Trends Report

The Future Of Online Customer Experience

It Looks Customized, Aggregated, Relevant, And Social

January 28th, 2010
Moira Dorsey, null
Moira Dorsey
With contributors:
Harley Manning , Angela Beckers , Shelby Catino

Summary

Forrester believes that four attributes will characterize the next phase of development of the Web. Online experiences will be: customized by the end user, aggregated at the point of use, relevant to the moment, and social as a rule, not an exception. In this report, we highlight companies that are providing online experiences that already exhibit one or more of these characteristics. To prepare for the future, customer experience professionals should develop multichannel personas, include social media behaviors in ethnographic research, prepare atomized content, establish an environment for testing new experiences, and seek out highly skilled interaction designers.

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