Forrester

Why Read This Report

Highlights of the Trends In Customer Experience panel at Forrester's Customer Experience Forum 2010 included a debate about the need for a chief customer officer (CCO), a prediction that "Web sites are dead," and a discussion of strategies for cross-channel orchestration. One major point of agreement among these sometimes-contentious customer experience leaders from FedEx, Time Warner Cable, and USAA: They uniformly attributed their breakthroughs to moving away from a product innovation mindset toward a customer-centered approach to doing business. This new mindset is helping the firms better understand and react to customers' rapidly changing expectations.