Best Practice Report

Anticipating Customers’ Needs Is A Shared Aspiration, Not A Reality, In 2023

May 17th, 2023
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Brandon Purcell , Jessica Liu , Joe Stanhope , Michele Goetz , Stephanie Liu , Ashley Villarreal , Gabrielle Raymond

Summary

Just 14% of the digital executives we recently interviewed believe their anticipatory experiences are delivering the intended impact: reducing customer engagement. Even among the 28% of executives who believe their company is anticipating the needs of their customers, most are in the initial stages of executing (i.e., pushing out content). They are neither making suggestions to their customers nor taking action on behalf of them. This report offers an overview of where enterprises are on their journey toward delivering invisible experiences.

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