News

IBM study finds current in-store and digital experiences fail to improve customer experience

May 11, 2017

An IBM study reveals current digital experiences in stores fail to improve customer experience. IBM surveyed 507 brands in 25 countries and found that the average Customer Experience Index was only 33 out of 100, according to a press release.

The study found that 88 percent of brands do not have the ability to acknowledge customers that walk in the stores. Also, 71 percent of brands only offer generic marketing messages rather than customized or personalized messages. Also, a majority of brands do not allow customers to choose their own rewards for loyalty programs.

IBM offered a variety of suggestions to improve customer experience, including:

• Use cloud technology to access customer data.
• Design the digital experience to meet the needs of the omnichannel consumer. Mobile can help integrate experiences across channels.
• Use augmented reality, digital signage and in-store location based services.
• Use cognitive computing to offer personalized experiences.