IBM has announced its acquisition of Tealeaf Technology, provider of digital customer experience management and customer behavior analysis solutions.The acquisition extends IBM’s Smarter Commerce initiative with qualitative analytics software that helps organisations deliver an optimal digital experience to their customers via the Web and mobile devices. Tealeaf provides a full suite of customer experience management software, which analyses interactions on websites and mobile devices. Through these insightful views, chief marketing officers (CMOs), e-commerce and customer service professionals can spot patterns and address issues in website and mobile application design, making marketing more of a welcomed service for consumers. For example, a retailer may identify an issue where mobile coupons are not being recognised at check out in their online store. By quickly pinpointing the issue the retailer can resolve the issue and proactively engage those who may have abandoned their carts in order to maintain their loyalty to the brand.
IBM’s Smarter Commerce initiative promises to deliver software and services to help companies transform their business processes to more quickly respond to shifting customer demands in today’s digital marketplace. Through this acquisition Tealeaf will be integrated into IBM’s Smarter Commerce initiative, specifically, the Enterprise Marketing and Management (EMM) business, which serves CMOs and marketing professionals.