Gartner Research

Use an Event-Driven Approach to Deliver Superior Customer Experience

Published: 18 May 2017

ID: G00323118

Analyst(s): Theodore Travis , Nadine LeBlanc

Summary

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

Analysis

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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.