22 Nov 2022
IDC FutureScape: Top 10 Predictions for the Future of Customer Experience
NEEDHAM, Mass., November 22, 2022 – As we move beyond COVID-driven restrictions, IDC's Future of Customer Experience predictions for 2023 reflect how B2B and B2C businesses must confront a new set of macroeconomic challenges – inflation, global economic instability, and flattening customer growth – while still navigating new hybrid work and organizational leadership models. Customers are demanding greater value, more memorable and immersive experiences, and greater control over how they engage with enterprises, becoming equal stakeholders in the customer experience (CX) ecosystem.
Going forward, customer-centric business resilience will require enterprises to move beyond transactional-level experiences and tie business outcomes to relationship-based experiences that will be fulfilled by delivering customer value and trusted customer outcomes. Building and scaling these desired outcomes will require CX executives to leverage strong technology foundations comprising customer data, artificial intelligence and machine learning (AI/ML), and zero trust architectures.
These CX initiatives will usher in an era of new customer metrics, greater focus on quantifying customer and business value, and trusted communities where the customers' role will evolve into an active participant in the experience ecosystem, as both creators and consumers of experiences. With digital business models becoming a steppingstone to the future enterprise, the imperative to maintain the human element in the customer experience will assume even more importance.
"In a world of accelerated uncertainty, the next era of CX innovation will be led by those brands that improve value for the customer through empathy and delivering outcomes for customer success," said Sudhir Rajagopal, research director, Future of Customer Experience at IDC. "Thrivers will share and apply intelligence at the speed of customer engagement, create new customer engagement models and metrics for a digital business, and tap into the power of decentralization/Web3 to create equitable value parity in customer and business outcomes alike."
IDC's top 10 predictions for the Future of Customer Experience are:
Prediction 1: By 2027, one-fourth of global brands will abandon CSAT as a measure of customer experience and adopt a Customer Effort Score correlated to outcomes as a key indicator of journey satisfaction and success.
Prediction 2: By 2024, 50% of the G2000 will adopt customer data platforms (CDPs) as the enterprise customer data service for real-time customer interactions like a central nervous system, increasing CX metrics and revenue by 5%.
Prediction 3: To foster loyalty and a competitive edge, 64% of the G2000 will own online communities by 2027 and core IT application integrations will enable a new wave of collaboration and outcome-based insights.
Prediction 4: By 2026, 40% of the Global 2000 will incorporate employee experience (EX) initiatives into their core CX strategies to compete in CX, talent acquisition, and retention, but will struggle to measure EX+CX.
Prediction 5: Adopting Web3 technologies will drive 45% of global brands to create new immersive experiences, accessible content, and engaged communities and grow the CX creator economy into a $300 billion market by 2024.
Prediction 6: By 2026, 45% of the Global 2000 will use AI/ML to elevate context and nudge customers into unfamiliar and novel experiences that simultaneously improve sentiment metrics and brand upselling potential.
Prediction 7: By 2024, at least 30% of organizations will introduce new success metrics to track and measure the internal and external flows of customer value creation.
Prediction 8: By 2025, 50% of G2000 enterprise customers will primarily select their CX platform provider based on the efficacy of the vendor's customer success services.
Prediction 9: By 2024, 30% of organizations will be forced to expand data management and privacy measures to mitigate risks of data breaches caused by ecosystem partners costing $4.6 million per breach.
Prediction 10: By 2026, 40% of G2000 companies will build safe communities to foster interpersonal guardrails for future metaverse platforms — and collect first-party data.
IDC's Future of Customer Experience predictions are presented in full detail in the report, IDC FutureScape: Worldwide Future of Customer Experience 2023 Predictions (IDC #US48543222). Copies of this report are available to qualified members of the media.
An on-demand replay of IDC's Worldwide Future of Customer Experience 2023 Predictions webcast will be available as one of more than 40 FutureScape webinars that will address the CIO Agenda, Digital Business, Artificial Intelligence, Cloud, Sustainable Strategies and Technologies, and a range of industry-specific and Future of X topics. To register for any of these webinars, please visit: www.idc.com/futurescape2023.
About IDC FutureScape
IDC FutureScape presents information about technologies, markets, and ecosystems that help decision makers to better understand future trends and their impacts on the enterprise. They also present guidance on complex, fast-moving environments and offer prescriptive, actionable recommendations. Every year, IDC identifies the key external drivers that will influence businesses in the coming years. An IDC FutureScape establishes 10 predictions derived from these drivers, analyzes the impacts on the IT organization, and proposes recommendations for the next five years. To learn more about IDC FutureScape, please visit: www.idc.com/futurescape2023.
About IDC's Future of Customer Experience Practice
Success in the future of customer experience requires an empathetic relationship between customers and brands built on what the customer wants and how they want to be treated through the technology lens of awareness, engaging, learning, and measuring. IDC's Future of Customer Experience research practice helps organizations fundamentally change how they view and engage with their customers. To learn more about IDC's Future of Customer Experience research practice, please visit www.idc.com/promo/future-of-x/customer-experience.
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights.
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