Customer Experience

Technology is quickly catalyzing one of the most profound changes ever in the relationship between individuals and the world around them. Businesses are being redefined amid a shift from transactional relationships between people to more nuanced, complex relationships between humans and the automated systems and devices they use to engage with business and each other. With this comes a dramatic shift in the balance of power between many organizations and their customers, across virtually all industries. Price and products are no longer enough to influence decisions; customers value experiences.

Improving customer experience demands an approach that takes into account all of the tools, processes, and data across the customer journey. This complex process usually involves dynamically maintaining a single source of truth about each customer to drive contextualized experiences based on individual preferences and behaviors. Advancements in artificial intelligence driven by machine learning algorithms are at the heart of next-generation customer experience initiatives. Organizations must complement existing investments in systems of record with systems of engagement and systems of intelligence that are more agile and can ensure a frictionless customer experience. Systems of engagement — tools and applications specifically designed for automating customer-facing processes — can be tied to systems of record so that existing intelligence isn't lost, but can also be leveraged in ways that enable, rather than inhibit, positive customer experiences.


Market Insight

Dawn of a new era: Why systems of engagement require systems of intelligence

Market Insight

Sales software sparks M&A in move from transactional to engaging

Software for sales teams is moving beyond systems of record and into systems of engagement that enable more accurate forecasts, content delivery and lead qualification. As these capabilities become categories in their own right, there will likely be consolidation among the most mature of them, as well as interest from large enterprise software vendors seeking a bridge between their sales and marketing suites.

Technology & Business Insight

Customer Experience: A Catalyst for Digital Transformation

We are witnessing a dramatic shift in the balance of power between many organizations and their customers across virtually all industries. Price and products are no longer enough; customers value experiences.

Market Insight

Salesforce Service Cloud Lightning adds depth to user experience and intelligence

By adding Lightning, Einstein and field service features to the Service Cloud and Field Service Lightning product lines, Salesforce is promising to put intelligence back into the customer service experience.

Market Map

Customer Experience Management

451 Research Market Maps™ are available in over fifty technology markets and are designed to provide you a view of the vendor landscape in a specific market and across major market segments. Each map comes with 'The 451 Take,' a quick note from our analysts on where they think the market is now and where they predict it is headed in the coming twelve months.

Market Insight

Cloud by cloud, Adobe assembles a platform for creating differentiated experiences

Adobe is now competing to become the de facto platform for the business of digital marketing, and dominating its respective market as SAP does with ERP and Salesforce with CRM.