Retailers on the defensive

The IBM 2017 Customer Experience Index (CEI) Study found that brands need to work harder to meet consumer expectations. To avoid being marginalized to commodity status or, worse, disappearing from the landscape altogether, brands must adapt to and capitalize on disruptive forces impacting the consumer industry. Specifically, they should focus on meeting consumers where and how they want to engage, adapting business models to limit the disruptive impact of new market players, and embracing technology that enables experience innovation. Leading brands will move beyond a “fast follower” mentality to survive in today’s “lead or lag” world.


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Study highlights

On a scale of 0 to 100, the average CEI score is 33.

Only 3% of brands are classed as Leading Edge, while 39% are Falliing or Lagging Behind.

CEI scores ranged from 4 to 85 - a span of 81 index points separating the hightest and lowest performers

About the authors

Simon Glass

Simon Glass
Global Retail Leader
IBM Institute for Business Value

Karl Haller

Karl Haller
Partner, Global Leader, Consumer Center of Competence
IBM Global Business Services

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