Why Read This
At Forrester's Forum For Customer Experience Professionals 2013, we announced the winners of our first annual Outside In Awards. The awards recognize organizations that excel at the practices needed for planning, creating, and managing a great customer experience. In the Customer Understanding category, Blue Cross Blue Shield of Michigan (BCBSM) emerged as the winner, and VMware earned an honorable mention. This report describes the approaches that distinguished the customer understanding programs at the two organizations. Customer experience professionals should emulate these winners with programs that bring customers' perspectives alive for employees and enable them to make better decisions.