KuppingerCole Report
Leadership Brief
By Roland Bühler

Beyond Marketing: The Future of Customer Interaction

Customer interaction is much more than marketing—it comprises all touchpoints during the customer journey. And the borders are becoming more and more blurry as many areas, such as marketing, sales, service, support, and consultancy are part of customer experience (CX). Furthermore, technological aspects shape the future of customer interaction: artificial intelligence and the Internet of Things (IoT) are among the most important technological trends in the changing field of customer interaction.

Content of Figures

  1. Figure 1

1 Executive Summary

When it comes to customer interaction, customer centricity is key. In order to achieve this approach, taking a holistic view is important: consider ma ...

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2 Analysis

Areas of Customer Interaction

When it comes to customer interaction, various areas are relevant.

The customer lifecycle or journey comprises vario ...

This challenge requires solid change management processes involving all responsible departments and persons.

Diversity of teams is crucial for cons ...

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3 Recommendations

Holistic, Customer-centric Approach

A holistic approach is key when it comes to the implementation of concepts to improve customer interaction. Busi ...

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