Abstract

This IDC Perspective introduces IDC's Hierarchy of Customer Expectations, which illustrates key aspects of the commercial relationship from the customer's point of view. These expectations place specific demands on the marketing organization and infrastructure. Most of all, they demand a customer-centric approach to all facets of running a business.

"IDC's Hierarchy of Customer Expectations presents a progressively valuable set of services brands can use to differentiate themselves in the hearts and minds of their customers," said Gerry Murray, research director of IDC's Marketing and Sales research service. "The global awakening about data ownership and consent will be an increasingly important factor in brand preference. Brands must rise above the baseline of compliance and embrace the idea that how they treat their customer data is how they treat their customers. By doing so, they will create more loyal, long-lasting, and profitable relationships than those that don't."

Coverage