Gartner Research

Use an Event-Driven Approach to Deliver Superior Customer Experience

Published: 18 May 2017

ID: G00323118

Analyst(s): Theodore Travis , Nadine LeBlanc


Application leaders supporting CRM and customer experience must prepare for a major shift of focus. Moving from data consolidation and process optimization to responding to events as they occur in real time is becoming key to sustain a competitive advantage and deliver superior customer experience.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • The digital and physical worlds generate massive amounts of situational data, presenting application leaders with unique opportunities to develop context-enriched customer experiences
  • Customers expect organizations to respond to events as they occur in real time
  • The role of events in application architecture must be amplified beyond an extension for CRM and CX applications to maximize the benefits of emerging technologies such as conversational AI platforms and IoT solutions, and reduce the risk of technical debt

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