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BuyerSteps Authors: Mehdi Daoudi, William Schmarzo, Peter Silva, APM Blog, Kevin Jackson

Related Topics: Marketing and Sales, Marketing Automation, Agile Digital Transformation

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Swrve: A Multi-Device Customer Interaction Platform for the Digital Era

An Intellyx Brain Candy Brief

As digital transformation first began to take root, many organizations saw it as all about only two things: marketing and mobile. And in those opening days, when a little whiz-bang and pizzazz went a long way, it worked — momentarily.

As consumers became more savvy, however, they realized they were in control of the interaction and began to demand more than just a new way of being sold to. Instead, they wanted organizations to work with them on their terms, on the devices of their choosing and to anticipate their needs and desires.

This highly interactive form of a customer experience is a tall order — and many organizations have struggled to deliver it. Marketing automation company, Swrve, believes that for organizations to deliver the experience consumers now demand, they must go beyond a marketing and mobile-centric perspective to address the new behavioral model that defines how consumers now interact with the brands they love.

To the company, that means interacting with the consumer at the right moment, in real-time and with enough context to deliver the value the consumer demands. The company calls this approach utility marketing (as opposed to traditional interruption-based marketing) and believe that most existing enterprise systems are unprepared to support this type of interaction. It designed its multi-device, customer interaction platform to close this gap.

Its platform helps its clients activate and onboard new customers, nurture relationships, personalize interactions and improve customer satisfaction by focusing on contextualizing customer interactions. It calls this process dynamic orchestration and uses a combination of historical, data-driven intelligence and user activity to predict customer intention and likely future interactions. The result is a non-intrusive interaction that helps consumers move along the customer journey and establish a long-lasting relationship with brands.

Copyright © Intellyx LLC. Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at [email protected].

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More Stories By Jason Bloomberg

Jason Bloomberg is the leading expert on architecting agility for the enterprise. As president of Intellyx, Mr. Bloomberg brings his years of thought leadership in the areas of Cloud Computing, Enterprise Architecture, and Service-Oriented Architecture to a global clientele of business executives, architects, software vendors, and Cloud service providers looking to achieve technology-enabled business agility across their organizations and for their customers. His latest book, The Agile Architecture Revolution (John Wiley & Sons, 2013), sets the stage for Mr. Bloomberg’s groundbreaking Agile Architecture vision.

Mr. Bloomberg is perhaps best known for his twelve years at ZapThink, where he created and delivered the Licensed ZapThink Architect (LZA) SOA course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, the leading SOA advisory and analysis firm, which was acquired by Dovel Technologies in 2011. He now runs the successor to the LZA program, the Bloomberg Agile Architecture Course, around the world.

Mr. Bloomberg is a frequent conference speaker and prolific writer. He has published over 500 articles, spoken at over 300 conferences, Webinars, and other events, and has been quoted in the press over 1,400 times as the leading expert on agile approaches to architecture in the enterprise.

Mr. Bloomberg’s previous book, Service Orient or Be Doomed! How Service Orientation Will Change Your Business (John Wiley & Sons, 2006, coauthored with Ron Schmelzer), is recognized as the leading business book on Service Orientation. He also co-authored the books XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996).

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting).