Trends Report

Scenario Design Unifies The Splinternet Customer Experience

June 25th, 2012
With contributors:
Harley Manning , Belle Bocal


Companies have historically failed to meet the needs of their customers in individual channels. As customers increasingly engage with multiple channels in pursuit of a single goal, companies need to deliver better, more unified customer experiences within and across touchpoints. To do this, they need to adopt scenario design, which asks and answers three questions: Who are your customers, what are their goals, and how can you help them accomplish those goals? To help customer experience professionals discover the vision that leads to digital customer experience improvement, this document explains the role of scenario design in today's fragmented landscape of touchpoints that Forrester calls the splinternet.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.