target audience: TECH SUPPLIER Publication date: Jul 2024 - Document type: IDC Survey Spotlight - Doc Document number: # US52435024
The Need to Make a Multichannel Customer Journey Successful
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Abstract
This IDC Survey Spotlight provides insight into the use of multiple channels as part of the overall customer journey. The survey results are from IDC's CXPath Survey conducted in May 2024 in which IDC queried end-user organizations on the technologies used in support of customer experience (CX) and their future buying intentions.
The complete data set is published in the IDC Pivot Table banner book for the IDC CX Path 2024 program for 7 of the 13 application categories. These include contact center and customer service, voice of the customer (VOC), customer experience orchestration, customer engagement and communications, customer data platforms (CDPs), customer/product analytics, and aftermarket service operations. The remaining 6 of the 13 application categories — advertising, marketing, sales, digital commerce, configure/price/quote (CPQ), and product information management/product experience management (PIM/PXM) — are published in a separate banner book within the same IDC CX Path 2024 program.
"Multichannel escalation is not a failed interaction on its own; not all issues can be resolved in one interaction. However, if that touch point does not contribute to the overall resolution by collecting additional information or context, then it is a failed interaction. With the addition of AI, in multiple forms, the goal of a multichannel journey should be triage of the inquiry by gleaning salient information along the process to speed resolution in the next stage," says Mary Wardley, program vice president, Customer Service and Contact Center at IDC.