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For Customer Experience Professionals

Improve Digital Customer Experiences

January 10, 2017

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This is the Executive Overview report in The Digital Customer Experience Improvement Playbook For 2016.

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Why Read This Playbook

The boundary between digital and physical keeps getting blurrier, and emerging tech like virtual reality and AI-powered chatbots is going mainstream. This is raising the bar for customer experience (CX): It's becoming not only omnichannel but more multisensory and complex to design. To adapt, companies must embrace a design thinking approach focused not on technology but on ease, effectiveness, and emotion. CX pros can use this playbook to help develop strategies and skills that improve experiences in digital and beyond. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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