Trends Report

Anticipatory Experiences Require New Competency Superpowers

Develop Core Cross-Disciplinary Competencies To Deliver Anticipatory Experiences

September 5th, 2023
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
Enza Iannopollo, Principal Analyst
Enza Iannopollo Principal Analyst
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Michele Goetz, VP, Principal Analyst
Michele Goetz VP, Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Rusty Warner , Jayesh Chaurasia , Kara Wilson , Karsten Monteverde , Gabrielle Raymond , Shayna Neuburg

Summary

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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