The blurring of boundaries between physical and digital experiences, the emergence of new interfaces like virtual reality, the rise of artificial intelligence, and the ever-increasing portability of experiences usher in a new era for customer experience (CX). To cope, CX professionals need a new approach to experience design, says Forrester, in its report The Future Of Customer Experiences.
1. CX is becoming increasingly sense-based
As customers’ interactions with a company move beyond the mouse to interactions that involve gesture, eye tracking, enhanced haptics, and audio, their experiences are not only omnichannel but also multisensory.
2. Wayfinding principles navigate the new CX
Customers’ emerging interactions that bleed out across locations and take advantage of the senses require a new approach to experience design. Principles that bring together interactive, product, and architectural design provide the foundation for an effective practice.
3. Exercise control by shaping, not dictating, the experience
By engaging multiple senses and finding the sweet spot where the customer, not the producer, takes the wheel, companies can build emotionally resonant experiences that enhance rather than complicate their customers’ lives.
The report says we’re on the brink of a new era for customer experiences and winning firms embrace new principles to transform customer journeys. For more see: https://www.forrester.com/report/The+Future+Of+Customer+Experiences/-/E-RES121186