IBM pioneers new customer loyalty solution

Friday, 12 March 2010

IT solutions provider IBM is developing new technology in a bid to measure and improve customer loyalty.

The group is harnessing advanced business analytics pioneered by the group to deliver an integrated view of customer sentiment, improve marketing effectiveness, enhance customer service and grow customer loyalty.

John Lutz, general manager of the company's managed business process services, said that traditional customer analytics is limited to the static analysis of factors such as call handling time and hold times.

"IBM's clients operate in a very competitive environment and are constantly evaluating how they can improve customer loyalty, while maintaining their profitability. Now ? we can deliver a level of insight that enables clients to operate smarter, more responsive businesses," he added.

The new system is designed to help businesses identify factors critical to customer satisfaction by pinpointing the root causes of negative service experiences.

Last week, financial services provider Barclays announced that it will roll out the UK's largest coalition customer loyalty scheme next year.

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