Smarter Commerce: Transforming for a Customer-Centric World
Copyright SMB Group, Inc. March 2012
Social, mobile and cloud computing innovationshave radically and irreversiblychanged customer expectationsthroughout the commerce cycle—shiftingthe balance of power to the buyer.
New dynamics necessitate that midsize businesses transform their culture and operationsfor acustomer-centricworld.
To make this shift, companiesneed to integrate and analyze data across customertouch points, provide customers with a more consistent experienceacross channels, and have actionable metrics tocontinually refine and improve the customerexperience.
A more holistic, connectedapproach helps companiesincrease marketing effectiveness,improveoperational agility and increase relevance for the customer.
IBM’s portfolio of Smarter Commerce solutions, experience, BusinessPartnernetwork, cloud delivery and financing options can provide midsize companies with affordable, accessible solutions and theguidance required to get the most from them.
Technologytrendsare convergingto create a perfect storm in the world of commerce—onethat empowerscustomersand raisesthe bar for companiesof all sizesto meet new, more demandingcustomerexpectations.Social media empowerscustomerswith informationfrom friendsand other unfilteredsources. Mobiledevices,applicationsand paymentsmake it possibleto research and shop for productsand servicesanytimeandanywhere.Cloud computingand ecommerceare blurring the boundariesbetween
-and-mortarandonline commercesites.As a result, customersexpect more from businessesthroughoutall phasesof the commercecycle. They wantanywhere,anytime,any-deviceaccessto multiplesourcesfor informationgathering,product and serviceevaluation,selection,purchasingand customer service. For businesses,the trick to survivingand thriving inthis brave new world is having the ability to anticipatewhat the customerwants, automateand personalizecustomerinteractions,and enable the customerto do businesswhere, when and how he or she wants.IBM has developedits SmarterCommerceportfolio to help companiesput the customer at the heart of thecommercecycle. These solutionsand servicesdeliveredby IBM and its BusinessPartners take advantageof cloud, mobile and social technologies.They can help midsize companies build the foundationneeded todeliver a consistent,more responsivecustomerexperience acrosschannels.In this paper, we first look at how and why technologytrendsare radically transformingcustomerexpectationsand the commercecycle. Second, we examinewhat this sea change meansfor businesses, and how companies