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  • Report Consumers Want Convenience, Not Conversations

    Conversational Interfaces Struggle To Deliver Contextual Convenience
    August 21, 2019 | Julie A. Ask, Ian Jacobs

    Consumers want convenience and choice — not conversational interfaces. However, a fear of being left behind still impels digital business leaders to build them. And nearly three-fourths of those...

  • Report The Art Of Notifications

    Design Experiences To Engage Your Customers In Key Moments
    October 22, 2018 | Julie A. Ask

    Today's digital experiences — including mobile messages — place too much cognitive load on consumers. The effectiveness of mobile messages depends on both the use case and the content. Consumers...

  • Report Mobile Messaging Best Practices Illustrated

    Jump-Start Your Learning With This Library Of Mobile Message Examples
    October 22, 2018 | Julie A. Ask

    The most common question Forrester's clients ask about mobile messaging is, "Who does it well?" The second most popular question is, "What are my competitors doing?" Digital business leaders will...

  • Report RCS: More Myth Than Magic — For Now

    RCS Could Accelerate Convergence Of Notifications And Conversations
    October 15, 2018 | Julie A. Ask, Mike Chirokas

    Notifications simplify experiences for consumers by allowing brands to push out text, images, files, app fragments, and more based on real-time context. However, the only fully interoperable...

  • Report Moments: Maturity Framework

    Leverage The Learnings Of Pioneers To Evolve Your Mobile Messaging Tactics And Capabilities
    October 3, 2018 | Julie A. Ask

    Future experiences will be right-sized, contextual, and pushed out to consumers in their specific moments of need. Today's well-executed mobile messages most closely resemble future experiences....

  • Report Digital Transformation: Mobile Is The Catalyst

    Digital Transformation Best Practices: Scale Your Digital Delivery Engine To Drive Change
    June 13, 2018 | Julie A. Ask, Jeffrey S. Hammond

    Firms in the midst of digital transformation risk stalling. To overcome organizational inertia, successful firms must scale and operationalize best practices they've so far developed in pockets...

  • Report Digital Transformation: Master Startup Methods

    Digital Transformation Best Practices: What Incumbents Can Learn From Digital-Native Firms
    June 13, 2018 | Julie A. Ask

    Digital business leaders face a dilemma: What made their firms successful in the past is now holding them back. Incumbents boast an existing customer base and brand pedigree but are saddled with...

  • Report Predictions 2018: Mobile Evolves Into The Digital Experience Conductor

    2018 is the year that mobile becomes core to the digital ecosystem. Devices are evolving to seamlessly work together. Tooling is following that evolution, allowing developers to build for...

  • Webinar Mobile Maturity Assessment

    August 30, 2017 | Julie A. Ask, Jeffrey S. Hammond, Danielle Jessee

    Mobile has ascended the digital engagement throne. No other customer-serving digital touchpoint is more important to industries from retail to travel to banking. With mobile’s ascendancy,...

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