ARMONK, N.Y., June, 2002 ? A recent study by IDC, a leading industry analyst firm, found that IBM Global Services ranks ahead of competitors in brand awareness and customer perception when it comes to selecting a service provider.
The study, entitled "The Value of Brand: Market Perception of Leading IT Services Firms," surveyed 240 U.S. business and information technology executives from the banking, energy, communications, consumer goods, and life sciences industries. IBM Global Services was perceived as best-in-class for both business and IT strategy consulting. According to IDC, the three most important attributes to customers in selecting a services firm included technical expertise of team members, ability to work with employees, and track record. IBM Global Services took first place for all of the top attributes, as well as in the solutions services areas such as Supply Chain Management services, Customer Relationship Management services, and Enterprise Resource Planning services. For all other attributes, IBM Global Services is the clear leader in terms of being perceived as best in class.
IDC's study noted that "IBM Global Services is the company to catch in terms of reputation." It said that brand perception is key to gaining market share in the services industry and can help capture customer mindshare, communicate a firm's values to customers, invite confidence, lead to a request for proposal, potentially shorten the sales cycle, and ultimately increase revenue.
In order to meet the demanding needs of clients, services firms must demonstrate vertical industry knowledge and solutions expertise. IBM has deep vertical industry expertise and experience, and goes to market by vertical industry. The fact that IDC's study found that IBM Global Services was the clear "mind share" leader in each of the five vertical industries surveyed, demonstrates that IBM's approach is on target and is resonating with its customers and prospects.
"Our results show IBM Global Services is the leader in brand perception across the board, in terms of both attributes that are important to customers in selecting a services firm and for specific solution services," said Stephanie Torto, IDC's brand perception study manager.
"This is yet another affirmation that you can't build a viable consulting and services company overnight," said Frank Roney, GM Business Innovation Services Worldwide, IBM Global Services. "Some companies have business strategy down to a science. Others are good at IT consulting. This study shows that IBM has excelled at both."
IDC said the objectives of the study were to understand which IT services firms have been successful in building brand awareness and in positioning their brands to be consistent with customer values, and how those differences vary among industries and size of firm. It said it believed that the more familiar customers are with a brand, the better its perception, and hence the increased likelihood that customers will seek to work with that firm.
About IBM
IBM Global Services is the world's largest information technology services provider, with approximately 150,000 professionals serving customers in 160 countries and annual revenue of about $35 billion (2001). IBM Global Services integrates IBM's broad range of capabilities -- services, hardware, software and research -- to help companies of all sizes realize the full value of information technology. For more information, visit: www.ibm.com/services
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