Future of Customers and Consumers
Strengthen customer loyalty
through empathy at scale
In the Future of Customers and Consumers, 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 Customers and Consumers
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.
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 are mapped to the technologies and the customer expectations to demonstrate that there is a flexible alignment between the customer journey and business outcomes.