Why Read This
Customer experience (CX) strategies that lack critical details lead to inconsistent execution and wasted effort. To improve, firms need a strategy that clearly 1) defines the intended experience; 2) directs employees' activities and decision-making; and 3) guides funding decisions and project prioritization. This report lays out the critical components of a sound CX strategy for customer experience professionals and makes recommendations for generating commitment to execution. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.