Customer Experience Featured Article

IDC Futurescape Report Predicts Fate of Customer Service

December 19, 2014

International Data Corporation, a research and advisory firm, recently released its IDC (News - Alert) Futurescape report that makes predictions about the state of global customer service. The report includes a list of ten predictions that Kathleen Schaub, the vice president of IDC's CMO Advisory Service, said targets the trends that will cause the most market disruption and those that will show CMOs the way to improved leadership.

“CMOs must overcome the gravitational pull from the past, now,” Schaub said. “The tools of disruption, such as cloud-based marketing technology, predictive analytics, content marketing, and social media, are marching towards mainstream. IDC is confident that these ten decision imperatives pinpoint the nerve center of the marketing disruption. They represent opportunities for CMOs who are willing to step up to the next stage of leadership. Right focus will ensure that all the hard work will result in true transformation, and not just turmoil.”

It is perhaps unfortunate that the primary prediction IDC makes is that 25 percent of all CMOs will be replaced every year through 2018. This gives established officers cause to enhance their leadership capabilities and make note of the other predictions within the top-10 list.

Going year by year, the first other prediction says that, by 2015, only one in every five companies will restructure their business models to reach line of business (LOB) buyers to outperform companies which only sell to IT. By 2016, IDC says, only 50 percent of large marketing agencies which focus on advanced technologies will create their own in-house agencies.

By 2017, the company predicts, 25 percent of companies will create their own centers of excellence to remedy skill gaps within their walls, 15 percent of business-to-business companies will personalize their customers' experiences with more than 20 data points per person, and 70 percent of customer apps for those B2B enterprises will fail because they were unable to add value to customers' lives.

There are also a few more predictions for the year 2018. By that year, only one in every three companies will add “compelling content” to their customers' shopping experiences, 25 percent of CMOs and CIOs will share plans for how they market new technologies, and 20 percent of CMOs at B2B firms will expand their budgets by attributing the results of their marketing campaigns to revenue performance.

For CMOs and CIOs, there is a lot of information gathered within that list which shows the possible ups and downs of the next three years. For marketing officers especially, the list provides valuable information that can help them keep their jobs and stay ahead of incoming competition.

Edited by Alisen Downey

Featured Datasheets

Datasheet: VIM - Academy

This datasheets is an introduction to the Exony Academy. It describes our course portfolio the range of different training delivery methods. In our standard training courseware the delivery methods are chosen to best suit the type and complexity of the subject.

Datasheet: VIM X - Family

This datasheet is a brief overview of the VIM X family. VIM X has been designed to allow organizations to get the most out of their investments in Cisco UCCE, CUCM and CVP including unique integration with Cisco HCS for Service Provider deployment.

Featured Case Studies

Case Study: CCI

This case study describes how employees from Corinthian Colleges use Exony VIM to deliver centralized management with local autonomy, making significant gains in efficiency and staff effectiveness by implementing sophisticated contact center data tools across its contact centers to help transform service delivery to students.

Case Study: VSP

This case study describes how eyecare group VSP Global uses Exony VIM to enhance operational visibility within its contact centers, making it easier for managers and supervisors to access the essential information needed to improve customer service.

See More...Manage Smarter

An Introduction to Exony