The IBM Smarter Commerce Global Summit concludes with Gin Blossoms and Foreigner rocking the Grand Ole Opry in Nashville, Tennessee with more than 3,700 attendees from 26 countries across 25 industries.
The New Buyer
The third Summit for Smarter Commerce, the tone is now different. The game has changed. We have passed the tipping point in the new buyer experience, not just in Retail, but in Banking, in Insurance, in Telco... anywhere where there is a relationship between a brand and a customer.
Now, it’s about the demographic of “1”. Speaker Jay Baer, President of Convince and Convert (@jaybaer), summed it up with the comment “B2B and B2C as you know it are dead. It's people to people networks across demand signals & supply chains.” Looking at the trending discussions, clearly the Marketing and Services pillars of Smarter Commerce are top of mind, differentiating with customers by the quality of service, the depth of engagement, the commitment of the relationship. It’s not about the stuff - in many cases everyone has basically the same stuff, it’s more about how you engage with your customers to build fierce loyalty.
Steve Cowley, IBM VP WW Sales Industry Solutions (@Steven_Cowley), remarked on "the experience”, articulating how this will define your brand. He then highlighted ISV partner fluidretail.com, who has transformed the customer experience at The North Face, Vans and David Jones.
Speaking of Vans... you should have seen Mark Easton, IBM VP Industry Solution Sales, rocking the ISV partner-day breakout session with his red vans (a nod to partner Fluid @fluid). Way to bring energy to the dialog Mark.
Tom Inman, Mark Easton and Michelle Killebrew (@shellkillebrew) joined Rita Jackson (@ripjay), Clayton Pyne (@claytonpyne) and ISV patners Fluid (www.fluidretail.com); Pubmatic (www.pubmatic.com); and NICE (www.nice.com) to dialog around “Inside Insights for Success around Joint Sales with IBM Smarter Commerce.”
Watson At Your Service
Not to be left out of the fun, Watson made a surprise appearance... with the announcement of IBM Watson At Your Service, more officially knows as IBM Watson Engagement Advisor, the first commercially available Watson solution that will transform how brands engage today's connected consumers. From the Cloud, Watson crunches big data to provide fast personalized advice for mobile consumers.
What does this mean? it means customer facing staff can help customers with data-driven, deep, personalized insights to provide better advice and more personalized solutions. Think of Watson as an uber cognitive assistant, able to draw meaning from a mountain of data... big data, and pull out the best advice for a particular client or customer. Oh, and this is all in natural language.
BTW, in case you not familiar with Watson and cognitive computing, this represents the next wave of computing in the world. This is a big deal. Why? See my post here to hear what IBM CEO Ginni Rometty has to say about this next transformation, the third wave, of computing.
It might be more accurate to say this event was not “in” Nashville, but “based” in Nashville. The conversation across social carried many of the key highlights and insights for the event. Sharing some here:
- "Youtility is marketing so useful, people would pay for it.”
- “You don't want 1 leader in an organization; you want thousands!”
- " A leader will take u further than u can go on your own." U want 1000's of leaders, anywhere u touch customers.
- "By the time it [information] gets to the CEO's office, it's often a fairy tale."
- "When I learned to follow the customer, I stopped having to look for growth"
- "Fully engaged customers are more likely to spend 3x more and recommend 2x more"
For great insight... I want to share two videos with great insights and perspectives to really take in.
On the real drivers now surfing, and maturing, in the marketplace, Craig Hayman shares insights and key takeaways for the event overall.
At really heart of themes echoing throughout the event, Jay Baer discusses the five blueprints for creating marketing so useful, people will pay for it. Transcending the transactional. Youtility marketing.
And... I can’t close here without first congratulating this year's Industry Solutions IBM Smarter Commerce Award Winners: ISVs - Brightcove (@brighcove), e-Spirit (e-SpiritNA) and Revoo (@Reevo). These are great IBM partners, we are very excited to be jointly delivering value for clients with these partners and I encourage you to check them out.
To follow back the conversation in the Twittersphere, search on #smartercommerce.
For more insights, news, updates around the IBM ISV Ecosystem, follow @IBMecosystem.