Intelligent customer transformation

We put customer experience at the center of your business. With deep expertise in experience strategy and design, data and analytics and platform consulting and implementation harnessing best-in-class solutions, we help you drive transformation across the customer lifecycle, spanning product, marketing, commerce, sales and service.




Organizations that invest in Digital Experience report three times higher revenue growth for the last two fiscal years (3.6%) compared to other organizations in our survey (1.2%).


of CEOs leading the most financially successful organizations say that “delivering better customer experiences” are among their highest priorities in the next 2 to 3 years.”

Customer experience consulting services

Customer experience strategy and design

IBM iX takes a human-centered, outcomes-led approach to defining your digital strategy and delivering exceptional customer experiences to build your business, by design.

Intelligent commerce orchestration

Deliver a transformational commerce experience by harnessing the power of data, AI and automation to create competitive advantage and drive growth.

Marketing transformation

Modernize your marketing operations to enable personalized experiences that drive growth and loyalty.

Service transformation

Deliver a better experience for agents and customers while reducing costs.

Customer experience case studies

Boots UK

IBM partnered with Boots UK on its e-commerce transformation, increasing digital orders by 42% and growing revenue by 115% over two years. 


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


Audi UK puts innovation in the driver’s seat and brings smarter experiences to customers.

Customer experience industry applications

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.