A new global study by Designit, Wipro’s experience innovation company, reveals that context-aware systems are now considered the top strategy for improving customer experience (CX).
What are context-aware systems?
These systems use real-time data—like customer behaviour, preferences, and current interactions—to understand what a customer needs in the moment. This lets businesses respond faster and more intuitively, making the overall experience smoother and more personalised.
Key Findings from the Research:
- 57% of professionals surveyed picked context-aware systems as their top CX priority.
- Other strategies ranked lower:
- Frictionless integration – 19%
- AI-powered predictive analytics – 14%
- Cross-industry data sharing – 10%
The survey included professionals in design, UX, and product development.
Why it matters:
As customer expectations for seamless and personalised service keep rising, businesses need smarter ways to stay ahead. The research shows that using context-aware systems helps companies not only meet customer needs but anticipate them in real time—building stronger loyalty and deeper engagement.
Expert Insight:
Madeline Kossakowski, Executive Experience Design Director at Designit, says many businesses still focus on surface-level personalisation, like customised emails or offers. But these efforts often fall short.
“Context-aware systems take things further,” she explains. “By understanding customers as their needs unfold, businesses can create more meaningful, long-term relationships—not just one-off transactions.”
She adds that companies embracing this approach—transparently and strategically—will lead the way in the competitive CX space.
The convergence of tech and brands 