This study looks into the theme of Customer Experience Management (CEM). CEM is the sum of all experiences a customer has with a supplier of goods or services, over the duration of its relationship with that supplier. In this study, IDC examines what sort of software investments European IT influencers are planning to strengthen the CEM of their respective organizations. The study is based on the results of a recent IDC survey of 347 European IT influencers in line-of-business roles, from small, midsize, and large European organizations. Specifically, the study examines industry differences in CEM approaches and investment priorities.
"The most important thing we discovered was that Customer Experience Management has a completely different meaning from one industry to the other. So while the idea of coordinating and managing all customer touchpoints as a whole to improve customer experiences makes almost universal sense, the importance of individual touchpoints vary dramatically from industry to industry," said Bo Lykkegaard, research director, European Enterprise Applications, IDC.