The Forrester wave digital experience platforms Q4 2015

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    Today, the proliferation of customer touchpoints, applications, and digital interactions demands a new technology architecture. We call this architecture a digital experience platform. For most large organizations, digital experience platforms include web and mobile touchpoints today, though advanced firms are expanding their digital presence, with retailers implementing digital walls or manufacturers empowering customers with mobile apps, for example. For those firms embracing the business technology (BT) agenda — technology designed to win, serve, and retain customers — the broader picture is not technology at all, it’s the customer life cycle. And so Forrester defines digital experience platforms broadly as:
    Software to manage, deliver, and optimize experiences consistently across every digital touchpoint.

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