TECH BUYER Oct 2021 - IDC Perspective - Doc # US47439521

The Future of Customers and Consumers: A Framework to Design and Deliver Customer Sentiment Measurement

By: Sudhir RajagopalResearch Director, Future of Customers and Consumers, David MyhrerResearch Vice President

Abstract

This IDC Perspective presents a framework for customer sentiment measurement that serves as a reference for how enterprises can understand and measure customer sentiment in a more holistic manner. In addition to core elements and key drivers that impact customer sentiment, the document also provides a suggested path to adoption of sentiment measurement technologies and operationalizing a sustainable sentiment measurement program across the enterprise.

"In the race to differentiate, enterprises are now competing on the emotional dimension of customer experience, which necessitates a contextually and empathetically relevant response in accordance with their customers' sentiment during every interaction," says Sudhir Rajagopal, research director, Future of Customers and Consumers, IDC. "Innovative sentiment measurement technologies combined with a sustainable cross-enterprise sentiment measurement program will put enterprises on the path to gaining mutual trust with future customers."


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