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Customer Experience in a Time of Continuous Change

by Don Scheibenreif  |  August 8, 2019  |  Comments Off on Customer Experience in a Time of Continuous Change

Last year, Gartner introduced the concept of ContinuousNext during our fall IT Symposium conference series. It’s a framework of interacting capabilities that help you maintain momentum and describe the most important success behaviors we are seeing through and beyond digital transformation. Those capabilities include: augmented intelligence (the next step beyond AI), privacy, culture, digital product management and the digital twin of an organization.

I wanted to explore what this period of sustained, rapid and continuous change will mean for Customer Experience (CX). In What ContinuousNext Means for the Future of Customer Experience, I take the position that technology is leading us to the idea of Continuous Customer Experience. This evolution of CX will be shaped by faster and more precise insights and brought to life by people operating in a customer-centric culture.

We believe CIOs and application leaders supporting CX can help their organizations pursue these new capabilities and results. I see the capabilities of ContinuousNext translate into three core CX capabilities needed for the future.

Three Key Capabilities for Continuous Customer Experience


  • Continuous Intelligence that enables continuous learning about your customers and their needs. This includes evaluating where AI resources can extend or support your customer-facing associates, like chat bots, virtual customer assistants, or real-time analytics at key points in the customer journey.
  • Continuous Delivery, which is about adopting a digital products mindset that shifts your CX approach from projects to continuous delivery of digital products and services that customers want. Even in situations where you won’t have access to identifiable customer information.
  • Continuous Change, where you actively shape a culture of customer-centricity that adapts to continual change and can be jump-started in small ways. We like the idea of  “culture hacks” – easy to execute, high impact actions that accelerate culture change. For example, making sure your hallways and meeting spaces have pictures of real customers as constant reminders of who you are serving.

As many top performing organizations actively change their business model to grow faster or respond to competition, they are recognizing that a greater focus on customer needs is more than driving up the Net Promoter Score (NPS). Using the capabilities of ContinuousNext is one way to drive the organization’s ability to drive customer satisfaction, loyalty, and advocacy – continuously.

What technologies or trends do you think will impact Customer Experience in the future?

Additional Resources

CRM Strategy and Customer Experience Primer for 2019

We outline our 2019 research plans for CRM and CX to help application leaders support these two different mission-critical priorities.

Read Free Gartner Research

Category: crm  crm-strategy-and-customer-experience  digital-business  symposium-opening-keynote  

Don Scheibenreif
Vice President and Distinguished Analyst
9 years at Gartner
9 years IT Industry

Don Scheibenreif is a Distinguished VP Analyst with Gartner's Customer Experience research group. He works with with Customer Experience and other IT leaders on how emerging trends and digital business will impact CX and enterprise digital transformation. Read Full Bio

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