Executive Summary (This is a document excerpt)

Firms know that customer experience is important — but they deal with it haphazardly. As a result, customers suffer through needlessly painful interactions. That's why firms need a more disciplined approach to customer experience. Forrester recommends that companies adopt Scenario Design, a concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals. This approach requires companies to continually ask — and answer — three questions: Who are your users?; what are their goals?; and how can you help them achieve those goals?

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