Trends Report

Start Your Journey Toward Anticipatory Experiences

January 7th, 2022
Julie Ask, null
Julie Ask
Michael Facemire, null
Michael Facemire
With contributors:
Fiona Swerdlow , Andrew Hogan , Alessia Stewart , Paul-Julien Giraud , Kara Wilson , Ashley Villarreal


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.

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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.