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Larry Bowden, Vice President, Portal and Digital Experience Software, IBM

Larry Bowden, Vice President, Portal and Digital Experience Software, IBM

By Larry Bowden 

There’s a new kind of consumer in town and they mean business – digital business.

The growth of mobile, social and online commerce has given rise to the digital consumer and that has, in turn, prompted more and more companies to reevaluate how they conduct business across their various touch points. For many, the new strategic priority is to attract and retain this new consumer by providing personalized customer experiences.

A digital experience strategy takes into account the emerging trends around the use of web and social analytics, more advanced rich media management and delivery, deeper social engagement and robust responsive design for mobile delivery.

In this age of digital, a business’ success relies heavily on its ability to create and deliver exceptional digital experiences for their customers, engaging them on their terms and on their time. In fact, a recent Forrester survey found that more than 90 percent of respondents stated that customer experience is a top strategic priority for their firm.*

A shining example of an organization that recognizes the importance of transforming the way it interacts with its clients is Performance Bicycle. With operations across 110 stores in 20 states, Performance Bicycle set out to create a unique customer experience that would help to drive its bottom line.

It launched Performance Learning Center, an online learning site where customers can engage with experts and peers to get answers to their cycling questions through articles, videos and online chats. Since its launch, the LearningCenter has driven significant increases in traffic for Performance and ultimately an increase in sales.

Another organization trailblazing the digital experience for clients is Omron Europe, a global leader in industrial automation. Omron Europe set out to provide its staff with fast access to experts and specialized knowledge about varied industrial processes and technologies.

The company created a portal that includes social networking capabilities that enable employees to more easily share knowledge and collaborate with colleagues about topics such as product packing, which can be used to help close deals with key clients. Since going live, the portal has increased engagement while allowing its team to respond to the needs of customers more quickly.

To be sure the digital consumer is on the rise and the smart organizations are taking notice.


*Source: The State Of Customer Experience Management, 2013, Forrester Research, Inc., March 22, 2013.


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