Invisible Experience Competency: Audience Selection

Build Your Audience Selection Competency To Determine Who To Serve In Any Moment

December 21st, 2023
With contributors:
Fiona Swerdlow , Julie Ask , Gabrielle Raymond


Anticipating customers’ needs and serving them proactively minimizes the friction in consumer digital experiences, making them more “invisible.” The 70 digital experience professionals we interviewed believe that anticipating customer needs and delivering more invisible experiences (IXes) will help them differentiate their offerings from those of competitors. But to deliver more invisible experiences, organizations must build and evolve to dozens of cross-role competencies. This template focuses on how to mature the audience selection competency. Use this tool first to assess your level of maturity for audience selection and the value of elevating your abilities — and then chart your path forward.

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