A session at IBM Amplify 2017 covered challenges of omni-channel customer engagement in the digital era and how cognitive capabilities like IBM Watson can help deliver a seamless experience.
Some of the challenges in creating a seamless omni-channel experience include:
- Lack of insights
- Organizational silos
- No single view of the customer across channels
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To be successful and outpace the competition, you need a software development partner that excels in exactly the type of digital projects you are now faced with accelerating, and in the most cost effective and optimized way possible.
Data is the competitive advantage – data you possess + data outside your firewall + data that’s coming.
Today, many business users are having to use multiple tools. Learning and training is excessive.
Cognitive capabilities increase customer engagement:
- Delivers personalization
- Finds the right product
- Predicts customer needs
- Differentiates your brand
- Informing with cognitive search
Shared insights orchestrate and recommend the right business action to take, depending on the business function. All of them play a role in servicing the customer.
Insights and examples of cognitive functions from a session demo:
Sleekfit 3.0 fitness watches – IBM Journey Designer, part of the IBM Marketing Cloud
Goal: Deliver the right experience to the customer.
Drive in-store purchases for larger-transaction customers.
Search: Watson can create suggested tags, rather than manual metadata.
Intelligent sequencing: move the watch to the top spot.
Unpredictable delays: Watson Supply Chain notification for a snow storm in the region of supplier.
Sudden drop in revenue: Watson order optimizer – make sure customers are happy while waiting on additional supply.
Anomaly detection: Watson Commerce Insights, i.e., the category manager gets a notification that there’s a drop in revenue for a product. Watson shows that there is a 13% drop in views, 10% drop in competitors’ price. Watson takes it to the next step. Competitor Rule creation to take action.
Checkout: button for in-store consultation. The store representative has the Watson Customer Engagement app. He or she sees information on Cassie, the customer profile for up-selling. Contact information, wish list, recommendations, promotions.