Next-Generation Interactive Design Calls For Agencies That Collaborate Well

The pressures to roll out consistent experiences across multiple touchpoints, deliver compelling next-generation experiences in digital channels, and stay ahead of the curve of emerging technology will drive agencies to collaborate more effectively. In the future, customer experience professionals will need to look beyond technology skills and creative flair for interactive design agencies that use tools and processes to govern sharing of information as well as formalized project management methodologies, process-oriented design approaches to problems, and an ethos of seeking the best business outcomes rather than their own firm's success. Customer experience professionals must work with their lead agencies to establish tools and practices that all agencies will adhere to, establish incentives that reward collaboration, and take steps to prepare their own organizations for new ways of working.