Executive Summary (This is a document excerpt)

Forrester asked its Customer Experience Peer Research Panel about the state of the economy. While most of the companies have lowered their financial outlooks, only a few felt that customer experience would become less important. However, if they do need to cut costs, companies ranked design agency services and focus groups high on the list of customer experience activities that might get trimmed back. In this environment, customer experience execs need to prepare for tightened budgets, intensified focus on costs, and customer dissatisfaction. To deal with this situation, Forrester recommends that these execs follow eight steps that include keeping an eye on the customer, prioritizing key moments of truth, and focusing on small-scale cultural changes.

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