Invisible Experience Competencies Toolkit

Consumers will expect convenience in the form of invisible experiences (IXes) when they seek peace of mind or need to get tasks done. Meeting these expectations requires that brands anticipate the needs of customers, dynamically assemble content, and serve them in their most important moments. However, just 14% of the brands we interviewed believe they can do so effectively, even in limited use cases. Effectively anticipating the needs of customers and serving them proactively means that enterprises must build a wide range of cross-role competencies. This toolkit outlines the breadth, depth, and maturity of those competencies.