In this year's report, Forrester examines how their 2017 predicted trends are playing out. They highlight:
- The split between companies working on basic but critical digital CX factors like form field validation, and the CX pros raising the bar through initiatives like pairing up designers with algorithms and detecting emotions through interface interactions.
- Digital CX continues to be more about understanding human behavior and finding design talent than it is about technology.
- How enterprises spread customer-centric innovation practices throughout the workforce, including Microsoft democratizing CX research by training 200 of its product managers and designers to conduct CX studies via UserTesting.