For Customer Experience Professionals

What's The Right Customer Experience Strategy?

    Why Read This Report

    Most companies lack a customer experience strategy. As a result, their leaders struggle with decisions about funding and prioritizing projects meant to improve customer experience at the enterprise level. To craft their strategies, customer experience leaders should start with their firms' overall strategies, which define competitive positions and set customer expectations of the brand. To illustrate this approach, we describe three customer experience strategies that align with Michael Porter's generic company strategies: 1) self-service optimization for cost leaders; 2) proactive guidance for product or service differentiators; and 3) tailored intimacy for segmentors.

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    TABLE OF CONTENTS

    • A Customer Experience Strategy Defines A Plan For Serving Target Customers
    • Three Customer Experience Strategies That Align With Company Strategies
    • Start Crafting The Right Customer Experience Strategy For Your Company
    • RECOMMENDATIONS

      Align Metrics With Strategy
    • WHAT IT MEANS

      Customer Experience Gets Business Discipline
    • Supplemental Material
    • Related Research Documents