Why Read This
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.
Tags: Brand & Product Web Sites, Consumer Mobile Devices, Consumer Mobility, Customer Experience Management, Design & Usability, eCommerce, Financial Services, Insurance, Media & Entertainment, Personas & Scenarios, Retail, Social Media, Travel