For Customer Experience Professionals

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	July 19, 2004 Scenario Design: A Disciplined Approach To Customer Experience by Bruce D. Temkin with Harley Manning, Paul Sonderegger, Michelle Amato	Average: 10  (6 ratings)

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Executive Summary

Firms know that customer experience is important — but they deal with it haphazardly. As a result, customers suffer through needlessly painful interactions. That's why firms need a more disciplined approach to customer experience. Forrester recommends that companies adopt Scenario Design, a concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals. This approach requires companies to continually ask — and answer — three questions: Who are your users?; what are their goals?; and how can you help them achieve those goals?

TABLE OF CONTENTS

• Your Customers Deserve A Better Experience
• (Re)Introducing Scenario Design

RECOMMENDATIONS

• Turn Scenario Design Into A Core Competence

WHAT IT MEANS

• The Implications Of Scenario Design
• Related Research Documents

This is an excerpt

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