The future of CX is data driven
60% of CEOs say that delivering better customer experiences is among their highest priorities in the next 2-3 years.
Overview
Companies face many hurdles in their journey of experience transformation, including data governance, technological complexity and organizational misalignment. To compete and win in this era, companies need to make customer experience (CX) and employee experience (EX) strategic priorities and unite the organization to fully execute.
Competitive advantage
Create competitive advantage by delivering exceptional experiences
The old way: Supply chains are a cost to be minimized and a process to be optimized. The new way: More sustainable, resilient supply chains power innovation, a better customer experience and growth.
Takeaway
“Experience is becoming the future of business. Organizations that meet this challenge are more likely to be leaders in the marketplace.”
— Matt Candy, Global Managing Partner, IBM iX
3x
revenue growth in two years for customer experience-focused companies¹
55%
of firms say tech limits inhibit their ability to personalize strategies²
Human-centered
Drive human-centered business transformation with design
To meet ever-growing customer expectations, many organizations are adopting a design-led approach to CX transformation. IBM Consulting™ takes this a step further with its approach to Business Design, which focuses not just on user experience but on business outcomes and broader cultural concerns, to create value while benefiting customers and society at large.
82%
of design-focused businesses see more revenue generation¹
175%
revenue growth rate premium seen by these businesses¹
Takeaway
“Now, what is good design? In IBM, we have always felt that good design must serve people. In short, we think good design is good business.”
— Thomas J. Watson, Jr.
Data-driven
Data-driven personalization: Using data and AI
Modern experiences are not only personalized but proactive and even predictive, using data-driven insights to enable more meaningful, real-time experiences. To deliver them, you need a robust data and AI strategy.
Takeaway
“Customers’ interactions with a brand all provide opportunities for data capture, but you need to be strategic to ensure you’re collecting the right information and protecting their sensitive personal data.”
— Rich Berkman, Global Digital Commerce Lead, IBM iX
Technology-enabled
Tackle technology complexity to free up innovation
Organizations can struggle to keep up with technology modernization and with reconciling what has often been adopted in piecemeal fashion. By simplifying their technology landscape, they free up employees to focus on innovation, growth, and experience transformation.
of organizations struggle with various platform requirements¹
have siloed data sources and lack of transparency¹
Takeaway
Addressing technical complexity — investing in cloud-based platforms — enables more agile CX innovation.
New ways of working
Overcoming organizational obstacles
Organizational complexity can also hinder transformation. CX strategy must span the enterprise, as it requires cross-functional collaboration to execute. Open and intelligent workflows that connect stakeholders across functions are also critical to break down silos and share a common vision.
increase in business productivity when using Salesforce workflows³
enhanced employee satisfaction³
increased customer satisfaction³
Takeaway
“Internal cultural transformation is vital. Organizational culture — just like CX — can be revolutionized through design-led, agile ways of working.”
— Billy Seabrook, Global Chief Design Officer, IBM iX
Next steps
Footnotes
¹ CEO Study: Own your impact, IBM Institute for Business Value, May 2022.
² A Forrester Consulting Thought Leadership Paper commissioned by IBM, June 2022.
³ The State of Salesforce, a report commissioned by IBM, October 2020.