IBM 通过 Conversica 的 AI 自动销售助理实现数字化参与转型
技术
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 教育
- 设备与机械
适用功能
- 质量保证
- 销售与市场营销
用例
- 时间敏感网络
- 视觉质量检测
服务
- 测试与认证
关于客户
IBM是一家已有百年历史的跨国科技公司。传统上，该公司专注于技术服务和产品的面对面销售。然而，近年来，IBM一直致力于将数字营销整合到其销售模式中。这涉及到公司营销人员思维方式的转变，他们现在的任务是将客户的旅程视为更广泛、更灵活的东西。该公司还一直致力于改善其基础设施，从带有定制增强功能的过时系统转向更现代化的全球管理平台。
挑战
IBM 是一家拥有 105 年历史的公司，传统上一直专注于技术服务和产品的面对面销售。然而，随着数字渠道的兴起，该公司面临着将数字营销整合到其既定的以销售为中心的模式中的挑战。由于 IBM 长期建立的基础架构已经过时并且需要定制增强功能，因此这一任务尤其困难。该公司需要过渡到更现代化的全球管理平台，同时避免定制增强。此外，IBM 需要改变营销人员的思维方式，将客户的旅程视为更广泛、更灵活的东西。另一个主要挑战是通过数字渠道引入电话就绪潜在客户的比率较低。
解决方案
IBM 决定实施 Conversica 的 AI 自动销售助理，该解决方案可以帮助提高数字渠道中电话就绪潜在客户的比率。 IBM 测试 Conversica 的第一个团队是 Watson Developer Cloud。 Conversica 的实施取得了可喜的成果，潜在客户参与度达到 26%，其中 18% 符合热门潜在客户资格。在分配给 Conversica 的大约 6,900 个潜在客户中，创造了 54 个高价值机会，代表管道收入高达 650 万美元。 Conversica 还允许增加媒体购买的责任，使 IBM 能够判断提供商的响应来源，并就哪些媒体购买实际上产生了高质量的潜在客户进行更有教育意义的对话。
运营影响
数量效益
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