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Future of Customer Experience: Create a Better Value Exchange by Thoughtfully Managing Friction During Customer Engagements

Publisher IDC
Published Mar 21, 2022
Length 13 Pages
SKU # IDC17050639

Description

Future of Customer Experience: Create a Better Value Exchange by Thoughtfully Managing Friction During Customer Engagements

This IDC Perspective presents a forward-looking view for enterprises to reframe their thinking on the nature of customer friction. If done thoughtfully, introducing friction in customer engagements can create a better exchange of value between enterprises and customers. This document discusses the imperative for rethinking customer friction and the five key tenets that enterprises can utilize to deliver frictionless customer engagements as a sustained enterprisewide discipline. "Engagement friction can present itself in a variety of ways, not only limited to channels or disconnects in the customer journey but also crucially when it impedes customers from obtaining a meaningful exchange of value," says Sudhir Rajagopal, research director, Future of Customer Experience at IDC. "As we transition into a new age of experiences, enterprises can create a virtuous cycle of customer empathy, trust, and loyalty by thoughtfully introducing friction while eliminating unintentional friction, fueled by customer insights and outcome-focused journeys that create mutually beneficial value for the customer and the brand."

Please Note: Extended description available upon request.

Table of Contents

13 Pages
Executive Snapshot
Situation Overview
What Is Frictionless Engagement?
What Is the Nature of Friction?
Unintentional Friction
Intentional Friction
Why Should Organizations Care About Frictionless Customer Engagement?
The Changing Nature of Customer Journeys
Customers Desire Control
The Shift to Continuous Engagement
What Is Needed to Deliver Frictionless Customer Engagement?
Customer Data
Friction with Intent
Outcome-Focused Journeys
Shared Customer Control
Measure and Optimize
Advice for the Technology Buyer
Learn Mores
Related Research
Synopsis

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