IBM Forum Center © 2011 IBM Corporation IBM Client Centers : IBM Forum Centers as a powerful business tool in Europe Andrew Stephens 25th May 2011.

IBM Forum Center © 2011 IBM Corporation

IBM Client Centers : IBM Forum Centers as a powerful business tool in Europe

Andrew Stephens

25th May 2011

2Presentation Title Date IBM Forum Center © 2011 IBM Corporation

Andrew Stephens.

• Marketing and Communications Manager, IBM Forum Centers in Europe

• Responsibility for all marketing and communications activities in IBM Client Centers in Europe.

• 12 years experience in IBM in Market Insights, Marketing Operations, Marketing Communications

• Extensive B to C experience in : – Publishing– Subscription Marketing– Mail Order– Financial Services– Travel.

• BSc (Hons.) Applied Statistics from Sheffield University, UK.

• British citizen living in France – married with 1 son.


What is Client Experience?

The designed interaction between a client and your organization

People make decisions on emotion – then rationalize with intellect

Emotions

Physical Senses

Emotional Innovation

It is the blend of the physical, the senses, and the

emotions evoked

Adapted from Beyond Philosophy

Positive client experiences connect with emotions of your clients and will engage them

•A Good Client Experience exceeds expectations•Creates loyal Clients who become advocates•Is a powerful differentiator – and is difficult to copy

It is designed and ingrained in the organization’s DNA•Every employee is part of the client experience•It is not just one of the things you do – it is the way you do business


28 IBM Forum Centers in 15 European countries with a dedicated & professional team. A local-business driving platform with direct links to IBM Research and IBM industry solutions.

Services dedicated to IBM Sales & Marketing, Clients and Business Partners

Extensive range of solution areas, business demonstrations and technology

The IBM Forum Centers host more than 250.000 client and partner visitors per year

Industry solution expertise to meet business needs Industry Solution Center @ IBM Forum La Gaude Automotive Industry Solution Center@IBM Forum Ehningen Banking Industry Solution Center@IBM Forum Barcelona Industry Solution Lab @ IBM Forum Zurich Research.

IBM Forum Centers Europe A sales and marketing platform to promote IBM’s business offerings in local markets in an IBM-branded experiential environment

IBM Forum Centersinstant access to a world of knowledge through physical attendance or virtually via

videoconferencing and others


Madrid

Paris

Lisboa La GaudeBarcelona

Tel Aviv

Milan

Zurich (2)

Ehningen

Wien

Brussels

Amsterdam

London

Stockholm

IBM Forum Centers across Europe

Helsinki

Copenhagen

WarwickSatellites : Berlin – Düsseldorf - Frankfurt – Hamburg - Köln - München

Most IBM Forum Centers integrates:- IBM Innovation Center for BP &- Technical Exploration Center


Solution Support Designated solution and demonstration areas Installation and maintenance of solutions Guided tour demonstrations Access to a network of skills Integration into the EMEA network of solutions offerings

Marketing & Communication Display and promotion of marketing initiatives relevant for the local market within the center

Overview value proposition of Forum Delivery of marketing materials (brochures, flyers, promotional CDs, etc.) direct to clients

Logistical Event logistics Enrollment, name tags, document distribution to participants, reception and security

professional Client hosting Supplies : pens, block notes

Event Management Agenda consulting and session support Business themes / speaker support Event quality evaluation Evaluation sheet dispatching Possibility for early morning and late evening sessions

Technical Access to technical infrastructure Technical management of solutions Use of audio visual material (beamer, flip chart, video, sound system, microphone, etc.)

Technical hosting of sessions Video conference system Internet point inside the Center

Standard Center Services as part of overall offering.


Value of IBM Forum Center Guidelines – useage in 2010guide and coach local teams to ensure that the IBM brand values resonate amongst the 250k annual client and partner visitors in IBM Forum Centers

• Drives consistency in messaging and leading growth of Client Experience across center network.

• Brings together all the roles and responsibilities, strategic considerations, design and communication elements into one document.

• By striving towards an unified look and feel across client centers ensure that centers enhance IBM Brand Values and present IBM offerings in a familiar but branded experiential environment.

– Integration of the smarter planet agenda into IBM Forum Centers binds together the IBM Forum Centers identity with the IBM brand as part of the overall Total Client Experience.


IBM Forum La GaudeA multi-functional and multi-hosting center under the IBM Forum umbrella.


Factors contributing to make IBM Forum La Gaude unique

• An IBM client center with international focus. A client immersive approach by industry Close collaboration with Business Solutions Center Lead Architects

- Subject Matter Experts. Tailored agendas to meet client expectations 60% of C Level visits High Definition remote solutions capabilities through Direct Presence Player in the local community ecosystem (local authorities, universities)


Industry Solution Center @ IBM Forum La Gaude

An Innovative Marketing and pre-Sales platform which aligns industry knowledge

and technical expertise in an integrated center to support business, grow

revenue, market share and acquire new clients.

• The Industry Solution Center@IBM Forum La Gaude creates a tailored environment focused on the client experience.

