Forrester

Why Read This Report

Firms want to deliver the right experience to the right user at the right time and on the right device — a tricky proposition in this age of device proliferation. The splinternet — and the devices that comprise it — presents challenges for engaging customers, but it also provides new opportunities to better understand customers' context. User profiles combined with historical data and real-time feedback can help firms deliver increasingly relevant, tailored experiences that meet specific user needs. We call this contextualization. This report helps customer experience professionals understand what contextualization is, what its benefits are, and what tools can help deliver the benefits associated with contextualization.