Delivering Better Outcomes in the Future of Customer Experience Through Customer Data Platforms and AI

Delivering Better Outcomes in the Future of Customer Experience Through Customer Data Platforms and AI

This IDC Market Perspective analyzes the role of customer data platforms (CDPs) and artificial intelligence (AI) technologies in delivering better customer-centered outcomes. The analysis is based on IDC's September 2021 Future of Customer Experience Survey and other IDC research. Technology suppliers can gain insights on the challenges companies continue to have in understanding customer data and how to position CDPs and AI in addressing customer data gaps. Technology buyers can benchmark their CX investments with maturity segmentation analysis of the survey results."Gaining a genuine understanding of customer outcomes requires brands to reverse their role and put themselves in the customers' shoes," said David Wallace, research director, Customer Data and Analytics at IDC. "The challenge to scale intelligence for organizations continues to remain at the data layer — gathering customer data and translating that information into actionable insights. CDP adoption will continue at a 20%+ growth rate over the next few years as many more organizations continue to invest in closing the gap in their understanding of customer data."

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