>>From the cube studios in Palo Alto in Boston. It's the cube covering IBM thing brought to you by IBM. >>All right, ready? We're back. This is the cubes continuous coverage of IBM 2020 the digital event experience. My name is Dave Volante. Dasgupta is here. She's the vice president of marketing at IBM. She's also the COO of the global business services. good to see you. Thanks for coming back in the cube. Oh, I'm so happy to be here. Deva fantastic to be here. Do you have a lot of experience with brands? IBM itself, you know, amazing well known, a leading brand well, I'm wondering if you have any thoughts on what you're seeing in terms of how brands are responding to the 19 crisis. There are things out there that you're seeing that are inspiring you and yeah. What should we be looking for? Oh my gosh. I mean all around the last two, two months we have been living now in a, in an, in a new reality and this is not going to go back, do what we knew was normal. >>Right. This is going to be the new normal and how brands react to it sets us up for future growth and future success. You know, as a in the global business services steam as a CMO there I meet a lot of every single day and they are coming to us with business challenges. What makes the big difference right now? I think in terms of of being a successful brand is the resilience and the adaptive. If you see a company like IBM and you've talked a little bit about how iconic this brand is, it's been there for about 108 hundred and nine years now and it is being able to successfully reinvent itself every turn of the century and every turn of what's happening around us. Uh, it being able to I think it's extremely important. What also is important as a brand is the emphasis that you can feel towards the growth and success of your client's business. I think sets, um, any, any brand apart from growth. So adaptability and empathy. Those would be my two big thanks. We talked to a number of CIO is IBM came out as one of the companies really helping. It wasn't just IBM, there were many, many large organizations, small organizations that really had this empathic, we're in this together. >>That's exactly right. If you look at it, it's, it's both of what we do for our clients but also what we do for our own employees. Um, 95% of our work IBM is not working from home in a safe and secure environment. We've been able to work with our clients and move those teams that work with our clients also in a more safe and safe your environment. For example, something like our cocreation workshop, the IBM garage would think that for cocreation innovation, you all need to be together in a room and put up sticky notes on the board behind you. Okay. Yeah. We have moved into to be a virtual experience and we are now offering free trials of a lot of our products and solutions to our clients for the next 90 days where they can get their most resting business. Yes. Problem solved. You know, we just want to make sure we get that together and get the economy back on track. Get the companies back on the track of. >>Now, one of the other passions of yours I know is this notion of of the cognitive business, a smarter business. And, and I want to ask you, help us understand what that is. You know, beyond the sort of marketing taglines, what is a smarter business? >>Yes, a smarter business is adaptive and resilient. that would be the biggest things, um, that I would highlight. Now, how do they do that? They do that because they are able to have business arms. They use the data that they have at their disposal. Then mind you, this is not the, um, data that is searchable online. 80% of or customer data is with. The organizations themselves. Now, how do they use that data to create business plans, forms that give them competitive advantage is one of the core tenets of what makes a smarter business. The second piece is around workflows that are more intelligent. Now, what makes these work, those more intelligent, what are these words? Those, these are end to end processes. So think of supply chain. How do you make your supply chain more resilient in the covert crisis right now that many, um, many companies are grappling with. >>How do you strengthen your direct to consumer routes? Many companies that used to deliver to stores now are figuring out how to get direct to consumers. So yeah, making these work close more intelligent, more resilient. How do you manage your work of course, right? Um, how do you make sure that the customer data that many employee's work is safe and secure? Sure. So second is the intelligence. Yes. And the third thing is all about the expedience and being able to engage with your customers in you are ways, if you think of some specific industries that are dealing with customer claims, you know, you look at the health, yeah. Provider industry, you're looking at insurance claims and and things like that. They are grappling with this new reality and being to then connect with your customers in new and engaging ways. I think is of utmost importance. So the three things, platforms, most expedience is what makes us smarter business possible. And that business is adaptive and resilient. >>Uh, the way in which brands are engaging dramatically different then it was just a few months ago. And our thinking is there's going to be some permanent changes here. What, what are your thoughts in that regard? >>Absolutely. 