skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


Based on interviews with around 7,000 senior IT executives, Ovum’s ICT Enterprise Insights program answers key questions concerning enterprises’ needs at a country and industry level. This brief focuses on the top findings from this program for customer engagement.


  • Ovum's 2017 ICT Enterprise Insights survey demonstrates how all roads lead to customer engagement – however indirectly.
  • Our survey shows that omnichannel customer engagement is at the early stages for most enterprises.
  • Customer experience feedback mechanisms take center stage in omnichannel strategies.

Features and Benefits

  • Helps enterprises compare their own investment plans with other enterprises.
  • Helps vendors in the customer engagement and omnichannel arena understand the current investment intentions of most enterprises.

Key questions answered

  • What are the top business challenges enterprises are facing and how has this impacted their investment plans in customer engagement and omnichannel delivery?
  • Which technologies are enterprises prioritizing for investment?
  • What are the key drivers for IoT and how does this impact customer engagement?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

All roads lead to customer engagement – however indirectly

  • Increasing revenue/budget growth is the No. 1 driver behind IT investment
  • Increasing operational efficiency makes sense to lower costs, increase productivity, and speed response to customers
  • Improving customer/citizen experience comes fourth but is implicit within growth

Omnichannel is at the early stages for most and will be part of the digital transformation strategy

  • Few enterprises have progressed very far with omnichannel customer (or citizen) engagement
  • Omnichannel is complex and impacts the entire value chain, which explains in part why progress is slow

Customer experience feedback mechanisms take center stage in omnichannel strategies

  • Feedback mechanisms are essential investments to deliver a personalized and positive customer experience
  • New rising stars for investment support growth, efficiency, and improvements in the customer experience

Data management, including customer data management, is an essential foundation for effective analytics

  • Master data management is a critical area for investment

Customer experience is the top driver behind IoT

  • IoT provides an additional feedback mechanism to determine the quality of the customer experience
  • ICT Enterprise Insights indicates that in every industry, sector, and region, investment plans are increasingly centered on the customer

Ovum's ICT Enterprise Insights Program

  • IT and communications insight by line of business


  • Methodology
  • Author

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now