Future of Customer and Consumer: Beyond Personalization Lies Empathy at Scale

Future of Customer and Consumer: Beyond Personalization Lies Empathy at Scale

This IDC Perspective examines the next stage in customer experience in the progression from personalization to empathy at scale. Brands must address a fundamental question: How can organizations use technology to respond to customers and employees in a more human way that adds value for both the person and the organization? This IDC Perspective draws on the research into human empathy and, specifically, cognitive empathy as a strategy and a next step for digitally transformed organizations to further differentiate themselves from other brands while building a better relationship with customers and employees."Though personalization is the state of the art right now for providing a unique and differentiated customer and employee experience, as people and organizations adopt more technology to become more efficient and more effective, we also become more disconnected," notes Alan Webber, program vice president, Customer Experience and Digital Strategy at IDC. "It is the responsibility of brands and organizations to reestablish that connection with customers and employees. To do that will require technology like data, analytics, and AI to overcome our current technology barriers to connection and understanding, thus focusing on providing cognitive empathy at scale."

Please Note: Extended description available upon request.


Executive Snapshot
Situation Overview
Future of Customers and Consumers: Empathy at Scale
Technology and the Disconnected Customer
Why Personalization Is Failing
What Customers Want Is Empathy
Dimensions of Empathy
Technology Enablers of Empathy at Scale
Advice for the Technology Buyer
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Related Research
Synopsis

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