IBM experiments with new Customer Service Lab

ARMONK, N.Y. — IBM has opened its Customer Experience Lab in New York with the goal of 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 personalize 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 realize they 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 Mahmoud Naghshineh, VP services tesearch at IBM. “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.” 

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.   

The Lab will help clients with three primary areas:

  • Customer insight.  Applying advanced capabilities such as machine learning and visual analytics to predict differences in individual customer behavior across multiple channels. 

  • Customer engagement.  Using deep customer engagement to drive insight and continuously deliver value by personalizing engagement, versus transactional experiences. 

  • Employee engagement.  Embedding semantic, collaborative, and multimedia technologies to foster employee engagement and insight – in person and online. 

In addition, IBM clients will have access to IBM researchers and business consultants to analyze business challenges and jointly create solutions that integrate next-generation mobile, social, analytics and cloud technologies. 

The IBM Customer Experience Lab will be headquartered at the Thomas J. Watson Research Center in Yorktown Heights, N.Y., supported by researchers at IBM’s 12 global labs including Africa, Brazil, California, China, India, Israel, Japan, Switzerland, and Texas.