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For Customer Experience Professionals

Establish Your Experience Research Practice

Beginner Level: Research Practices For CX Transformation

January 21, 2021

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This report is part of "Act: Beginner Level" in The CX Transformation Playbook.

Why Read This Report

This report about experience research — one of the six competencies of customer experience (CX) — is for CX transformation leaders whose companies don't yet follow an effective and documented process for how to do it. In other words, they either lack rigor in how they do experience research or may not do much at all or know exactly what it is. At this beginner stage of maturity in experience research, you should focus on establishing a rigorous practice. This report explains why and how. Forrester reviews and updates this report periodically for continued relevance and accuracy. This edition is completely rewritten based on new research.

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Table of Contents

  • The Three Stages Of Maturity In Experience Research
  • The Purpose Of Experience Research
  • The Benefits Of Establishing A Rigorous Experience Research Practice
  • How To Establish An Experience Research Practice
  • Recommendations

  • Take A Phased Approach To Establishing Your Research Practice
  • Supplemental Material
  • Related Research Documents

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