Customer experience – an elite sport

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 second report in the series looks at how organizations are mobilizing to transform their CX. In today’s digital world, companies can maintain an intimate relationship with their customers and continually enhance experiences in ways that are affordable and immediate. We reveal how organizations approach CX ownership, strategy, cross-functional collaboration, use of data, use of Experience Design methods and customer feedback to enhance and measure CX. We also uncover the capability gaps that challenge some companies and provide a set of recommendations organizations can adopt to accelerate a CX-centric approach that is applicable today and can scale into the future.

About the authors

Amanda Gosling
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

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

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