IBM has revised its Customer Experience Suite in order to help CMOs better manage company content and analyse customer buying behaviour.
The suite pulls together IBM's enterprise portal, web content management and enterprise social networking software to manage multiple web channels including social media, videos and web-based forms in a single view.
Through managing and analysing this data, organisations can gain insight into customer buying patterns and better engage their audience, said the firm.
Meanwhile, IBM also announced its new Intranet Experience Suite that integrates company data, personalised content, social media and analytics for employees to collaborate and access information from anywhere in real-time.
The new software brings together the power of social networking, analytics and mobile computing to front office operations and externally to clients, allowing companies to create enahnced web experiences.
With the new product launch, IBM also intends to help business leaders extend their corporate intranet to a broad range of mobile devices in order to deepen employee collaboration and information sharing.
Manufacturing company Omron worked with IBM to create to create a single-source communication and collaboration platform for its 1,700 European employees.
Michel Min, head of Strategic Communication & eMarketing at Omron Europe, said: “It's essential to offer relevant social information in the right business context embedded in employee's daily workflow. By measuring, analysing and filtering social information, and then injecting those insights to the right people at the right time, real business value can be generated by bringing technical know-how directly to the customer.”