For Customer Experience Professionals

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	January 28, 2010 The Future Of Online Customer Experience It Looks Customized, Aggregated, Relevant, And Social by Moira Dorsey with Harley Manning, Angela Beckers, Shelby Catino	Average: 8  (17 ratings)

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Executive 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.

TABLE OF CONTENTS

• New Technologies Follow A Pattern: Imitation Followed By Evolution
• Three Types Of Trends Will Shape Online Customer Experience
• Four Attributes Will Characterize The Next Phase Of Online Experiences

RECOMMENDATIONS

• Get Ready Now

WHAT IT MEANS

• The Explosion Of "Online Experience" Beyond The PC Will Have A Ripple Effect
• Supplemental Material
• Related Research Documents

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