TECH BUYER May 2022 - IDC Perspective - Doc # US49122522

Customer Experience: Removing Friction to Enable the Conversation — Agent and Customer Authentication

By:

Mary Wardley
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Abstract

This IDC Perspective looks at the future of customer experience from a specific lens of technology — that of authentication to help managers focus on removing the friction that impedes customer conversations.

"Ensuring that the agent and/or the customer is who they say they are quickly and accurately has the potential to remove seconds off the interaction time as well as to remove an awkward and inherently negative start to an interaction," said Mary Wardley, program vice president, Customer Care and CRM at IDC. "Neither the organization nor the customer wants to start a conversation that implicitly communicates, 'I don't believe you are who you say you are.' Yet that is exactly how a majority of customer/brand interactions begin."


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