For Customer Experience Professionals

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	February 19, 2008 The State Of Experience-Based Differentiation Self-Assessments Show US Firms Are At The Beginning Of The Journey by Bruce D. Temkin with Olga Melnikova, Steven Geller

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Executive Summary

Forrester introduced Experience-Based Differentiation (EBD) as the model for customer experience excellence. To find out how far firms are along the path to EBD, we asked 287 customer experience decision-makers about their firms' capabilities in the three key areas of EBD: 1) Obsess about customer needs; 2) reinforce brands with every interaction; and 3) treat customer experience as a competence, not a function. It turned out that most firms, especially larger firms, received poor ratings in our EBD self-test. Companies should use the self-test to chart their path toward EBD.

TABLE OF CONTENTS

• The State Of Experience Based Differentiation In 2008

RECOMMENDATIONS

• Make The Most Out Of The EBD Self-Test

WHAT IT MEANS

• It's Time To Chart Your Course To EBD
• Related Research Documents

This is an excerpt

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