Forrester

Why Read This Report

Over the past two years, consumer technology adoption and market forces have catapulted the field of customer experience into strategic stature. But it will be years before customer experience is embedded to the same degree as mature business disciplines like finance, human resources, and information technology. While many firms have been working diligently to improve their customer experience for years, still others remain woefully in the dark about the business value it can bring. The net result is that in 2013 — and for several years to come — the customer experience industry will be characterized by efforts that range wildly from systematic change initiatives to desperate shortcuts. This report outlines the changes that customer experience professionals can expect in 2013 and highlights the pitfalls that companies need to avoid during the upcoming year.