Trends Report

The Future Of Mobile Experiences Is Context

Customer Experience Professionals Must Develop Mobile Paradigms

October 26th, 2011
Julie Ask, null
Julie Ask
With contributors:
J. P. Gownder , Ted Schadler , Moira Dorsey , Vidya Drego , Eric Brown , Douglas Roberge

Summary

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum total of what is known about an individual at the moment of engagement — is a moving target that will pull consumer perceptions of convenience with it. Successful mobile initiatives will focus not only on what is delivered but also on how it's delivered to each customer. This report outlines the technology changes on the horizon that will affect the ability to gather and understand mobile context. To succeed with mobile, customer experience professionals must design experiences that leverage context to deliver more convenient mobile services.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.