IBM is pushing a new set of tools designed to help businesses manage customer service via the internet.
The Customer Experience Suite targets so-called 'forward facing' web services which allow customers to interact with organisations.
The package combines IBM's web content management platform with social networking, mash-up and analytics tools, as well as components designed for mobile site management.
Larry Bowden, vice president of portal and mashups at IBM, told reporters that the tools had been specifically designed for customer-facing pages, where updated analytics and tracking information can be crucial in serving customers in real time.
"There are certain things where there are very unique requirements for external-facing sites," he said. "We think that, over the next three to five years, giving customers this base will allow them to quickly absorb anything new that gets invented."
IBM suggested that the service can pay dividends for business in areas such as customer support.
By installing a web-based support system, businesses can cut the number of phone calls made to support centres by as much as 30 per cent and help to bring down overall support costs, the firm said.
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