How Persuasive Content Fuels the Future Customer Experience

How Persuasive Content Fuels the Future Customer Experience

This IDC Perspective discusses how persuasive content can be instrumental in advancing organizational goals to deliver on the future of customer experiences. It highlights the relevance to the customer journey, applied intelligence, data trust, and contextual conversations of IDC's Future of Customer Experience thought leadership framework. IDC defines the relationship between a customer and a brand through the lens of technology along three layers — the customer perspective, the technology interface and the business outcomes from which persuasive content is likely to have the greatest direct impact."Organizations realize the increasingly important role that content plays in sustaining its online presence today and the opportunity it has to elevate the customer experience in the future," said Marci Maddox, research director, Digital Experience Strategies at IDC. "The Future of Customer Experience thought leadership framework offers organizations multiple entry points into strengthening the relationship with their customers and leveraging the technology that can automate and personalize digital experiences at scale."

Please Note: Extended description available upon request.

Executive Snapshot
Situation Overview
Customer Perspective
Data and Technology
Business Outcomes
What Is Content's Role in Customer-Oriented Activities?
Journey Orchestration
Intelligent Personalization
Building Trust and Measuring Sentiment
Contextual Conversations
Shifting Investment Priorities to Accommodate the Future Customer Experience
Content-Driven Outcomes for the Future of Customer Experiences
Advice for the Technology Buyer
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