Machine customers represent one of the biggest new growth opportunities of the decade. Business leaders must act now to create a path to a business megatrend that will be more significant than the arrival of digital commerce, according to GartnerIT.
, distinguished VP analyst, Gartner Fellow and leader of Gartner’s CEO research, explain that machine customers will be involved in a wide range of consumer and business purchases. In the book, they anticipate and unpack key challenges and opportunities for organizations, and how these organizations should tackle them.
Executives across the enterprise must collaborate to prepare for machine customers. This ranges from legal officers who will need to dig into definitions and start framing what risk-managed ways the company can engage commercially, to CIOs who must lead the construction of the platforms capable of serving machine customer markets, to marketing officers who must reconceptualize what a customer is and how to understand machine customer needs.
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