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 IXes, organizations must build and evolve to dozens of cross-role competencies. This template focuses on how to mature the preference center competency. Use this tool first to assess your level of maturity within preference centers and the value of elevating your abilities — and then chart your path forward.
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