Gartner Research

Ten New Realities of Customer Engagement to Account for When Developing a Digital Strategy

Published: 28 June 2013

ID: G00253331

Analyst(s): Hung LeHong , Jenny Sussin , Gene Alvarez


This research helps enterprises develop the customer section of their digital strategy by detailing how technology will change customer engagement and what enterprises should do about it.

Table Of Contents


  • Introduction
  • Service and Relationship Management
    • No. 1 — You Won't Be Able to Automate a Relationship, but You Will Need to Automate Responses
    • No. 2 — Every Interaction With an Individual Will Also Be an Interaction With the Individual's Social Graph
    • No. 3 — Real-Time Service Transparency Will Be a Must-Have
    • No. 4 — Ongoing Customer Engagement Will Be Digitally Built Into Certain Products
  • Customer Insight
    • No. 5 — Personalization Will Be Based on the Three-Way Intersection Between Customer History, Context Awareness and Intent
    • No. 6 — The Voice of the Customer Will Not Always Be Equal
    • No. 7 — Privacy Can Be Bought, Trust Must Be Earned, and Security Will Be Expected at All Times
  • Transactional and Loyalty
    • No. 8 — Payment Will Become Its Own Experience … and Has the Potential to Be a Negatively Complicated One at That
    • No. 9 — Full Price Visibility Will Become the Norm
    • No. 10 — Loyalty Recognition Will Move From a Post-Transaction Activity to One That Spans the Entire Engagement

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