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.