Delight The Right Customers To Build A Successful Business

June 9th, 2020

TJ Keitt

With contributors:

Judy Weader , Alyson Clarke , Tom Mouhsian , Emily Collins , Pete Jacques , Maxie Schmidt , Harley Manning , Ben Salamin , Shayna Neuburg

Summary

Businesses often chase high overall customer experience (CX) scores. But these beacon metrics, which measure the average experience across all customers, provide limited insights to business leaders on how the organization is really doing. We analyzed the scores from individual customers of top brands and determined that a small percentage of customers having unusually positive experiences drive a disproportionate amount of business success. This report gives CX pros a method for identifying customers whose positive experiences ensure the business thrives.

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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.