Abstract

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

According to Alan Webber, program vice president, Customer Experience Applications at IDC, "COVID-19 caused significant shifts is almost everything, including how companies and customers interact, engage, and transact. The key finding is that so many companies spoke about how far along they were in the digital transformation, but this didn't include digitally transforming how to engage customers and consumers. When the pandemic forced their hand, it became obvious that they might have digitally transformed their ERP system or components of their procurement system but had not done the hard work to be able to really engage digitally with customers. Of course, technology will be the cornerstone of any efforts, and brands try to reestablish relationships with customers and consumers in a new version of the physical and digital world."


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