Gartner Research

Prepare Your Business to Engage, Interact, Serve and Listen to 'Things' as a New Customer Segment

Published: 04 April 2018

ID: G00343370

Analyst(s): Sandy Shen , Jim Davies , Don Scheibenreif , Jenny Sussin


The Internet of Things will challenge the conventional wisdom about customers and introduce new opportunities. As the IoT becomes a new customer segment, enterprise architecture and technology innovation leaders must think differently about customers to help them capitalize on this emerging trend.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Internet-Connected Things Requesting Support From Customer Service Have Become the First Example of Things as Customers
  • Marketing Information and Algorithms Are at the Core of Enabling Things to Be More Likely to Discover and Use Your Products
  • Enterprises Will Need to Adapt Selling and Commerce Processes for Logic-Driven Things as Customers
  • Things as Customers Will Have a Voice, and Enterprises Will Need to Develop the Capability to Listen to Their Recommendations
  • Looking Ahead

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