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Taking a design‑led, data‑driven approach to experience transformation

60% of CEOs leading the most financially successful organizations said that “delivering better customer experiences” is among their highest priorities in the next two to three years. But companies face many hurdles in their journey of experience transformation — from data governance to technological complexity to organizational misalignment. To compete and win in the experience era, companies need to make customer experience (CX) and employee experience (EX) strategic priorities and unite the organization to fully execute.

Create competitive advantage by delivering exceptional experiences

With people’s expectations continuing to evolve in the wake of the pandemic, companies are under increasing pressure to elevate customer and employee experience to create competitive advantage.

3x
Companies that prioritized customer experience as a formal business priority showed three times higher revenue growth over the past two years than those that didn’t.
Two women shop for jewelry in a well-lit, modern boutique that also sells stylish handbags.Two women shop for jewelry in a well-lit, modern boutique that also sells stylish handbags.
Takeaway
“Experience is becoming the future of business. Organizations that meet this challenge are more likely to be leaders in the marketplace. In both tangible and intangible ways, delivering exceptional CX and EX sets businesses apart.”

— Matt Candy, Global Managing Partner, IBM iX

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.

Modified pie chart illustrating the growth rate premium seen by businesses that prioritize design.
82% of businesses that prioritize design see it as a revenue-generating capability. These leaders see a revenue growth rate premium of 175% compared to others.
A young man and woman in a design workshop gesture toward a board covered in sticky notes.
Modified pie chart illustrating the growth rate premium seen by businesses that prioritize design.
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 personalization: Using data and AI

55%
of firms say technology limitations inhibit their ability to execute on personalization strategies.
A pair of young technologists discuss information on a laptop. A large screen to their right displays a cascade of data.A pair of young technologists discuss information on a laptop. A large screen to their right displays a cascade of data.

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

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.

Modified pie chart illustrates the struggles with business units’ differing platform requirements and data silos.
56% of organizations struggle with business units’ different platform requirements, and 49% with siloed data sources and lack of sharing and transparency.
The back of a server rack crisscrossed by thick bunches of red, blue, and green cables.
Modified pie chart illustrates the struggles with business units’ differing platform requirements and data silos.
Takeaway
Addressing technical complexity — investing in cloud-based platforms — enables more agile CX innovation.

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.

Bar chart shows the array of benefits derived from using intelligent workflows.
Companies using intelligent workflows in Salesforce increased business productivity by 76%, customer satisfaction by 86% and employee satisfaction by 83%.
A man at a sleek, modern desk video-chats on a desktop computer with a smiling woman.
Bar chart shows the array of benefits derived from using intelligent workflows.
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