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

Summary

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

Analysis

  • 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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