Forrester

Why Read This Report

This report is an update to "Why Customer Experience? Why Now?" originally published on October 4, 2011. We've entered the age of the customer — an era where a focus on customers matters more than any other strategic imperative. Companies are waking up to the fact that customers' perceptions have a profound impact on business metrics ranging from brand equity and customer loyalty to increased revenue and cost savings. But while every executive knows that customers matter, most companies simply don't approach their interactions with customers in a disciplined way. Lip service won't cut it anymore. For firms to succeed, customer experience professionals need to understand the business case for redefining, implementing, and orchestrating the customer experience ecosystem.