|On demand strategy
Need to turn the unrelenting challenges of twenty-first century
business into real opportunities and profit? Our team of experienced
e-business on demand strategists can help.
At the IBM Centers for Solution Innovation, we don’t just
talk strategy – we create it. Our team of industry experts and
business strategists focuses on creating a practical, market-driven
strategic roadmap for your business. We work with you to analyze
your company, industry, competitive positioning and customers,
and create your e-business roadmap to success. Building on IBM
thought leadership and deep knowledge of your business environment,
markets and technology, we help you develop new on demand strategies
that are right for your business.
|Multichannel customer experience and branding
What does your brand represent to your customers? To your
employees and stakeholders? Your brand is a promise, an unwritten
contract between you and your customers that expresses the cognitive
experience and intrinsic value of your relationship…what's in
it for them as well as what's in it for you. Your organization's
integrity, personality, products, customer service -- the whole
customer experience of doing business with you in every channel
-- is summed up in your brand.
As part of the mix of traditional and new direct-to-consumer
business models, the rise of the Internet has shifted the basis
for brand strength toward total customer experience. Customer
segments within the marketplace are fragmenting at an ever-increasing
pace. Soon, brands will compete in new technology-enabled marketing,
transaction and service methods that create differentiating
experiences at every customer touch point. With this in mind,
creating, implementing and sustaining a successful branded
customer experience across channels requires a fresh, holistic
At the Innovation Centers, we understand branding and its
relationship to customer experience. We can help you extend
and enhance your brand effectively across multiple channels
and touch points, both digital and traditional. To help you
build your brand and take it to the next level, the Innovation
Centers offer expertise in:
- Brand strategy
- Brand design
- Brand management
- Brand marketing
- Brand measurement
Whether you simply want to refine your brand or embark on
a complete rethinking, Innovation Center branding experts are
ready to work with you in a standalone branding engagement,
or as part of a larger strategy and customer experience initiative.
Deciding to build (or rebuild) a Web site is easy. Determining
what that Web presence should be, how it should extend your brand,
what it should offer to your audiences, and how it can effectively
market and sell products and services online, is not as easy.
Answering these fundamental questions is the first step toward
creating a Web presence that achieves your goals, serves your
customers well, provides competitive advantage and brings in
The strategy experts At the IBM Centers for Solution Innovation
can help you and your client answer these questions and develop
a winning Web strategy. By gathering requirements from you,
members of your designated audiences and other key stakeholders,
we help define a Web strategy that will serve as the foundation
for development and management of a superior Web presence.
Then, we look at selected key competitors. What are they doing
on the Web? How well do their Web sites serve their customers?
Feature by feature, we compare their sites with your client’s
site, identifying strengths, weaknesses and best practices.
Our findings are compiled and reported using a visual tool
that identifies gaps and opportunities for improvement. The
result? A clear understanding of how your existing Web site
stacks up, and a comprehensive strategy for taking your Web
presence to the next level.
Not sure if you need a new or updated Web site? Let the Innovation
Center team perform a rapid Web assessment. In just days, our
team reviews and benchmarks your existing Web site against current
standards and best practices. At your option, we directly compare
your site against those of selected key competitors, highlighting
the strengths and weaknesses of each. With our report, you will
gain insights that can help you decide how to improve your Web
site and enhance your competitive position.
The design is attractive and functional. The navigation is
logical and intuitive. The pages are…empty! Even the best-designed
Web sites would have nothing to say without well-written, concise
and timely editorial content.
That’s where content strategy and development comes into play.
The right content supports your brand promise and delivers
value to your key audiences. It’s not just what’s said, but
also how it’s stated. By its style and tone, every content
element on your site communicates about your brand image and
point of view. Is it warm and friendly, or crisp and professional?
Does it speak with the audience, to them
or at them?
Our content strategists, writers and editors are adept at
analyzing existing content and editorial processes to identify
strengths and areas for improvement. Based on brand and audience
requirements, we provide guidance on editorial style, content
sourcing, development and governance. We can also help align
Web content across channels, supporting your brand by making
customer communications -- online and offline -- speak with
We also specialize in designing and implementing content management
systems for maintaining content-rich Web sites efficiently
Global presence, localized service. The Innovation Centers
deliver for you worldwide.