This IDC study describes the IDC MaturityScape for the future of customer (FOC). IDC developed a FOC maturity model to help brands assess their current digital customer experience delivery capabilities and formulate a plan for achieving the level of FOC delivery maturity that aligns with their organizational objectives. This study will be followed by the IDC MaturityScape Benchmark for the future of customers. That research will provide a quantified assessment of the current state of digital transformation (DX) delivery maturity based on end-user survey data.
"Experience is outpacing the actual product or service as the key decision criteria when customers decide who they are going to purchase from. The future of customer requires organizations to be both resilient and agile in their interactions and engagement with customers," said Alan Webber, vice president for Customer Experience Management at IDC. "To differentiate themselves in a crowded market, brands must move beyond just saying they're customer centric to employing a customer experience management (CXM) effort that reaches across strategies, business processes, technology, and culture to the point the brand is able to provide empathy at scale."
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