IDC defines customer experience as a customer’s perception and emotional response to the sum of the interactions and engagement with an enterprise. An enterprise can use several elements to influence Customer Experience: Customer Experience Processes, Internal Processes that support Customer Experience Processes, Customer Success and Loyalty strategies, Deepening Customer Understanding through Customer Intelligence and Voice of Customer techniques, Product / Service Experiences, Organizational Culture and Structure.

Customer experience responsibility now stretches over several business functions, and not just marketing or sales. Learn more about the customer experience market and explore IDC’s European Customer Experience Management Strategies research and see why this area is such a critical component of the Future Enterprise.

• Industry markets covered include retail, financial, manufacturing, technology, telecommunications, health, government, energy
• Smart personalization, emotional engagement, customer adventures
• Customer data management including CDPs, privacy and consent
• Customer analytics, customer journey management and AI
• Employee experience and enterprise collaboration
• Customer emotion, sentiment and Voice of Customer (VoC)
• Marketing, advertising, sales, ecommerce, customer services, and contact center solutions
• Customer success and loyalty
• Content management and digital asset management

• Best practice enterprise CX and customer success strategies
• CX technology platforms and services
• CX market maturity models and frameworks
• Industry sector CX applications and use case spending
• CX innovation strategies and design services
• Market sizing, forecasting and market shares
• Customer intelligence and Voice of Customer (VoC) strategies and frameworks

In addition to the insight provided in this service, IDC may conduct research on specific topics or emerging market segments via research offerings that require additional IDC funding and client investment.

1. What are the needs of the future customer and consumer?
2. How will enterprise adoption of smart personalization, emotional engagement, and customer adventures evolve?
3. Which emerging CX technologies, use cases and application areas are gaining the most market traction?
4. What are great examples of B2B customer success?
5. How are customer success and customer experience different?
6. How is customer success measured and what distinguishes a great customer success manager?
7. What defines a good Voice of Customer strategy and what does best practice VoC look like?
8. What are the shape and dynamics of the CX vendor competitive environment in Europe?
9. How can vendors deliver superior customer success and loyalty programs?
10. What are the relative market sizes of CX product categories in different European countries, and who are the key vendors?