Digital Interactive Experience (IX) Services State of the Market Report 2021 – Moving from Persuasive to Purpose Driven Experiences

Enterprises are increasingly focusing on delivering enhanced experience to all their stakeholders (customers, employees, partners, and society). While the center of focus remains customer experience, the pandemic put a spotlight on Employee Experience (EX), resulting in increased investments. The pandemic also resulted in long lasting changes in consumer behavior and expectations from brands making enterprises take a more holistic view of experience management within their organizations. As enterprises chart their journey toward offering differentiated experiences, they will have to evolve their offerings and messaging based on the future envisioned state of the target stakeholders. Principles of human-led design will play a greater role in designing responsible and inclusive experiences of the future.