“ Encounter optimization” is one of those terms that will seems to cover almost everything. Since everybody agrees that customer experience is vital to a brand’ s success nowadays, wouldn’ t optimizing that include every marketing tool in your toolkit?
But , as Forrester clarifies in its first Wave report with this category [“ The Forrester Wave: Experience Optimization Platforms, Q2 2018 ,” fee required] encounter optimization is “ the ongoing consolidation of online testing, behavior targeting, and recommendations practices, ” with the intent to learn what works after which improve how customers interact with manufacturers.
In fact , this review is the newest incarnation of Forrester’ s previous Wave reports upon online testing platforms, since superior online testing is increasingly joining with recommendations and behavioral focusing on and being placed on top associated with digital intelligence layers. The whole concept, then, is that every customer connection becomes a learning event to better track the experiences of every customer. Through the report:
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