TECH SUPPLIER Apr 2021 - Market Perspective - Doc # EUR247586421

Positioning Software for CX Differentiation and Lasting Loyalty

By: Mark YatesResearch Manager, Digital Transformation and Customer Experience, Europe


With goods and services increasingly interchangeable in both the B2B and B2C spaces, enterprises will need to use customer experience principles and technologies to attract, acquire, and keep customers. This study uses data from the IDC European Software Survey released in November 2020 (n=763) to reveal how enterprises are establishing a foundational software layer for managing customer engagement and how that translates into market demand. It also presents data on the technology solutions enterprises use to differentiate themselves. It concludes with guidance on how technology suppliers should position their customer-related portfolios.

"In the first Karate Kid movie, Mr. Miyagi told Daniel to trust the quality of the karate he knows rather than the quantity. The same can be said of software that facilitates customer engagement. European enterprises are indeed investing in cutting edge tools. But they rank core applications related to marketing operations, data management and analysis, and security as central to their customer experience strategies. IT suppliers would be well served to incorporate that focus into their positioning." — Research Manager Mark Yates, IDC Europe



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