In The I in Experience, we explore the evolution of digital experiences: black-box personalization, now common, leaves customers feeling out of the loop and out of control. Instead, organizations will need a new model for personalization—one that emphasizes customer agency. Now, there is a significant caveat: COVID-19 has transformed the role and importance of digital experiences in people’s lives. Businesses will need more agile engagement strategies, now and in the future, if they want to thrive.
In the short-term, people are changing, and enterprises should update their personalization strategies to keep up. Businesses need a way to quickly update their understanding of individuals’ wants and needs, and quickly retire information that is no longer valid. The enterprises that give people the agency to steer their own digital experiences will be the first to understand what their new wants and needs are.
Long-term, the purpose of a digital experience will be transformed. Demand is soaring for truly shared digital experiences and digital communities, and leaders are rising to the occasion. The need for digital platforms and experiences will continue to accelerate in the future, as businesses and consumers seek alternatives to in-person gatherings in a post-COVID world. The enterprises that start building personalized, interactive, and shared virtual communities today can carry that success far into the future.