Engage and delight more customers with an exceptional web experience
Exceed the expectations of your onlineaudience
The ubiquity of the web, both for business and for personaluse, has created an ever-increasing pool of web-savvy users—customers, employees, partners and suppliers—who expect anexceptional online experience. An “exceptional” web experi-ence is one that achieves a balance between function andform—that is, it is perceived as engaging while also deliveringprecisely the information, capabilities and resources wanted orneeded at the time. Simply put, an exceptional web experienceis achieved when it meets or exceeds the expectation of theintended audience. Such experiences are, by deﬁnition, engag-ing, relevant, trustworthy and portable, following audiences wherever they go.But for many companies, the task of delivering such anexperience is daunting. Branding and communicating acrossdifferent channels, such as mobile phones, social sites andemail, can be challenging. Personalizing the online experienceby audience or customer behavior can be difficult for eventhe most skilled marketer. An inability to analyze data andinformation can make understanding the effectiveness of online campaigns nearly impossible. Even something assimple as changing website content can require extensive ITinvolvement.Companies that provide a more engaging, next-generationexperience, complete with built-in social capabilities andmobile device support, are bound to attract and retain morecustomers. Organizations that can easily manage content,enable real-time communication and analyze data can improvecustomer service, offer more personalized experiences andrealize a greater return on investment. But to achieve this levelof functionality, most companies have no choice but to rely ona disparate set of solutions, integrate them in an ad hoc fash-ion and trust that they work together—until now.
Providing a new way forward
Your business is built on the relationships you have with yourcustomers. Increasingly, those relationships develop and growover the web, making your use of online channels to attract,retain and delight customers, citizens and partners a matterof survival. To help organizations provide meaningfulinteractions and experiences for the customers who increas-ingly shape their brand, IBMhas introduced IBMProjectNorthstar—a vision and multiyear roadmap for how organiza-tions can create the next generation of online experiences.IBMProject Northstar provides a new way forward,deﬁning the comprehensive capabilities organizations need tohelp them attract and retain the best customers, improvebrand loyalty, increase customer satisfaction and lower opera-tional costs.