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RESEARCH
ANALYSIS
TRENDS

IDC’s perspective on how to thrive in the next

normal with empathy and a digital-first CX approach

One of IDC’s recent report, titled ‘Empathy During the "During the crisis' peak, organizations displaying
COVID-19 Pandemic: Becoming an Empathetic customer empathy have adapted quickly. In the next
Enterprise in the Next Normal’, details how the most normal, the most empathetic ones will stand to thrive.
digitally mature organizations adapted quicker to Therefore, organizations must remain deeply connected,
challenges brought by the COVID-19 pandemic. IDC understand their situations, and continue to act in ways
highlights what organizations must focus on to become that build trust," says Lawrence Cheok, Senior Research
empathetic organizations – using technology to provide Manager, Digital Commerce, Marketing and Digital
empathy at scale in areas of customer conversation, Transformation at IDC Asia/Pacific.
customer journey, customer experience, and customer
satisfaction. Amid the pandemic, leading organizations have
leveraged technology to stay connected, continue
According to the market intelligence firm, the crisis has engagements, and adapt experiences to their customers'
accelerated the shift of customer experience (CX) from needs. More importantly, these organizations' responses
physical to digital-first, exacerbating existing CX have changed customer expectations for the next
challenges and growing the digital divide between normal. Customers have demonstrated that empathy is
leading organizations in CX and others. To thrive in the what they need and are looking for from organizations –
Next Normal, organizations should accelerate their digital empathy is not an option but a requirement.
transformation efforts (DX) and become truly customer
centric.

7 October 2020: Experience Economy: customer-centricity & cross-channel customer interaction