Trends Report

Consumers Don’t Want Self-Service Digital Experiences; They Want Service

Consumers Will Expect Brands To Anticipate Their Needs And Act On Their Behalf

August 30th, 2021
With contributors:
Fiona Swerdlow , Ian Jacobs , Brandon Purcell , Kjell Carlsson, PhD , Fatemeh Khatibloo , Tyler Castro

Summary

Historically, mobile and digital experiences have placed too much cognitive load on consumers. The pandemic exacerbated the problem: Brands accelerated their rollout of increasingly cluttered digital experiences as they prioritized speed-to-market and volume over low-friction experiences. Now they must boost their abilities to personalize, streamline, and orchestrate these experiences. This report outlines how brands must strive to anticipate the needs of their best customers, evolving over time from assistants that make smart suggestions to agents that take action. It also notes some of the emerging technologies that will continue to support brands on this journey.

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