Forrester Research has identified four attributes that will define the future of the online customer experience—a framework Forrester has termed CARS. From the end user’s perspective, online experiences will be:
- Customized by the end user. Consumers will not only control what they get online, they’ll control the form that they get it in to a much greater degree than they do today.
- Aggregated at the point of use. Content, function and data will be pulled from different sources and combined at a common destination to create a unique experience.
- Relevant to the moment. This customized, aggregated content will appear on the device that’s best suited to the customer’s context at a given point in time.
- Social as a rule, not an exception. Social content will be integrated into most online experiences, not segregated into today’s blogs, micro-blogs and wikis.
From M. Dorsey: What’s next for the online experience?