IBM is making headlines with a controversial new policy that stops short of forcing employees back to corporate offices—but still significantly limits remote work. Instead of the typical “return to office” mandate, the tech giant is rolling out a “return to customer” initiative, according to a memo reported by The Register.
Under the new policy, U.S. sales employees must now spend at least three days per week onsite with customers—either at customer offices or designated sales centers. This move affects those tied to IBM’s US Enterprise, Horizon, and Strategic client sites.
Key Points:
- Employees more than 50 miles from their assigned office are expected to relocate, with IBM offering relocation support.
- Digital sales staff currently in Dallas will be transferred to Austin by 2026.
- This initiative does not apply to workers serving Canada, Latin America, federal markets, or a few other specific units.
- IBM also recently told U.S. cloud employees to report to “strategic” locations three days a week, with deadlines of July 1 to comply, and October 1 for relocations.
The move has sparked criticism, with some employees viewing it as a disguised layoff strategy, disproportionately affecting older or long-tenured workers who may be less willing to relocate. This comes amid reports that IBM plans to lay off 9,000 U.S. employees in 2025 while expanding hiring in India.
A broader trend is also working against IBM’s approach. A recent Atlas Van Lines survey found that 58% of companies experienced employees declining relocation offers, citing family obligations, housing concerns, and difficulty selling their current homes.
IBM’s shift reflects a growing corporate tension: how to balance post-pandemic flexibility with demands for in-person engagement. Whether “return to customer” proves more successful—or more disruptive—than traditional office mandates remains to be seen.
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