Why Read This
To deliver great customer experiences, firms must align a complex interdependent ecosystem of employees, partners, policies, processes, and technologies. Forrester calls this the "customer experience ecosystem." Firms like Apple, salesforce.com, and Nike already compete by crafting superior ecosystems that help customers achieve their big-picture goals. When other companies orchestrate improved customer experience ecosystems, they'll drive increased customer value and create meaningful competitive advantage in today's dynamic marketplace.