rssmarketingandsales IDC RSS alerts How Technology is Helping Telcos Address Their Customer Experience Challenges <P>This IDC Perspective examines how technology can be used to address the challenge telcos face to improve the quality of the customer experience (CX) they provide to their customers. There are plenty of ways to improve CX by increments which in themselves are worthwhile, but telcos need to think holistically and address the customer journey as a whole. By doing so they can address the reasons for poor CX, but also develop an integrated strategy to provide an improved experience rather than hoping for quick fixes through point solutions.</P><P>"Providing the experience customers expect these days is as much about business and company culture as systems and processes. While the will to provide a great CX technology can help achieve this goal, it cannot be a substitute for a lack of focus and determination to deliver great CX," said Mike Cansfield, associate Vice president, IDC Europe Telecommunications and Networking.</P> IDC Perspective Wed, 12 Jun 2019 04:00:00 GMT Mike Cansfield IDC MaturityScape Benchmark: Japan Big Data and Analytics, 2019 <P>本調査レポートは、IDCが2019年4月に実施した「IDC MaturityScape Benchmark:国内ビッグデータ/アナリティクス市場」調査の集計結果およびその分析結果をまとめたものである。本調査は国内のビッグデータ/アナリティクス(BDA)に取り組む企業に勤務し、当該分野の方針決定に対して影響力を持つ対象者に対して、BDAの実態について調査し、これらを総合して国内のBDAの成熟度を分析したものである。</P><P>IDC Japan ソフトウェア&セキュリティのマーケットアナリストである草地 慎太郎は、「国内企業のBDA活用の成熟度は確実に向上しているが、世界の先端レベルにいる企業はほとんど存在していない。グローバルレベルでの競争環境の優位にBDAを活用するためには、社外からの先端の知の導入と、社内での研究や顧客接点を通じて創出される知を結び付けて独自の新たな知を創出する必要がある」と分析している。</P> IDC MaturityScape Benchmark Wed, 05 Jun 2019 04:00:00 GMT Shintaro Kusachi Jumping off: From a Career in Retail to Retail Industry Analyst <P>This IDC Perspective provides an introduction to my experience in the retail industry and how that will shape and influence my research moving forward. It offers a snapshot of the ways in which I can support both retailers and retail technology suppliers with practical insights. Readers should come away with a clear understanding of how my retailer-centric perspective will lead to a deeper understanding of opportunities and challenges in the face of rapid change across the industry.</P><P>"Changing course for retailers is difficult," notes Jon Duke, vice president of Research, Retail Insights. "There are real, practical barriers to change and the right technology solutions require partners that understand these inherent challenges in retail."</P> IDC Perspective Wed, 29 May 2019 04:00:00 GMT Jon Duke How Many Management Positions Are in Marketing Organizations? <P>This IDC Survey Spotlight provides insight into the percentage of staff in various levels of management positions in tech marketing organizations. Respondents to IDC's 2018 <I>Tech Marketing Benchmark Survey</I> showed that within the average company, 38% of tech marketers are in management positions and 72% are in nonmanagement positions. Job growth for marketing managers is very strong. Thus the need for CMOs to bring in more leadership development programs has increased.</P> IDC Survey Spotlight Mon, 20 May 2019 04:00:00 GMT Warren Lane, Kathleen Schaub Mentor Marketing: The Future of Tech Branding <P>"In a world of rising customer expectations, marketers that elevate their game beyond messaging and into mentoring will be far more successful at acquiring and retaining the best customers," said Gerry Murray, director of Marketing and Sales Technology research at IDC. "Marketers today are in a unique position to use their massive data sets and industrial strength analytics to help every customer benefit from the collective experience of all their customers. insights and resources that prepare customers for their next challenge and their next career move are powerful ways to become truly customer centric and to create longer-lasting, more profitable relationships."</P> Market Perspective Wed, 15 May 2019 04:00:00 GMT Gerry Murray Adobe Summit 2019: Evangelizing Adobe's Expanded Customer Experience Management Portfolio — And Its Platform <P>This IDC Market Perspective presents highlights of the Adobe Summit 2019 conference, including product announcements, and provides IDC's assessment of Adobe's competitive position and challenges.