Customer experience (CX) transformation is accelerating, driven by changes in consumer and business behavior and expectations. Transformation is a continuous requirement as businesses and public bodies deploy new technologies and work patterns to reinvent themselves as agile, fluid, and proactive organizations. The goal of organizations is to anticipate and even create customers' and citizens' needs, and not just to react to them.
Organizations must deliver great experiences as "table stakes" not only for consumers, citizens, and trading partners but for their employees too. They must drive contextualized, tech-enabled "empathy at scale" that delivers better experiences for customers, citizens, and employees — while delivering on brand promises and driving sustainable outcomes for organizations. Today's enterprise must become an "experience-orchestrated business."
CX service providers help CMOs and CIOs understand and deploy next-generation technologies and more agile and customer-centric ways of working to compete better across the entire marketing and customer experience life cycles.
IDC's Customer Experience Services research analyzes the imperatives that drive successful adoption of CX-related technologies and ways of working. It offers insight and advice to help corporate executives envision, validate, mobilize, and execute CX strategies, and it provides market opportunity advice to professional services firms and digital agencies in the CX and marketing space.