Overview of customer experience consulting

Reinvent your business from the inside out. Bring digital strategy, data and analytics, experience design, and platform implementation expertise to your customer experience strategy.

IBM iX® combines end-to-end business strategy with customer insights and experience design to help you establish the digital experience, employee experience and user experience that leads to total customer experience transformation.


CRM and CX leadership

IBM has been named a Leader in 2021 Gartner Magic Quadrant for CRM and Customer Experience Implementation Services.

Using platforms to empower

“IBM evidences a substantial focus on leveraging platforms — for example, Adobe and Salesforce — with AI, data, analytics, assets and accelerators in order to deliver something of value other than just achieving technical system changes.”

Source: Gartner, May 2021

Gartner magic quadrant

Magic Quadrant for CRM and Customer Experience Implementation Services


End-to-end customer experience capabilities

From contact center to e-commerce to sales and marketing, IBM provides CX consulting services that result in digital transformation. 

Responsibly harnessed data

Artificial intelligence, data analytics, IBM Watson® and other innovative technologies help you deliver data-driven customer experiences.

With speed — at scale

IBM iX helps customers overcome cumbersome internal processes and organizational barriers to provide stellar customer engagement.


Customer experience consulting services

Customer experience strategy

Successful customer experience strategies should take into account the entire customer journey, from customer engagement through issue resolution.

E-commerce experience

Engage across the full lifecycle of the customer relationship. Accelerate your transformation with business strategy and consulting.

Customer data and analytics

Uncover customer insights and create intelligent workflows by adding data science and analytics methodologies to customer experience management.

Mobile experience and app development

Uncover customer insights and create intelligent workflows by adding data science and analytics methodologies to customer experience management.

Design systems as a service

Align your business and digital experiences in order to keep pace with ever-demanding customer expectations.

Adobe services

Create, manage and optimize customer experiences that scale. Allow us to systematically review your current technology stack, evaluate your experience vision against platform capabilities and deliver a comprehensive reference architecture.

Customer experience case studies


Frito-Lay modernizes e-commerce and frontline workflow tools to delight employees and consumers.


IBM iX provides an integrated customer experience management platform that offers differentiated user experiences that match the dynamics and brands of each university.

State Street Global Advisors

State Street Global Advisors (SSGA) enables self-service and leverages data to offer a robust user experience while also providing measurable business insights.

Customer experience industry applications

AI for Retail customer experience

Use AI to transform the retail customer experience and get ahead of the pack by turning big data into personalized customer insights.

Travel customer experience

Enhance personalization in the travel industry with customer experience consulting solutions that increase ancillary revenue.

Insurance customer experience

To achieve client-centricity for better retention, a comprehensive customer experience strategy is required for people and processes.


Reinvent the customer experience

This interview discusses global customers who reinvent their customer experience through human-centered design and AI.

Elevating the insurance customer experience

Insurance has transformed from being a product that is sold to one that is bought, and the right CX drives that purchasing decision.

Enterprise design thinking courses

Enterprise design thinking courses are currently available at no cost. Learn to apply design thinking to complex teams, problems and organizations.

Talk to us about getting started

No matter where you are in your journey of marketing strategy transformation, we can help you build your business — by design.