IBM Customer Experience Lab

Using the power of IBM Research to create a market segment of one


The adoption of social and mobile technologies is growing at an unprecedented rate, enabling companies and their customers to interact in new ways. Whether comparison shopping in-store on a mobile device or reaching out to the company through a social network, customers now have numerous channels to access information about the products and services they want to buy.

Simultaneously, companies have a chance to gain new insights about their customers through the data produced by these interactions, and use this to shape their offerings - not for a broad demographic or segment, but around the wants and needs of an individual.

To help its clients successfully navigate these changes, IBM has established the IBM Customer Experience Lab to invent new ways for them to provide best-in-class customer experiences across their many channels. Located at the T.J. Watson Research Center, with additional virtual collaborators around the world, the IBM Customer Experience Lab is a partnership between IBM Research and IBM Global Business Services. A dedicated team of researchers and consultants will work with clients on customer insights, customer engagement, and employee engagement through the use of mobile, social, cloud and analytics technologies.

The era of the customer

Rather than viewing customers as part of a large demographic, companies can work at the lab to apply advanced research capabilities such as social listening, multimedia analytics and machine learning to understand and predict the differences in individual customers across many different touch points, including the web and physical stores.

Gaining insights into an individual customer’s tastes and preferences, companies can create highly personalized experiences and have their employees use those insights to engage the customer in a conversation rather than just a transactional experience.

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