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This document provides top-level strategic guidance for IT suppliers aiming to crack the customer experience (CX) market in Europe. In February 2020, members of the European IDC Customer Experience practice met in London for a full-day summit. Working in squads and sprints, we defined the CX IT environment in Europe, identified core factors impacting the market, and finalized an essential strategic framework for IT suppliers. We tapped the collective knowledge of the analysts and consultants to categorize the CX maturity levels and challenges of nine key European verticals.

"A single CX toolset may be flexible enough to meet the varied demands of different industries at different CX maturity levels. But when it comes to positioning, one size does not fit all. Personalization is crucial. Industry, CX maturity levels, the goals of individual enterprises, and preferred ways of working with partners must all be woven into individualized value propositions." — Research Manager Mark Yates, IDC Europe


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