Abstract

This IDC Market Perspective assesses and evaluates the future of the enterprise customer and is more than an academic exercise. Such is the pace of technology innovation, that those that wait until the future customer state arrives will be already well behind forward-looking competitors, and will be at a severe, if not terminal, competitive disadvantage. Strategic planners need to combine insights from operational data streams with future-based scenarios to advise their top management teams of potential strategy options and the customer scope to create new revenue streams.

"The accuracy with which vendors envision the future customer, and act on those insights will be critical" said Gerry Brown, IDC's European CX Director. "Future success will depend on deep understanding into customer expectations, technology requirements, and desired business outcomes when formulating strategic imperatives. The IDC Future of Customer and Consumer can assist in this regard."

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