target audience: TECH BUYER  Publication date: Oct 2020 - Document type: IDC FutureScape - Doc  Document number: # US46909620

IDC FutureScape: Worldwide Future of Customer and Consumer 2021 Predictions


  • Alan Webber Loading
  • Gerry Brown
  • Marc DeCastro Loading
  • Leslie Hand Loading
  • Daniel-Zoe Jimenez Loading
  • Tom Mainelli Loading
  • David Myhrer


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This IDC study explores the impact that technology will have on customer experience and the future of engagement and empathy between brand and customer.

According to Alan Webber, program vice president, Customer Experience Applications at IDC, "The customer experience, like every space, is being significantly impacted by COVID-19, rewriting rules about how to engage with customers and changing the conversation between the brand and customer. We see new technologies such as AI becoming extremely relevant. We see end customers adopting significant levels of technology to compensate for the technology used by brands. We see data and intelligence becoming the core of any customer experience. We see vendors trying to build out platforms while still maintaining the best of their technologies. The turmoil isn't over as brands try to bridge the physical and digital worlds. CMOs, CIOs, CFOs, and CEOs must understand and appreciate the technologies critical to build long-term immersive, empathetic relationships with their customers."


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