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For Customer Experience Professionals

Customer Experience Strategy Best Practices

December 9, 2015

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  • By Deanna Laufer
  • with John Dalton,
  • Harley Manning,
  • William Willsea,
  • Kara Hartig

Why Read This Report

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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Table of Contents

  • Customer Experience Strategies Fall Short
  • Sound CX Strategies Perform Three Critical Functions
  • Stress-Test Your Customer Experience Strategy

  • How To Get The Most Out Of Your Customer Experience Strategy
  • Supplemental Material
  • Related Research Documents