IBM 2017 Customer Experience Index (CEI) Study

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

Download PDF Report

Download PDF report



Executive overview

Authors: Karl Haller

Connect with author:


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

Connect with author:


, Global Retail Leader

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 coming AI revolution in retail and consumer products

Brands and retailers are already adopting AI-powered intelligent automation at a breathtaking pace – and that process is about to accelerate.

Rethink, reimagine and reinvent the retail store

Consumers are changing how they shop and engage, leading the retail industry to its biggest transformation in 50 years.

What do Gen Z shoppers really want?

Gen Z shoppers expect seamless, technology-driven retail experiences based on their preferences.

Leading from the front

To compete, retailers will redefine value chains within ecosystems, and use both new technologies and data harvested from the IoT.