Why Read This
This report is an update to "Customer Experience Maturity Defined" originally published on September 12, 2011. To excel at customer experience, organizations must routinely perform the practices required to design, implement, and manage customer experience in a disciplined way. Forrester scanned its 15 years of customer experience research and created a framework that outlines 40 essential practices across six disciplines: strategy, customer understanding, design, measurement, governance, and culture. Customer experience (CX) professionals in organizations looking to move up the CX maturity curve should take stock of how they perform these practices today — if at all — and define a vision for turning an ad hoc set of activities into a self-improving customer experience management machine.