Anchor Your CX Strategy In Customer Understanding

November 24th, 2015

Deanna Laufer

With contributors:

John Dalton , Dylan Czarnecki , William Willsea , Kara Hartig

Summary

Great customer experiences stem from a company's deep understanding of its customers' motivations, goals, and behavior. This understanding is fundamental to breaking the cycle of asking and receiving feedback about the status quo to learn what customers are missing in an experience. But most companies aren't conducting the proper research to support this deeper understanding. In this report, we explain how customer experience (CX) professionals can employ the right customer research at the right moment to develop a resonant CX strategy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.