Read our latest reports
AI reality check for customer experience: Why CX practitioners and executives see it differently
Updated 10 Sep 2018
Learn about perception gaps between CX practitioners and executives regarding AI.
Agile, meet design thinking: Get better experiences to market faster
Updated 03 Aug 2018
Combining agile and design thinking methods can help teams deliver customer-centric solutions to market quickly.
Honest impressions: Why blockchain is the new black for media buying
Updated 18 June 2018
Blockchain appears poised to solve some of the most pressing problems facing advertisers and publishers, and perhaps change media buying as we know it.
The modern marketing mandate: The Chief Marketing Officer perspective
Updated 15 May 2018
How are CMOs tackling change? Explore data and insights from interviews with more than 2,000 CMOs.
The AI-enhanced customer experience: A sea change for CX strategy, design and development
Updated 08 Mar 2018
Artificial intelligence is unleashing a new era in customer experience – but many companies lack the strategy and skills to fulfill AI aspirations.
Design Language Systems for branded, end-to-end experiences
Updated 20 Oct 2017
Designing for experiences means not just focusing on any one branded artifact; instead, the entire end-to-end experience needs to be considered for all customer touchpoints.
From data deluge to intelligent insights: Adopting cognitive computing to unlock value for marketing and sales
Updated 08 Aug 2017
Armed with insights about customers at every touchpoint, cognitive computing may deliver the personalized experiences consumers expect.
The experience revolution: Digital disappointment – why some customers aren’t fans
Updated 15 Mar 2017
This fourth report in our customer experience (CX) series explores why many customers are choosing not to embrace companies’ digital CX initiatives.
The experience revolution: New teams, new rules
Updated 28 Nov 2016
This third report in the IBM IBV Customer Experience (CX) series explores the deep impact CX reinvention is having on organizations and their employees.
The experience revolution: The game is on
Updated 18 Nov 2016
The first report in our Customer Experience (CX) study explores the trends for digital/physical engagement as a way to transform CX. From mobile apps to virtual reality, how do you build a business case for change?
The experience revolution: Mobilizing to win - are you ready?
Updated 05 Sep 2016
This second report in our Customer Experience (CX) study examines how companies are mobilizing to transform their CX, including approaches for strategy, collaboration, use of data, Experience Design, customer feedback and metrics.
Read earlier Customer experience and marketing strategy reports
To buy or not to buy? How Millennials are changing B2B marketing
Updated 30 Sep 2015
This study explores Millennials’ approach to B2B purchasing and how marketers need to revamp their strategies to connect with this generation.
From Stretched to Strengthened—Insights from the IBM Global CMO Study
Updated 07 Oct 2011
After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing.
From social media to Social CRM: What customers want - a two part series
Updated 27 Jun 2011
Social CRM – the integration of social media with customer relationship management (CRM) strategies – is the next frontier for organizations that want to optimize the power of social interactions to get closer to customers.
Today's CMO: Innovating or following?
Updated 30 March 2011
In this precursor to the IBM Global CMO study, the EIU and IBM Institute for Business Value examine how chief marketing officers are responding to the opportunities and challenges of today's connected world.
Unlocking client advocacy in Canadian retail banking: The client focused enterprise
Updated 21 Apr 2009
Read about how Canadian banks can gain marketshare and attract new clients by becoming aware of client attitudes and taking steps to positively impact customer perceptions.
Retail opportunities in a world of extremes: Understanding today's teens and boomers
Updated 08 Apr 2009
For both the teen and boomer segments, service is the defining point for a successful shopping experience - this paper summarizes some key IBM research findings relevant to retail opportunities targeting these two groups.
Why advocacy matters to apparel retailers: Customer focus requires apparel retailers to dress for success
Updated 06 Mar 2009
IBM surveyed over 4000 retail consumers and found which retailer attributes help turn shoppers into advocates. The results also suggest a financial upside to building advocacy.
