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For Customer Experience Professionals

Lessons In Customer Understanding From Forrester's 2013 Outside In Award Winners

Practices At Blue Cross Blue Shield Of Michigan And VMware

October 1, 2013

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Why Read This Report

At Forrester's Forum For Customer Experience Professionals 2013, we announced the winners of our first annual Outside In Awards. The awards recognize organizations that excel at the practices needed for planning, creating, and managing a great customer experience. In the Customer Understanding category, Blue Cross Blue Shield of Michigan (BCBSM) emerged as the winner, and VMware earned an honorable mention. This report describes the approaches that distinguished the customer understanding programs at the two organizations. Customer experience professionals should emulate these winners with programs that bring customers' perspectives alive for employees and enable them to make better decisions.

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Table of Contents

  • How Forrester Evaluated Customer Understanding Initiatives
  • Blue Cross Blue Shield Of Michigan's Program Empowered Employees
  • VMware Brought Customers Into Its Decision-Making Processes
  • recommendations

  • Translate Customer Understanding Into Behavioral Change