Future of Customer Experience

Strengthen customer loyalty
through empathy at scale

The Future of Customer Experience

In the Future of Customer Experience, organizations must provide an empathetic relationship between customers and brands built on what the customer wants and how they want to be treated through the lens of technology. Brands need to engage with customers in a contextual manner based on awareness, engagement, learning, and measurement.

We are in the "age of experiences" and leading organizations are using customer experience (CX) as the tip of the spear to retain and win new ground with the future digital-first customer. To deliver empathy at scale, organizations must develop capabilities beyond traditional aspects of surveys or feedback to be able to detect and measure the emotional dimensions of customer sentiment.

Elevating Contextualization for Hyper-Personalized Experiences

Organizations will increasingly use data and employ technologies to facilitate contextual awareness, frictionless engagement, active learning, and sentiment measurement.

IDC's Future of Customer Experience framework provides a model for understanding how relationships between customers and businesses will be built on cognitive empathy, requiring CX leaders to make strategic decisions that emphasize experiences, trust and satisfaction.

Conversations

Dialogs between customers and both human and digital agents should ensure there is a clear exchange of information, knowledge, and understanding.

Journeys

Customers want a clear pathway from interest to purchase - no matter the channel.

Experience

Brands must understand and apply context as a component of contextualized physical and digital interactions.

Satisfaction

Satisfaction is about how a customer feels about individual and cumulative experiences with the business, essentially the outcomes that result from journeys, experiences, and conversations.

Organizations will use data and employ technologies that facilitate contextual awareness, frictionless engagement, active learning, and sentiment measurement. Data and technology are the prisms through which engagement takes place:

Frictionless Engagement

Technologies that correspond to a meaningful journey and strive to provide a consistent and seamless engagement not only include different channels, such as websites and mobile apps, but also technologies that support an exchange of value, such as mobile commerce applications.

Active Learning

The technologies that support learning about the customer include both general and customer intelligence analytics, data aggregation, manipulation, and management, AI, location technologies, and more.

Sentiment Measurement

In response to a brand's desire to continuously measure customer satisfaction, organizations can derive a lifetime value score using technologies, such as VoC, surveys, and real-time sentiment sensing through video analysis of facial expressions.

Contextual Awareness

Technologies and data are used to deliver real-time contextual awareness about the customer at the moment of interaction. Listening to responses from every action in the customer journey is critical.

Resources

Learn more about IDC’s Future of Customer Experience research

Why Content is Crucial in the Customer Experience

 about Why Content is Crucial in the Customer Experience Read Whitepaper

Use Active Learning for More Intelligent Customer Engagement

 about Use Active Learning for More Intelligent Customer Engagement Read eBook

Delivering Frictionless Engagement with Dynamic and Adaptable Customer Journeys

 about Delivering Frictionless Engagement with Dynamic and Adaptable Customer Journeys Download eBook

Video: Learn how IDC can help you navigate the Future of Customer Experience.

IDC Future of Customer Experience Awards

 about IDC Future of Customer Experience Awards Learn More

Research Programs and Custom Solutions

Future of Customer Experience: Research Programs

IDC’s Future of Customer Experience Agenda offers thought leadership and advice on key challenges organizations face when identifying and addressing customer experience requirements for the digital enterprise.


Future of Customer Experience Core Research programs provide business leaders with the insights and guidance needed to align technology investments with business strategy. Core Research programs include:


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Future of Customer Experience: Custom Solutions

IDC’s Future of Customer Experience research and custom offerings help you position your solutions to solve today’s complex customer challenges.


  • Custom Analytics – Identify opportunities to address customer requirements and challenges by segmenting the market using IDC’s Future of Digital Infrastructure framework
  • Thought Leadership – Amplify your message and become a trusted Future of Digital Infrastructure advisor and solution provider.
  • Business Value – Demonstrate customer and business value of your IT solution.
  • Sales Enablement – Sell more effectively and identify new monetization opportunities in partner ecosystems.

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