Discover the virtual enterprise

The ability to apply AI, automation, blockchain, IoT, 5G, cloud and quantum computing at scale has made the promise of cognitive enterprises real. Discover the emerging virtual enterprise that is bringing ecosystem partners together.

Overview of customer experience consulting

Reinvent your business from the inside out. Bring digital strategy, data and analytics, experience design, and platform implementation expertise to your customer experience strategy.

IBM iX® combines end-to-end business strategy with customer insights and experience design to help you establish the digital experience, employee experience and user experience that leads to total customer experience transformation.


CRM and CX leadership

IBM has been named a Leader in 2021 Gartner Magic Quadrant for CRM and Customer Experience Implementation Services.

Using platforms to empower

“IBM evidences a substantial focus on leveraging platforms — for example, Adobe and Salesforce — with AI, data, analytics, assets and accelerators in order to deliver something of value other than just achieving technical system changes.”

Source: Gartner, May 2021

Gartner magic quadrant

Magic Quadrant for CRM and Customer Experience Implementation Services


End-to-end customer experience capabilities

From sales, to marketing and e-commerce, through customer service, IBM iX provides consulting services that deliver business transformation. 

Unlock data across platforms

Leverage artificial intelligence, data analytics, IBM Watson® and other innovative technologies to deliver data-driven customer experiences.

With speed — at scale

Together, we imagine the experiences of the future and co-create customer and employee experiences that instill trust — from discovery to purchase and beyond.


Customer experience consulting services

Customer experience strategy and design

Design human-centered experiences powered by data and technology. Our comprehensive experience strategy syncs your brand purpose and human insights with the right technologies to enable the enterprise.

E-commerce experience

Engage across the full lifecycle of the customer relationship. Accelerate your transformation with business strategy and consulting.

Mobile experience and app development

Uncover customer insights and create intelligent workflows by adding data science and analytics methodologies to customer experience management.

Salesforce services

Unite your business around customer experience using Salesforce. We connect Salesforce’s customer-focused clouds with IBM’s industry-focused approach to seamlessly integrate data and unlock insights with AI and co-create innovation at scale.

Adobe services

Create, manage and optimize customer experiences that scale. Allow us to systematically review your current technology stack, evaluate your experience vision against platform capabilities and deliver a comprehensive reference architecture.

SAP CX services

We help businesses adopt a proven methodology to achieve omnichannel excellence. IBM is a leading partner for SAP, combining our leadership in experience design, industry expertise, commerce and SAP to deliver end-to-end solutions. 

Customer experience case studies


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.


CaixaBank consolidated customer service onto one platform providing employees with a solution to offer better service.

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.


Measuring the impact of contact center transformation

This study from Forrester Consulting, commissioned by IBM, describes the Total Economic Impact™ that businesses can expect.

The State of Salesforce: special edition

Explore how the best companies use Salesforce to adapt, pivot and design more resilient businesses in response to COVID-19.

Personalization demystified

IBM commissioned Forrester Consulting to evaluate personalization strategies and consumers’ perceptions of personalization in action.

Related solutions

Co-create with IBM Garage

Ideate, build, measure, iterate and scale solutions seamlessly with our end-to-end framework of design thinking, agile and DevOps practices. Achieve speed-to-value and adopt breakthrough technologies through the partnership created with your team and a diverse set of IBM experts in business, design and technology.