Why Read This
A whopping 80% of customer experience (CX) professionals say that their firms' goal is to be a CX leader in their industry or across all industries. Despite that aspiration, only 11% of companies succeed in delivering an excellent experience — one that would set them apart from competitors. Why? Many firms take a narrow perspective, pigeonholing CX into a particular department or division. They fail to appreciate the larger ecosystem of employees and partners who must work in concert to achieve success. To attain their firms' goals of becoming customer experience leaders, CX professionals need to 1) understand the current state of their customer experience ecosystem; 2) envision the future experience; and 3) align activities. This is an update to a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.