Gartner Research

How Customer Experience Changes When Your Customer Is a Thing

Published: 19 August 2019

ID: G00402566

Analyst(s): Don Scheibenreif , Nicole Sturgill , Michael Chiu


Internet-connected things and ambient artificial intelligence are gaining the ability to act on behalf of human customers. Application leaders supporting customer experience can use this research to shape strategic planning on the customer of the future in a digital society.

Table Of Contents


  • Introduction
  • Understanding Thing Customers
    • Understanding Thing Customers Will Enable the Design and Delivery of New Experiences
    • Things Will Require a Positive CX If You Want Them to Be Ongoing Customers
  • Crafting Thing Experiences
    • Designing a Three-Pane Persona for Your Thing Customer
    • Utilizing a Modified Customer Journey Mapping Template
    • Selecting CX Metrics That Align With the Type of Experience You Want to Provide Thing Customers
  • Creating a Culture of Thing-Centricity
    • 1. Impact of Things on Culture
    • 2. Shifting From a Culture of Customer-Centricity to Include Thing-Centricity
  • Conclusion

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