This IDC study provides IDC's future enterprise use cases for the future of customer and consumer as it seeks to support business strategy and success. This taxonomy is organized to mime strategic priorities that serve to define how line-of-business and IT organizations around the globe should structure their customer engagement transformation efforts over the next three to five years. This study also provides a guide to the ever-changing customer engagement journey as brands work to align themselves with their customers during an especially turbulent time.

"Even before COVID-19, customers were digitally transforming. But the pandemic has accelerated to move to digital and completely reimagined the engagement landscape between brand and customer. The best companies are innovating with and employing digital technologies to both differentiate themselves from their competitors and stay on par with where their customers are," said Alan Webber, program vice president for Customer Experience at IDC. "The digital transformation of a brand leading to a differentiated experience in a more digital world must start with an understanding of the misalignment between the brand and the digital journey the customer is on, and how this can be addressed through technology aligned between what the customer wants and business processes that support a customer-centric strategy."



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