Best Practice Report

Harmonize Brand And Customer Experience To Acquire And Retain Customers

September 21st, 2020
With contributors:
Keith Johnston , Alex Schanne , Nick Monroe , Lexie Lawhon , Rachel Birrell


While the boundaries between brand and customer experience (CX) are still cloudy in most companies today, the demarcation between the two has all but disappeared in the minds of customers. Companies that fail to recognize and embrace this duality risk becoming irrelevant very quickly. CMOs: Read this report to understand the shifting roles of both disciplines and discover how brand and CX can work together to drive value for the customer and the organization.

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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.