Customer experience (CX) transformation is accelerating, driven by changes in consumer and business behavior and expectations. Transformation is now a continuous requirement as businesses and public bodies deploy new technologies and work patterns to reinvent themselves as agile, fluid, and proactive organizations. The goal is to anticipate and even create customers' and citizens' needs, and not just react to them.
Organizations must now deliver great experiences as “table stakes” for not only consumers/citizens and trading partners but increasingly also employees. They must drive contextualized, tech-enabled "empathy at scale" that delivers better experiences for customers, citizens, and employees — while delivering on brand promises and driving sustainable outcomes for organizations.
CX service providers help CMOs and CIOs understand how next-generation technologies and more agile and customer-centric ways of working will help them compete better across the entire marketing and customer experience life cycle.
IDC's Customer Experience Services research analyzes the imperatives that drive adoption of CX-related technologies. It offers insight and advice to help corporate executives envision, validate, mobilize, and execute CX strategies, and it provides market-opportunity advice to professional services firms and digital agencies in the CX and marketing space.