Asia/Pacific: Future of Customer Experience service provides thought leadership, data, and guidance on key challenges that technology providers and brands are facing when it comes to the dynamic engagement and interaction paradigm between brands and customers taking place through a lens of technology. This program aims to explore how digital technologies are changing the base nature of the interaction, the role customer data in motion within the enterprise and across the ecosystem plays in defining the experience, and how brands must evolve in their business models, business processes, and the channels they use to maintain parity with their customers.

In today's digital-first world, customers have made the experience they receive from a brand a crucial aspect of any engagement or customer journey. To thrive in today's marketplace, brands will be competing for customers and their loyalty based on the strength of their empathetic relationships. To this end, they must become what IDC terms empathetic enterprises and deliver empathy at scale — developing deep relationships with customers at scale by understanding any situation from their point of view and acting accordingly.

• Customer digitalization — how, why, and when customers and consumers adopt technologies in a transformative way
• Taxonomy and use cases for customer experience technologies
• Growth and proliferation of customer experience driven by digital technologies, online behavior, and tech-enabled consumption
• Impact of new and emerging trends (e.g., the metaverse)
• Impact on traditional players across industries like retail, travel, media, and telecommunications
• Opportunities and threats for technology buyers and vendors — driven by emerging sales, marketing, and commerce trends in device-based commerce, immersive media, experiential shopping, and consumer behaviors
• Vendor profiling and assessments (IDC MarketScapes)

• Asia/Pacific Market Analysis Perspective: Future of Customer Experience
• Asia/Pacific Customer Data Platforms (CDPs) MarketScape
• CX Technology Buyer Strategies and Plans (Survey Based)
• CX Case Studies, Best Practices, and Buyer Conversations
• Key Elements of Customer Empathy and Drivers and Technology Enablers
• Digitally Enabled Conversations, Interactions, and Engagements
• The Shift to Digital-First Engagements and Customer Journeys
• Data-Driven Customer Experiences, Customer Context, and Customer Intelligence
• Insights-Driven Customer Satisfaction, Sentiments, and Trust
• IDC FutureScape: Worldwide Future of Customer Experience Predictions — APEJ Implications

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. How is digitalization driving change to customer expectations, preferences, and buying behavior?
2. What is customer empathy, and why does it matter?
3. How can technology suppliers better serve organizations today across industries and countries?
4. How mature are Asia/Pacific organizations in their CX journeys?
5. Which technology priorities do they have, and what are the challenges they are facing?
6. What are the new and emerging technologies that enable organizations to deliver empathy at scale?
7. Which organizations are providing empathy at scale, and how are they doing it?