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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

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