This shift reflects people’s evolving expectations. It’s clear that people want rich, customized digital experiences. But they have grown disillusioned by the legacy methods used by most companies to deliver them. Models that served businesses well in the early days of the digital age have led them to inadvertently take more and more control away from individuals. Existing customization methods based on robust data gathering and analytics are failing to provide the transparency, or the agency, that consumers want. And it’s not just customers. Cooperative digital experiences are also helping companies re-imagine their partnerships with employees and other stakeholder groups.
66% of consumers report they are just as concerned about the commercial use of their personal data and online identity for personalization purposes as they are about security threats and hackers.”
The companies that take the right actions today with cooperative digital experiences are setting themselves up for future success. As 5G and augmented reality (AR) become widespread, their significant impact on experience delivery will make balancing customization and user agency even more critical. Together, 5G and AR will enable businesses to tailor people’s digital journeys throughout their lives, anywhere and anytime. With this omnipresence comes even greater responsibility to get it right; for the companies that do, there will be huge opportunities.