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Digital CX Trends, 2019

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© 2019 forrester research, inc. opinions reflect judgment at the time and are subject to change. forrester ® , Technographics ® , forrester Wave, Techradar, and Total economic impact are trademarks of forrester research, inc. All other trademarks are the property of their respective companies. unauthorized copying or distributing is a violation of copyright law. Citations@forrester.com or +1 866-367-7378 forrester research, inc., 60 Acorn Park drive, Cambridge, MA 02140 uSA +1 617-613-6000 | fax: +1 617-613-5000 | forrester.com for CuSToMer eXPerienCe ProfeSSionALS Digital CX Trends, 2019 Digital CX And Human-Centered Experience Design Align — At Last by Andrew Hogan, Gina Bhawalkar, Kelly Price, Jennifer Wise, Joana van den Brink-Quintanilha, and Karine Cardona-Smits with david Truog, fatemeh Khatibloo, Amelia nickels, Amanda Chen, and Shayna neuburg April 22, 2019 digital CX evolves Toward Human-Centered experience design digital CX is maturing from focusing on websites and apps to also encompassing newer capabilities like voice, connected objects, and notifications. organizations have muddled through until now with touchpoint-by-touchpoint improvements and lists of features, but the challenge has become too overwhelming to continue that way. The number of channels and interaction modes — compounded by the more human-like qualities of elements like voice, Ai, and touch — is driving firms toward what they should have been doing all along: human-centered experience design. And they're broadening these practices beyond digital and design teams to scale their ability to create better customer experiences. Here's how this plays out in 2019. 1. Low-Profile Ambient Devices Are Creating opportunity And Peril devices like AirPods, Apple Watches, internet of things (ioT)-enabled objects, and Alexa-enabled products are intertwining digital interactions into every part of life. These devices are spreading from desks to the rest of homes and offices, and people are wearing them rather than tucking them into pockets and purses. 1 As a result: › They can let people accomplish their goals more fluidly and with less disruption. . . . This proliferation offers the possibility of continuous and intuitive digital interactions, allowing people to feel, glance, or hear and to tap, squeeze, or speak — getting things done that meet their needs without the trouble of opening a laptop or holding a phone. it's a new world of great potential for CX pros to dramatically improve experiences — for example, through simpler task flows and well- timed information from helpful notifications. › . . . But they often get in the way instead. Many companies are sowing distraction, stress, and irritation due to a shallow understanding of customer needs combined with poor experience design (Xd). Mature channels like apps already display these behaviors: facebook overuses emails and notifications to tell users about activity on the social network, and other companies

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