September 17, 2008
The Customer Experience Journey
Customer-Centric DNA Propels Firms Through Five Levels Of Maturity
with Steven Geller
Executive Summary (This is a document excerpt)
Why is customer experience such a hot topic? Because it's important, complex, and broken. That's why firms should head toward Experience-Based Differentiation (EBD), a blueprint for customer experience excellence. But EBD can't be mastered overnight. Instead, companies must embark on a multiyear journey through five levels of EBD maturity: 1) interested; 2) invested; 3) committed; 4) engaged; and 5) embedded. Along the way, firms need to develop customer-centric DNA, a corporate culture with six components that include collective celebrations, commitment to employees, and consistent tradeoffs. To succeed in the transformation, firms must prepare for a multiyear journey and include their HR groups in the effort.
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WHAT IT MEANS
| Forrester interviewed more than 25 firms about their customer experience efforts, including: Alaska Airlines, All State Insurance, Cabela's, California State Automobile Association, Century Furniture, CIGNA, Edward Jones, H&R Block, Intuit, Lego, Marks & Spencer, Microsoft, One Communications, Reuters, Royal Bank Of Canada, Scholastic, SunTrust Banks, Symantec, UCN, Umpqua Bank, United Airlines, Wachovia, Walgreens, Wells Fargo, and Zappos. We also interviewed more than 20 firms that provide products or services for improving customer experience. Related Research Documents
March 24, 2008
November 21, 2007
October 3, 2007
January 2, 2007 |
Companies Head Toward Experience-Based Differentiation 
Experience-Based Differentiation: The Blueprint For Customer Experience Excellence Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
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Original air date: Friday, October 16, 2009
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