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For Customer Experience Professionals

Evolve Your Experience Research Practice

Advanced Level: Research Practices For CX Transformation

January 21, 2021

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This report is part of "Act: Advanced 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 experience research leaders who have scaled up their practice, so their companies: 1) follow an effective and documented process for how to do it, 2) follow a plan for how often, 3) ensure that all relevant parts of the company collaborate on it, and 4) have a senior person who requires that it get done. At this advanced stage of maturity in experience research, you should focus on continuously evolving your 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 Benefits Of Evolving Your Experience Research Practice
  • How To Continuously Evolve Your Experience Research Practice
  • Recommendations

  • Propel Your Experience Research Practice To Continually Evolve
  • Supplemental Material
  • Related Research Documents

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