Upon entering the Center clients are made to feel comfortable in surroundings which are similar to their industry. It is home to a showcase of solutions which enable each of the industries to bring to life their solutions and demonstrations.

The Industry Solution Center focuses on solutions of

the following industries : Retail, Consumer Products, Travel and Transportation Government, Healthcare Telecommunications Financial Markets, Insurance, Banking Energy & Utilities


Cloud Center for Industries

2008

IBM Innovation Center (IIC)Industry Frameworks

Cross Industry

GovernmentTravel & Transportation

TelePresenceCross Industry

2008

Energy & UtilitiesIndustrial PLM

UC2 CenterCross Industry

Retail, Consumer ProductsSupply Chain, Insurance

Smarter Cities

TelcoMedia & Entertainment

Industry Solution Center hosted by IBM Forum La Gaude – a client Immersive environment by Industry, enriching the CLIENT experiences, with full remote access via HD video system.

Smarter Planet CornerCross Industry

HealthCare


IBM Forum Zurich Research ISL




IBM Industry Solutions Labs – The Research-focused part of the IBM Forum Center Network

Almaden Austin

WatsonISL

ZurichISL

HaifaDelhiISL

BeijingISL

Tokyo

IBM Research Worldwide

Exploring innovative solutions for tomorrow and beyond• Foster collaborative discussions with forward-thinking client business leaders,

technical management, senior executives, and our Researchers• Leverage IBM Research to demonstrate IBM’s innovation and thought-leadership

capabilities• Deliver customized executive-level programs


A Brief Virtual Tour of the IBM Forum Zurich Research ISL


Selling with Research

- a program launched by IBM Forum Centers to drive selling with IBM Research in local markets.


IBM Forum Centers EuropeFirst of a Kind: development of a traveling exhibit for the EDISON IBM Research project

• Topic: Sustainable large-scale adoption of e-vehicles

• Deliverables: plug & play interactive exhibit and banner

• Launch: launched in July in the UK and in Spain

TED Event London

IBM Forum London

IBM Forum Copenhagen

IBM Forum Madrid


Following the successful launch of the IBM Forum Virtual Client Center in 4Q

2010, 2 new projects have been launched in April 2011.

• Selling with Research call hosted in the auditorium of the IBM Forum Virtual Client center on 14th April (14h CET) via a live webcast.

– Target audience consisted of client reps, consultants and IBM Forum Center teams throughout Europe and beyond.

• ‚IBM Forum Center Network‘ location opened in April 2011.

– Visitors will get an appreciation of the IBM Forum Center network business expertise and its relevance for local markets.

– By clicking on a center location on a map will result in the visitor discovering more about the center (videos, electronic brochures and eventually a visit to the center web site).

• Next step will be the creation of an IBM Forum Solution Area.


Sales enablement: “Selling with IBM Research” Webcast April 14, 2011

Motivation• IBM Research makes a difference – in IBM and in

the world. The latest proof point in a long list of Research breakthroughs is the development of the Watson Deep Q&A system.

• There are various ways how our clients can benefit from IBM Research and various ways how Research can support Sales and Marketing.

• To illustrate how our Sales and Marketing colleagues can best leverage Research and its

services in their daily activities, the IBM Forum Center network in Europe offers the “Selling with

Research” Sales enablement program.

• In this series this year’s first call was hosted in form of a live webcast in the IBM Forum Virtual

Client Center. A replay is still available.


Sales enablement: “Selling with IBM Research” Webcast April 14, 2011

Program

• Carlo Bonalume, Manager IBM Forum Centers Europe

Taking "Selling with Research" to the next level

• Pascale Lenz, Manager of the Zurich Industry Solutions Lab

Your future is our concern - how to apply the findings of IBM's

trend research to our clients' business

• Alexander Dalheimer, Director of General Business (GB)

Switzerland

How GB clients can benefit from Research and the Zurich

Industry Solutions Lab

• Dr. Paul Seidler, Senior researcher and project leader for the

Zurich Nanotechnology Center

A first look behind the scenes of IBM's cutting-edge

Nanotechnology Center at IBM Research - Zurich


IBM Forum Milano- Fashion solution store


Web and social media


A dynamic Facebook with frequently changing content attracts visitors and improves

IBM Forum Center awareness


IBM Forum Centers You Tube channel (linked direct from the Facebook page)


IBM Forum Centers calendar function on Facebook allows the promotion of

business initiatives and events in centers to be advertised in a social media context.


Conclusions.

• Driving a client experience across multiple cultures and multiple markets involves :

– Ensure consistency in messaging

– Unifying look and feel across client centers to enhance the IBM brand values

– Allowing sufficient flexibility to cater for different markets’ cultural aspirations and business focus.

www.ibm.com/ibmforum

IBM Forum Centers on Facebook, Twitter, You Tube and LinkedIn

IBM Forum Center © 2011 IBM Corporation IBM Client Centers : IBM Forum Centers as a powerful business tool in Europe Andrew Stephens 25th May 2011.

Documents

ibm research

ibm forum centers europe

ibm forum centers host

ibm innovation center

ibm sales marketing

ibm industry solutions

ibm forum zurich research

business slide