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For Customer Experience Professionals

Delight The Right Customers To Build A Successful Business

June 9, 2020

Why Read This Report

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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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

  • A Happy Customer Isn't Always A Valuable Customer
  • Enter The Devotees: The Cornerstone Of A Growing Business
  • CX Pros Play A Pivotal Role In Developing And Keeping Devotees
  • Recommendations

  • Build The Relationships Necessary To Find Your Devotees
  • Supplemental Material
  • Related Research Documents

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