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

Journey Management Software Provides Insight Into Customer Behavior

The idea of a journey stands for many of the discrete steps in identifying a customer's needs or wants, and then gradually interacting with that customer to fulfill those needs. It also encompasses the steps that go beyond purchase into support or recommendation, even advocacy on behalf of a brand.

Market Insight

How Mobile-native Communications Enables the Virtual Workforce

451 Research contends that second-wave mobility is now emerging, driven by mobile-native communications. In contrast to consumer-driven mobility, mobile-native communications allows full integration of business communications with the mobile network, enabling private and secure wireless and mobility models such as private LTE

Market Insight

Can location tech find a spot in marketing?

Location data could become the lynchpin of marketing as a whole, in much the same way that website analytics occupied the central position for web-based marketing.

Market Insight

The rise of invisible interfaces reshapes customer engagement

Market Insight

Automation and integration in hybrid IT architecture: 2018 research agenda

Our plan for 2018 will be to study how process- and content-oriented application development will evolve to enhance developer productivity and accelerate the rate of business and IT automation.

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

A private moment: Consumer angst over personal data

The outcry over the revelation that Cambridge Analytica had used data collected from millions of Facebook users (most without their knowledge) shows that applications, more than tracking and collection, are driving consumer privacy concerns.

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

AI brings the dawn of the new customer intelligence platforms'

As the universe of what is 'knowable' about customers is expanding, new machine-learning technologies evolve to help businesses see further and deeper, improving business decision-making.