Alle aziende sarà sempre più richiesta un’alta personalizzazione dell’esperienza sulla quale fondare la capacità di creare empatia su larga scala, rispondendo però a tre requisiti che IDC ritiene fondamentali per il successo: consenso, conversazione, customer journey. Abstract della presentazione che Andrea Sangalli, Research Director and EU CX Practice leader, IDC, ha portato all'IDC Customer Experience Conference 2019 del 27 giugno a Milano

1. IDC Customer Experience Conference 2019
Consent, Conversations, Customer Journeys
Andrea Sangalli, Research Director and EU CX Practice lead, IDC
Europe Milano, 27th June 2019 1

2. What’s Customer Experience?
2© IDC

3. Customer Experience - Why Now
3© IDC
Marriott news source: https://news.marriott.com/2018/11/marriott-announces-starwood-guest-reservation-database-security-incident/
Whole Foods news source: https://www.businessinsider.com/whole-foods-employees-reveal-why-stores-are-facing-a-crisis-of-food-shortages-2018-1?IR=T
Chatbot source: https://chatbot.fail/
Disconnected customer JourneysData breach
The modern cousin of
IVR

4. 4
CUSTOMER EXPERIENCE46%
CYBERSECURITY42%
REDUCING OPERATIONAL
COSTS
40%
EU Business Priorities, 2019
Customer experience is the top strategic
business priority among European companies
Source: IDC European Vertical Market Survey, 2018 (n = 2,759)
2,759 respondents
$104B

5. 5© IDC
Source: IDC Global Retail Innovation Survey 2019, N= 600
13%
39%
29%
17%
2%7% 8%
45%
35%
5%4%
18%
29% 29%
20%
Static Segments Dynamic Segments Dynamic Personas Segment of One Real-time Contextual
2017 2018 2019
2-3 years competitive advantage, or be a laggard

6. Future of Culture
Leadership at Scale
The Shape of the Future Enterprise is Clearer
6
Future of
Customers
Future of
Intelligence
Future of
Operations
Future of
Work
Empathy at Scale Insights at Scale Operations at Scale Work Model at Scale
IDC Digital Transformation MaturityScape, 2019 6

7. 7© IDC 2019
The future of customers is a fundamental shift in
how organizations view the process and nature of
engagement with customers, recognizing the
unique aspect of each customer and the elastic
nature of the relationship between the
organization and the customer.
Future of Customers: Delivering Empathy at Scale

8. 8© IDC 2019
“Behavioral Surplus” Is Not Evil – It’s Essential to
Customer Experience

9. EMPATHY
AT SCALE
CONSENT CONVERSATIONS
CUSTOMER JOURNEYS
The 3Cs to Delivering Empathy at Scale

10. How you treat your customer’s data is how you
treat your customers
10© IDC
By 2020, to meet GDPR-type
regulations and improve
customer experience, 50% of
global companies will
integrate progressive
consent opportunities into all
stages of the customer
journey.
#1
Which of the following do you think are the top
challenges to implementing CX with IT systems?
Source: IDC European Vertical Market Survey, 2018 (n = 2,759); IDC FutureScape: Worldwide Customer Experience 2019
Predictions (IDC #US43484818, October 2018)

11. 11© IDC
Well executed Consent processes lead to
increasingly valuable information services
GDPR is
supporting data
cleansing and
consolidation.
To what degree do you have access to a "single
customer data view" that spans all
marketing/sales/service customer encounters?
Source: IDC European Vertical Market Survey, 2018 (n = 2,759)

12. © IDC 12
AI will be critical to enable customer
conversations at scale
By 2022, 30% of
enterprises will use
interactive
speech technologies to
power customer
engagement across
marketing, sales, and
service.
#9
Source: IDC FutureScape: Worldwide Customer Experience 2019 Predictions (IDC #US43484818, October 2018)

13. Tech should be instrumental to Human touch
relevance
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14. © IDC 14
The transformation of businesses and experiences is
moving beyond the four walls of the organization
By 2021, businesses offering frictionless
experiences across their ecosystem will
experience a decrease of 20% in
customer attrition.
#3
Source: IDC FutureScape: Worldwide Customer Experience 2019 Predictions (IDC #US43484818, October 2018)

15. The continuum of engagement and experiences goes
from the lowest level of indifferent to empathetic
15© IDC
90%
of Western European enterprises are investing in
data and digital technologies for customizing
customer journeys.
of Western European enterprises use customer
journey analytics to assess CX performance.22%
Source: IDC European Customer Experience Survey, 2018 (n = 300)

16. What are the CX-enabling technologies?
16© IDCSource: IDC TechScape: Worldwide Customer Experience-Enabling Technologies, 2019

17. EMPATHY
AT SCALE
CONSENT CONVERSATIONS
CUSTOMER JOURNEYS
The 3Cs to Delivering Empathy at Scale

18. Urgent Actions Needed
18© IDC

19. © IDC 19
#1 Build a roadmap to a differentiated CX
HORIZON 2 HORIZON 3HORIZON 1
Digital Asset
Management
Digital
Marketing
Order
Fulfillment
Order
Management
Customer
Care and
Support
Customer
Satisfaction
Measurement
Content
Design and
Creation
Partner and
Channel
Integration
Secure
Transactions
Interaction
management
Ubiquitous
Commerce
Digital Based
Training and
Education
Product
Customization
Implementatio
n,
Assessment,
and
Modification
Digital Self
Support
AI Driven
Engagement
Predictive
Upsell and
Resell
Crowd
Sourced
Support
Voice of the
Customer
Secure
Customer
Data
Brand
Sentiment
Customer
Action
Tracking and
Analysis
Social
Influence
Omnichannel
Content
Digital
Rewards
Customer
Journey
Analysis
External
Customer
Analysis
Extended
Reality (XR)
Engagement
Integrated
Customer
Information
Continuous
Engagement
Source: Customer Experience Management Digital Transformation: Designing a Differentiated
Experience, May 2019, Doc #US45105519

20. 20© IDC
Trust, Security & Privacy
Culture
DATA
Commerce
B2B/B2C
Marketing & Advertising
Product
& Service Innovation
Customer
Service & Support
Customer
Journey
CONTENT
AI
#2 Invest in a CX Digital Platform

21. Andrea Sangalli
asangalli@idc.com
www.idc.com/customerexperience
© IDC Visit us at IDC.com
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Thank you!
21© IDC