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Unifying the digital citizen experience
Wednesday 16th September 2011
Unifying the digital citizen experience
A few years ago, when digital was limited to websites, email or interactive voice response systems, organisations could get away with strategies that allowed them to take a channel by channel approach to experience. However, with the recent explosion of digital devices and their increased capabilities, organisations have come under fire to not only create but also deliver a unified experience across multiple devices and platforms. The boundaries between devices, channels and behaviours are increasingly blurring.
In a recent article, Forrester VP and principal analyst, Ron Rogowski, argued that in an age of rapid digital advancement, successfully delivering a cohesive experience that meets and exceeds expectations requires a more thoughtful approach that considers the entire customer journey – He then suggested that customer experience and digital channels should become a strategic corporate priority.
Rogowski joined an international panel with ITU Live's Helen Olsen to discuss the importance of delivering a unified digital customer experience strategy. Also on the panel:
- Paul Annett, design lead for the UK Government Digital Service
- Marcus Castenfors, user-centred design lead at SapientNitro, Sweden
- Ben Watson, from Canada and Adobe's lead customer experience strategist