Stephen Powers and I wrote this research together. The full report is available to Forrester clients at this link. The research is part of Forrester’s playbook to advise application development and delivery professionals on how to support their organization’s digital customer experience strategies.
Today’s rush to reach customers on their smartphones and tablets is just the beginning of an explosion of software-fueled digital touchpoints. Smartphones, tablets, eReaders, games, smart TV, goggles . . . there’s no end in sight. As Internet-connected devices spread and people adopt them, companies can reach and engage with their customers wherever they are and in new ways not possible through brick-and-mortar stores, television advertising, and catalogs. Each of these digital touchpoints enables continuous relationships between enterprise and customer.
But digital touchpoints cannot be islands. Customers expect a unified, consistent experience across the several touchpoints they use when engaging your firm. The vast majority of companies don’t yet have the design disciplines, technologies, and organizations to support unified digital experiences. Application development and delivery (AD&D) pros can and should help lead the search for the right practices, talents, and technologies to create unified customer experiences.
Key research takeaways:
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