</P><P>"Adobe continues to expand its customer experience management portfolio, and this year's Adobe Summit proved something of a coming out party for its Marketo and Magento Commerce acquisitions," said Melissa Webster, program VP, Content and Digital Media Technologies. "Key announcements included the general availability of Adobe Experience Platform, Adobe Experience Manager 6.5, a partner advisory council for Open Data Initiative, and a partnership with ServiceNow."</P> Market Perspective Fri, 03 May 2019 04:00:00 GMT Melissa Webster, Gerry Murray, Alan Webber, Jordan Jewell, Leslie Hand IDC's Worldwide Marketing Taxonomy, 2019 <P>This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for marketing and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations.</P><P>"Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading Technology Marketing Benchmarks database, will enable executives to advance their investment management capabilities," says Kathleen Schaub, program vice president of IDC's CMO Advisory and Customer Experience. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."</P> Taxonomy Fri, 03 May 2019 04:00:00 GMT Warren Lane, Kathleen Schaub, Gerry Murray, Wayne Kurtzman, Karsten Weide Oracle Modern Customer Experience: Expanding the Worlds of Data, Design, and Content <P>This IDC Market Perspective provides our summary and analysis of Oracle Modern Customer Experience conference held March 17–19, 2019. Oracle made numerous product announcements related to improving customer profile and audience management, content management, and data connectivity — all designed to strengthen its position as a CXM platform provider.</P><P>"Oracle has a more complete CXM platform than most other vendors we have looked at," according to Alan Webber, program vice president for IDC's Digital Customer Experience program. "Oracle continues to have the vision and add the necessary components, either by continuing to build existing solutions or by acquiring them to fill in and address specific gaps in the platform. For clients that want an integrated solution to provide an end-to-end differentiated customer experience, Oracle is offering a viable set of solutions that are near-platform in the capabilities and a road map that will continue to support customers long into the future."</P> Market Perspective Mon, 29 Apr 2019 04:00:00 GMT Gerry Murray, Melissa Webster, Jordan Jewell, Alan Webber The State of IoT on Retail Banking: Monitoring, Marketing, Wearables, and Omni-Experience Are Key Investment Priorities <P>This IDC Perspective discusses the results from IDC's Quantitative Research Group that had conducted its <I>Global Internet of Things (IoT) Decision</I> <I>Maker Survey</I> in October 2018 to understand the current adoption trends of IoT and the outlook of multiple industries across the globe regarding this technology. For this document, we looked exclusively at the results of this survey from the participating North American banks. In total, 68 bank executives were surveyed: 29 were from the larger North American banks with more than 5,000 employees, and 39 were from midtier and community banks. We broke down the results into four major investment priorities, tracked the level of deployment, and provided the details of those findings in this document.</P><P>"We have reached the starting point where the culmination of legacy, existing, and emerging technology can be used to create a unique and relevant experience for each customer at scale," according to Marc DeCastro, research director at IDC Financial Insights. "As the industry continues to find the right use cases to resonate with the customer, investments will need to be made by banks and credit unions of all sizes to find what works for them. Not all use cases will be successful, and with finite budgets, identifying those that work for the financial institution will rest on line of business and IT working closely with senior management and product managers to choose wisely."</P> IDC Perspective Mon, 22 Apr 2019 04:00:00 GMT Marc DeCastro How Much Has the Marketing Operations Staff Function Grown? <P>This IDC Survey Spotlight provides insight into the dramatic growth of the marketing operations staff within tech companies. Respondents to IDC's <I>Tech Marketing Benchmark</I> <I>S</I><I>urvey</I> reveal that this category has grown 40% since 2014. The need for operational competency has significantly increased with the digital transformation. This Survey Spotlight examines the reasons why.</P> IDC Survey Spotlight Tue, 16 Apr 2019 04:00:00 GMT Kathleen Schaub