IBM has launched IBM Interactive Experience, a global consulting practice which aims to create next-generation services capability that integrates the leading design capabilities and user experience experts from

IBM Interactive

 with the data expertise of IBM researchers from the company’s Customer Experience Lab.  

The practice aims to help clients create the essential front-end, individual engagement and assimilate massive volumes of data. This will include the information on individual decisions, choices, preferences and attitudes. IBM will then convert this insight into high-value outcomes ranging from personalisation to business model redesign.

As part of the announcement IBM has said that it will be releasing new

data-driven capabilities

for the C-suite. These new features include:

• Life Event Detection: Analyses unstructured social media data to detect important events in customers’ lives. 
• Behavioural Pricing: An algorithm that combines behavioral models on consumer response to pricing, such as ‘surprise’ and ‘thrill of a deal’, with historical transaction data to help brands design personalised pricing strategies.
• Psycholinguistic Analytics: An algorithm that combines the psychology of language with social media data to understand inherent personality traits of individuals and identify their preferences. 
• Influence Analysis: A set of analytical tools that allows for automatic detection of opinion influencers within a network on specific topics. 

Bridget van Kralingen, senior vice president of IBM Global Business Services, said: “Our clients understand that the experience any individual has with their brands, products, services or strategy is the new point of entry to sustainable business relationships.

“That experience will generate the most valuable information any enterprise can ever possess – information on individual preferences. So as our clients’ front-office agendas drive the next era of business transformation, we’re going to see traditional distinctions between strategy, analytic applications, and the design of the individual experience, disappear.”