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

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

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

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • 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

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


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

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now