Forrester

Welcome And Introductions

Presentation: Intro To The Customer Experience Ecosystem

• A framework for understanding the complex interdependencies that shape all customer interactions
• Examples of companies that have taken control of their customer experience ecosystems

Exercise: Identifying Key Personas And Pain Points

• Creating the foundation for the ecosystem map

Break

Exercise: Mapping The Customer Journey

• Identifying the steps in the customer journey
• Identifying all relevant touchpoints

Lunch

Exercise: Identifying The Components Of The Ecosystem

• Identifying the people, processes, policies, and technologies that affect the customer journey

Exercise: Root Cause Analysis

• Uncovering the underlying drivers of experience

Break

Exercise: Prioritizing Key Customer Experience Initiatives

• Determining which people/groups are receiving appropriate value from the ecosystem — and which are not
• Identifying policies, processes, and technologies that aren't enabling positive customer experiences

Discussion: How To Extend The Ecosystem Mapping Process

• Sharing key insights, surprising root causes, and areas that require more exploration
• Discussing how participants can leverage this process at their own firms