68% of C-suite executives expect organizations to emphasize customer experience over products.

The IBM Institute for Business Value, in cooperation with Oxford Econonomics, interviewed 12,854 C-suite executives from 112 countries and across 20 industries. In 2,047 face-to-face meetings and 10,807 live phone interviews, both quantitative and qualitative responses were collected. The analytical basis for this report uses 12,315 valid responses from the total data sample collected. Respondents in our study were a balanced mix of six C-suite roles: CEOs, DFOs, CHROs, CIOs, CMOs, and COOs.