Read Chris Hall's full review
Pros and Cons
- IBM CXA comprises an acquisition called Tealeaf. This tool has deep heritage and this is evident in its present-day capabilities.
- The Universal Behaviour Exchange or UBX puts the concept of personalisation at the forefront. The ability to combine physical (analog) and digital transactions to create the complete picture of a customer journey, is a stand out benefit.
- The solution does not have to involve the purchase of software. IBM CXA can be sold as a service bundled with analytics as a service. This not only lowers the cost of ownership, it gets around one of the principal issues. Strong staff with design and analytical capability to drive the solution and deliver tangible benefits.
- The seamless integration of Watson AI services to help with the heavy lifiting. Watson reinforces the analytical focus this solution has and can learn to recognise situations specific to a company.
- IBM CXA leverages script tagging to inspect specific behaviour patterns. A tagging engine against your web assets is a must-have to simplify script insertion and avoid having to leverage internal IT resources to modify web code.
- Tag management is perhaps the most challenging aspect of IBM CXA. In our view, this could be abstracted further and therefore simplified.
- We would like to see connectors with UBX to common platforms such as CRM, marketing automation. The more this is readily available, the quicker the time to value for clients.