Use of Customer Feedback for Planning and Design

Use of Customer Feedback for Planning and Design

Proof Point

Reinventors more likely to integrate customer feedback into planning and design than practitioners and aspirationals, according to IBM’s global C-suite survey

Use of Customer Feedback for Planning and Design

2018 (percentage of respondents)

Note: Data based on IBM Institute for Business Value’s global C-suite survey of 12,854 C-level executives from 112 countries. Reinventors are companies leading in digital transformation, Practitioners are enterprises in middle of adopting digital technologies, while Aspirationals are those in early stage of digital transformation

Proof Point Findings

  • Feedback-Driven Reinventors – 68% of reinventors or digital leaders integrate customer feedback to planning and design
  • Late Adopters – Only 32% of aspirationals use customer input to inform product development strategy
  • Key Growth Drivers – Include intensifying competitive landscape, increasing consumer demand for personalized products and services, and rapidly-evolving customer needs and behavior

Market Disruption

Business Model and Practices

Business Model
and Practices




Date Last Updated

August 9, 2018

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