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Aug 2016 - Industry Developments and Models - Doc # US41688816

The Customer Experience OS: The Central Nervous System of the Customer-Centric Enterprise

By: Gerry MurrayResearch Director, Marketing and Sales Technology, Maureen FlemingProgram Vice President, Integration and Process Automation

Abstract

This IDC study explains the architecture of new customer experience orchestration services (CX-OS) needed to coordinate all customer-related functions in large enterprises.

"Customer experience orchestration services will be essential to the success of customer-centric digital transformation initiatives," according to Gerry Murray, research analyst with IDC's CMO Advisory and Customer Experience: Sales and Marketing Technology services. "Companies that create low-latency connectivity between customer interactions across the enterprise will be far more effective at providing a seamless customer experience. It will be obvious which brands have CX-OS and which do not — in a world of lowering switching costs, that will either be a big advantage or a glaring weakness."


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