Gartner Research

Market Insight: What to Focus on When Creating Contextual Customer Experiences

Published: 01 June 2015

ID: G00272696

Analyst(s): Charlotte Patrick


Customer experiences can be improved by implementing analytics and other technologies that enable enterprises to react faster and more insightfully, and to resolve problems better. This report aims to help strategic planners in customer experience teams decide what to focus on.

Table Of Contents


  • Introduction
  • Summary of Toolkit's Findings
  • Finding Opportunities for Contextual Customer Experiences
    • Recommendations
  • Contextual Services Increase Customer Convenience
  • Contextual Services Help Enterprises Reduce Contact Time
    • Recommendations
  • Three Types of System Are Most Impacted by Contextual Experiences
    • Recommendations
    • Data Requirements
    • Analytics Requirements
    • Recommendations
  • The Need for "Experience Decisioning" Is a Significant Part of the Move Toward Contextual Customer Experiences

Background and Context

The Impact


  • Appendix
    • Further Information on Use Cases

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