. "The name change reflects all that integration work that’s happened in the last few years.”

Hello, Silverpop

Henderson said Silverpop is already playing a big role in the new suite. The Atlanta-based email service provider and marketing automation specialist was acquired by IBM last month.

customer experience, Inside IBM's New Customer Experience Platform #SmarterCommerce
“We’re really excited to be able to add that capability to our portfolio,” Henderson said. “Silverpop has such a great market presence around email marketing, and they’re also really strong in B2B marketing. They’re the only platform in marketing to do both as part of a single solution.”

Silverpop has aced, Henderson said, bringing B2B marketing capabilities into a B2C portfolio. Silverpop’s technology will help the IBM suite create universal behaviors that help create customer profiles.

Learning Opportunities

Why IBM?

Asked what makes his organization's offering unique, Henderson pointed to the variety of delivery models. He said ExperienceOne can be deployed in the cloud, on premise or in a hybrid manner.

“We’re not trying to mandate a particular deployment model on customers,” he said. “We’ll do what fits best where some vendors have chosen to focus a lot more on only having cloud deployments.”

Henderson added that ExperienceOne does not focus on any one particular role in an organization.

“We’re really trying to help clients focus on the outcomes they’re trying to drive,” he said.

Some of the platform’s features include:

  • Digital, behavioral, social media and predictive customer analytics
  • Enhanced omnichannel merchandising capabilities
  • Real-time offer engine that automates personalization across the customer experience at scale

R "Ray" Wang, founder and principal analyst of Constellation Research, said customers don't care what department they are in.

“In fact the notion of CRM is dead,” he told CMSWire. “We are in an era of customer experience management where channels, demand signals, supply chains, big data, payment technologies and identity must work in concert around the buyer and for the buyer. IBM's announcement reflects this sentiment by brand and organization around the world.”