Trends Report

Customer Experience Strategy Best Practices

December 9th, 2015
Deanna Laufer, null
Deanna Laufer
With contributors:
John Dalton , Harley Manning , William Willsea , Kara Hartig


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.

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