There are many ways to structure a customer experience (CX) function for success. To help CX leaders start thinking about their options, Forrester assembled this collection of anonymized CX org charts sorted by business objectives, industry, business model (B2B, B2C, B2B2C), functional alignment, capabilities, and mission.

B2B2C digital strategy is at an inflection point. AI is compressing discovery, decision-making, and service into fewer, faster, AI-mediated moments — reshaping how value gets created across the ecosystem. In this webinar, we explore how leading firms respond by anchoring their strategy in a single principle: end-customer obsession. Join us to learn how to evolve your digital products, experiences, and business models to stay competitive while protecting and enhancing the customer experience.Key takeaways: How AI is collapsing the B2B2C value chainHow to use customer obsession as an organizing principle and drive operational alignmentWhy fragmented data, unclear accountability, and disconnected service models lead to overserved low-value interactions and underserved high-stakes momentsTarget audience level: all levels

CX functions must align with business objectives to secure and sustain investment, but choosing an objective can be challenging. B2B, B2C, B2B2C, and government CX leaders can inform their decision with common objectives that are most important to their stakeholders. This report includes a downloadable template to inventory and prioritize these objectives.

Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle — but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools […]

A customer experience (CX) program proves its value by showing that it helps its organization grow. Unfortunately, many CX pros struggle to show its monetary impact. The journey to validate CX often starts with a strong business case. How can you begin?Attend this webinar to hear about examples from a variety of financial services companies from around the globe that made CX improvements that increased revenue, decreased costs, and/or improved their firm's resilience.Key takeaways: Learn about how to connect CX to business goals.Gain ideas to guide your own business cases.Ask Forrester analysts questions to help you with your journey.Target audience level: all levels

As customer experience (CX) teams evolve and grow, it’s easy for CX leaders to lose sight of why they were formed in the first place. This report describes the 14 most common business objectives for investing in customer experience and how B2B, B2C, B2B2C, and government CX leaders must sharpen their capabilities to match.

Marketing, customer experience, and digital business leaders in consumer-facing businesses are navigating rapidly evolving markets, stoking uncertainty for both consumers and businesses. So far, the US economy has largely continued to grow despite upheaval. Don’t be lulled into thinking that this economy is the new normal. Instead, buckle up for the rest of 2026: Consumer business leaders must optimize their focus and spend with extreme discipline and creativity, master change management, and ratchet up their risk management discipline.

Differentiated customer experience (CX) drives better financial outcomes for financial services firms. This updated report illustrates industry-specific revenue, cost, and resilience outcomes that CX leaders in banking, insurance, wealth management, credit cards, and payments can use to demonstrate the value CX brings to their business and secure funding for continued maturation.

Marketing and CX leaders are collaborating to win new customers, create deeper customer relationships, and bring brand promises to life. Join Forrester analyst Su Doyle, executive partner Jen Sanning, and your peers to learn how CX and marketing can partner up to improve buyer journeys, understand loyalty drivers, and deliver consistent brand experiences. Please bring your questions, learnings, and ideas to share with the group. During this peer discussion, you’ll learn: How B2B, B2C, and B2B2C organizations blend CX and marketing expertise How CX and marketing can improve value for customersHow to identify CX-marketing collaboration opportunities This peer discussion will be most relevant for marketing Leaders and CX Leaders.Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.

Some utilities operate in low-choice markets, while others face stiff competition. That’s why building a CX business case in utilities requires a broader approach. This report outlines industry-specific revenue, cost, and resilience metrics that CX leaders can use to secure funding.