Template

Invisible Experience Competency: Personalization

Build Your Personalization Competency To Deliver Preemptive Moments

December 28th, 2023
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Fiona Swerdlow , Julie Ask , Gabrielle Raymond

Summary

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 personalization competency. Use this tool first to assess your level of maturity within personalization and the value of elevating your abilities — and then chart your path forward.

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