idc futurescape 2020 bring customer experience to the next ...future-o… · consolidate customer...
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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
© IDC 3
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 [email protected]
Thank you!
Visit us on: idc.com