The COVID-19 pandemic exposed a lack of resiliency in many systems, processes, and business models, that influence how companies and brands engage with customers and deliver experiences that keep customers coming back. It became painfully apparent that most companies had done little to build out good customer engagement models – and it cost them.

Without customers, there is no business. And, without providing contextually relevant and differentiated customer experiences, businesses are unable to forge and maintain the strong bonds with customers that can help avoid chaotic disruptions. IDC's predictions for the Future of Customer and Consumers explore the most urgent technology issues and concerns that companies must address to differentiate themselves and maintain engaging relationships with customers. As organizations adopt and employ customer engagement and experience technologies, services, and strategies, they should base their evaluations on whether they improve customer experience or make customer engagement more resilient.