Start Your Journey Toward Anticipatory Experiences

Forrester expects the focus of mobile experiences to shift from self-service to service that a brand provides automatically. Natural language interactions will improve the experiences consumers have with brands, but consumers want convenience — not conversations. Forrester believes that customers will expect that the brands to which they are most loyal will anticipate their needs and begin to act on their behalf. While we’ve begun to publish some introductory research on anticipatory experiences (AXes), there is still a lot to learn. This report identifies three customer journey types where brands can start their own journey toward AX.