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For Customer Experience Professionals

How To Build The Right CX Strategy

Strategic Plan: The Digital Customer Experience Improvement Playbook

January 10, 2017

Primary author headshot


  • By Deanna Laufer
  • with David Truog,
  • Gabriella Zoia,
  • Rachel Birrell

Why Read This Report

Unless you have a well-defined customer experience (CX) strategy, your CX will be haphazard at best and fail to deliver sustainable benefits. This report tells CX professionals how to develop a research-based CX vision aligned with the business and translate it into a CX strategy the organization can understand and implement. This is an extensive update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Get CX Strategy Right To Deliver Good CX
  • Conduct Research Before Crafting A CX Strategy
  • Use Your Research Findings To Build Your CX Strategy
  • Revisit Your CX Strategy Regularly
  • Recommendations

  • CX Professionals Must Take Charge Of CX Strategy
  • Supplemental Material
  • Related Research Documents