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For Customer Experience Professionals

Customer Experience Innovation Demystified

June 27, 2013

Primary author headshot


  • By Kerry Bodine
  • with John Dalton,
  • Amelia Sizemore,
  • Molly Murphy

Why Read This Report

"Innovation" has become a buzzword in the customer experience field. Everyone talks about it, but no one knows quite what it is or how to attain it. In fact, most firms that believe that they're innovating are actually thwarting differentiation and wasting massive amounts of time and money in the process. This report provides a framework that will help customer experience professionals develop a strategic plan to leverage their customer experience ecosystems to deliver new experiences that drive differentiation and long-term value.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • The Customer Experience Innovation Bandwagon Rolls Into Town
  • Customer Experience Innovation: You're Doing It Wrong
  • Customer Experience Innovation Done Right

  • Amp Up Idea Generation To Support Innovation Efforts

  • Lust For Innovation Will Force Organizational Shakeups
  • Supplemental Material
  • Related Research Documents