This IDC PeerScape document addresses the main challenges that retailers are facing when approaching customers. It also suggests starting points for technology buyers to differentiate customer experience. Lessons learned from companies that are moving from one segment to a segment of one show the way seamless composition of customer services can leverage information, processes, and channels consistently. Artificial intelligence (AI) and machine learning (ML) foundations, unstructured data, IoT technologies, and new metrics enable retailers to track the dynamic customer journey evolution at speed and scale.
"Delivering customer experience personalization at scale is the strategic opportunity enabled by real-time, curated and contextual offerings," said Andrea Sangalli, associate research director, IDC Retail Insights Europe. "A key success factor is to activate a virtuous circle in which retailers are able to track and analyze customer-product-associate interaction at individual level, enriching individual customer journey maps by gathering accurate shoppers' behavioral data. Combining action and insights through a dynamic iterative process enables retailers to eliminate the paradox of choice delivering the most relevant product and service."