TECH SUPPLIER Mar 2020 - Conference Proceeding: Tech Supplier - Doc # DR2020_T3_KS

Market Opportunity Beyond Products: Earning Customer Trust

By: Kathleen Schaub


These event proceedings were presented at IDC Directions in March 2020.

As superior product and services become table stakes for customer experience, buyers increasingly rely on factors such as transparency, personalization, and community support to determine who to invest with. In IDC's 2019 IT Buyer Experience Survey, 88% of tech buyers say that a company's reputation for contributing to social causes will impact their future buying decisions. This presentation will discuss how tech companies can support brands both through technology and signaling their commitment to an expanding array of stakeholders and customers as they move to meet a broader set of customer requirements and the market opportunity for technology firms that do.



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