Customer Experience

Thinking big about mobile and cognitive: Reimagining customer experience

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In some ways, digital, mobile and cognitive are becoming substitutes for another word… modern.

The modern consumer mindset has been dramatically shaped by the power and pace of mobile. We expect to get anything we’re looking for easily, immediately, and in relevant personal context. A tall order for most companies!

Facing this level of expectation, you need to think big about the role of mobile in delivering the customer experience. As a presence integrated into our daily lives, mobile bridges the gap between physical and digital. It transforms both customer interactions and how employees do their work, and enables deeper, more interactive relationships between brands and users. Mobile should lead your digital strategy and be the hub of your experience design.

If mobile connects the digital and physical worlds, cognitive is the bridge between data and true understanding.

Cognitive computing allows you to extract valuable insights from mountains of data and create a customer experience that not only reflect a deep understanding of your customers, but also learn and adapt as customers change. Using cognitive insights and the immediacy of mobile, you can provide personalized value to customers for whatever they need, wherever they are, in ways they didn’t even know they wanted.

In today’s hyperconnected world, physical and digital are becoming less and less distinct. Across all industries, in our cars, in stores, in stadiums, in banks, mobile has become a natural and expected part of physical experiences for both customers and employees. A great example of these worlds mixing together is the ColorSnap® Visualizer app from Sherwin-Williams. You can match the colors in any photo you upload to real Sherwin-Williams paint colors, creating a personalized palette based on the physical world around you. Then, view scenes painted in the color you chose, previewing what a room might look like digitally before you make it a reality.

But mobile isn’t just phones and tablets anymore, it’s a connected world of sensors, devices, and visualizations that permeate and enhance more traditional digital and physical interactions. The Internet of Things, new environments like augmented and virtual reality, and technology like wearables are further blurring the lines and encouraging a broader definition of mobility. Mobile is becoming how we work and engage – and not what’s in our hand, on our wrist, or on our head.

The customer experience that takes advantage of our interconnected reality and the overabundance of data around us is the one that will truly become indispensable – and unforgettable.

This is where cognitive computing can flex its muscle. With the ability to understand, reason, and learn, cognitive helps us engage, discover, decide, and explore in ways we’ve never been able to do before. See what I mean in this virtual reality demonstration – IBM iX reimagined the physical experience of driving a car by integrating mobile capabilities and the cognitive power of IBM Watson!

Not only can mobile connect people to critical information, but it also generates a wealth of useful data about your customers, helping you to transform the way they engage with your brand. Using cognitive technology, you can unlock that data’s potential and integrate it with other sources – internal, external, structured, unstructured, voice and visual – to create actionable insights and truly transformative experiences. Digital channels can become more “human-like”, and human engagement can become deeper and more informed.

mobile, cognitive and the customer experience

For example, salespeople equipped with real-time information about pricing and inventory as well as insights about the shopper can provide personalized next best actions, offers, advice, and assistance that can make the difference between a sale and a customer leaving to find a better deal. This insight-infused experience transformation is happening across all industries – Alior Bank implemented an IBM MobileFirst for iOS app that gives their employees secure, mobile access to individual customer data so they can provide tailored recommendations and offers to customers.

Despite many businesses going mobile, few have fully embraced the possibilities to help them deliver on expectations. Even fewer are able to push the boundaries to delight their audiences with an innovative customer experience powered by cognitive.

The real opportunity lies in completely reimagining new ways to engage, to work, and to serve your customers.  At IBM iX, we think big about mobile’s role, using cognitive capabilities, IBM Design Thinking and cutting-edge technology to create truly exceptional experiences. But we need you to co-create experiences that are differentiated – and relevant, and matter! It’s time to mobilize. Come co-create with us!

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