skip to main content
Close Icon

In order to deliver a personalized, responsive service and to improve the site, we remember and store information about how you use it. This is done using simple text files called cookies which sit on your computer. By continuing to use this site and access its features, you are consenting to our use of cookies. To find out more about the way Informa uses cookies please go to our Cookie Policy page.

Global Search Configuration

Ovum view


The emergence of digital technologies like wearables, beacons, and devices connected to the Internet of Things is creating new data streams and more relevant insights, making enterprises agile, efficient, and proactively responsive to customers. Enterprises that can successfully connect to the augmented data from these technologies and quickly analyze it will access a deeper level of insights and enable the delivery of proactive customer care, targeted engagements at the key moments throughout their customer journeys, and precise product development. The enterprises that put the processes and technologies in place to quickly act on the data generated by connected devices for the benefit of customers will gain strategic advantage.

The new hyper-connectedness offers invaluable data

A new breed of customer-generated data from IoT-enabled devices offers the potential of informed decision-making. A growing number of enterprises are realizing the long-term value that bundling augmented reality data with other enterprise data bears in providing proactive customer service, creating targeted marketing campaigns, and enabling precise product development.

This homogenization of data will provide enterprises with behavior-rich streams of information on customers that will help them achieve profound interconnectedness that will transform contact centers, marketing and sales, and R&D.

From this augmented data, enterprises will gain the ability to track activities, identify choices, and evaluate outcomes, ultimately adopting a new level of proactivity that hasn't been available in single-channel, voice-centric customer service environments. They'll be able to easily address a range of issues, from detecting problems before a customer even knows they exist and implementing fixes where possible, to contextualizing communications and engagements and ensuring that they're conducted precisely at the right moments along the customer journey.Therefore, they'll develop a more complete understanding of their existing customers, as well as gain the ability to serve and understand them more effectively.

One of the great benefits of IoT is the sheer volume of data that contact centers are set to gain concerning the efficiency of brand products and consumer habits. Enterprises that rely on the sensor, diagnostic, and user interaction data from devices, will only stand to accelerate their product R&D. By discovering how customers are using their products through multimodal learning, which incorporates users' audio, video, location, motion, and temperature data, businesses can quickly update features or adjust future models to more closely align with customer desires and behaviors. This insight is invaluable. Rather than undergo tedious trial and error, enterprises can know in real time what is working and what is not, enabling them to make data-driven decisions and immediately react to, correct, or adjust issues as they arise. This process will lead to better product design – now and in the future.

An augmented enterprise will also afford enterprises and agents the ability to stop reacting to customer issues and instead anticipate their needs before they arise. And the breadth and depth of knowledge on individual customer's behaviors and interests that marketing can glean from connected devices will challenge marketers to think differently about how they engage across channels and devices. Thinking differently will enable them to deliver offers to highly defined, contextual, and hyper-segmented audiences.

This new level of connectedness will help enterprises increase customer satisfaction and optimize customer long-term value, as well as provide product and service differentiation to their customers. This growing awareness around the intended benefits will accelerate enterprise investments in 2017 in technologies that will connect, aggregate, and analyze these IoT-enabled data sets.

Clearly, now is the time for enterprises to capitalize on the augmented data from IoT and wearables, and use the resulting insights to market and position their product lines more effectively and efficiently, as well as proactively engage with customers and prospects at critical moments.


Further reading

The Augmented Customer and the Enterprise CX Opportunity, IT0014-003233 (February 2017)


Mila D'Antonio, Principal Analyst, Customer Engagement

Recommended Articles

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services, World Cellular Informatio...

    Mapping the Future of Enterprise Messaging: SMS, RCS, and Chat Bots

    By Pamela Clark-Dickson

    In this paper, we analyze the results of the Enterprise Messaging Survey 2017, placing the findings in the context of the rapidly evolving business-to-consumer communications market.

  • Consumer & Entertainment Services, Service Provider Technolo...

    FAANG to sink its teeth deeper into TV in 2018

    By Rob Gallagher 14 Dec 2017

    Few trends will be bigger in 2018 than the transformation of TV and video by OTT technology and services. Here we present five Ovum predictions related to the most influential players: Facebook, Amazon, Apple, Google, and Netflix – or FAANG, for short.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

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

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now