Why Read This
In the post-PC era, customers expect experiences to come to them and provide services aligned with their needs and abilities in the moment. In this report, we explore how consumer experience (CX) expectations have changed and why companies need to deliver experiences that are natural, adaptive, and anticipatory. In addition, this report helps CX professionals discover what it takes to adopt a new mindset that focuses on aligning new technologies with users' needs and provides a vision of how this will affect digital customer experience improvements. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.