Gartner Research

How the Flip to Digital Has, and Has Not, Impacted Your Customers

Published: 28 October 2015

ID: G00291821

Analyst(s): Kelsie Marian , Jenny Sussin , Gene Phifer , Magnus Revang , Hank Barnes , Ed Thompson , Chris Fletcher, Hung LeHong , Todd Berkowitz , Jim Hare , Tiffani Bova, Ilona Hansen , Michael Maoz, Sandy Shen , Penny Gillespie , Gareth Herschel


We asked Gartner analysts covering IT customer strategies and technologies what has and has not changed now we're in the age of digital business. From a focus on customer experience to errors on execution, digital business brings IT leaders the same old challenges while presenting new opportunities.

Table Of Contents


  • What Has Changed?
    • Change No. 1: An Increased Focus on the Customer Experience
    • Change No. 2: B2B Customer Expectations Rising in Line With B2C
    • Change No. 3: The Rise of the Empowered Customer, From B2B to B2C
    • Change No. 4: The Customer Has Become Far More Disruptive Than Technology for B2B Companies
    • Change No. 5: Customers Now Leverage Social Media to Get What They Want
    • Change No. 6: Customers Gravitate to Mega Mobile Consumer Applications
    • Change No. 7: The Need for Personalized Engagement (and the Ability to Do So)
    • Change No. 8: The Ever-Expanding Set of Channels for Customer Engagement and Its Impact on the State of Commerce
  • What Hasn't Changed?
    • Unchanged No. 1: Customer Needs
    • Unchanged No. 2: Business-First Orientation in Customer Experience Design
    • Unchanged No. 3: Superior Customer Experiences Begin With Getting the Basics Right
    • Unchanged No. 4: Struggles to Build Sustainable Loyalty
    • Unchanged No. 5: Lack of Time to Turn Data Into Knowledge
    • Unchanged No. 6: Customers Still Want Privacy
    • Unchanged No. 7: Customers Still Want Process Visibility and Transparency
    • Unchanged No. 8: IT, Marketing and Customer Service Leaders Are Measured Separately
  • Conclusion

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