Executive Summary (This is a document excerpt)

Forrester recently surveyed decision-makers at 41 companies and found that their primary challenges when it comes to customer experience measurement relate to tracking experiences across channels. Several factors contribute to this problem, including getting alignment across organizations on which metrics to use, aggregating data from multiple sources, and connecting data back to specific customers. Firms can overcome these difficulties by creating a centralized customer experience group, establishing a common framework for measurement, and focusing on one channel pair at a time.

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