Future of Customer Experience

Strengthen customer loyalty
through empathy at scale

In the Future of Customer Experience, the relationship between customers and businesses will be built on cognitive empathy – requiring business leaders to make strategic decisions that emphasize experiences, journeys, trust and satisfaction. By using data and employing technologies that address requirements for contextual awareness, frictionless engagement, active learning, and sentiment measurement, organizations will be better able to customize – and personalize – experiences.

Inside the Future of Customer Experience

IDC’s framework has three layers – the customer at the center, the data and technology interface or lens, and the business outcomes from the engagement.


Customers want human conversations, clear journeys across multiple channels, and contextual experiences that lead to satisfaction.

Source: The Future of Customer Experience: Defined (IDC # US46159920)
Data and the Prism of Technology

Data is critical to customer engagement. It provides insight about the brand, the customer, and the interaction, while providing the context for delivering appropriate experiences and solutions. And, while data is at the heart of a digital experience, technology is what enables the analysis and delivery.

Business Outcomes

Business outcomes are mapped to the technologies and the customer expectations to demonstrate that there is a flexible alignment between the customer journey and business outcomes.

Research Programs and Custom Solutions

Future of Customer Experience Research Programs

Future of Customer Experience drives the research agenda for many IDC research programs. Key topics include:

  • Customer Experience (CX)
  • Customer Experience Management (CEM/CXM)
  • Empathy at Scale
  • Digital Marketing, Sales, and Customer Support
  • AI, Geo-targeting, and IoT
  • Identity and Cybersecurity Technology
  • Wearables, AR/VR and Facial Recognition Technology

Click here to see the full list of Future of Customer Experience research programs
Custom Solutions for Future of Customer Experience

From industry InfoBriefs and White Papers to webcasts and other virtual events, IDC works with you to develop custom content backed by our research and analysis expertise. IDC can help you with:

  • Buyer Behavior – Identify the needs of business and consumer technology decision makers and increase your market share through stronger opportunity identification, informed product development and targeted messaging.
  • Business Value – Provide financial justification for your technology solutions, focusing on how they improve customer experiences.
  • Content Marketing Services – Develop compelling content, messaging, and campaigns that engage and move your customers along the buying cycle.

Contact Us to Learn More about the Future of Customer Experience

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