Contextualization is the Key to Delivering Powerful, Personalized Digital Experiences
It’s no secret that firms want to deliver the right experience to the right user at the right time on the right device. But increased options and heightened customer expectations caused by the splinternet—the fragmented world of web, social, video, and mobile touchpoints and devices—has made delivering relevant digital experiences more important (and challenging) than ever before.
Forrester maintains that in order to succeed in today’s digital environment, firms must deliver smarter, more customer-centric interactions that feel like they are tailored for each user. How? Through contextualization: tailored, adaptive, and sometimes predictable digital experiences.