100% agree. Um, when we go back work, when we all get out of our home offices, um, it's going to be an a new way of. Right. Okay. And we're already seeing, uh, the engagement within our own work. Forced rising. Yeah. For example, I just came off of a, one of our all hands calls and we create these new videos on how we have new coworkers. We have, you know, pets and kids and parents cared for at home. Yeah. Mmm. all of this though, there is a greater sense of togetherness. There is a greater sense of solidarity. And what inspires me the most is when I look at the people around us in the delivery, uh, deems, you know, across the world. If you look at India, if you look at Philippines in our big teams that are delivering for clients every single day, the resiliency that they have shown in being able to overcome these, these hurdles are giving us ideas that this is not a one and done. >>This could actually be the new normal going beyond it. The automation that we have been able to apply. Um, uh, when you have like AI, how do you processes different if things are more efficient, wouldn't it be a better idea? Just have that go throughout to the rest of, you know, um, what's the new normal around us? So this is absolutely gonna change the way we work, the way we engage with our clients and the kind of, um, new ways of a new routes to market. I think that is the most exciting to me. How can we, how can we feel T and find out new routes to market new customers and be able to provide them value. The Watson Watson digital assistant is, is interesting to me because it allows us as one example of a hospital to be able to put out information that's accurate and timely. >>These things have to be done in near real time. As we know, the Covance situation, it changes daily. You know, maybe the change is, is decelerating a little bit, but it's still several times a week. there was a period of time where it was changing multiple times for days. Yes. So for instance, do I wear a mask? Do I not wear a mask? How far do I have to stand away? Can I can I actually get this by walking behind somebody, et cetera, et cetera. So much information that changed so quickly is the medical community got that. So you have to be able to access that data and you know, to your point about that, yeah, intelligent workflow, be able to do that in near real time. And that's what to me anyway, it's about operationalizing that data, you know, AI capability across the organization. >>Not just in some stovepipe where I have to ask somebody to some analysis for me that that is a huge change in the way in which businesses operate, isn't it? It is a huge change. And I think it's also about visibility, um, that the common man is right now the citizens that the people who are, who are, um, trying to access these technology. Yes. I think it gives them a renewed hope, um, in what technology could really provide. How are we are still being able to work while we are stuck in our homes, how we are still able to buy things online and the not jeopardize the safety of our loved ones who, you know, I'm the who maybe immunocompromised. You cannot go out and shop how we are able to still do the delivery. And, and the beauty of this is we in the technology industry we knew this, so >>go back one year we were working with. Um, no a company that supplies life saving medicines to many parts of Africa, the supply chain there and the technology and the intelligence that we had embedded in that hello made it possible for this human and tech interaction. And I think that is what the beauty of this is the renewed understanding of what technology can do for you. Yeah. And the ability to interact with the technology to make that happen. For example, in Africa, you have to sometimes rely on the Goodwill of the local villagers when there are floods and the pats are run over with water. You have to trigger, um, uh, an email or you know, you have to go to your cell phone so that the locals can then the medicine's over. Yeah. Uh, over the flooded planes to the hospitals. The interaction of the human with the technology that is there to help you and make your lives easier. I think right now there's renewed understanding and acceptance of that and I think it's a, it's a good thing. It's a good thing for all of us. >>I mean, it really is the, the uniqueness of IBM, deep industry expertise, knowledge, and yet know tons of R and D and technology. Oh, galore. Manny, thanks so much for coming back on the cubes. Great to see you. Hopefully next time it'll be face to face, but I really appreciate your time. >>Oh, I, I so wished for that I, so I, I do miss the the live connections, but you know, technology will take us forward till then and, uh, fantastic to be here. I loved it. Toxin. >>Great. And thank you for watching everybody. This is Dave Volante, but the cube for the IBM digital event experience, you 2020. We'll be right back right after this short break.