IBM Corp.’s acquisition of site search technology provider iPhrase Systems Inc. supports the development more useful online customer service features that can pull customer data from back-end databases, Forrester Research analyst Matt Brown tells InternetRetailer.com.
IBM will now be able to combine its expertise in database integration throughout an enterprise with iPhrase’s ability to present user-friendly site-search results, Brown says, adding that iPhrase has a strong presence in customer help desk applications. “This is all about deeper ties into enterprise content sources, and IBM will have the opportunity to present different types of data that might exist in a CRM system, order management system, or you name it,” Brown says.
IPhrase also brings to IBM the ability to better gather and present information from unstructured data within e-commerce sites, including text files and images, he adds.
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