TECH BUYER Jan 2021 - IDC Perspective - Doc # CA47050021

Data in Action in the Canadian Marketplace: From Better Customers to Better Companies

By: Mark Schrutt, Jason BremnerResearch Vice President, Industry and Business Solutions

Abstract

This IDC Perspective discusses how data is working in Canadian marketplace. Customers are up for grabs. Industries are quickly realizing the value of customer engagement as competitive differentiation. There is a big difference from aspiring to great customer experience in shareholder presentations and marketing material and actually becoming a customer-focused business.

This document discusses what comes after building better customers. Once businesses disrupt an existing market, scale, and then suddenly become commonplace, they become the targets. Before they become irrelevant, they ask themselves "what's the next big thing?" and reinvent themselves around this answer.

"Building a better company may take different skills and behaviour that revolve around leadership and culture," says Mark Schrutt, strategic advisor, Innovation and Public Sector Research at IDC.


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