Customer experience - Trends

Technology has always enabled companies to reinvent how they engage with customers. But now we are seeing a profound shift – the convergence of physical and digital customer interactions – which is fundamentally changing how customers will interact and transact with brands and businesses everywhere. To better understand these dynamics, the IBV is conducting a Customer Experience (CX) study, published as a series, with multiple reports organized by topic.

This first report in the series looks at today’s digital transformation trends and the many new initiatives companies are aggressively piloting and launching that integrate digital and physical experiences for customers.

About the authors

Philip Dalzell-Payne
Global Partner, IBM Interactive Experience (IBMiX)
IBM Global Business Services

Carolyn Heller Baird
Global Research Leader - Customer Experience & Design
IBM Institute for Business Value (IBV)

More experts

Saul Berman
VP and Partner, Chief Strategist
IBM Global Business Services

Amanda Gosling
Global Partner, IBM Interactive Experience (IBMiX)
IBM Global Business Services

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