Trends Report

Anticipatory Experiences: The Challenges

Anticipating Customers' Needs And Serving Them Proactively In Their Moments Is Extremely Difficult

January 20th, 2021
Julie Ask, null
Julie Ask
With contributors:
Stephen Powers , Rusty Warner , Rob Koplowitz , Alessia Stewart , Rachel Birrell


Businesses believe they can deliver value to their customers and differentiate from their competition by anticipating customers' needs and acting on that information. Both aspects — anticipating and acting — are difficult. We surveyed more than 350 B2C brands and interviewed more than 36 digital business leaders and 24 vendors that play a role in delivering these experiences to understand where they are in this journey. This report focuses on their challenges.

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