Trends Report

Anticipatory Experiences Require New Competency Superpowers

Develop Core Cross-Disciplinary Competencies To Deliver Anticipatory Experiences

September 5th, 2023
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Rusty Warner , Jayesh Chaurasia , Kara Wilson , Karsten Monteverde , Gabrielle Raymond , Shayna Neuburg


Anticipating customers’ needs and serving them proactively will create value for customers and help differentiate from the competition, according to the 80 digital business executives we interviewed. But delivering more invisible experiences is challenging. Forrester has identified more than 60 cross-disciplinary competencies, more than half of which are critical for enterprises to deliver more invisible experiences. This report helps executives understand the depth and breadth of the most important competencies and how to start evolving them.

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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.