Gartner Research

Maverick* Research: The Disappearing Customer

Published: 18 September 2017

ID: G00332363

Analyst(s): Ed Thompson , Mike Rollings , Jenny Sussin , Bart Willemsen


Enterprise abuse of customer data is already resulting in customers disappearing by withholding, hiding, disguising or polluting their data. The extent of this disappearance will intensify and damage business growth by 2025. (Maverick research exposes unconventional thinking and advice.)

Table Of Contents
  • Specific Maverick Caution
  • Maverick Findings
  • Maverick Recommendations

*Maverick Research


  • What You Really Need to Know
  • Expanded Treatment
    • It's 2025 — Customers Have Disappeared
    • Customers Are Disappearing. Why?
    • Customers Have Become Keenly Aware of Privacy Violations
    • Customers Know Their Data Is Valuable, and They Want in on the Action
    • Governments Are Fighting Back — Protecting Citizens' Rights
  • Customers Are Disappearing. How?
    • There Are Many Ways for a Customer to Disappear
    • Customers Have the Means to Disappear and Trends Show It Happening
  • Why Does It Matter If Customers Disappear?
    • Customer Experience Withers Without Data
    • Massive Investments in Customer Experience Will Be Undermined
    • Second-Party and Third-Party Data Could Dry Up or Become More Expensive
    • Customer Experience May Be the Least of Worries for Governments
  • Organizations Can Still Thrive Among the Coming Chaos
    • How Can We Prevent Customers From Disappearing?
    • How Can We Provide an Optimal Customer Experience in an Environment of Disappearing Customers?

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