Best Practice Report

Executive Q&A: Customer Understanding For Customer Experience Management

October 12th, 2012
Jonathan Browne, null
Jonathan Browne
With contributors:
John Dalton , Carla O'Connor

Summary

Compelling customer experiences stem from a company's deep understanding of its target customers' goals and behaviors. This requires uncovering customer needs in a disciplined manner. This report explains what customer understanding is, how it differs from other forms of market research that companies collect, and what customer experience professionals must do to ensure that essential customer understanding practices are adopted and used by relevant stakeholders across their organizations.

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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.