Why Read This
The rapid consumer adoption of mobile devices, new interfaces, and the changing behaviors they encourage have transformed how customers engage with companies. Gone are the days when companies could assume PC-based interactions and undivided attention. In the post-PC era, customers expect experiences to come to them — regardless of which device (or devices) they are using — and to provide services aligned with their needs and abilities, in the moment. In this report, we explore how consumer experience expectations have changed and why companies need to deliver experiences that are natural, adaptive, and anticipatory. In addition, this report helps customer experience professionals discover what it takes to adopt a new mindset focused on aligning new technologies with user needs and provides a vision of how this will affect digital customer experience improvements. This report was originally published on April 12, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy.