IBM Launches Event Readiness to Help Businesses Handle Spikes in Online Traffic

BM today launched an Event Readiness services offering that will enable businesses in retail, banking, telecommunication, and manufacturing to prepare for unexpected surges in online traffic and sales.

With this new services capability, IBM experts will work closely with clients to analyze the capacity of their current infrastructure and the potential impediments. Using these insights, teams will identify specific areas of risk, concern, and exposure, including potential security vulnerabilities, and then deliver the services and support needed to enable the client to tackle unexpected events.

Now, with these capabilities, brands can proactively identify areas of vulnerability and prevent a crisis caused by unexpected, high-volume traffic events. For example, a Web site crash caused by a surge in new mortgage applications due to a drop in interest rates or a spike in orders for the latest smartphone can now become an opportunity for a brand to transform what would have been an angry customer into a loyal one by delivering a flawless and personalized experience.

According to the Ponemon Institute, online outages or site crashes can cost businesses $5,600 per minute. With incident lengths averaging 90 minutes, a single event can drive away loyal customers, tarnish the brand's reputation, and threaten critical revenue streams.

"Today, the customer is in control, which means every experience that a brand delivers matters. Just one misstep can result in the loss of a loyal customer," said Tom Blaisdell, senior marketing manager for eCommerce at Hanesbrands, a clothing and apparel company, in a statement. "Hanesbrands is committed to delivering customers the items they want, when they want. With this new offering, IBM is helping brands ensure their infrastructure can meet the higher expectations of today's customers."

"No matter what industry, businesses need to be ready to fully engage their customers across all channels," said Deepak Advani, general manager of IBM Commerce, in a statement. "Today, there are 5.2 billion mobile users who are connecting with brands 24/7, so even the shortest periods of disruption, whether on the site or in the supply chain, can become the weakest link for a brand. Regardless of the scenario, businesses must be able to handle the unexpected and have the ability to deliver the powerful, personalized experiences that drive enduring customer loyalty."

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