TECH SUPPLIER Mar 2019 - Conference Proceeding: Tech Supplier - Doc # DR2019_T7_KS
Marketing Success Depends on an Integrated Customer Experience
These event proceedings were presented at the IDC Directions conferences in Santa Clara and Boston in March 2019.
According to IDC's IT Buyer Experience Survey, 93% of technology buyers say that customer experience (CX) will have a greater influence over their future purchase decisions — with 63% saying it will be a significant factor. Both new customer acquisition and customer loyalty increasingly depend on a company's ability to offer a quality CX. To increase revenue, companies must get out of their own way. Frictionless experiences depend on cross-functional integration — from customer touch points through the organization's structure to the supporting technology and data infrastructure. IDC's Kathleen Schaub shares insights into the future of the CX-ready company. Customer experience is a mindset, not a department. It goes beyond linking functional silos to developing innovative processes, roles, and structures — none of which can be successful without technology. Which executives will have the most significant roles in this future? What collaborative, technology-infused business functions are becoming the new "must-haves"? What will be the impact of innovation accelerators such as artificial intelligence on the integrated organization? Answers to these questions and more are explored.
Analytic applications, Cognitive/artificial intelligence, Collaborative applications, Content management, Customer relationship management applications, Governance, risk and compliance infrastructure, Market intelligence, Marketing operations, Sales enablement, Security management, Social networking