Empathy is felt when organizations can capture micro-moments and recommend next-best actions to move customers closer to their jobs to be done. To this end, organizations must focus on effective conversations since every interaction with a prospect or customer is the opportunity to learn about them and to prod them forward toward their desired outcomes. This report looks at the conversational approach to deepen customer engagement, understanding and relationships, the capabilities required, and the technologies enabling conversations.

The next wave in customer experience will put a premium on capturing, analyzing, and predicting consumer behavior across channels and touch points to make digital experiences, paradoxically, more human. "It is now important to manage the overall interaction and experience not just based on what is being said, but also how it is said," says Lawrence Cheok, senior research manager, IDC Asia/Pacific (excluding Japan) Digital Commerce and Marketing.



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