IBM 2017 Customer Experience Index (CEI) Study

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

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Executive overview

Authors: Karl Haller

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

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, 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.

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