Analyst firm Forrester recently published a powerful report on Digital CX Trends, 2018 by CX analysts Andrew Hogan, Jennifer Wise, and Kelly Price. Overall, the analysts found that the digital CX gap is widening. Most companies still lack the expertise to follow through on tech aspirations, such as AI, intelligent agents, and chatbots; however, there are a few CX outliers “innovating the way forward.”
The key takeaway for me was that “digital CX continues to be more about understanding human behavior and finding design talent than it is about technology.” Forrester explains that just launching an Alexa skill doesn’t improve CX, and an algorithm can actually make things worse for customers instead of better. In order to fuel this deep understanding of human behavior for CX success in 2017, Forrester found enterprises spread customer-centric innovation practices throughout the workforce, and those exceptional CX innovators focused on understanding the customer beyond the numbers.
To catch up on the in-depth digital CX highs and lows of 2018, download the Forrester report here. (It’s on us until early November!)
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