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:


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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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.