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Posted by Randy Heffner on July 23, 2013
What if you could look over the shoulder of every one of your customers as they used your mobile apps, web pages, kiosks, and other digital channels? What could you learn? How might you use what you learn to dynamically adjust your digital experiences?
In the days when web applications were king, this type of insight was doable with simple web analytics and similar tools. Today, continual experience optimization is much more difficult because of:
Behind-the-scenes integration is the key technical enabler for a cycle of continuous insight and optimization. Integration is needed to:
Forrester’s digital experience reference architecture outlines a foundation of patterns and architecture to accomplish the necessary integration (see the November 21, 2012, "Use A Reference Architecture To Speed Cross-Channel Digital Experience Delivery" report). An organized picture of the many piece-parts required for leading-edge digital experiences helps you see better how to integrate the pieces into a cycle of sensing customer activity, analyzing what it means, and optimizing via real-time contextualization and rapid experience change (see graphic — more detailed versions of the piece parts are available in the above report).
What might you do with this cycle? Here are just a few brainstorming ideas:
Even if you already know some of the major opportunities and challenges are for your enterprise, it's good to be even smarter. There’s a strong chance that a close look at your digital experiences — not only the ones for customers, but also those for employees and partners — can identify valuable places where integration based on a strong reference architecture can make your organization smarter. The integration isn’t always easy, but there’s a world of potential value in the optimization possibilities.
How far and how deep are your integration efforts going to enable a cycle of continuous digital experience optimization?
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