European Customer Experience Management Strategies

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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; explore IDC’s European Customer Experience Management Strategies research and see why this area is such a critical component of the Future Enterprise.


Markets and Subjects Analyzed

  • 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

Core Research

  • 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.


Key Questions Answered

  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?

Companies Covered

Accenture plc, Acquia, Inc., Adobe Systems Inc., Amazon Web Services Inc., Aprimo LLC, Atos SE, Aurea Software, Inc., Avaya Inc., BT Group plc, Capgemini Services SAS, Cisco Systems Inc., Clarabridge Inc., Cognizant Technology Solutions Corporation, Confirmit AS, Deloitte LLP, Enghouse Interactive Inc., Episerver Group AB, Gainsight Inc., Genesys Logic Inc., Google LLC, HCL Technologies Limited, HubSpot Inc., IBM, Infor Inc., Liferay Inc., LivePerson Inc., MaritzCX LLC, McKinsey & Company, Medallia Inc., Microsoft Corporation, NICE Ltd., NTT, Nuance Communications, Inc., OpenText Corporation, Oracle Corporation, Pega A.S., Qualtrics, LLC, Red Hat, Inc., SAP SE, SAS Institute Inc., SDL plc, Salesforce.com, Inc., Sapient Corporation, ServiceNow, Inc., Sitecore Corporation A/S, SmartFocus S.A., Tata Consultancy Services Limited, Thunderhead Ltd., Twilio, Inc., Veeva Systems Inc., Verint Systems Inc., WPP plc, Wipro Limited, Zendesk Inc., eGain Communications Corp.


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Meet the Experts
Gerry Brown

CX Research Director, European Software Group

Van Valdez

Associate Research Director, CX, IDC Europe