TECH SUPPLIER Mar 2019 - Conference Proceeding: Tech Supplier - Doc # DR2019_T7_KS

Marketing Success Depends on an Integrated Customer Experience

By: Kathleen Schaub


These event proceedings were presented at the IDC Directions conferences in Santa Clara and Boston in March 2019.

According to IDC's IT Buyer Experience Survey, 93% of technology buyers say that customer experience (CX) will have a greater influence over their future purchase decisions — with 63% saying it will be a significant factor. Both new customer acquisition and customer loyalty increasingly depend on a company's ability to offer a quality CX. To increase revenue, companies must get out of their own way. Frictionless experiences depend on cross-functional integration — from customer touch points through the organization's structure to the supporting technology and data infrastructure. IDC's Kathleen Schaub shares insights into the future of the CX-ready company. Customer experience is a mindset, not a department. It goes beyond linking functional silos to developing innovative processes, roles, and structures — none of which can be successful without technology. Which executives will have the most significant roles in this future? What collaborative, technology-infused business functions are becoming the new "must-haves"? What will be the impact of innovation accelerators such as artificial intelligence on the integrated organization? Answers to these questions and more are explored.



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