IBM 2017 Customer Experience Index (CEI) Study

Customer expectations outstrip brands’ capabilities to deliver the optimal shopping experience

Download PDF Report

Download PDF report

You might also like:


AI-driven synergy for consumer products and retail supply chains

Read Next


Executive overview

Authors: Simon Glass

Connect with author:


, Global Retail Leader,
Karl Haller

Connect with author:


, Global Leader, Consumer Center of Competence, IBM Global Business Services

Retailers on the defensive The IBM 2017 Customer Experience Index (CEI) Study found that brands need to work harder to meet consumer expectations. To avoid being marginalized to commodity status or, worse, disappearing from the landscape altogether, brands must adapt to and capitalize on disruptive forces impacting the consumer industry. Specifically, they should focus on meeting consumers where and how they want to engage, adapting business models to limit the disruptive impact of new market players, and embracing technology that enables experience innovation. Leading brands will move beyond a “fast follower” mentality to survive in today’s “lead or lag” world.


How can IBM help you?

Solutions that help you rethink the role of the stores, reinvent the supply chain and engage with consumers at every touchpoint

Build a smarter business with IBM Services


Related reports
The pervasive challenge faced by consumer products manufacturers and retailers alike is how to plan and execute as an end-to-end supply chain.
Brands and retailers are already adopting AI-powered intelligent automation at a breathtaking pace – and that process is about to accelerate.
Consumers are changing how they shop and engage, leading the retail industry to its biggest transformation in 50 years.
Almost three-fourths of Retail CxOs expect to emphasize customer experiences more than products over the next few years.