For Customer Experience Professionals (Length: 6 pages)

February 7, 2007

The Experience-Based Differentiation Self-Test

by Bruce D. Temkin

with Steven Geller

Executive Summary (This is a document excerpt)

Forrester introduced the concept of Experience-Based Differentiation (EBD), which builds on three principles: obsess about customer needs, not product features; reinforce brands with every interaction, not just communications; and treat customer experience as a competence, not a function. To gauge how far along firms are in their journey towards EBD, we developed a self-test for each of these principles. To get the most out of these diagnostic tools, firms should take the tests, share the results, discuss the implications, and make plans to improve the scores over time.

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Analyst: Bruce D. Temkin
Technology: Brand Management, Brand Strategy, Customer Experience, Interactive Marketing, Marketing & Advertising, Relationship Marketing, Web Site Design
Geography: Asia Pacific, Europe, North America

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