idc futurescape 2020 bring customer experience to the next ...future-o… · consolidate customer...

IDC FUTURESCAPE 2020

Bring Customer Experience to the Next level: Empathy at ScaleOrnella Urso, IDC Retail Insights

Lisbon,18th February 2020

© IDC

Future of CultureLeadership at Scale

The Shape of the Future Enterprise is Clearer

2

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

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European organizations’ top business priorities for 2020

InnovationCustomer

ExperienceCost & Efficiency

Source: IDC’s European Tech and Industry Pulse Survey, N=244

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 4© IDC

Going beyond “segment of one” through real-time contextual experiences

Source: IDC’s 2019 Global Retail Innovation Survey, N= 607

EMPATHY AT SCALE

CONSENT CONVERSATIONS

CUSTOMER JOURNEYS

The 3Cs to Delivering Empathy at Scale

Consolidate customer data

36%

Execute through contextual interaction

34%

34%Will generate revenue

through visual commerce in the long-term

Almost half of European retailers innovating business model by changing customer experience approach

43%

Source: IDC’s 2019 Global Retail Innovation Survey, N= 207 (Europe)

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Consent

By 2022, 75% of Enterprises Will Embed

Artificial Intelligence into Customer-Facing

Technologies and Processes Using AI-

Based Software to Discover Operational and Experiential Insights to Guide

Innovation

Source: IDC 2020

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Consent

• Customers can share data with preferred brands through tokens

• Brands’ discounts and marketing materials in return

• Partnering with peers

• Subscription-based business model• Becoming part a community

• Mobile first

Source: IDC 2020

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Conversations

By 2023, 65% of consumers will be using voice, images, and AR for interacting with brands with

their mobile device, extending physical and digital experiences

By 2023, 45% of Global 2000 B2B/B2C Enterprises Will Exploit Smart Personalization for Context-Based Customer Engagement, Utilizing AI, Big

Data, and Conversational Computing

Source: IDC 2020

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Conversations

▪ AI Visual Artist visualizes different makeup styles and products

▪ 3D augmented reality mirrors

▪ 14,000 products accessible through Pinterest – “pin it” button

▪ A chatbot for product recommendations

▪ Personalized outfits based on persona’s style

Source: IDC 2020

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Customer Journeys

By 2025, 60% of Leading Consumer Brands and Retailers Will Enhance Customer

Engagements Using Emotion Detection and Management to Influence Purchasing

Source: IDC 2020

▪ "Destination U” collects data from customers’ facial expressions

▪ Personalized holiday experiences

▪ Increase sales by 3 times

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Customer Journeys

▪ Shelves sensors in the stores to detect customers’ emotions

▪ Track the frequency with which clients look at or touch a product

▪ Test advertising content

Source: IDC 2020

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Employee Experience (EX)

By 2022, 35% of organizations will be running active employee experience

programs that incorporate modern and enjoyable digital experiences and

support brand affinity

Source: IDC 2020

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Employee Experience (EX)

• Mobile clienteling for store associates to access in real-time to customer data and provide recommendations

• Improve employee's satisfaction

• Walmart Lab for engineers, designers, and product leaders

• VR headsets for supporting and training store associates

Source: IDC 2020

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Before it might be too late

Analytics Services

Customer Product Inventory 3rd party

Acquisition Ingestion Integration

Information Level

Back Office Partners IoT

PRESENT ENGAGE SELL SERVICEATTRACTProcess

Level

Real-Time, Contextual

Hyper-Micro

Segmentation

Structured and Unstructured Data

Dynamic Experience Services

Alert Identify Personalize Execute Monitor Analyze

StoreEngagement Level

Human

Interfaces

Actions

Design a new CX Architecture

15© IDC

Image Touch Text Voice

AR/VR Robot ConnectedProduct

Web

Unified Info Lake

Source: IDC 2020

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Build the ecosystem

Implement CX-enabling technologies

17© IDCSource: IDC TechScape: Worldwide Customer Experience-Enabling Technologies, 2019

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@IDCInsightsEMEA

IDC Retail Insights EMEA

IDC Community

Ornella Ursoourso@idc.com

Thank you!

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