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TECH SUPPLIER Aug 2019 - IDC Survey Spotlight - Doc # EUR145460519

How are Retailers Changing Their Approaches to Customer Experience in the Age of Commerce Everywhere?

By: Ornella UrsoResearch Analyst, Andrea SangalliResearch Director


This IDC Survey Spotlight provides an overview on the evolution of the customer journey model in the past three years. The results, coming from IDC's 2019 Global Retail Innovation Survey, offer a specific focus on customer experience (CX) personalization. This study compares trends on the global market retail maturity level on customer experience between 2017, 2018, and 2019, and focuses on existing differences across retail segments and countries. It highlights a general tendency among companies to focus more on a real-time contextual customer journey approach by leveraging artificial intelligence (AI) for delivering and improving CX personalization at scale.


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