Driving Customer Experience At IBM With CMO Michelle Peluso

How does a 100-year-old company continually reinvent itself to change how the world works? IBM's current success is built around its historic roots and the customer-first culture that has existed from the beginning. For CMO Michelle Peluso, that means standing on the backs of giants while also looking towards the future. The goal of IBM's customer experience is to create more one-to-one interactions and move away from mass marketing and experiences. Peluso says the most important thing is seamlessness.