This IDC Market Perspective is the second document in a two-part series focusing on the future of customer and consumer, with the first being a focus on the enterprise and this one focused on the consumer at the center of it all. IDC has created a model for a brand to follow so it can successfully build empathy at scale. This will be a requirement to be successful with today's consumers, who expect more from the companies they do business with than a simple exchange of goods and services.

"To find true success with today's consumers, brands must focus their attention on building trust, focus on competence, showcase integrity, and emphasize empathy," said Tom Mainelli, group vice president, Consumer and Device Research, IDC. "Doing this requires a plan and a deep understanding of how a brand can use technology to build empathy at scale to create lifetime customers."



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