Architecting Customer Experience

November 20th, 2013

Derek Miers

With contributors:

Alex Cullen , Julian Keenan

Summary

Typically, customer experience (CX) transformation programs are driven by business leaders in marketing and sales. Their objective is to create a more sustainable future for the enterprise by elevating the experience delivered and creating a cadre of customer advocates. But these change agents struggle to scale these programs across the enterprise. This report explores the key questions that business architects (BAs) and others in enterprise architecture (EA) will use to help shape the initiative and highlights the methods and techniques necessary for success. This is the fourth report in our EA and CX series.

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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.