This spring, Gartner Senior Director and Analyst Melissa Davis published a paper “Shape the Future of Customer Experience with Customer Analytics.”
In the piece, she writes, “Customer analytics is the No. 1 planned technology investment to transform the customer experience (CX). Data and analytics leaders must understand how real-time responses and continuous intelligence, customer journey analytics, and AI will shape the future of customer experience in digital business.”
Through 2022, 50 percent of large organizations will have failed to unify engagement channels, resulting in the continuation of a disjointed and siloed customer experience that lacks context.
Davis also outlines three key challenges:
- Real-time is becoming table stakes as organizations attempt to meet customer expectations
- Customer-centric contextualized experiences based on the customer journey are becoming a competitive differentiator in CX
- AI provides new opportunities and challenges for data and analytics leaders to innovate CX
For more information on her analysis, recommendations to address these challenges results from Gartner’s 2019 Customer Experience Study, and the role of “continuous intelligence and real-time analytics” in building the future of CX, download the full whitepaper here.
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