Future online experience

July 20, 2010

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?

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