"The Customers 2020 findings provide a clearer picture of what customer experience will look like in the not-too-distant future. In this report, Walker takes the message one step further, illuminating the evolutions that companies can and should focus on now to exceed customer expectations in 2020 – and to win."

Key findings

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Customers will dictate the experience and as a response companies must adapt to changing customer expectations or else they will fail. Companies will need to recognize that customer expectations are shifting, align the right resources and focus on the right metrics.

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“Today, it’s estimated that companies have 60 to 70 percent of their buying decision made before a sales representative even walks through the door. Old school even today, the traditional “sales pitch” will be obsolete in 2020. It simply won’t be needed because buyers will do their homework.”

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“To be relevant in 2020, companies must focus on leveraging big data to create a single source of truth and making customer intelligence accessible throughout the enterprise. Companies must also consider “insight generation” as a sales enablement function and emphasize proactive and personalized customer support to effectively grow and retain customers.”

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