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The IDC Customer Experience Loop: A New Framework for Marketing Investment and Execution

The IDC Customer Experience Loop: A New Framework for Marketing Investment and Execution

This IDC Insight introduces the IDC Customer Experience (CX) Loop — a six-stage framework for the full customer decision journey, from exploration through advocacy — and provides guidance for this new model of the modern marketing organization.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
The Case for Matching Marketing and Selling to the Customer's Purchase Process
Failure to Thrive
The IDC Customer Experience Loop
The CX Loop: Making the Initial Purchase Decision
Exploration Stage
Evaluation Stage
Purchase Stage
The Loyalty Loop: Becoming an Evangelist
Use and Expand Stage
Renewal Stage
Advocate Stage
Implications of IDC's Customer Experience Loop for the Modern Marketing Organization
Future Outlook
Figure: IDC Customer Experience Loop
Figure: Yesterday's IT Purchase: The Vendor's Investment and the Characteristics of the Marketing and Selling Process
Figure: IDC Customer Experience Loop: Creation and Loyalty Components
Figure: Today's IT Purchase: The Vendor's Investment and the Characteristics of the Cloud Marketing and Selling Process
Figure: Percentage of Marketing Budget Allocated to Marketing Activities by Stage

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