Leadership Brief

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.

Roland Bühler


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 many aspects of marketing and sales, but also neuro-science, data science, ethics, privacy, and security. Technological aspects, such as artificial intelligence, the Internet of Things, or “intelligent” data management, facilitate creating new customer-centric ecosystems, but are not ends in themselves. Furthermore, it is essential to interact in an individualized and trustworthy way with customers. Concepts such as using personal digital twins can help to achieve this goal.

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