Why advocacy matters to drugstores and pharmacies: Customer focus for the health and wellness of your brand
Updated 06 Mar 2009
Drugstore retailers face increasing competition from multiple retail pharma counters and online/mail-order companies, but can work to increase market share by focusing on the customer experience.
Why advocacy matters to grocers: Surveyed consumers give retailers food for thought
Updated 06 Mar 2009
By understanding what drives customer advocacy, grocers can better differentiate themselves in an increasingly competitive marketplace.
Shopper advocacy: Building consumer trust in the new economy
Updated 24 Feb 2009
While many competitors will be focused solely on improving cash positions or drastically cutting expenses, solid retail industry performers can approach this new economic environment as an opportunity to grab market share, increase customer loyalty and distance themselves from the competition.
Why advocacy matters to online retailers: Customer focus can mean greater loyalty and financial returns are in store
Updated 10 Feb 2009
Online retailers have yet to optimize customer relationships; to become a customer focused online retailer, companies need a new approach for developing and applying customer insights.
Retail CFO Study spots critical gaps: Information integration and risk management fall short
Updated 12 Jun 2008
Questions about composition and capabilities of the workforce are never more pertinent that in times of economic distress, when decisions must be made that affect productivity, morale, retention of corporate knowledge and competitive positioning.
Why advocacy matters to retailers: Insights from five retail segments
Updated 30 Jan 2008
Surveys conducted across five retail segments — grocery, large-format apparel, mall-based specialty apparel, drugstore and online — reveal key attributes that help turn everyday shoppers into loyal Advocates. And financially speaking, Advocates are the most valuable customers of all.
Surviving climate change in the property & casualty industry by growing customer advocacy
Updated 22 Aug 2007
In a changing insurance environment, providers must be able to identify their advocates and articulate their advocate's preferences, then use this information to help tailor their business models in ways that improve the customer experience and, in turn, can drive growth.
Aviation 2010: Achieving efficiency and differentiation in turbulent times
Updated 31 May 2007
To increase passenger satisfaction and become operationally efficient, airlines and airports need to adopt a new business model that features a flexible infrastructure and greater collaboration.
Turning shoppers into advocates: The customer focused retail enterprise
Updated 02 May 2007
Despite good intentions, what retailers deliver is not always what shoppers want. Bringing customer insights into everyday operational decisions can help retailers close the gap.
Beyond the carousel: Better baggage handling through enhanced collaboration among airlines and airports
Updated 27 Mar 2007
Read about how airlines and airports can prepare for the future flood of passengers and their baggage — not just to cope with the challenge, but to profit from the opportunity it brings?
Not business as usual: Changing channels in consumer electronics
Updated 13 Dec 2006
Innovative business models for "how to sell" are now almost as important as innovative products - CE manufacturers need to deftly manage their mix of sales channels.
Hiding in plain sight: Service innovation, a new priority for chief executives
Updated 28 Nov 2006
Manufacturers may find a tremendous business opportunity "hiding" in their Service function.
Unlocking customer advocacy in retail banking: The customer focused enterprise
Updated 26 Oct 2006
Unlocking customer advocacy in retail banking: The customer focused enterprise.
Advocacy in the customer focused enterprise: The next generation of CRM Done Right
Updated 19 Apr 2006
The growing bifurcation of the marketplace between the two extremes of product commodity and customer needs-based solutions will make rapid losers and winners across different industries. Innovative companies know that they cannot merely sit safely in the middle anymore.
The trader is dead, long live the trader! A financial markets renaissance
Updated 04 Apr 2006
Financial markets firms must be able to succeed in an environment where analysis, not knowledge, is the value creator, and where it's not seconds that count, but milliseconds.
Driving successful shopping occasions through deeper insights
Updated 20 Jan 2006
Today's well-informed consumers have far greater expectations of the shopping experience than previous generations — and if retailers are to fulfill those expectations, they need a much better understanding of their target customers than ever before.