Anticipatory Experiences: What We Know So Far

November 9th, 2020

Julie Ask Vice President, Principal Analyst

With contributors:

Stephen Powers , Andrew Hogan , Alessia Stewart

Summary

Digital experience, digital business, and customer experience leaders who are building strategies for future digital experiences or customer engagement should read this research to understand the progress of anticipatory experiences so that they can anticipate customer needs and engage customers proactively. Most proactive engagement is one way or outbound to customers today, but future experiences will include more two-way dialogues, if only to exchange information and acknowledge its receipt. Anticipatory experiences are in play today in the simplest forms, but engaging consumers proactively in more complex journeys is years away. For more information, read Trend: Consumers Will Expect Brands To Anticipate Their Needs And Act On Their Behalf and schedule an inquiry.

Want to read the full report?

This report is available for individual purchase ($1495).

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.