Mobilizing to win – are you ready?

The experience revolution

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Executive overview

Authors: Carolyn Heller Baird

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, Global Research Leader for Customer Experience and Design, IBM Institute for Business Value,
Amanda Gosling

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, IBM iX Global Partner - Leader Digital Strategy, UKI

About the authors This second report in the series looks at how organizations are mobilizing to transform their CX. In today’s digital world, companies can maintain an intimate relationship with their customers and continually enhance experiences in ways that are affordable and immediate. We reveal how organizations approach CX ownership, strategy, cross-functional collaboration, use of data, use of Experience Design methods and customer feedback to enhance and measure CX. We also uncover the capability gaps that challenge some companies and provide a set of recommendations organizations can adopt to accelerate a CX-centric approach that is applicable today and can scale into the future.


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