Why Read This
Companies have lofty goals for customer experience. Unfortunately, most aren't doing even a fraction of the things required to achieve those goals. Customer experience professionals need to help their organizations adopt the practices that will let them design, implement, and manage customer experience in a disciplined way that delivers the results firms want. But how can companies avoid missteps over the course of this complex transformation? Forrester studied companies that tried to adopt customer experience discipline over time. We concluded that firms that actually succeeded at this goal followed the same four-phase path. This report describes that path and provides examples of organizations that are on it today.