Agility, personalisation and human experiences at IBM

Lena Roland

This event report examines changing consumer expectations of the service they receive and experiences they have, arguing that brands should focus on people, personalisation and agility.

Agility, personalisation and human experiences at IBM

Lena RolandWarc

Matt Candy, European leader for interactive experience practice, IBM, explored next generation personalisation, at the Festival of Marketing, a two-day event held by Econsultancy, Marketing Week, Creative Review, Design Week and Data Strategy, which took place in Central London in November 2014.

According to IBM's Institute for Business Value Analytics Survey, 2014, 76% of consumers expect organisations to understand their individual needs. With that statistic, it is perhaps unsurprising that Candy declared "the customer is now at the heart of the boardroom". The customer, he said, is the second...

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