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RESEARCH, ANALYSIS & TRENDS

2. By 2020, 30% of all B2B companies will 4. By 2020, augmented reality, virtual reality and
employ artificial intelligence (AI) to augment at mixed reality immersive solutions will be
least one of their primary sales processes: AI in evaluated and adopted in 20% of large
sales allows for more efficiency and effectiveness enterprises as part of their digital
in business processes, often with up to 30% higher transformation strategy: Organizations will have
conversion rates when engaging prospects or the ability to provide employees, customers and
leads. It is becoming an attractive alternative for suppliers with a means to obtain real-time
sales organizations with high volumes of lead information, experience virtual environments and
processing, opportunities and forecasting engage in social collaboration without a small,
processes because it provides fast and accurate limited display and a limited point of view.
support when performing the different sales stages. Consumers already experience some form of
immersive technology, such as Snapchat filters
3. By 2020, more than 40% of all data analytics
projects will relate to an aspect of customer and 360-degree video and photos on Facebook.
experience: Data and analytics is already 5. By 2022, two-thirds of all customer experience
prominent across marketing, sales, digital projects will make use of IT, up from 50% in
commerce, customer service, social media 2017: As the number of digital channels expands,
management and field service departments. self-service or digital commerce interactions are
However, an understanding of the overall condition increasing, as well as the move away from human
of the customer's attitude toward the enterprise is face-to-face or voice-based interactions. The
lacking for the majority. What matters is not the proportion of projects using IT to improve the
customer's attitude about a store, department, customer experience will steadily rise. Those not
process or product, but the level of trust they have using technology tend to be projects related to
in the organization as a whole and their likely intent recruiting, training, governing and managing
to remain loyal. customer-facing employees. ◊

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