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How businesses can capitalise on the 'influence' of Amazon, Apple, Facebook and Google on their customers

How businesses can capitalise on the 'influence' of Amazon, Apple, Facebook and Google on their customers

These tech vendors should be part of your customer experience ecosystem, advises Forrester TJ Keitt

Their offer to prospective partner companies is simple: ‘Help us make our experiences stickier and we’ll help you access our millions (or billions) of customers.’

Amazon, Apple, Facebook and Google have set the standard for customer experience (CX) helping them gain some of the biggest and most loyal customer bases across the globe.

The four tech giants continue to succeed as they move into different markets because they create experiences that are “intuitive, intelligent, contextually aware, powered by a broad ecosystem, and ubiquitous,” notes analyst firm Forrester.

These tech firms not only incorporate artificial intelligence into their CX so their clients get value more quickly, they also provide platforms for third parties to build on or integrate with their products and services.

Their offer to prospective partner companies is simple, writes Forrester analyst TJ Keitt: “Help us make our experiences stickier and we’ll help you access our millions (or billions) of customers.”

Customer experience professionals can help their companies build a strategy to best capitalise on this opportunity, advises Keitt.

In a research paper, Keitt highlights some of the advantages these companies have, as well as lessons they can share for CX professionals.

He points out all four companies were able to create massive and engaged customer bases. Google, for instance, claims that its Search, Android, Chrome, YouTube, Google Play, and Gmail offerings each has more than one billion monthly users.

They also used the popularity of their core experiences to enter - and disrupt - adjacent markets. Amazon, for instance, has changed the market for electronics, entertainment, IT services, publishing, retail, shipping, and payment cards.

To keep growing market share and engaging customers, these vendors continuously offer new services that enhance the core experience. In the case of Google, Gmail became the foundation for its enterprise collaboration services G suite, writes Keitt.



The four tech vendors took the processes, infrastructure, and technology they used to build their iconic experiences and turned them into platforms, providing other companies with building blocks for new experiences. The vendors also provide the tools to help companies create experiences on these platforms.

For instance, popular mobile dating apps use Facebook’s identity management system, user profiles and photographs to authenticate users and populate their dating profiles.

Make these technology vendors part of your CX ecosystem, and partner with them strategically to cover a range of customer needs, concludes Keitt.

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Tags innovationCIO roleGoogleFacebookAppleforresteramazondisruptionCustomer Experiencecustomer focusCDOdigital transformationCMO-CIO relationshipcxAlphabetTJ Keitt

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